Which agency created McDonald's “I'm Lovin' It” campaign?

Heye & Partner created McDonald's “I'm Lovin' It” campaign.

The German advertising agency Heye & Partner developed the campaign for McDonald's, which introduced the “I'm lovin' it” slogan in 2003. McDonald's then rolled the platform out internationally, adapting executions for different markets while retaining the central phrase and brand idea.

The campaign became notable because a concept originating with a European agency was adopted as a global McDonald's identity. Its launch combined advertising, music, and a concise verbal line that could be used consistently across countries.

The agency is often confused with major agencies that handled other McDonald's work. Needham Harper Steers, DDB, and Leo Burnett are all associated with important advertising histories, but Heye & Partner is the agency credited with creating this specific campaign.