By 
Agencies and advertising commentators often assert that creativity—however it’s defined—is making a comeback as the wave of digital direct marketing fails to shift attitudes or drive sales effectively.
Creativity is seen as the true differentiator. This belief is why WPP now labels itself as a “creative transformation” company, perhaps blending creativity with digital transformation, which is where the financial focus lies.
But do clients truly believe this? Or are they still content to allocate budgets primarily to online channels, mainly because they provide vast amounts of data, even if the reliability of that data is questionable?
Some clients might still see value in creativity. McDonald’s, for instance, has just appointed Wieden+Kennedy New York to handle Happy Meals—the last piece of the account previously with DDB, whose much-touted ‘We Are Unlimited’ once managed the entire U.S. business.
McDonald’s stated, “WKNY has been instrumental in elevating our marketing work and driving our business forward through creative excellence. Our fans’ McDonald’s experience often begins with their first Happy Meal, and this strategic shift will enable us to deliver a more cohesive creative approach throughout their lifelong journey with the brand.”
Creative excellence might be a sensitive topic for McDonald’s, as its main competitor, Burger King, regularly garners awards and recognition for its ads, though many are stunt-driven. In the UK, McDonald’s advertising has generally been exemplary.
W+KNY recently produced a successful campaign for McDonald’s with its Japanese anime-inspired McDonald’s spin.
It wouldn’t be surprising if the agency follows a similar approach for Happy Meals. However, Happy Meals could be an agency’s worst nightmare: they have little to do with food and are still closely associated with the outdated Ronald McDonald character.
As many agencies have discovered, setting the bar high can increase the risk of failure. Best of luck.