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

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

The German agency Heye & Partner developed the campaign concept, which McDonald’s adopted internationally in 2003. The platform used a short, conversational phrase designed to work across languages and markets while expressing enjoyment in an informal way.

The campaign was first launched in Munich and then rolled out globally. Its identity included the lowercase styling of the phrase and a prominent musical component associated with the “ba da ba ba ba” hook. The approach helped McDonald’s coordinate advertising across a large international system.

The campaign’s music is often associated with Justin Timberlake, who appeared in early promotional material, and with producer Pharrell Williams. Those contributors are not the same as the advertising agency credited with creating the platform, which is why the agency name is the precise answer.