DALLAS The San Antonio McDonald's franchisee group has retained Moroch after a review involving five other agencies, the shop confirmed.
The review for the $2 million advertising business included finalists Cartel Creativo and Creative Civilization, both of San Antonio, and Davis-Elen Advertising in Los Angeles, sources said. San Antonio public relations firms KGB and Guerra DeBerry Coody also participated. Twelve agencies initially competed for the business, sources said.
"We're thrilled," Moroch CEO Pat Kempf said. "It's been a long relationship and a good one and we're grateful and excited to have a chance to move forward." Moroch has handled the account for the past 15 years.
Regional marketing director Rick Nance said the co-op held the review to find "more creative ideas that really bring the McDonald's brand to San Antonio," where more than half the population is of Hispanic descent.
Moroch was able to demonstrate its expertise in Hispanic marketing, Nance said. "Moroch's presentation captured the minds and hearts of the owner-operators that day," he said.
The San Antonio co-op, which encompasses 90 restaurants, spent $2 million on media from January through September last year, according to Nielsen Monitor-Plus.