McDonald’s Eire pulls PR in-house

Fast-food giant McDonald’s Ireland is to handle media relations in-house after it abandoned its hunt for an agency to handle its £120,000 PR account.

McDonald’s Ireland had chosen Fleishman-Hillard Saunders for the consumer, corporate and health PR brief (PRWeek, 4 June), but the agency’s US operations resigned the account in the US to work with rival Subway, forcing a new Irish pitch with five fresh agencies.

But McDonald’s will now trial handling media relations in-house. Communications manager Siobhan Murray said: ‘There is no point taking on an agency that only partly fits the bill.’

Murray added that freelance consultants would be brought in to tackle issues such as obesity.

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