McDonald’s UK & Ireland has appointed integrated creative marketing group TMW as its customer engagement agency.
TMW, which is part of Accenture’s creative network Accenture Song, won the brief following a competitive pitch. It now forms part of McDonald’s global roster after a review of CRM partners earlier this year, with UK & Ireland being the first market to appoint a new agency.
The win marks TMW’s first new business win while operating in collaboration with the wider Accenture Song business, following Accenture Song’s acquisition of Unlimited Group, which owns TMW, in April this year.
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TMW will now work with McDonald’s as an agency partner across strategy and creative for CRM, responsible for direct to customer communications to help build brand love and loyalty.
The agency will leverage the scale and technology of Accenture Song, using generative AI in a bid to transform customer experiences and drive growth.
The Human Understanding Lab, TMW’s team of data, behavioural and neuroscientists, will also be central in analysing the brand’s audience, augmented with technical and data support from the wider Accenture Song team.
Michelle Graham-Clare, CMO UK&I, McDonald’s UK and Ireland said, “TMW demonstrated a true passion for our brand. Their use of customer data, strategic thinking, as well as creativity was exceptional and we look forward to utilising this partnership as a way to build world-class CRM that delights our customers at every touchpoint.”
Chris Mellish, group CEO, TMW & Unlimited said, “This was our first opportunity to pitch alongside the rest of the Accenture Song, and it has demonstrated immediately the scale and potency that we have added to each other’s offerings.”
In November, McDonald’s pulled out all the stops in its latest campaign ‘The Gift of McDonald’s, in which the fast-food giant offers up an epic light show set to the global dance hit ‘Satisfaction’.
In October, McDonald’s made the headlines with a quickfire new campaign for its ‘Mini Hash Browns’, hot on the heels of its big McRib reveal just a few days earlier.
