The San Antonio Mc-Donald's franchisee group has put its $2 million ad account into review, sources said.
The co-op reportedly wants an agency that understands the nuances of the San Antonio market, where more than half the population is of Hispanic descent.
Six shops re-main in the review after a cut from 12: Cartel Creativo, Creative Civilization, KGB Texas and Guerra DeBerry Coody, all San Antonio; incumbent Moroch, Dallas; and Davis-Elen Advertising, Los Angeles, sources said.
Cartel handles Hispanic advertising for the U.S. Army and J.C. Penney. Creative Civilization has numerous local clients on its roster, including the San Antonio Express-News, plus the experience of founder Al Aguilar, who worked on the national Burger King account as a former principal of the San Antonio agency now known as Bromley Communications.
KGB Texas, a public relations agency, has worked with McDonald's before.
Guerra DeBerry Coody, which positions itself as a public relations firm handling political affairs, is strengthening its advertising capabilities by working with San Antonio ad veteran Lionel Sosa, another former principal of Bromley, sources said.
Davis-Elen works for McDonald's operators in Southern California and Portland, Ore.
Presentations are scheduled for late January.
The San Antonio co-op, which encompasses 90 restaurants, spent $2 million on media in 2001, according to Nielsen Monitor-Plus.