The fast-food giant has issued an RFI to more than 12 UK agencies with digital strategy, website development and online advertising credentials.
McDonald's intends to hold chemistry meetings with the agencies later this month, before drawing up a shortlist of digital specialists to pitch for a place on its roster in mid-February.
The fast-food restaurant chain is expected to appoint a handful of digital agencies to its roster at the beginning of April ahead of plans to increase its investment in online advertising.
The review follows the appointment of Simon Short last summer to the role of digital marketing manager.
A number of major UK agencies are believed to be responding to the brief, including Agency Republic and GT. AKQA was named as the lead agency on McDonald's global digital advertising account in 2006.
Separately, McDonald's is set to roll out an integrated marketing drive based on the provenance of the chain's ingredients. The company has redesigned the livery for its 150-strong fleet of lorries to flag up the message that its eggs are laid by free-range hens and its beef and milk are sourced only from British and Irish farms.
The theme will be used for in-store material, online banner ads and the chain's Make Up Your Own Mind website.