MindShare to track OMD for McDonald's

Campaign 08-Feb-08

McDonald's has appointed WPP's MindShare to measure the marketing effectiveness of its incumbent agency, the Omnicom-owned OMD, in the UK.

MindShare will measure, optimise, track and course-correct the fast-food
giant's £31 million UK media and marketing spend.

MindShare ATG, a specialised division, was appointed as McDonald's

marketing measurement partner in the UK after a pitch against

undisclosed agencies. The business already performs similar duties for
McDonald's in Europe and Asia.

Steve Simpson, the global director of MindShare ATG, said: "OMD have
been very supportive of our assignment. I don't see it as evaluating
OMD's work, but as working in partnership with OMD and helping them do
the best job it can.

"We are excited to be working with the McDonald's team and OMD to form a
partnership that will out-think and outperform the competition."

James Rennie, the head of marketing at McDonald's, said: "ATG
demonstrated proven and relevant consulting and analytical skills, and
we are confident that they are the ideal partner for measuring and
maximising our return on marketing and media investment in the UK."