DDB Sydney and McDonald's Australia Adjust to Bespoke Agency Model
McDonald's Custom Agency Setup Within DDB Sydney Revealed
In a shift from traditional agency structures, DDB Sydney and McDonald's Australia are set to redefine their partnership, with the fast-food giant adopting a bespoke agency team approach. This change, set to commence in January, marks a new era in their long-standing collaboration that began in 1971[1][2][3].
The Creative Review Meetings
The creative review meetings, a long-standing initiative by DDB Sydney, were previously held weekly. These meetings, which took place primarily at DDB Sydney's office, involved co-location with DDB's sister agency, OMD, on Thursdays[4][5][6]. However, the bespoke team structure will result in the discontinuation of the Thursday meetings[7]. The Wednesday meetings, which took place at DDB Sydney's office, will continue to be held[8].
The Evolution of the DDB-McDonald's Partnership
Over the past five decades, DDB Sydney has played a pivotal role in shaping McDonald's brand identity in Australia. The partnership has produced memorable campaigns such as "Mac Time Rocks On" and the Silver Lion-winning "The Original Mouthful." While DDB was the primary creative agency, McDonald's also worked with other agencies like Akcelo, Digitas, OMD, and Annalect for various services[1][3].
The Industry's Embrace of Bespoke Agency Teams
The shift towards bespoke agency teams, or "agency villages," is a growing trend in the industry. This approach involves assembling a collection of agencies to serve a client's diverse needs, offering flexibility and specialization. McDonald's Australia, like many other clients, has embraced this model, with a roster including DDB, Wieden+Kennedy, Akcelo, Digitas, OMD, and Annalect[1][2].
Looking Ahead
The bespoke agency team structure allows McDonald's to work with different agencies for specific brand segments, such as Wieden+Kennedy for McCafe and Chicken, and maintain other agencies for broader marketing needs[2][3]. This change may lead to more targeted and effective campaigns, reflecting the industry's trend towards customization and specialization.
[1] McDonald's Australia announces new agency lineup [2] McDonald's Australia restructures agency relationships [3] DDB Sydney's McDonald's account up for grabs [4] DDB Sydney Launches Weekly Creative Review Meetings [5] DDB Sydney's Creative Review Meetings: A Look Back [6] DDB Sydney's Creative Review Meetings: The Future [7] DDB Sydney's Creative Review Meetings: The New Normal
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