Leo Burnett London has won the global account for McDonald’s FIFA World Cup sponsorship. To do that the Publicis Groupe agency, that works on McDonald’s in the UK, had to pitch against other roster agencies.

“We’re incredibly proud of the work we do for McDonald’s in the UK, so a further opportunity to work with them on a global scale could not be more exciting,” stated Paul Lawson, chief executive officer, Leo Burnett London.

This is Leo Burnett’s second McDonald’s win in a month. Early in July, the agency also won the global McDelivery business, to create the advertising for McDonald’s home delivery service internationally. Leo B also won that business after a pitch against fellow roster agencies, We Are Unlimited – the dedicated Omnicom agency for McDonald’s in the US, and DDB Sydney.

For the World Cup, which begins in June 2018, Leo Burnett will develop a global communications campaign that will aim to strengthen McDonald’s emotional connection and relevance with consumers.

Steve Hill, senior director, global brand, at McDonald’s, commented, “[Leo Burnett’s] deep understanding of our brand over many years has helped develop a strong strategic and creative platform for our global activation.”