McDonald’s Moves U.S. Media Buying and Planning to Publicis Groupe’s Starcom from Omnicom’s OMD

McDonald’s is consolidating responsibility for its estimated $1.6 billion national media buying and planning to Publicis Groupe’s Starcom as part of an effort to streamline its digital marketing strategy. Particular attention is being given to a tighter integration between paid and earned/owned media programs, which aligns with the way more consumers connect with marketing messages, the brand’s representatives told Adweek.