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OMD | Agency Profile, Contacts, AOR, Client Relationships




Service: media buying & planning

Main Telephone (312) 324-7000
Main Fax (312) 324-7292
Primary Address
225 North Michigan Avenue
Suite 1900
Chicago, IL 60601
USA

OMD Contacts

Contacts (5/65)
Name Title State
Kate S. Chief Operating Officer - OMD Worldwide IL
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (312) 324-7000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 225 North Michigan Avenue
Suite 1900
Chicago, IL
60601
USA

Lisa B. Associate Director IL
Christa M. Group Director IL
Jenna S. Director, Global Business Leadership IL
Laura D. Group Director, Account IL

Client Relationships


Brand Service From To Media Spend
*** ****** 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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WinmoEdge

Campaign Imminent Update: McDonald's narrows global media review down to Starcom and OMD


reportedly, OMD has already won Germany, Starcom won France and the two will split duties in Latin America.

Remember, this review started with the intent to switch to a "small roster" strategy that will help McDonald's find capabilities that are appropriate for each of the markets it serves (in addition to cost cutting), so each market will likely demonstrate a slightly different media strategy. However, in the US, expect more personalization and more local initiatives. In the company's latest earnings call, they said they were continuing to focus on the customer experience (their partnership with Uber Eats is specifically mentioned) and they are focusing on doing more local marketing to appeal to respective markets. For example, CEO Steve Easterbrook mentions breakfast items and how the South prefers biscuits while the North doesn't, so they need to skew local marketing to meet those tastes, and the"Speechless" campaign.

Thus, keep all of that in mind when going for revenue and forming your pitches. They don't have a top spending period, instead spending highly year round. They are starting to skew their demographic younger towards millennials and Gen-Z.

iSpot reports a year-to-date (YTD) national TV spend of $398 million on shows with a wide reach (see show targeting right). Spend for 2017 totaled $443.1 million, and 2016's spend was $432.3 million.

Pathmatics reports a YTD digital display spend of $30.9 million, nearly as much as what was spent in all of 2017, $34.2 million. Spend in 2016 was $41.6 million. Ads are normally placed direct (99%), and top ad destinations include youtube.com, snagajob.com, reddit.com, agame.com and gamesgames.com.

Kantar reports a Q1 2018 spend of $205.2 million, which consisted of broadcast ($180 million), digital ($866,232), search ($926,859), outdoor ($21.1 million), print ($360,343) and radio ($2 million). They have numerous sponsorships, like the Eagles and Chip Ganassi Racing, as well.

Agency & martech readers -- McDonald's did a number to its agency roster last year (you can view all of their agency shifts here), so they should be set for a while. Prospect elsewhere.