McDonald’s Canada has added a new agency to its roster, tapping Wieden+Kennedy to take the lead on “select campaigns.”
The agency, which counts offices in New York and Portland among its 10 offices, has been working on creative for the brand in the U.S., including the recent “As Featured In” campaign, which has aired in Canada, among other markets.
Now, it will work alongside Cossette to execute on specific creative assignments on this side of the border, and will start working here in October. Wieden+Kennedy was selected following an agency search conducted among McDonald’s global agencies.
McDonald’s will retain Cossette as its Canadian AOR, while Wieden+Kennedy will work on campaigns with the specific purpose of building fandom with McDonald’s Canada’s audiences.
“We have big ambitions both globally and within Canada to drive the brand and the business through creative effectiveness,” says Alyssa Buetikofer, chief marketing officer for the brand. “This is going to be a turning point for the impact of our Canadian marketing. I’m so glad we are all on this journey together to build the best, most guest-connected strategic and creative work.”
Wieden+Kennedy was tapped because of the strength of its track record in the U.S., producing campaigns including the aforementioned “As Featured In,” as well as “Famous Orders,” the “Cactus Plant Flea Market Box,” and “Grimace’s Birthday.”
“It’s been inspiring getting to work with the brand in the U.S. for four years, and we look forward to the opportunity to impact their business in this new market,” says Brandon Pracht, global managing director of McDonald’s at Wieden+Kennedy.
“We are energized and motivated to continue to deliver industry-leading, award-winning, strategic and creative work that resonates with Canadians,” says Mélanie Dunn, CEO at Cossette. “McDonald’s and Cossette inspire each other to deliver our best. That inspiration and relationship has proven itself over several decades and we look forward to continuing to evolve and grow together.”
In recent months, Cossette has been responsible for a number of breakthrough campaigns for the brand, including the “Essential Pit Stop” campaign and “Frequent Fryer” promotion.
