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McDonald's Reviews Regional Creative

Baltimore, D.C. markets

Photo: Justin Sullivan

McDonald’s is looking for a new agency to handle regional co-op creative in the Baltimore, Washington D.C. region. Measured media spending in 2012 was $16 million, according to Nielsen.

The incumbent, Arnold, which handled the account out of its D.C. and Boston offices, is not defending. The agency has worked on the regional business since 1992 when Arnold Fortuna Lane picked it up from Baltimore-based Trahan, Burden & Charles, which had it for eight months.

Arnold has a 50-year history working with the Oak Brook, Ill. chain, primarily in local markets although it has handled some national assignments for McDonald’s Dollar Menu and Egg McMuffin. Last year the Havas agency lost the company’s co-op business in the New York region, one of the company’s largest operating areas, but it still handles advertising in markets like Boston and Minneapolis.

The agency declined comment, referring calls to the client. In a statement, a McDonald’s rep said: “As a normal course of business, McDonald’s regularly reviews its agency relationships.” 
 

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