DUBAI: McDonald's Middle East Development Company has appointed Burson-Marsteller affiliate Intermarkets PR to handle its corporate and consumer PR throughout the Middle East.
The development company manages McDonald's business regionally, operating its franchise system. The fast food chain has 25,000 restaurants worldwide, including 110 in the Middle East.
McDonald's is already a global client of BM's, but Intermarkets had to compete against the incumbent advertising agency Fortune Promoseven for the work. Intermarkets, which has offices in nine Middle Eastern locations, signed a contract with McDonald's at the end of last month.
Intermarkets regional chief operating officer Roger Fennings will oversee the account, which begins officially in January.
Fennings said: 'We will be doing corporate communications, including crisis management; regional communications to co-ordinate the messages, activities and products McDonald's are promoting; and we have a local remit to liaise with franchisees on local projects.'
Intermarkets' other clients include Coca-Cola, oil company BP, car manufacturer Nissan, and credit card company Visa International. The agency has offices in Bahrain, Egypt, Kuwait, Lebanon, Saudi Arabia, Syria, Yemen and Dubai.