McDonald's allocates a substantial portion of its advertising budget to cooperative efforts with franchises. Franchise groups make their own decisions about hiring ad agencies and campaign themes.
But it’s ALSO built on great IMC.
Anyone can make a hamburger. But building one of the world's most iconic global brands is a rare feat. McDonald's success is built on a smart business model and flawless execution.
“
Why does a company such as McDonald's hire an advertising agency in the first place? Couldn't it save money by hiring its own staff and creating its own ads? How does Leo Burnett Inc. win such a large account?
An ad agency specializes in developing and preparing marketing and advertising plans, advertisements, and
other promotional tools.
The agency provides service by researching, negotiating, arranging, and contracting for commercial space and time with
the various print, electronic, and digital media.