[London] McDonald's appointed Havas' Partners BDDH to work on its U.K. Happy Meals account, withdrawing $9.6 million of business from Publicis Groupe's Leo Burnett
, which has been the U.K. incumbent on the account for 17 years. McDonald's total U.K. budget is $67.2 million. Arnold Worldwide's BDDH will also be asked to look at McDonald's overall strategy in the controversial area of advertising to children, and to tailor its creative ideas to McDonald's new "I'm lovin' it" global ad theme. McDonald's also saw pitches from WPP's HHCL Red Cell, Omnicom's BMP DDB
and independent Soul. Leo Burnett was not invited to pitch.