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DDB Selected for McDonald's Worldwide French Fry Campaign

Dec 19, 2003

McDonald's Corporation (NYSE: MCD) today announced it has chosen DDB Worldwide, led by DDB Chicago, to develop a worldwide French fry advertising campaign in 2004.

"DDB's creative approach absolutely fits with our 'i'm lovin' it" youthful spirit and direction, as we continue to take our brand in bold directions with new thinking and ideas," said Larry Light, McDonald's Executive Vice President and Global Chief Marketing. "We are mobilizing McDonald's tremendous worldwide talent pool as part of our borderless approach to advertising. We've seen that a good idea can come from anywhere, as evidenced by "i'm lovin' it," born in Unterhaching, Germany. This was also the case this week, with our new packaging design created in Birmingham, England."

DDB Worldwide tapped talent at a variety of agencies in their worldwide network to come up with concepts for McDonald's new French fry campaign.

"We're delighted that McDonald's chose our concept as the best among many global competitors," said Bob Scarpelli, Chairman DDB Chicago and DDB US Chief Creative Officer. "DDB is proud to continue to strengthen its long-term partnership with McDonald's, and we look forward to sharing a memorable, hard- working French fries campaign with the world."

The 2004 French fry campaign is part of a broader program initiated by McDonald's called "Rolling Energy," the company's first-ever, integrated, global two-year marketing calendar. It showcases McDonald's unique brand advantages, such as French fries, in fresh new ways.

"Great ideas for this campaign were submitted and shared by McDonald's agencies from around the world. As we speak with a unified voice, this campaign is creating excitement and connecting with our customers, employees and restaurants," said Dean Barrett, Senior Vice President, McDonald's Global Brand Business.

McDonald's is the world's leading food service retailer with more than 30,000 local McDonald's restaurants serving 47 million customers each day in more than 100 countries. More than 70 percent of McDonald's restaurants around the world are owned and operated by independent, local businessmen and women.

DDB Chicago:

DDB Chicago is the largest DDB agency and is one of the world's most awarded agencies in terms of creativity and effectiveness. Named 2003 Agency of the Year by the Clio Awards, DDB Chicago works for a strong roster of blue-chip clients including Anheuser-Busch, McDonald's, Dell, State Farm, ALLTEL, JCPenney, The Home Depot, Novartis, FTD, Illinois Lottery, Unilever, Dairy Management Inc. and Tyson.

DDB Worldwide:

DDB ( ) is one of the leading advertising agency networks in the world with 206 offices in 96 countries. Acknowledged as the industry's most creative multinational network, DDB has won more Grand Prix Awards in the 50-year history of the International Advertising Festival in Cannes than any other agency, and over the last 16 years, has won more awards in Cannes than any other agency network. In 2003, for the third year in a row, DDB was also named Network Agency of the Year at the Clio Awards.

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SOURCE: McDonald's Corporation

CONTACT: Lisa Howard of McDonald's Corporation, +1-630-623-5044; or Amy
Hoffar of DDB, +1-312-552-6520

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