Which advertising agency helped create McDonald's “I'm Lovin' It” campaign?

Heye & Partner helped create McDonald's “I'm Lovin' It” campaign. The German agency developed the central campaign concept that McDonald's rolled out internationally in 2003.

The campaign was designed as a global platform rather than a single identical commercial. McDonald's markets could adapt the visuals, language, and performers while retaining the English slogan and recognizable musical identity. This approach helped the company coordinate a worldwide brand message without making every advertisement culturally identical.

DDB Worldwide and Leo Burnett are also strongly associated with McDonald's advertising history, which makes this fact easy to mix up. DDB created major later work, including the “Famous Orders” campaign, while Leo Burnett handled important earlier McDonald's advertising in the United States.

Justin Timberlake appeared in the launch-era music and promotion, but he was not the advertising agency responsible for the campaign concept. The agency credit belongs to Heye & Partner, whose role is a useful detail in the international history of McDonald's branding.