After shifting the creative duties to Leo Burnett, McDonald's has awarded its media duties to Madison Media. Sam Balsara, chairman and managing director, Madison Communications, said, "We are happy to add McDonald's to our limited but select roster of clients at Madison Media and are confident that our experience and expertise will help us effectively address the needs of McDonald's."

Amit Jatia, joint venture partner and managing director, McDonald's, Western India, added, "We are happy to have Madison Media on board and look forward to working with them."

McDonald's happens to be Madison Media's second big win after picking up the Rs 50- crore Marico account just last week. Other accounts won by Madison Media recently include Asian Paints, Cadbury and Hyundai. For the record, Madison Media is part of the Rs 700-crore Madison Communications group, which has specialised units in creative, outdoor, PR, rural and merchandising, apart from media.