Which advertising agency created McDonald's global 'I'm lovin' it' campaign?

Heye & Partner created McDonald’s global “I’m lovin’ it” campaign.

The campaign was launched in 2003 and became one of McDonald’s most durable international branding programs. Heye & Partner, an agency based in Germany, developed the original campaign concept, which McDonald’s then adapted for markets around the world.

The phrase was paired with a distinctive lowercase visual treatment and a short musical signature. The campaign’s global rollout helped McDonald’s present a more unified identity internationally while allowing local advertising, languages, and performers to vary. Its success made the line closely associated with the company for many years.

The agency answer is easy to confuse with Leo Burnett, which has had a major historical relationship with McDonald’s advertising, including important earlier campaigns. The question asks specifically about the 2003 “I’m lovin’ it” campaign’s creator, not the agency responsible for every McDonald’s advertisement. The phrase itself is excluded from the question’s answer here because the requested fact is the named agency.