Fast food giant McDonald’s has split its estimated pounds 400,000
PR spend among five agencies.
They are: Fishburn Hedges, Countrywide Porter Novelli, The Red
Consultancy, Burson Marsteller and Luther Pendragon.
The new appointments, made this week, stem from McDonald’s desire to
find ’areas of expertise’ instead of using a single agency.
Its contract with Scope Ketchum Communications finished in early
A team of five handled media relations, sports sponsorship support,
issues management, corporate communications, marketing support and
These areas, together thought to be worth around pounds 200,000 in fees
to Scope, were subsequently offered up for pitch as separate accounts to
a wide range of specialist and full service agencies (PR Week, 10
Under the new system, media relations will be managed by Luther
Pendragon which could face enquires on any issue, from a BSE-style
crisis to the McLibel trial.
The UK’s third-largest agency Countrywide Porter Novelli has landed two
briefs. It will co-ordinate McDonald’s community relations work and will
share a brief called marketing programmes with The Red Consultancy.
Burson-Marsteller has won the sports marketing business, which has in
the past included sponsorship of the 1996 Olympics and Euro 96. The
account will be handled from B-M’s sports division which already handles
Nike and West Ham Football Club. The job of managing the company’s
corporate reputation has gone to Fishburn Hedges.
McDonald’s will continue to employ The Communication Group as its public
affairs adviser and Anderson Kenny PR in Northern Ireland.
The company’s corporate publishing brief will also remain with Dewe
McDonald’s director of communications Mike Love and his team of 12 will
oversee all areas of communication and run an internal communications