McD's taps Burnett for Thai account

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[Bangkok, Thailand] McDonald's Corp. has named Publicis Groupe's Leo Burnett Worldwide, Bangkok, to handle its estimated $2.5 million account in Thailand and help translate its "I'm lovin' it" global platform for Thai consumers. The win follows a three-way pitch against Omnicom Group's DDB Worldwide and incumbent local shop Spa Advertising. Spa won the business from Leo Burnett in 2002. Media remains at Omnicom's OMD, McDonald's global media agency. Leo Burnett now handles the fast-food giant's business in most of Southeast Asia, as well as South Korea, China and, through Dentsu joint venture Beacon Communications, in Japan.
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