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AGENCY BUSINESS

Golden Arches appoints TBWA to lead its SA creative strategy

By our News Team | 2023

Competitive agency review sees McDonald’s choose TBWA Hunt Lascaris to be its lead strategic marketing and communications agency.

Fast-food giant McDonald’s has appointed TBWA Hunt Lascaris to be its lead strategic marketing and communications agency for the South African market. This will encompass a strong emphasis on driving creativity within the process.

Towards the end of last year, McDonald’s conducted a competitive agency review to find a lead creative partner to “help drive relevancy and affinity within the South African context, while ensuring that the brand is connecting in relevant ways that are authentic to [SA] culture,” the company says in a media statement.

Agency Business

Photo courtesy of McDonald’s

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.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
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