TMW Appointed Customer Engagement Agency of Record for McDonald’s UK & Ireland

Following a competitive pitch, the integrated creative marketing agency TMW, part of Accenture Song, has been appointed as the customer engagement agency of record for McDonald’s UK & Ireland.

Since McDonald’s global roster review of CRM partners earlier this year, McDonald’s UK & Ireland is the first market to appoint a new agency. Accenture Song was successful in the initial pitch for a place on the global roster, with TMW leading the pitch for the UK & Ireland market.

Additionally, this process marks TMW’s first new business opportunity operating in collaboration with the wider Accenture Song business, following their acquisition in April.

TMW will work with McDonald’s as an agency partner 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.

Michelle Graham-Clare, CMO UK&I, McDonald’s UK and Ireland 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.”

Chris Mellish, group CEO, TMW & UNLIMITED said, “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.

Sohel Aziz, managing director, Accenture Song, United Kingdom, Ireland & Africa said, “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.