Publicis' Digitas has retained McDonald's Customer Relationship Management (CRM) account, AdNews can confirm.
The competitive pitch launched earlier this year, was part of a global effort to gain alignment of CRM across key markets.
The fast-food chain's CRM account is focused on customer relationship strategy, insights, measurement and execution.
The decision comes after McDonald's put its creative agency account to pitch locally.
DDB has been the brand's creative agency for over 50 years.
DDB's Mango is the brand's PR agency and Omnicom media agency OMD is the local media agency.
Macca’s latest campaign saw the release of the Grimace Shake in Australia which launched via an integrated brand campaign by Akcelo.
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