McD’s Co-op Hires Genesis For Media Task

A small Vermont agency last week received a big boost from a McDonald’s co-op.
The Genesis Group landed media planning and buying chores for the fast-food chain’s North Country Co-op, which consists of 36 restaurants in northern Vermont, New Hampshire and upstate New York.
The six-figure assignment also includes local promotions and possibly creative development.
“The decision to strategically align ourselves with the Genesis Group is an important one,” said co-op president Jim Benware. “Their experience and knowledge of the media, as well as their understanding of our unique marketplace, is a great advantage for us,” he added.
The South Burlington, Vt.-based shop has worked diligently for almost two years to become the North Country Co-op’s first agency of record, said Genesis Group founder and president Joseph Colucci, a former broadcast sales representative.
The insurgence of other fast feeders has altered the competitive landscape in recent years. That, according to Colucci, is what spurred the 30-year-old co-op to hire an agency to handle its media buying and planning chores.
The assignment had to be approved by the regional McDonald’s office in Albany, N.Y., as well as by corporate marketing executives in Oak Brook, Ill., Colucci said.
Arnold Communications represents McDonald’s co-ops throughout the Northeast, except for the northernmost areas of the region. The Boston agency was not approached about handling the North Country Co-op account.
In addition to the McDonald’s co-op, the Genesis Group’s client roster includes North Country GMC Truck Dealers, Vermont State Colleges and the Champlain Oil Co., which distributes Shell and Citgo brand products to more than 140 locations in Vermont, New Hampshire and Maine.
The Genesis Group employs six staffers, including creative director Fred Johnstone.