McDonald’s USA hires Egami Group as PR AOR for African-American market

Egami won the account over three competing Black-owned firms.

Egami has supported McDonald's Inspiration Celebration Gospel Tour Holiday Experience. (Photo credit: Getty Images).

CHICAGO: McDonald’s U.S.A. has named Egami Group as its PR AOR for the African-American consumer market. 

Egami Group “participated in a highly rigorous pitch process alongside other top Black-owned agencies in the country, ultimately winning the business after being one of four finalists,” McDonald’s said in a statement. 

Molly McKenna, senior director of McDonald’s global brand communications, said in a statement that the review took place this summer. 

“We’re excited to partner with Egami [Group] to drive meaningful storytelling and impact that helps us build and sustain these relationships,” McKenna added.

Egami Group started work in September, leading McDonald's U.S. Black consumer market PR strategy, including earned media, influencer engagement, cultural insights, brand building efforts, communications-led program planning and event services.

Burrell Communications was McDonald's previous PR AOR for the Black consumer market, and the fast-food chain invited the firm to participate in the RFP. Burrell continues to work with McDonald's, although PR work has shifted to Egami, according to a company spokesperson.

“We are excited to partner with McDonald’s to lead purpose-driven work that positively reflects and impacts the multicultural majority through culturally relevant and authentic programs that reach Black consumers,” said Teneshia Jackson Warner, CEO of Egami Group. 

Egami Group will join McDonald’s other multicultural and general consumer market agencies in efforts to better engage Gen-Z and other core audiences for the brand throughout the nation. The quick-service restaurant also works with Boden, its U.S. PR AOR for the Hispanic market, as well as IW Group, its agency partner for the Asian-American consumer market.

Egami, which is also women-owned, has supported McDonald’s initiatives including its 16th annual Inspiration Celebration Gospel Tour Holiday Experience and Black & Positively Golden Scholarship Program. 

DJE Holdings firm Zeno Group bought a stake in Egami Group in 2021.

"For 50 years, Burrell Communications Group has served as the AOR for McDonald's Black-marketing efforts, successfully connecting the brand with Black consumers by going deep into Black culture, uncovering unique insights," said Fay Ferguson, co-CEO of Burrell Communications. "We will continue to build brand love and affinity among this important segment by providing exceptional full-service integrated marketing-communications counsel based on insights, strategic thinking, creative excellence and innovation."

McDonald’s reported Q3 revenue of $5.9 billion revenue, down 5% from the same period last year. Net income decreased 8% to $1.98 billion, compared to Q3 2021. 

In August, the brand brought on Jon Banner as its EVP and global chief impact officer.

This story was updated on December 20 with additional information and on December 21 with quotes from Ferguson. 

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