McDonald’s Australia is set to end its 54-year partnership with DDB Group Sydney, marking the conclusion of the longest-standing client-agency relationship in Australian advertising history. The split, effective at the end of 2025, was confirmed by McDonald’s to Mumbrella.
Annabel Fribence, McDonald’s recently appointed Chief Marketing Officer, expressed gratitude towards DDB for their long-term partnership, highlighting the agency's role in evolving the iconic Macca’s brand and building a remarkable creative legacy.
Earlier this year, DDB Sydney lost a portion of the McDonald’s account, specifically the McCafe and Chicken portfolios, to Wieden+Kennedy. Despite this, the remainder of the agency village, including Akcelo, Digitas, Wieden+Kennedy, OMD, Annalect, and Eleven, remains unchanged.
Notably, the account will not undergo a new pitch, and no additional agencies will be added to the village. DDB has been with McDonald’s since the brand's Australian debut in 1971, creating standout campaigns like the Big Mac chant, “Jimmy Dean & Mac Time Rocks On”, “Nugg-boots”, and the 50th anniversary campaign.
Sheryl Marjoram, CEO of DDB Group Sydney, reflected on the partnership's success, emphasizing the shared determination and achievements over the decades. This development poses a significant challenge for Nick Garrett, the new Omnicom Oceania boss, especially following DDB's recent parting with Westpac and subsequent redundancies.
Comments
Join Our Community
Sign up to share your thoughts, engage with others, and become part of our growing community.
No comments yet
Be the first to share your thoughts and start the conversation!