McDonald's has kicked off a review of its £5m UK digital advertising business using new agency search operation Oystercatchers.

Oystercatchers - set up by Peter Cowie, a former head of new business at JWT, and co-founder of the Haystack Group Suki Thompson - will be responsible for putting together a shortlist of agencies to pitch for the business.

McDonald's currently uses digital agencies Duke, Linney's and Agilysys.

"We want to make sure our marketing strategy fully embraces the opportunities that digital communications present both now and in the future, and to understand and act on the responsibilities that come with these opportunities," said Alistair Macrow, the marketing director at McDonald's UK.

The pitch is a culmination of a strategic review undertaken by McDonald's to "ensure its digital marketing is relevant, appropriate and effective, and aligned with the overall marketing strategy".

In July, the company appointed Thomas Cook executive Simon Short to the newly created role of digital marketing director.

The McDonald's business is the second client announced by search and digital strategy consultancy Oystercatchers since it launched last month].

It is currently handling the review of Nationwide's £20m-a-year UK media planning and buying account. The business is currently held by Mediaedge:cia, which has handled the Nationwide account for the past 12 years.

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