McDonald's Argentina appoints two agencies to share PR

McDonald's Argentina has appointed two PR consultancies, having ended its relationship with Spanish agency Estudio de comunicacion, and following the worst image crisis in its history.

MDG Adan & Asociados and Salem, Viale & Asociados will share the task of supporting the fast food giant's in-house PR function. The agencies were appointed following a pitch which also involved Muchnik, Aluralde, Jasper & Asociados.

The shake-up was initiated at the end of last year, along with restructuring of McDonald's in-house PR, when Orlando Molaro, formerly of hypermarket chain Carrefour, took over as PR manager. McDonald's sales suffered a major drop last year after an e-coli scare, when a couple claimed that their son died from food poisoning from a hamburger.

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