Advertising Age reported Mickey D’s named Translation as AOR for the Black consumer market, replacing 50-year incumbent Burrell Communications Group.
Regarding the account reassignment, Burrell’s relatively new leaders—who purchased the iconic Black advertising agency in 2023—are probably not thinking, “i’m lovin’ it!” However, it’s unclear if Burrell was completely dumped from Mickey D’s roster.
Translation President Jonathan Akwue said, “McDonald’s is leaning on Translation as cultural experts to evolve how the brand shows up—honoring the legacy that earned its place in Black culture while finding even more relevant and authentic spaces to amplify its presence in the daily lives of [African American] consumers.”
The legacy that earned its place in Black culture? Um, Tom Burrell would probably argue his agency’s groundbreaking work, which began in the 1970s, created the legacy that helped the Golden Arches earn its place in Black culture.
McDonald’s adds Translation to its agency roster
By Lindsay Rittenhouse
McDonald’s has hired Translation as its agency of record for the African American consumer market following a review.
Under the remit, the agency will lead creative efforts to “deepen cultural connection and drive growth with Black consumers” across all consumer touchpoints, according to Jonathan Akwue, president of Translation.
Translation replaces Burrell Communications, which previously handled this work. McDonald’s declined to comment on whether it would be working with Burrell at all going forward. Burrell did not return multiple calls for comment.
The review was managed by MediaSense’s R3.
Translation’s first assignment in its new role was to help create messaging around the revival of the McDonald’s Snack Wrap. Wieden+Kennedy New York, McDonald’s creative agency of record, made the hero campaign, including ads featuring “Succession” actor Brian Cox. Translation was in charge of helping drive demand for the Snack Wrap among what McDonald’s calls the African American consumer market, as described by McDonald’s.
For the push, Translation created the character Unc, who is played by actor Hassan Johnson and appears in a series of ads to help influence the younger generation to try Snack Wraps for the first time. Unc also claims credit for convincing McDonald’s to revive the beloved menu item.
Akwue said it was critical to target younger consumers who may have missed the Snack Wrap during its first run. The item was taken off most menus in 2016.
“In the Black community, Unc isn’t just a relative—he’s a neighborhood staple,” Akwue said. “He’s the one at the cookout telling stories, cracking jokes and giving unsolicited wisdom. He bridges generations with credibility, humor and love. So we made Unc our messenger—the one person who can co-sign the return of the Snack Wrap and convince the youngins it’s worth the hype.”
Akwue said the agency’s music distribution company, UnitedMasters, was critical in the pitch to win this business. “We are extremely proud of how the entire teams at Translation and UnitedMasters came together to secure this important win,” he said.
McDonald’s has leaned on Translation to deliver culturally relevant work before—the two companies have a history that dates back more than 20 years. Steve Stoute, the founder and CEO of Translation and UnitedMasters, has previously noted that he and Translation were a key part of the creative process that led to the creation of the Golden Arches’ iconic “I’m Lovin’ It” tagline in 2003. Translation also worked on the 2013 “Think with Your Mouth” Big Mac campaign.
“We’ve long championed the power of culture as a driver of meaningful connection and business growth,” Akwue said. “McDonald’s is leaning on Translation as cultural experts to evolve how the brand shows up—honoring the legacy that earned its place in Black culture while finding even more relevant and authentic spaces to amplify its presence in the daily lives of [African American] consumers.”
The appointment comes as the fast-food giant has seen weakness in sales at longstanding restaurants. McDonald’s first-quarter U.S. same-store sales declined 3.6%, its largest domestic comparable sales drop since the 8.7% decline reported in the second quarter of 2020 during statewide lockdowns brought on by the COVID pandemic.
Morgan Flatley, McDonald’s global chief marketing officer and head of new business ventures, told Ad Age in a recent interview that her brand strategy has been to lean into fan truths—described as moments, rituals, memories, or behaviors that are inextricably linked to McDonald’s—while simultaneously promoting messaging focused in value, which is critical in reaching customers today who are more cost conscious in the shaky economy.
Translation’s appointment also follows McDonald’s retiring some of its diversity, equity and inclusion goals at the start of the year.
McDonald’s spent $690 million on U.S. measured media in 2024, up from $609 million in 2023, per MediaRadar estimates. In the first quarter of 2025, the company spent $126 million in the U.S., down from $148 million in the first quarter of 2024, according to MediaRadar.
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