McDonald’s China is shaking up its media account, awarding media planning in Mainland China to Publicis Groupe, while Omnicom Group’s OMD retains media buying in the major market.
Publicis says the work will be handled by its so-called “Power of One” solution. The work includes strategic planning across media channels, and digital work to support McDonald's customer data platform development and application in media planning, Publicis said.
The agency switch comes as McDonald’s China tries to win back customers after seeing sharp sales declines in early 2020 due to COVID-19.
“We demonstrated our Power of One approach in assembling a cross functional team across media, ad-tech, data science and analytics, to drive media efficiency and effectiveness,” Jane Lin-Baden, managing partner APAC and CEO of North Asia, Publicis Groupe, said in a statement.