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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.
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