McDonald ’s has spent an estimated £ 100 m ( $ 132 m ) 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 believed McDonald ’s has halted the process for an extended period and may not resume it . The company could be changing its UK marketing strategy and may be prioritising operations in other markets . Industry sources say both agencies were poised to make pitches in recent weeks but McDonald's delayed them. OMD has already secured China and Germany , has taken on France and the two split Latin America responsibilities .
McDonald ’s has spent an estimated £ 100 m ( $ 132 m ) 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 believed McDonald ’s has halted the process for an extended period and may not resume it . The company could be changing its UK marketing strategy and may be prioritising operations in other markets . OMD has already secured China and Germany , has taken on France and the two split Latin America responsibilities .