From Big Mac to Big Goodbye: McDonald’s ends 54-year creative partnership with DDB Group Sydney

McDonald's Australia has ended its creative partnership DDB Group Sydney after servicing the quick service restaurant's account for the past 54 years.

Annabel Fribence, chief marketing officer of McDonald's, said: “I want to personally thank DDB Group Sydney for being a long-term partner of our brand and business. DDB has been a true partner, pushing us, supporting us, and ultimately ensuring we continue to grow.

“Together, we have evolved the iconic Macca’s brand, and we are proud of the incredible creative legacy we have built.”

Sheryl Marjoram, DDB Group Sydney CEO, said: “Our partnership with Macca’s has been defined by more than shared goals, it’s been powered by determination, proving longevity is earned, not given. Our partnership navigated change, seized opportunities and built solutions.

"We’re proud of the success we celebrate today. Our very best wishes go to Annabel and the marketing team, the Senior Leadership Team, the incredible franchisee community, Akcelo, W&K, Digitas and of course our family members OMD and Annalect.”

The Omnicom Oceania Group will continue to be a core part of its village, flexing as the quick service restaurants' needs change, this includes the recent addition of Eleven to support in earned media.

Wieden+Kennedy is also working with the fast-food giant to create unique moments that are culturally specific to the Australian market, starting with small core team before building out as needed.

Over the years, DDB Group Sydney has delivered iconic campaigns including Jimmy Dean & Mac Time Rocks On, to more recently the Silver Lionwinning Big Mac campaign The Original Mouthful.

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