Who created McDonald's “I'm lovin' it” advertising campaign?

Heye & Partner created McDonald's “I'm lovin' it” advertising campaign.

McDonald's introduced the campaign internationally in 2003. The English wording became a central part of the company's global identity, while local markets adapted the advertising and supporting material for their audiences.

The campaign's famous five-note audio signature was used across television, radio, online, and in-restaurant advertising. The phrase was designed to sound conversational and upbeat rather than like a formal product claim.

The campaign is often associated with the song “I'm Lovin' It,” performed by Justin Timberlake, but the advertising concept and the pop recording are not the same thing. Heye & Partner, a German agency, is credited with developing the campaign concept that McDonald's adopted and expanded worldwide.