Advertising Age reported “Leo Burnett Wins Shootout for Ideas to Refresh McDonald’s Brand.” Really? The “shootout” was between Burnett and DDB, Mickey D’s other White agency. Are either of these shops capable of actually refreshing the iconic burger joint’s image? Burnett and DDB have been taking turns regurgitating the same general market campaign for decades (even though “I’m Lovin’ It” was initially the brainchild of a German agency). Can a brand refresh really improve sales? Seems like the Golden Arches needs a product refresh. But such a concept is too revolutionary for the fast feeder—and certainly far beyond the capabilities of its advertising agencies. It’s much easier to just give Ronald a new wig and makeover.