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Madison wins McDonald’s media kitty

23-March-2004
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Madison wins McDonald’s media kitty

For Madison, it’s a season to win. After the much-coveted win of Marico media account, the agency has added the media duties of McDonald’s to its kitty. Confirming the development, Chairman and Managing Director, Madison Communications, Sam Balsara said: “The win comes close on the heels of Marico; this makes us doubly happy. McDonald’s is one of the world’s largest advertisers, which is why we are thrilled to add the name to our small, but select list of advertisers. We feel that our innovative thinking, positioning, philosophy and infrastructure sets us apart from other media agencies, which is probably what worked in our favour with McDonald’s.”

The account is pegged at a tidy sum of Rs 15 crore and was previously handled by Optimum Media Solutions. The win came as the result of a pitch, where Starcom, OMS and Madison were the three agencies in the fray.

In a recent development, McDonald’s had moved its creative duties to Leo Burnett, after an eight-year-long marriage with Mudra. Needless to say, the development spelt considerable losses to the agency, which practically raised the brand in its own backyard ever since the food retailer, stepped into Indian market.

DDB Worldwide (one of the main networks within the Omnicom marketing services group) and Leo Burnett are on the global roster of the McDonald’s creative account. Among many other regions, DDB handles McDonald’s in Australia, New Zealand, USA and, till recently, in India, through Mudra Communications, where DDB owns a 10 per cent equity stake.

As far as its communication in India is concerned, the Mudra-devised ‘McDonald’s Mein Hai Kuch Baat’ campaign worked as an entry point for consumers and built it as a family brand. The communication reached further heights with the baseline ‘Toh Aaj McDonalds Ho Jaaye’ which lent focus to McDonald’s as an everyday experience and added to its equity manifold. The more recent initiative was McDonald’s ‘I’m lovin’ it’ – a global campaign which was unveiled in September 2003 and was created by DDB. Heye & Partner, part of the worldwide DDB network, and a long-time McDonald’s agency, based in Unterhaching, Germany, had jointly worked on the brand campaign. DDB, Chicago had worked in partnership with McDonald’s and Heye & Partner to shepherd the work through to its final form. The campaign was received with just as warm a welcome in India, as anywhere else in the world.

First run on the site at 7:15 PM on March 22, 04

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