Thursday, March 23, 2006

Leo Burnett suffers fast food withdrawal

It's been a bad week for Leo Burnett. Having not made the best effort of launching McDonald’s Salads Plus product, it has now lost out on the McDonald's health brief to TBWA\London.

Leo Burnett started the week by parting company with Fiat, following the car maker's decision last year to reorganise the way it runs pitches for pan-European campaigns.

Today Campaign broke the story of TBWA\London picking up its first McDonald's UK advertising brief after a pitch. Ouch.

It's going to be an important brief for TBWA. With McDonald's under fire, healthy is its major focus going forward. The brief is said to include getting across McDonald's health credential and the nutritional value of its food (that won't take long then, will it?) and the ethical stance it takes on sourcing ingredients (again, quick job).

This should have been a bit of business that walked straight through Burnetts door, but the poor showing of the Salads Plus launch seems to have hit its standing with an important client.

If TBWA gets this right, will it get a bite of something bigger? TBWA and DDB handle McDonald's in other markets.


At 2:04 PM, Anonymous Anonymous said...

I agree with you Gordon. This shouldn't have been allowed to leave Burnett.

What do you think the future of McDonalds is at LB?

Could it be the same story of Toyota slowly pulling out of Saatchi and going with CHI?

Ambitious Trainee

At 2:45 PM, Blogger Gordon said...

I guess we'll know soon enough now that Saatchis and CHI are going head to head for the £60m pan-European launch of the new Corolla.

CHI got the £35m pan-Euro Corolla campaign last year. It must be in with a very good chance.

Bad news for Saatchis its (currently) one of their biggest accounts.

At 4:07 PM, Anonymous Anonymous said...

Well, the mighty will fall...if they spend all their time trying to get on TV

At 12:24 PM, Anonymous Anonymous said...

Saatchi and Saatchi isn't working.


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