TMW has been appointed as the customer engagement agency of record for McDonald’s UK & Ireland, in what is the first market to appoint a new agency following the fast-food chain’s global roster review of CRM agencies.
Accenture Song, which bought the agency in April this year, was successful in the initial pitch for a place on the global roster, with TMW leading the pitch for the UK & Ireland market.
This process also marks TMW’s first new business opportunity operating in collaboration with the wider Accenture Song business, following the acquisition.
TMW will work with McDonald’s across strategy and creative for CRM, responsible for direct to customer communications to help build brand love and loyalty. The agency will leverage the scale and technology of Accenture Song, leveraging the power of generative AI to transform customer experiences and drive growth.
The Human Understanding Lab, TMW’s team of data, behavioural and neuroscientists, will also be central in analysing the brand’s audience, augmented with technical and data support from the wider Accenture Song team.
Accenture Song managing director UK, Ireland & Africa Sohel Aziz commented: “When we brought TMW and the rest of Unlimited into Accenture Song this is exactly the sort of moment we had in mind.
“The fact that such a landmark win has come at the first time of asking is evidence of the value that TMW brings to Accenture Song. The whole team is enormously proud of this win, and we have no doubt the relationship will lead to some truly special work.”
It is not known how the appointment will affect the company’s long-term relationship with Bristol-based agency Armadillo.
McDonald’s UK & Ireland chief marketing officer Michelle Graham-Clare said: “TMW demonstrated a true passion for our brand. Their use of customer data, strategic thinking, as well as creativity was exceptional and we look forward to utilising this partnership as a way to build world-class CRM that delights our customers at every touchpoint.”
TMW and Unlimited Group CEO Chris Mellish added: “This was our first opportunity to pitch alongside the rest of the Accenture Song, and it has demonstrated immediately the scale and potency that we have added to each other’s offerings.
“We now get the chance to realise that potential – working with an iconic brand that shares our ambition. We can’t wait to create something that genuinely stands apart from the rest of the market.”
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