Del Rivero’s Monopoly

McDonald’s has tapped Hispanic ad shop del Rivero Messianu Advertising in Coral Gables, Fla., over Chicago agencies DDB Needham and Burrell Communications to handle mainstream creative aimed at adults for its annual Monopoly promotion, according to agency president and chief executive officer Eduardo del Rivero.
The game, del Rivero said, is due to roll out late in the first quarter. Leo Burnett in Chicago will take the lead in marketing the promotion to the younger audience.
“This was a decision made toward the end of [1998],” del Rivero said. “It was practically a shootout. I don’t think it was planned that way.”
Burrell (McDonald’s African-American shop), Needham (its lead agency) and del Rivero all presented creative concepts to McDonald’s marketing officials at the end of last year, del Rivero said. “After everybody presented, the client decided [ours] was the work that fit their needs,” he said.
A representative of McDonald’s, Oak Brook, Ill., confirmed that del Rivero would take the lead position on creative for the promotion. “Their concepts fit in well with the Monopoly tie-in,” she said.
This is not the first time a shop outside the fast-food chain’s main agencies has been assigned a major creative role for a promotion. Burrell, the representative pointed out, handled creative duties for campaigns for the Chicken McNuggets and Big Mac menu items.
The project marks the shop’s first time leading on a promotion, del Rivero said. He would not discuss particulars of the creative work he presented, but said it would fit under the chain’s “Did somebody say McDonald’s?” umbrella marketing effort.