Which company created McDonald’s “I’m Lovin’ It” advertising concept?

Heye & Partner created the advertising concept for McDonald’s “I’m Lovin’ It” campaign.

The German agency developed the concept that McDonald’s selected for its global campaign in 2003. The company then adapted the idea for different countries, languages, and media formats.

The campaign’s music and celebrity promotion involved additional collaborators, which can make the agency credit confusing. Justin Timberlake was associated with the promotional recording, but he did not create the advertising agency concept.

The campaign became significant in McDonald’s branding history because it was designed as a global platform rather than a slogan used only in one national market. Its phrase and musical signature were localized while retaining the same core identity.