{"id":67547,"date":"2025-08-14T11:56:06","date_gmt":"2025-08-14T11:56:06","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/67547\/"},"modified":"2025-08-14T11:56:06","modified_gmt":"2025-08-14T11:56:06","slug":"longest-client-agency-partnership-in-australian-advertising-comes-to-an-end","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/67547\/","title":{"rendered":"Longest client-agency partnership in Australian advertising comes to an end"},"content":{"rendered":"

McDonald\u2019s Australia will part ways with its creative agency partner DDB Group Sydney at the end of 2025, Mumbrella can reveal.<\/p>\n

It marks the end of the longest current client-agency partnership in Australian advertising, with DDB Group Sydney having serviced the account for 54 years.<\/p>\n

\"\"<\/p>\n

McDonald\u2019s confirmed the news with Mumbrella on Thursday afternoon.<\/p>\n

\u201cI 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,\u201d Annabel Fribence, recently appointed<\/a> chief marketing officer, said in a statement.<\/p>\n

ADVERTISEMENT<\/p>\n

\u201cTogether, we have evolved the iconic Macca\u2019s brand, and we are proud of the incredible creative legacy we have built.\u201d<\/p>\n

Earlier this year, DDB Sydney lost a portion of the account<\/a> \u2014 the McCafe and Chicken portfolios \u2014 to Wieden+Kennedy. The remainder of its agency village remains the same \u2014 Akcelo, Digitas, Wieden+Kennedy, and DDB\u2019s Omnicom Oceania stablemates OMD and Annalect. It has also welcomed Eleven to support it in earned media.<\/p>\n

\"\"<\/p>\n

McDonald\u2019s in Yangoona, NSW, 1973 (State Libary of NSW)<\/p>\n

Mumbrella understands the account will not go to pitch and no new agency will be added to the village. DDB has worked with McDonald\u2019s since the brand entered the Australian market in 1971.<\/p>\n

At 54 years, the McDonald\u2019s-DDB relationship was the longest existing in Australian advertising, but not the longest full stop. That honour goes to Arnotts and GPY&R, a relationship that ended in 2012 after around 70 years.<\/p>\n

Stand out campaigns in the 54-year partnership include the Big Mac chant, which was resurrected in last year\u2019s \u201cThe Original Mouthful\u201d<\/a>, \u201cJimmy Dean & Mac Time Rocks On\u201d, \u201cNugg-boots\u201d<\/a>, and its 50th anniversary campaign \u201cWe arrived as McDonald\u2019s. You made us Macca\u2019s\u201d<\/a>.<\/p>\n<\/p>\n

Sheryl Marjoram, CEO of DDB Group Sydney, thanked McDonald\u2019s in a statement to Mumbrella.<\/p>\n

\u201cOur partnership with Macca\u2019s has been defined by more than shared goals, it\u2019s been powered by determination, proving longevity is earned, not given,\u201d she said.<\/p>\n

\u201cOur partnership navigated change, seized opportunities and built solutions. We\u2019re proud of the success we celebrate today.\u201d<\/p>\n

She extended her thanks to Fribence and the marketing team, the senior leadership team, franchisees, and the wider agency village.<\/p>\n

It signals a big challenge for the new Omnicom Oceania boss, Nick Garrett<\/a>.\u00a0DDB Group Sydney also parted ways with Westpac in February this year<\/a>, after 13 years. Shortly after, the agency shared that 15 employees would be affected by redundancies<\/a>.<\/p>\n

DDB Sydney has, however, welcomed new clients this year including TK Maxx, Mumbrella understands.<\/p>\n

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