Heye & Partner created McDonald's “I'm lovin' it” campaign for its 2003 launch.
The German agency Heye & Partner developed the campaign concept that McDonald's adopted for a global rollout. The phrase was paired with a distinctive musical identity and became the company's principal international brand line. The campaign's development involved multiple creative and production contributors, which is why agency credits are sometimes reported differently.
Heye & Partner is often confused with DDB, which has handled major McDonald's advertising work in other periods and markets. The question concerns the agency credited with creating the “I'm lovin' it” campaign, not every agency that later produced advertisements using the line.
The campaign marked a shift toward a coordinated worldwide brand message rather than completely separate national slogans.