Del Rivero Passes Go for McD’s

Hispanic advertising specialist del Rivero Messianu Advertising in Coral Gables, Fla., has been chosen by McDonald’s for mainstream creative chores aimed at the adult audience for the client’s annual Monopoly promotion, according to agency president and chief executive officer Eduardo del Rivero.
The game, del Rivero said, is scheduled to hit the company’s restaurants late in the first quarter. Leo Burnett in Chicago will take the lead in marketing the promotion to the client’s younger audience.
“This was a decision made toward the end of [1998],” he said. “It was practically a shootout. I don’t think it was planned that way.”
Del Rivero said that his agency, McDonald’s African American shop, Burrell Communications Group in Chicago, and its mainstream agency, DDB Needham Chicago, all presented creative concepts for the game promotion toward the end of last year to client marketing officials.
“After everybody presented, the client decided [ours] was the work that fit their needs,” del Rivero said.
A McDonald’s representative at company headquarters in Oak Brook, Ill., confirmed that del Rivero would take the lead position on the promotion’s creative assignment.
“Their concepts fit in well with the Monopoly tie-in,” the representative said.
This is not the first time that a shop other than one of the burger chain’s primary advertising partners has been assigned a major creative role for a promotion. Burrell, the representative pointed out, handled creative duties for Chicken McNuggets and Big Mac promotional campaigns.
“This is the first time we’ve been asked to take the reins for a promotion,” del Rivero told Adweek.
He would not discuss particulars of the creative work he presented. Del Rivero did say the proposals would fit under the chain’s “Did somebody say McDonald’s?” umbrella marketing effort.