Omnicom Launches Dedicated McDonald’s Agency We Are Un  

Omnicom Launches Dedicated McDonald’s Agency We Are Unlimited

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We Are Unlimited (from l.): Brian Nienhaus, chief executive officer; Chip Knicker, chief digital officer; Graceann Bennett, chief strategy officer; Jon Ellis, chief production officer; Linda Poe, chief financial officer Credit: Courtesy We Are Unlimited

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In the U.S., McDonald’s and other restaurants are grappling with what the Golden Arches has called “continued industry softness.” After two years of sales declines at longstanding U.S. restaurants, McDonald’s same-store sales moved back into positive territory in the third quarter of 2015. Such sales, a key measure of health in the restaurant industry, have continued to grow in each subsequent quarter. But lately, the pace of growth has been weakening. McDonald’s U.S. same-store sales soared 5.7% in the fourth quarter of 2015, buoyed by the introduction of All Day Breakfast. So far this year, McDonald’s U.S. same-store sales increased 5.4% in the first quarter, 1.8% in the second quarter, and just 1.3% in the third quarter.

McDonald’s first work under Unlimited will launch in the first quarter of 2017. At the same time, McDonald’s USA will have a new leader in Chris Kempczinski, who joined McDonald’s in October 2015 as exec VP-strategy, business development and innovation and is set to become the president of its U.S. business on Jan. 1.

The We Are Unlimited name came from the fact that the bespoke shop was built around McDonald’s customers, with a focus on collaboration, leveraging data and the agency’s belief “that the human potential is limitless,” said Mr. Nienhaus. The reason why the agency name couldn’t be shortened to Unlimited was due to ownership of IP and domain name issues.

The agency has its own logo, featuring the abbreviated “Unltd” name in white above a white line within a colorful circle.

Mr. Nienhaus added that the logo, which was created by Omnicom design leaders, was created with a modern vibe so it looks “intriguing and cool from a recruiting perspective.”

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