CHICAGO - McDonald's Corp. may be turning more and more to its stable of larger agencies for some of its regional assignments, but many of its wars are still local battles.
McDonald's Central Illinois co-op is one of those markets. The co-op enlisted the help of Kragie/Newell, Des Moines, a smaller McDonald's shop but a veteran of many tough battles with rival Hardee's. The shop handles about 110 stores in Bloomington, Minn., and touts itself as a local-marketing specialist.
Kragie/Newell beat out incumbent Glennon Cos., St. Louis; and other McDonald's shops Bernstein-Rein/Kansas City; and Dallas-based Moroch & Associates.
Copyright Adweek L.P. (1993)