THE simple but catchy expression “i'm lovin' it”, which will be making its way soon into the vocabulary of McDonald's 47 million daily customers worldwide, marks the first McDonald's brand marketing campaign to be produced outside the US.
It all began in February when the Golden Arches sought the “competition of ideas” from its 14 top international advertising agencies to develop an original, groundbreaking advertising campaign tag line that could spark off a new brand attitude and direction for McDonald's worldwide.
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