The fast-food conglomerate is examining its massive ad buying account, as it contemplates more efficient ways of deploying ad dollars around the world, the Wall Street Journal has learned.
McDonald's shells out roughly $2 billion annually on advertising media around the globe and has not conducted a review of the spending in about 14 years.
Omnicom Group (OMC) - Get Report , an American global marketing and corporate communications holding company, has managed McDonald's ad buying business for over a decade in the U.S. and is also accountable for the ad spend in a majority of countries around the globe.
"We are looking at ways to make our marketing dollars work harder, whether that be through more efficient media spending or finding more effective ways to connect with consumers," according to Bob Rupczynski, McDonald's VP of global media and customer relationship management.
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