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McDonald’s Selects Leo Burnett London for 2018 FIFA World Cup Work

The agency will handle the brand’s global sponsorship of the 2018 tournament

McDonald’s has chosen Leo Burnett London for the fast food giant’s 2018 FIFA World Cup sponsorship across its global markets.

The agency will amplify McDonald’s sponsorship with a global communications campaign that seeks to strengthen customers’ emotional connection and relevance with the brand. The tournament begins June 2018.

“We’re delighted to be working with the Leo Burnett London team on our World Cup 2018 amplification,” said Steve Hill, senior director, global brand, McDonald’s Corp. “Their deep understanding of our brand built over many years has helped develop a strong strategic and creative platform for our global activation.”

In July, Leo Burnett London picked up the McDonald’s McDelivery global account, supporting the international roll-out of the restaurant’s home-delivery service. The agency has also received attention and praise for its various work for McCafe.

“We’re incredibly proud of the work we do for McDonald’s in the U.K., so a further opportunity to work with them on a global scale could not be more exciting,” said Paul Lawson, Leo Burnett London CEO.