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Leo Burnett Company, Limited
175 Bloor Street East, North Tower
Toronto, Ontario M4W 3R9
+416 925 5997

Margaret Arnold

SVP, Director, Human Resources

EVP David Kennedy


Lisa Morch

VP, Director of Knowledge Mgmt

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Leo Burnett MEA

Leo Burnett and Publicis Groupe Agencies Celebrate McDonald’s Win in Gulf Region

Agency to lead creative responsibilities for the fast food giant with “Power of One” model

McDonald’s has selected Publicis Groupe, including Leo Burnett as lead creative agency, to handle its consolidated business portfolio in the Gulf Cooperation Council (GCC) region that includes Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the United Arab Emirates. This is the first time the fast food giant has put its entire business portfolio in the region up for review.

Publicis Groupe implemented its “Power of One” strategy in pursuit of this business by bringing together its agencies and services to provide the best strategic planning, creative, media, communication and digital marketing services. In addition to Leo Burnett, talent from sister agencies Starcom, Sapient.Razorfish, Prodigious, MSL and Arc are involved in this new operating model that will help drive success for McDonald’s.

“McDonald’s vision of being a modern, progressive burger company required an agency model built especially for its requirements. We were looking for an agile partner that could break the barriers to efficient delivery of work across our consolidated business. We had a tough decision ahead of us during the selection process for this pitch, but ultimately Publicis Groupe won because of its ability to transform its offerings into a solution required to take our business into the future,” said Tarek El Kady, senior marketing director, McDonald’s Middle East & Africa.

Raja Trad, chief executive officer, Publicis Communications Middle East, said: “Together, our teams have undertaken the challenge to address McDonald’s requirements and produced an innovative resource model that is both agile and progressive, as well as future-proof. This new model will deliver on efficiency, while enabling our teams to produce great work within timelines required in today’s digital climate. We are pleased to take our relationship with McDonald’s from strength to strength and are committed to exploring new creative avenues with them in the years to come.”