Following a four-way competitive pitch, McDonald’s Egypt has decided to award its digital and social media account to OMD Egypt. The Omnicom Media Group MENA-owned business performance company will take over from the incumbent, Digital Republic, in January. This is the first time McDonald’s will work with OMD in Egypt.
This represents a major win for OMD Egypt as McDonald’s isn’t only a key client of the global network but also a highly innovative brand. Responding to consumers’ aspirations for convenience and relevance, McDonald’s has evolved its operations over the past few years to digitise its consumer experience, notably through apps.OMD Egypt has been tasked to innovate in this field and enhance the performance of the brand’s digital ecosystem, including in terms of business impact. Beyond digital and social, including community management and content marketing, OMD Egypt has a proven expertise in e-commerce, analytics and data-driven marketing, which made the difference to McDonald’s Egypt.
“What proved key in this process is the ability to connect the dots, focus on both the picture and the details, and integrate everything. We see this agility as a critical success factor and OMD demonstrated its deft handling of strategy, planning, creative, execution, performance and analytics,” said Hisham Abdelwahab, marketing director at McDonald’s Egypt. “In OMD, we found the one-stop shop we were looking without making any compromise.”
“The Egyptian digital ecosystem is moving very fast and clients need to adapt just as quickly. McDonald’s has seen this and is expecting the highest level of expertise and service to support their own transformation,” commented Tarek Jaffar, general manager of OMD Egypt. “The digital challenges for the brand are particularly compelling and using a wealth of data to navigate how we connect the brand’s strong identity and global influence with a consumer that has such specific needs and habits. OMD and McDonalds share a lot of brand values, the insights for this category and constantly changing Egyptian consumer will inspire results that drive both brands to the future.”