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Arnold Crafts $100 Mil. Effort for McDonald’s
BOSTON–Describing McDonald’s national branding efforts as fragmented and inconsistent, Arnold Communications in Boston is creating a $100 million brand and promotional effort for the regional co-op groups it handles. The campaign so far consists of a 60-second “anthem spot” that features Donna Summers crooning new lyrics to her hit song “She Works Hard for the Money.” “McDonald’s is an American icon that has lost some of its shine,” Arnold chief creative officer Ron Lawner said.