McDonald's SA appoints TBWA Hunt Lascaris as strategic marketing communications agency

TBWA is part of the Omnicom Group, a leading global marketing communications company.

According to McDonald's, this new partnership will help McDonald's SA elevate its creative content of work to better connect with consumers through marketing that connects, is meaningful and resonates with all South Africans across our beautiful country.

TBWA says that it is a formidable collective within the African business landscape.

Towards the end of 2022, McDonald's SA conducted a competitive agency review to find a lead creative partner to help drive relevancy and affinity within the South African context. This is while ensuring that the brand connects in relevant ways that are authentic to South African culture.

"We are excited to partner with TBWA to drive meaningful storytelling and connect deeper with our customers through 'Feel-Good' marketing. This partnership will enable McDonald's SA to flourish in the creative excellence space," says Daniel Padiachy, McDonald's SA executive for marketing, supply chain and technology.

TBWA participated in a rigorous pitch process alongside other local and global partner agencies, winning the business after being one of four finalists. Their insights-driven approach to identifying McDonald's SA's untapped creative opportunity, strategic thinking and team chemistry rooted in passion, purpose and commitment made them the obvious choice, according to McDonald's.

"To win such a high-profile, top 20 global brand is an honour and a personal career highlight. From the day we were invited to pitch, to the chemistry session and ultimately on pitch day, it was abundantly clear that we were in good company," says Karabo Denalane, TBWA's chief executive officer.

Denalane adds, "We would like to thank the entire marketing and executive team at McDonald's SA for trusting us with one of the most loved brands in the world and for creating an environment for us to create iconic category-breaking work." 

TBWA will join McDonald's SA and its other multicultural and general consumer market agencies to reach and engage all core audiences for the brand in South Africa.

Their expertise will contribute to a continued commitment to ensuring McDonald's SA's consumers feel seen, heard and supported in impactful ways.

For more information, visit www.mcdonalds.co.za.You can also follow McDonalds SA on Facebook, Twitter or on Instagram.