McDonald's to review PR strategy in UK

LONDON: Fast-food giant McDonald's is reviewing its UK PR strategy with agency hires looming early next year.

LONDON: Fast-food giant McDonald's is reviewing its UK PR strategy with agency hires looming early next year.

McDonald's currently retains two firms - The Red Consultancy and Countrywide Porter Novelli - for consumer PR work.

A McDonald's spokesperson insisted that the company reviews its PR on an "ongoing basis" and that it had not embarked on a "formal review of rostered agencies."

The spokesperson also said that the contracts of Red and CPN were not under threat: "We are currently reviewing our corporate affairs programs, and we will look to supplement our (in-house) team's skills.

"We will undertake project work next year, as most companies will. If we don't have the expertise in-house, then we would look outside," she added.

The review coincides with the end of what the spokesperson described as a "settling in" period for corporate affairs head Nick Hindle, who joined from Phipps PR three months ago. Hindle replaced Edwina Bensilum, who has moved to the role of director of internal comms for McDonald's Europe.

Both Red and CPN have worked for McDonald's for about five-and-a-half years. The former's main responsibility is to maximize awareness of McDonald's' sponsorships of the Football Associations of England, Wales, Scotland, and Northern Ireland. The agency seeks to promote the community aspects of these sponsorships.

McDonald's also retains Weber Shandwick Worldwide for public affairs support.

McDonald's opened its first UK outlet in 1974. It now has more than 1,200 locations there.

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