McDonald's recently shifted its lead US creative duties to Wieden and Kennedy, which means the fast-food giant will share an agency with rival KFC.
Two crossed lines that form an 'X'. It indicates a way to close an interaction, or dismiss a notification.McDonald's recently shifted its lead US creative duties to independent agency Wieden and Kennedy, which means the fast-food giant will share an agency with rival KFC, another Wieden client.McDonald's willingness to work alongside KFC could mean looser conflict management policies that let agencies pursue new business more aggressively.
Forrester chief analyst Jay Pattisall said he believed agencies could benefit from such a shift by getting greater freedom to pursue new business, while brands would be less restrained by concerns about what their competitors are doing. More forgiving clients could also theoretically allow agencies' consulting divisions to pitch against management firms such as Bain and McKinsey, which have long used their work with one company to sell services to its adversaries.Will the new model ultimately work for brands?
"[Fast-food] is an incredibly demanding daily business with overnight sales results," he said."Without innovation and creativity, the weak will not survive."
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