Want Fries With That Shake-Up?

I'm lovin' it.  According to Adweek, McDonald's has tapped AQKA as it's lead global digital agency.

Here's my take on how this potentially translates.  AKQA is a relatively small shop who puts creativity and innovation at the forefront of how they engage with clients.  Their work on the XBOX interface as well as simple innovative solutions such as the GPS Bus advertising has taken the agency where others have not gone before.

And now big clients are starting to notice.  Think about it—AKQA is being given the keys to come up with a worldwide interactive strategy for the supersized McDonald's brand.  Other agencies, tied to much bigger global names (like DDB) will have to execute against the strategies that AKQA helps architect.

Today it doesn't matter how big you are—it only matters how big your thinking is.