Arnold Prevails for McDonald’s Co-Op Work

BOSTON — Arnold Tuesday won a shootout with Publicis siblings Leo Burnett and Starcom media to add an estimated $15-20 million in New England-area McDonald’s franchisee work, a client representative said.

Havas-owned Arnold, Boston, reclaimed the greater Boston franchisee account it lost to Publicis Groupe’s Burnett and Starcom in a review two years ago. That group also includes McDonald’s restaurants in eastern Massachusetts. Arnold also picks up the Maine franchisee group from the Chicago-based Burnett-Starcom team, the representative said. Media chores will be handled by Arnold MPG, the agency’s media arm.

The greater Boston and Maine franchisees are pooling their ad spending with two other nearby groups — Springfield, Mass./Hartford, Conn., and Albany, N.Y. — that were already handled by Arnold; that budget consolidation triggered the shootout, the representative said.