Which German advertising agency developed McDonald’s “I’m Lovin’ It” campaign?

Heye & Partner developed McDonald’s “I’m Lovin’ It” campaign.

The German agency created the campaign concept for McDonald’s in 2003. McDonald’s then adapted the idea for an international rollout, making the phrase one of the company’s most recognizable modern branding lines.

The campaign is often associated with its musical hook and with singer Justin Timberlake, but Timberlake did not create the advertising concept. The phrase also appeared in multiple languages and markets as McDonald’s localized the campaign.

A common mix-up is attributing the entire campaign to a single American agency. Heye & Partner is specifically credited with developing the original campaign concept, while McDonald’s used a broader network of agencies for its worldwide execution.