McDonald’s divides PR brief between five

Fast food giant McDonald’s has split its estimated pounds 400,000 PR spend among five agencies.

Fast food giant McDonald’s has split its estimated pounds 400,000

PR spend among five agencies.

They are: Fishburn Hedges, Countrywide Porter Novelli, The Red

Consultancy, Burson Marsteller and Luther Pendragon.

The new appointments, made this week, stem from McDonald’s desire to

find ’areas of expertise’ instead of using a single agency.

Its contract with Scope Ketchum Communications finished in early


A team of five handled media relations, sports sponsorship support,

issues management, corporate communications, marketing support and

community relations.

These areas, together thought to be worth around pounds 200,000 in fees

to Scope, were subsequently offered up for pitch as separate accounts to

a wide range of specialist and full service agencies (PR Week, 10


Under the new system, media relations will be managed by Luther

Pendragon which could face enquires on any issue, from a BSE-style

crisis to the McLibel trial.

The UK’s third-largest agency Countrywide Porter Novelli has landed two

briefs. It will co-ordinate McDonald’s community relations work and will

share a brief called marketing programmes with The Red Consultancy.

Burson-Marsteller has won the sports marketing business, which has in

the past included sponsorship of the 1996 Olympics and Euro 96. The

account will be handled from B-M’s sports division which already handles

Nike and West Ham Football Club. The job of managing the company’s

corporate reputation has gone to Fishburn Hedges.

McDonald’s will continue to employ The Communication Group as its public

affairs adviser and Anderson Kenny PR in Northern Ireland.

The company’s corporate publishing brief will also remain with Dewe


McDonald’s director of communications Mike Love and his team of 12 will

oversee all areas of communication and run an internal communications


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