McDonald’s Shifts Happy Meal Biz from DDB to Wieden+Kennedy

The Golden Arches are on the move. Wieden+Kennedy NY has added an extra serving to its McDonald’s portfolio, winning the Happy Meal marketing business in the U.S. that had been at DDB.

The account shift means that DDB – which once controlled most of the fast feeder’s business through its dedicated We Are Unlimited unit – will no longer work for McDonald’s in the U.S., although the agency is expected to continue to get global assignments, according to Ad Age.

“WKNY has been instrumental in elevating our marketing work and propelling our business forward through creative excellence,” McDonald’s USA said in a statement. “Our fans’ McDonald’s experience often begins with their first Happy Meal, and this strategic shift will allow us to deliver a more cohesive creative approach throughout their lifelong journey with the brand.”

The transition of the Happy Meal account to W+K is expected to be completed by June. The duties will include creative strategy for Happy Meal promotions, as well as finding other ways to engage family audiences, according to Ad Age.

W+K landed on the McDonald’s roster in 2019 when it won lead U.S. creative duties for the fast food giant.

The two agencies were in the news earlier this year when DDB Chicago Chief Creative Officer Rodrigo Jatene leapt to Wieden+Kennedy to serve as chief creative officer for its Latin America region, including Mexico City, Buenos Aires and Sao Paulo.

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