Agencies grilled for McDonald’s PR menu

McDonald’s has put its core PR business, including media relations, issues management and internal communications, up for pitch.

McDonald’s has put its core PR business, including media relations,

issues management and internal communications, up for pitch.



Scope Ketchum Communications, the incumbent agency which came to the end

of its contract last week, will not re-bid for the business, worth up to

pounds 200,000.



Ketchum PR, which bought Scope last month (PR Week, 13 December),

already works for Wendy’s, a rival burger chain to McDonald’s.



The McDonald’s business will either be split into individual contracts

and farmed out to specialist agencies or go to a single PR company. Mike

Love, McDonald’s director of communications is seeing pitches from a

small number of full service and specialist agencies this week. He will

make a decision by the end of January.



Commenting on the change Love said: ’We reviewed our agency support six

months ago as part of an annual review. As a result we felt Scope had

given us excellent professional support over the last five years but our

requirements were changing.’



Love, who spends pounds 400,000 a year on external PR suppliers, added

that the company was now considering looking at ’areas of expertise’

from agencies.



The possible splitting of the brief follows on from the decision by

McDonald’s to siphon off its employee publication McNews to Dewe

Rogerson Corporate Publishing in 1995.



It also handed a public affairs brief to The Communications Group last

January.



Two full time and three part time staff managed the account at Scope

Ketchum. The brief covered media relations, corporate communications,

issues management, marketing support, community relations and sports

sponsorship support.



McDonald’s, which runs an in-house team of 12 on a budget of pounds 3.2

million, gained positive coverage over its plans to create an estimated

600 new jobs last week. However the company faces a tough PR challenge

when the verdict in the high-profile McLibel trial is delivered this

Easter.



Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.