Why McDonald’s will need to focus on trust to make its Omnicom deal a success

In May, details of McDonald’s search for a new creative agency for its North American business surfaced, leading to an industry-wide uproar. It revealed the winning agency would be asked to operate at cost, and would not profit from this base pay.
Any profit the agency will make will come from performance-related pay, reliant on certain market metrics such as sales but also subjective metrics established by McDonald’s. It was rumoured WPP dropped out of the pitching process early due