OMD | Agency Profile, Contacts, AOR, Client Relationships
Service: media buying & planning
|Main Telephone||(312) 324-7000|
|Main Fax||(312) 324-7292|
Sample of Associated Brands
|Zach G.||Senior Director, Integrated Media Planning||IL|
|Christa M.||Group Director||IL|
|Jenna S.||Director, Global Business Leadership||IL|
|Laura D.||Group Director, Account||IL|
|*** ******||media buying & planning||unknown||present||*|
|**** ******||media buying & planning||unknown||present||****|
|******* *******, ***.||media buying & planning||2007||present||********|
|********* ********** ** *********||media buying & planning||unknown||present||*|
|*** ********* *****||media buying & planning (local broadcast)||unknown||present||******|
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Millennial, Gen-Z Media Opps: McDonald's overhauls African-American marketing, launches campaign
It was not disclosed how much McD's would spend on the initiative, but a spokesperson said it's "one of [McD's] biggest priorities of this year." In fact, the effort is so big that McD's is referring to it as a campaign movement rather than just a campaign.
To kick off the effort, McD's launched a new Instagram channel, @wearegolden, and ran a 60-second spot during the 50th Annual NAACP Image Awards, where it also handed out a "Black & Positively Golden" award. Radio ads, as well as print ads in publications like Essence, will support the brand platform.
There should still be time to secure last-minute revenue from the new campaign, so sellers should reach out ASAP. Afterwards, focus on additional African-American campaigns. McD's will have a presence at BETX (June 21-22) and Essence Festival (July 5-7) with the help of experiential AOR Walton Isaacson; will continue its Inspiration Celebration Gospel Tour (May to October) with the help of Faith Based Communications; and will add spots to the "Black & Positively Golden" initiative.
You can also keep an eye on campaigns tied to other racial minorities, sellers, since McD's hired Lizette Williams as head of US cultural engagement & experiences in January 2018 to increase engagement among all multicultural customers. For example, it expanded its Hacer scholarship for Hispanic students; widened its support of the YWCA, especially the YWCA's Women's Empowerment 360 Program; and expanded its Thurgood Marshall College Fund partnership to provide scholarships for students attending historically black colleges/universities.
Don't forget that you can also pitch strategies that will appeal to all of McD's large target demographic. Remember, however, that it has been skewing towards millennials and Gen-Z, especially with its recent acquisitions of personalized data startup Dynamic Yield and mobile app vendor Plexure. It does not have a top spending period, instead spending highly year round.
iSpot reports a YTD national TV spend of $145.4m, $122,728 of which has been dedicated to the new campaign since it began airing 3/29. Spend during the same timeframe of 2018 totaled $201.1m, full 2018 spend totaled $628.6m and spend in 2017 totaled $443.9m. Targeting is typically diverse (see chart right).
Adbeat reports digital display over the last 12 months totaled $26.4m, a decrease from the $40.7m spent during the 12 months prior. The majority of ads (81%) are placed via YouTube (81%) onto YouTube. Ads are also placed via direct buy (12%) and Google (4%) onto sites like uproxx.com, warpedspeed.com, yahoo.com and espn.com.
McD's also uses out-of-home, print and radio, according to Kantar. Out-of-home and print have seen decreases in recent months, but radio has actually seen increases.
Hookit reports sponsorships include the NFL, Chip Ganassi Racing, the Washington Capitals, the Washington Wizards, Real Salt Lake, the Cincinnati Bengals and the Los Angeles Kings.
Agency & martech readers -- McD's has seen numerous agency shifts in the last two years (please read about those here), but additional shifts may be likely. Given recent trends, we'll likely see work available for local creative or individual brands like McCafe and McDelivery. Reach out and expect competition from the aforementioned agencies.