McDonald’s looks for next expression of ‘I’m lovin’ it’

McDonald's has tasked three global roster shops to come up with the next expression of "I'm lovin' it," in order to refresh its marketing message.

Omnicom Group units DDB and TBWA and Publicis Groupe's Leo Burnett have conducted market research and are developing pitch ideas. Presentations are slated for late October.

McDonald's declined to discuss specifics of the process but did acknowledge a search for fresh marketing messages in a statement from global chief marketing officer Mary Dillon.

"We're fortunate to have one of the most iconic brand campaigns in the world with 'I'm lovin' it.' Now six years strong, and an invaluable foundation that helps deliver strong business results, it is more effective today than at any point in its history. Our goal is to make it even stronger and more relevant," Dillon said.

McDonald's is said to be seeking a through-the-line approach that incorporates traditional advertising and digital marketing. In the U.S alone, McDonald's major media spending totaled $855 million last year and $534 in the first seven months of 2009, according to Nielsen. Those figures don't include online spending.

McDonald's seeks to "continually challenge ourselves and our partners to maintain our high levels of world-class marketing and advertising," Dillon said. "That's why we engage our creative talent around the world to help keep our messaging fresh, contemporary and compelling."

The CMO added that "because of the highly competitive nature of marketing we keep our plans confidential. However, we are confident that 'I'm lovin' it' and the brand promise that comes wih it, will continue to connect with customers."