Which company created McDonald’s “I’m Lovin’ It” advertising campaign in 2003?

German agency Heye & Partner created the “I’m Lovin’ It” advertising campaign for McDonald’s in 2003.

McDonald’s selected the campaign after a global search for a new brand platform. Heye & Partner, based in Germany, developed the concept that became the company’s first major worldwide advertising campaign using one central slogan and identity.

The campaign’s music became highly prominent, and Justin Timberlake performed the associated song. That connection sometimes leads people to credit the singer with creating the campaign, but the advertising concept came from the agency and was commissioned by McDonald’s.

The campaign marked a shift from heavily localized advertising toward a more coordinated global brand. McDonald’s could adapt the execution for different countries while keeping the same English phrase, visual treatment, and musical associations.