Wieden+Kennedy NY has added to its McDonald’s portfolio, winning the Happy Meal marketing business in the U.S. that had been at Omnicom’s DDB.
The account shift means that DDB—which once controlled most of the fast feeder’s business through its dedicated We Are Unlimited unit—will no longer work for McDonald’s in the U.S., although the agency is expected to continue to get global assignments.
“WKNY has been instrumental in elevating our marketing work and propelling our business forward through creative excellence,” McDonald’s USA said in a statement to Ad Age. “Our fans’ McDonald’s experience often begins with their first Happy Meal, and this strategic shift will allow us to deliver a more cohesive creative approach throughout their lifelong journey with the brand.”
A DDB spokesperson did not respond to an email for comment.