We Are Era Appointed Lead Agency for Creator and Community Marketing at McDonald’s Germany

McDonald’s Germany is strategically repositioning its creator and influencer marketing and has appointed We Are Era as its lead agency. Following a multi-stage pitch process, the community economy company prevailed over competitors and will now be responsible for all national creator marketing activations. In addition, We Are Era will take on the conceptual and strategic development of McDonald’s Germany’s corporate influencer program.

The decisive factor was an approach that views creator marketing not as a reach-driven discipline, but as a cultural bridge between brand and community. In the pitch process, We Are Era positioned itself as a belonging expert — combining data-driven insights into the topics that matter to communities with emotionally resonant, cross-platform storytelling.

“McDonald’s is organically part of our guests’ everyday lives across many social platforms. Together with German content creators, we want to continue evolving our brand in an innovative way, following the ‘share-the-pen’ principle,” says Stijn Mentrop, Chief Marketing Officer of McDonald’s Germany. “We Are Era brings the strategic and creative expertise required to successfully lead our creator strategy into the future.”

Few brands are as culturally embedded as McDonald’s. From children’s birthday parties to late-night drive-ins, from Happy Meals to post-concert snacks, McDonald’s is part of the collective memories of multiple generations. This is precisely where the collaboration begins. We Are Era understands this nostalgic and emotional brand strength not as a retrospective element, but as cultural capital that can be translated into contemporary creator narratives and community activations.

The approach: creators as cultural translators, communities as active co-creators, and content that is not only seen, but felt. The goal is to create cultural moments together rather than chase short-term trends — through formats and activations designed to generate belonging, not just attention.

We Are Era will also manage McDonald’s Germany’s Brand Ambassador Program. In addition to selecting and integrating brand ambassadors from the company’s proprietary and unique corporate influencer program into existing concepts, the partnership will include new collaborations as well as the development of long-term content and formats.