Omnicom launches McDonald’s full-service agency ‘We are Unlimited’ | M&M Global

Omnicom launches McDonald’s full-service agency ‘We are Unlimited’

Omnicom Group has revealed details of its new full-service advertising agency for McDonald’s in the US, to be called ‘We are Unlimited’.


The group was award McDonald’s US ad account in August after promising to create a bespoke “agency of the future”, with access to talent, data and resources from across Omnicom. It ended a 35-year relationship with Leo Burnett, part of Publicis Groupe.

The new agency – which Omnicom said will be referred to as ‘Unlimited’ – claims to integrate strategic, creative and analytical capabilities to deliver across “all communications touch points”.

BBDO New York’s Brian Nienhaus joins as chief executive, and will lead a senior team including chief digital officer Chip Knicker, who joins from McDonald’s, and chief strategy officer Graceann Bennett. Nienhaus will report to DDB North America chief executive Wendy Clark, who led the pitch to win the business.

Unlimited will also feature embedded teams from The Marketing Store, Facebook, Google, Twitter, Adobe, The New York Time’ content division T Brand Studio.

McDonald’s chief marketing officer Deborah Wahl said: “Whether it’s a social post, an anthemic film or in-restaurant messaging, we are confident that analytically inspired, creatively driven thinking and work from Unlimited will help shape McDonald’s marketing in completely new ways to break new ground and fuel increased business impact.”

Clark added: “[Nienhaus’] experience leading integrated teams that span digital, social, sponsorships and traditional advertising working across multiple Omnicom sister agencies, many of whom are part of Unlimited, has uniquely qualified him to take the reins as CEO of this agency.”

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