McDonald's Seeks Extra Value in Consolidation

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Fast-Food Chain Mulls Assigning National Ad Duties to 1 Shop
CHICAGO–McDonald’s U.S.A. president Alan Feldman is considering a reduction in the number of agencies handling the chain’s national advertising and promotions accounts. Feldman has told agency executives he is interested in cost-savings opportunities from a consolidation, but a definitive move is not yet certain, sources said.
DDB Needham here has handled creative duties on most of McDonald’s nearly $450 million national ad account since 1997, when Leo Burnett’s role was reduced to targeting children and teens and providing Hispanic media buys.

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