McDonald's executive VP and global chief marketing officer Larry Light is quoted in the company release as saying, "DDB's creative approach absolutely fits with our 'I'm lovin' it' youthful spirit and direction, as we continue to take our brand in bold directions with new thinking and ideas. We are mobilising McDonald's tremendous worldwide talent pool as part of our borderless approach to advertising. We have seen that a good idea can come from anywhere."

Light takes the example of the 'I'm lovin' it' campaign which was born in Unterhaching, Germany and their new packaging design which was created in in Birmingham, England, last week.

DDB Worldwide has tapped talent at a variety of agencies in DDB's worldwide network to come up with concepts for McDonald's new French fry campaign. The 2004 French fry campaign is part of a broader programme initiated by McDonald's called Rolling Energy. This is the company's first-ever, integrated, global two-year marketing calendar. It showcases McDonald's unique brand advantages, such as French fries, in fresh new ways.

Ad agency DDB has 206 offices in 96 countries. DDB has won more Grand Prix Awards in the 50-year history of the International Advertising Festival in Cannes than any other agency. Over the past 16 years it has won more awards in Cannes than any other agency network. Earlier this year, for the third year in a row, DDB was named network agency of the year at the Clio Awards.