McDonald’s has ended an estimated £100m ($132m) closed its months-long UK media-buying review. Incumbent OMD and Starcom have been competing and were set to make pitches in the last month before the fast-food chain delayed them. Part of a worldwide media review, it is now thought McDonald’s has halted the process for an extended period and may not resume it. At least four markets have made their decisions, with OMD landing Germany and China, Starcom taking on France and the two shops splitting responsibilities in Latin America. The company could be changing its UK marketing plans and may be prioritising reviews in other markets. In addition to the US review announced on Monday, McDonald’s also said that it would launch new TV ads this week featuring “celebrity chefs” who are trying out different recipes at their local branches.
McDonald’s has ended an estimated £100m ($132m) closed its months-long UK media-buying review. Incumbent OMD and Starcom have been competing and were set to make pitches in the last month before the fast-food chain delayed them. Part of a worldwide media review, it is now thought McDonald’s has halted the process for an extended period and may not resume it. The company could be changing its UK marketing plans and may be prioritising reviews in other markets. In addition to the US review announced on Monday, McDonald’s also said that it would launch new TV ads this week featuring “celebrity chefs” who are trying out different recipes at their local branches.