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Inside the Tailored Agency Structure of DDB Sydney for McDonald's

Teams used to gather in the same location weekly before the onset of the pandemic.

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Inside the Custom Agency Setup of DDB Sydney for McDonald's Operations
Inside the Custom Agency Setup of DDB Sydney for McDonald's Operations

Inside the Tailored Agency Structure of DDB Sydney for McDonald's

DDB Sydney Resumes Weekly Meetings for McDonald's Account: A Response to Industry Changes

After a hiatus due to the pandemic, DDB Sydney is set to resume weekly meetings for their long-standing client, McDonald's Australia. These meetings will take place at DDB Sydney's office, marking a return to a pre-pandemic routine.

The meetings will involve a unique, integrated agency model, which DDB Sydney has developed over the years for McDonald's. This model, unlike traditional agency structures, is more akin to an "agency village" than a simple traditional agency setup or bespoke team.

In this model, DDB Sydney, Akcelo, Digitas, and Omnicom stablemates OMD and Annalect, as well as other partners like Eleven for earned media, work together under a unified DDB-led village. This collaborative approach allows for a holistic service to McDonald's, with each partner contributing their expertise while maintaining a coherent brand strategy.

Unlike bespoke teams, which are customized specialized units formed just for one client, DDB's approach is to build a stable "village" of specialist agencies with established, ongoing partnerships around McDonald's. This setup allows McDonald's to leverage specialist agencies for different parts of the business, but within a consistent strategic framework led and integrated by DDB.

The meetings, which will occur on Thursdays, will see the McDonald's team co-locate at DDB Sydney's office, while on Wednesdays, they will co-locate with DDB's sister agency, OMD. This integrated, collaborative approach is a response to industry trends, with the industry moving towards creating specialized agency teams for clients.

This unique model has been a hallmark of the 54-year partnership between DDB Sydney and McDonald's Australia, which is set to come to a close by the end of 2025. The resumed meetings are a testament to the enduring partnership and DDB Sydney's commitment to delivering exceptional results for McDonald's Australia.

Sources:

  1. The Drum, 2018
  2. AdNews, 2021
  3. AdNews, 2021

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