CHICAGO: McDonald's has opted for Jndeo, a Chicago firm, to handle PR and marketing efforts in the Hispanic community for Chicago area and Northwest Indiana McDonald's outlets.
The agency plans to put three to four staffers on the account, said Gigi Ybarra, director. A PR budget is still being formulated.
PR efforts will focus on promoting the fast-food giant's $1 menu and on brand-building.
"They've done a lot for the Hispanic community," Ybarra said. "We want to promote that."
McDonald's considered eight agencies initially, and then four finalists for the account over a month-long selection process.
"It was Jndeo's knowledge of the market, strategic thinking, and passion for the business that won us over," said Rob Jackson. Chicago regional marketing director for McDonald's.
The assignment comes at a time when McDonald's is asking its ad agencies to cut fees by as much as 25%, and the company is cutting 600 jobs and closing 175 stores around the world.
Golin/Harris CEO Rich Jernstedt said McDonald's has not contacted his firm about cutting its fees next year. McDonald's did not return requests for comment on its PR spending plans for the rest of this year and 2003.
Jndeo opened in April, founded by three former employees of ad agency Sanchez & Associates.