McD's taps TBWA for global ad ideas

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[Chicago] McDonald's Corp. tapped TBWA Worldwide's New York office to submit creative ideas for Big Mac and french fries spots for global distribution, expanding the Omnicom Group agency's role as one of McDonald's global networks, said executives close to the marketer. Besides that assignment, TBWA works with McDonald's in France, Spain, Brazil and Finland. The Golden Arches also recently used the network to lead the global marketing for its health platform, "Eat smart. Be active." For that effort, TBWA will develop with McDonald's worldwide programs around enhanced menu choices, work with experts on nutritional-information education, support active lifestyles under the "Go Active" service mark, and promote local and global sports vehicles including McDonald's International Olympic Committee sponsorship. Similar to McDonald's global "I'm lovin' it" platform, local agencies may develop creative for their regions under the health platform.
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