PRWeek revealed last month that the fast-food chain was putting its public affairs account out to pitch (PRWeek, 14 March). Incumbent agency Bell Pottinger Public Affairs is repitching, but is expected to face tough competition.
An RFI (request for information) document recently sent to a number of agencies asks them to 'highlight and name individuals you consider to be leading-edge and include details of their expertise and responsibilities'.
The RFI makes it clear that the successful agency will be expected to provide high-level counsel to senior figures, as well as dealing with McDonald's opponents outside of Westminster.
It states: 'McDonald's is looking for an agency that can provide a full suite of public affairs advice, including monitoring and intelligence, strategic counsel at public affairs team level and at CEO level.
There is significant emphasis on engagement work with non-political stakeholders or those beyond Westminster and Whitehall who shape the environment in which McDonald's operates.'
The final pitch is currently scheduled to take place in the week commencing 12 May, with a decision to follow shortly after.
McDonald's in-house public affairs team consists of head of public affairs Hugh Milward and public affairs manger Richard Casofsky. Both report to V-P of communications Nick Hindle.