IN A quest to inspire and enable world-class marketing that continues to build brand and create growth, the Golden Arches appointed award-winning, TBWA Hunt Lascaris as the lead creative and strategic marketing and communications agency for McDonald’s South Africa.
TBWA is part of the Omnicom Group – the leading global marketing communications company. This new partnership will help McDonald’s SA elevate its creative content of work to better connect with consumers through marketing that connects, is meaningful, and resonates with all South Africans across our beautiful country. TBWA is a formidable collective within the African business landscape.
Towards the end of 2022, McDonald’s SA conducted a competitive agency review to find a lead creative partner to help drive relevancy and affinity within the South African context, while ensuring that the brand is connecting in relevant ways that are authentic to South African culture.
“We are excited to partner with TBWA to drive meaningful storytelling and connecting deeper with our customers through Feel-Good marketing. This partnership will enable McDonald’s SA to flourish in the creative excellence space,” says Daniel Padiachy, McDonald’s SA Executive for Marketing, Supply Chain and Technology.
TBWA participated in a highly rigorous pitch process alongside other local and global partner agencies, ultimately winning the business after being one of four finalists. Their insights-driven approach to identifying McDonald’s SA’s untapped creative opportunity, strategic thinking and team chemistry rooted in passion, purpose and commitment made them the obvious choice.
“To win such a high-profile, top 20 global brand is not only an honour but a personal career highlight. From the day we were invited to pitch, to the chemistry session and ultimately on pitch day, it was abundantly clear that we were in good company. We would like to thank the entire marketing and executive team at McDonald’s SA for trusting us with one of the most loved brands in the world and for creating an environment for us to create iconic category-breaking work,” says Karabo Denalane, TBWA’s Chief Executive Officer.
TBWA will join McDonald’s SA and its other multicultural and general consumer market agencies to reach and engage all core audiences for the brand in South Africa.
