DDB loses part of McDonald's Australia account

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SYDNEY -- DDB's 25-year grip on McDonald's Australia's $50m advertising account appears to be slipping further with the disclosure that McDonald's has moved its field marketing operations in-house. Late last year, McDonald's added a second agency, M&C Saatchi, to its agency roster for the first time, employing M&C to do promotion work.

Until now the field marketing division was a wholly- funded subsidiary of DDB's Sydney office with a dozen people working exclusively on the McDonald's account, creating specific communications strategies for local restaurants and their surrounding districts.

McDonald's Marketing Director Tony McMaster says it is more efficient to have the marketing team integrated into McDonald's. Jhonnie Blampied, DDB's chief executive, added: "It was just getting messy. We had people doing the same thing on both sides. No one will lose their jobs - those people will now be working for McDonald's."

Copyright April 1997, Crain Communications Inc.

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