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SBD Global/August 17, 2017/Marketing and Sponsorship

McDonald's Awards World Cup Brief To Leo Burnett London

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McDonald's expanded its relationship with Leo Burnett London after "awarding the agency its global sports sponsorship activity for next year's football World Cup," according to Omar Oakes of CAMPAIGN LIVE. The Publicis Groupe agency, which works on McDonald’s U.K. business, won the account for the fast food company's World Cup sponsorship "after pitching against other roster agencies." It "follows the agency’s global McDelivery win," in which Leo Burnett is "creating advertising for McDonald’s home delivery service internationally." For the World Cup business, Leo Burnett has been tasked with "developing a global communications campaign that will roll out for the tournament," which kicks off in June '18 (CAMPAIGN LIVE, 8/16).
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