Golden Arches appoints TBWA to lead its SA creative strategy

Adds Daniel Padiachy, the fast-food company’s local Executive for Marketing, Supply Chain and Technology: “We are excited to partner with TBWA to drive meaningful storytelling and connecting deeper with our customers through ‘feel-good’ marketing. This partnership will enable McDonald’s SA to flourish in the creative excellence space.” 

The pitch process that took place in the latter part of 2022 is described by McDonald’s as “highly rigorous” and involved several other local and global partner agencies. TBWA ultimately won the business after being one of four finalists.

Identifying the untapped creative opportunity

“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,” the statement says.

“To win such a high-profile, top 20 global brand is not only an honour but a personal career highlight,” notes Karabo Denalane, TBWA’s Chief Executive Officer.

McDonald’s opened its first restaurant in South Africa in November 1995. Today it operates over 330 restaurants in the country and serves approximately 8-million customers each month.

The company has a limited footprint in Africa. According to its website, it has a presence in only four markets: Egypt, Morocco, Tunisia and South Africa. Globally, it has more than 38,000 outlets in over 100 countries.

McDonald’s lead creative agency in its key market, the United States, is Wieden + Kennedy New York, which was appointed in 2019. The agency operates in various emerging markets, but not in Africa.