Boston Group Moves to Leo Burnett
BOSTON–The McDonald’s Corp. franchisee group of Boston chose to replace Arnold Communications here on its estimated $17 million account with Leo Burnett, Chicago. Burnett will open an office in the Boston area, sources said.
The Boston group represents 317 restaurants in Massachusetts, Rhode Island, New Hampshire and Connecticut and was among the largest and oldest clients of Arnold.
In addition, sources said a review by the New York franchisee group was averted when owner/operators recently voted not to review its relationship with Arnold.
John Verret, a consultant who retired from Arnold after years of running McDonald’s business and now works as a consultant, was brought in to lead the pitch for Boston.
The Boston co-op was the third McDonald’s group to split from Arnold in recent weeks, reducing to 17 the number of franchisee groups run by managing partner Tom Lawson.
Arnold chose not to defend the Detroit group and to focus its energies on the Boston pitch, and in March the McDonald’s franchises in Richmond, Va., moved to Moroch
& Associates of Dallas. Burnett, former agency for McDonald’s corporate account, and Moroch handle other regional franchisee groups. K