Pacinamix and McDonald's SA take their partnership to the next level

McDonalds South Africa has officially announced the appointment of management consultancy Pacinamix as its new above-the-line (ATL) Lead Agency, building on a successful relationship between the two firms for the last three years. Pacinamix replaces Leo Burnett South Africa in the position.

Pacinamix was named McDonald’s SA’s below-the-line (BTL) service provider in 2016, with the objective of organising public relations (PR) campaigns and manage the firm’s corporate communications. The firm was also tasked with publicising McDonald’s SA’s corporate social responsibility initiatives.

The appointment proved a success, exemplified by the improvement in the fast food chain’s image in the country. At the Sunday Times Generation Next Awards in June last year, McDonalds was named winner in the Coolest Fast Food Places category, a win that was applauded publicly by Pacinamix.

Drawing on the successful relationship, Pacinamix will now take over from Leo Burnett as the ATL Lead Agency, expanding its responsibilities. Pacinamix has recently expanded its capabilities to incorporate through-the-line (TTL) services, giving it the capacity to take on the new role.

Based in Gauteng, Pacinamix is a management consultancy that specialises in integrated marketing and human capital solutions. The firm’s broad suite of services includes corporate strategy, integrated communications, projects management, and business process support, among others.

The firm works with a number of clients listed on the Johannesburg Stock Exchange (JSE), and is competing with a range of marketing agencies that are coming up in the South African market. Even international firms such as Google and the Boston Consulting Group (BCG) are engaged in South Africa’s increasingly competitive marketing environment.

Commenting on the new chapter, CEO of Pacinamix Manzini Zungu said, “We are extremely excited to be appointed as lead ATL agency by McDonald’s SA. Since opening our doors, Pacinamix has prided itself on the strength of our strategic and creative bench. Our new role on McDonald’s SA is testament to this positioning.”

McDonald’s SA Chief Marketing and Communications Officer Daniel Padiachy added, “Through their pioneering and co-creating spirit, Pacinamix has not only demonstrated what it takes to be a successful black business but the team has continuously demonstrated the strength of their strategic creativity and passion for our brand, making them the ideal partner to propel McDonald’s SA to new heights.”