Moroch & Associates will open a service office in Virginia to handle its latest addition of McDonald's co-op business.
The Dallas-based Moroch confirmed last week that it has been awarded the Richmond, Va., regional co-op account for the fast-food chain from incumbent Arnold Communications in Richmond.
Moroch takes over the regional account April 1. Billings were not disclosed.
The move is seen as a consolidation, with Moroch already controlling co-ops in the Norfolk, Roanoke and Tidewater, Va., markets.
The account win, which represents the agency's fifth McDonald's co-op addition in recent weeks, includes all creative and media duties for the Richmond area. The other recent acquisitions are the Terre Haute and Evansville, Ind.; and Parkersburg and Charles-ton/Huntington, W.Va., co-ops. Moroch is also co-pitching McDonald's Michigan business with Leo Burnett, Chicago.
Part of the shop's recent success with McDonald's is its willingness to open field offices; it currently maintains 18.
"It's relationship driven," said Moroch chairman Pat Kempf. "The best marketing plan is driven by the local market. If you try to do it long distance in field marketing, it just doesn't work."
Moroch & Associates will open field offices in Richmond and Parkersburg and one other undisclosed location. The Richmond facility will be led by account director Anndrea Blair, who is joining Moroch from FKQ Advertising in Clearwater, Fla.