McDonald's plots U-turn to brand ads.(Leo Burnett to plan advertising campaign)(Brief Article)

McDonald's executives and ad agencies are meeting next week to thrash out a new advertising strategy to reverse an unprecedented decline for the fast-food giant.

The move has put its UK agency Leo Burnett on alert, as McDonald's puts strong pressure upon it to either come up with a fresh approach, or face a review of the business.

McDonald's is engaging in a major rethink of its marketing, and is holding summits in cities around the world to determine the way forward.

It is determined to recreate the iconic advertising of the past, and is likely to adopt a strategy that re-establishes the brand's core values.

Such a move would see the …