DDB's McPlan: Did somebody say evolution?

Kramer, Louise; Pollack, Judann
May 1999
Advertising Age;5/10/1999, Vol. 70 Issue 10, p1
Trade Publication
This article reports on the meeting between McDonald's and its advertising agency DDB Worldwide in May 1999. At the meeting, Keith Reinhard, chairman of DDB Worldwide, is said to have conceded that the theme line, "Did somebody say McDonald's?," is not the best it can be. According to source, Reinhard said DDB is starting the process of changing the advertising, which could happen by year-end. Reinhard indicated the agency is working on the next evolution because they have not optimized what it might be.


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