WSW beats off eight shops for McDonald's PA

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.

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