Weber Shandwick Worldwide has won a nine-way 'mega pitch' for the
brief to handle public affairs for McDonald's restaurants.
The agency fought off competition from the incumbent Communication
Group, Bell Pottinger Public Affairs, APCO, Westminster Strategy, DLA
Upstream, Luther Pendragon, Hill & Knowlton and Golin/Harris
Before creating the shortlist, McDonald's had invited practically most
established UK public affairs agencies to bid for the pounds 100,000
WSW will take over the brief - covering UK public affairs, issues
management support, political intelligence, strategic advice and contact
building - at the end of this month on an indefinite basis.
WSW public affairs CEO Colin Byrne will lead the team, alongside senior
director Jon McLeod, and director Peter Bowyer.
A series of challenges now face WSW on the brief as the Ministry of
Agriculture, Fisheries and Food deliberates on a possible shake-up of
the livestock industry in the light of the ongoing foot-and-mouth
TCG had held the account since becoming the fast food chain's first
external PA consultancy in 1996. TCG held the account despite an earlier
review and pitch process in 1999.