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McDonalds, Omnicom Group Reviewing Global Efficiency Of QSR's Ad-Buying

McDonalds is "conducting a review of its ad-buying account, as the fast-food company seeks to find more efficient ways to spend its advertising dollars," according to Suzanne Vranica of the WALL STREET JOURNAL. The QSR "hasn’t done a formal media review in about 14 years" and "spends roughly" $2B on media annually world-wide. Omnicom Group has "handled McDonald’s ad-buying business for more than a decade in the U.S. and is also responsible for the work in most other countries" (WALL STREET JOURNAL, 10/27). McDonald's said that OMD, McDonald's media agency, will be "participating in the process." AD AGE's Wohl & Stein noted McDonald's also has "funds freed up from its decision earlier this year to end its global sponsorship of the Olympic Games." The company said that those dollars "can go toward strengthening its digital investment" (ADAGE.com, 10/26).

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