Another McD Review

Arnold Communications finds itself on the defensive for a second large piece of McDonald’s business. While the Boston shop fights to keep its estimated $16-20 million Boston co-op business, the Michigan account is now in review.
Among the shops competing for the estimated $12-15 million Michigan regional business are Leo Burnett in Chicago, along with Dallas-based Moroch & Associates; Kragie-Newell in Des Moines, Iowa; and Hoffman/Lewis in San Francisco. Burnett handles McDonald’s youth and “tweens” marketing and some regions; the other shops have regional business.
In all, Arnold handles 20 regions from Maine to the Mississippi River, with total billings estimated at $130 million.
A quarterly meeting of McDonald’s regional ad shops and franchisee groups this week could include news on a fresh advertising theme from lead agency DDB Worldwide in Chicago, sources said. DDB last week was thought to have sold new commercials to McDonald’s that will quickly go into production for presentation during the fast-food retailer’s April operators convention, sources said.
The agency has been working for months on an evolution of, or successor to, “Did somebody say McDonald’s?” A recent promotion in the Southeast was themed, “Yes, McDonald’s,” but it could not be confirmed if this was a new tagline.
Calls to a representative for the Oak Brook, Ill.-based restaurant chain were not returned. Agency officials also declined comment.
DDB’s long-awaited follow-up to “Did somebody say McDonald’s?” which the agency coined in a successful effort to wrest the lead agency role from Burnett in July 1997, is expected to be service-oriented, fitting with McDonald’s new “Made for you” kitchen system.
The agency’s efforts are led by executive creative director Mike Sheehan, who took over in August. K