Arnold Set to Fend Off Rivals for McDonald's

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Client’s Boston Assignment Goes Into Play Through Pile and Co.
BOSTON–After several weeks of mulling a formal review, the Boston Regional McDonald’s Co-op has placed its estimated $16-20 million ad account in play.
The co-op has engaged consulting firm Pile and Co., Boston, to contact agencies on its behalf.
Pile will screen retail-oriented shops with sufficient manpower to execute advertising as well as in-market promotions for the 315 fast-food restaurants in eastern Massachusetts, Rhode Island and New Hampshire that comprise the group, according to Judy Near, executive vice president at Pile and Co.
The account is the largest chunk of regional McDonald’s business handled by Arnold Communications, which manages 20 groups stretching from Maine to the Mississippi River totalling some $130 million in billings.
Arnold has serviced the Boston co-op for more than 30 years.







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