TEST:Arnold Adds to Its McDonald’s Cache

BOSTON–Havas’ Arnold in Boston and Arnold MPG in New York last week added an estimated $15-20 million in creative and media duties, respectively, from McDonald’s franchisee groups in New England. The bulk of the work comes from the Boston-area co-op, which had used Publicis Groupe’s Leo Burnett and Starcom, both Chicago, for creative and media, respectively.

Arnold bested Burnett and Starcom in a shootout for the work. The shootout was called to generate cost savings, according to a McDonald’s representative. Arnold and its affiliated agencies handle 17 McDonald’s franchisee groups nationwide.