Mark Ritson: McDonald’s zero-margin Omnicom deal sets welcome precedents for agency contracts

After a long drawn-out affair, McDonald’s has consolidated its North American advertising business with the Omnicom Group. A new, as yet unnamed, dedicated agency will be created to serve McDonald’s drawn from various Omnicom agencies – both creative and media – and led by DDB, which won the pitch.
“Exactly 18 weeks ago today, we received a dream brief from one of the most iconic brands in the world…to create ‘the agency of the future’,” DDB