INTERNATIONAL NEWS: McDonald's Argentina orders up PR fix

BUENOS AIRES, ARGENTINA: McDonald's has chosen Horacio Diez Consultores to handle strategic planning in the areas of institutional relations and marketing for its Argentina business.

BUENOS AIRES, ARGENTINA: McDonald's has chosen Horacio Diez Consultores to handle strategic planning in the areas of institutional relations and marketing for its Argentina business.

BUENOS AIRES, ARGENTINA: McDonald's has chosen Horacio Diez Consultores to handle strategic planning in the areas of institutional relations and marketing for its Argentina business.

The McDonald's account did not, in the end, go to the son of Argentina president Antonio de la Rua, who has presented himself as a new force in the PR consultancy market in that country.

Other PR agencies that pitched for the business include Burson-Marsteller, Hill & Knowlton and ZC&M.

The McDonald's account will be handled directly by Horacio Diez and his son, Gonzalo. The agency will coordinate with Maria Jose Parodi, McDonald's head of communications, and Maximo Lorenzo, McDonald's marketing manager.

'Our attitude is that of a leading company in the market that is permanently planning communications strategies. In this framework we decided to contract the agency of Horacio Diez Consultores,' explained Parodi.

Nueva Comunicacion, another PR consultancy, will continue to oversee media relations for McDonald's in Argentina.

Horacio Diez Consultores was chosen primarily for its advertising experience.

McDonald's also plans to continue its relationship with advertising agency Leo Burnett Argentina.



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