McDonald's Corp. shifted its national media buying account for adult advertising to DDB
Needham Worldwide, New York, from Leo Burnett
USA, Chicago. The move had been expected. Burnett, which lost the creative portion of the account to DDB last summer, retains the McDonald's assignment for kids marketing, media planning and buying. DDB takes over its new media buying duties Jan. 1, said a McDonald's spokesman. The account was awarded to DDB without a review. No spending figure was given for the DDB assignment. McDonald's spent $600 million in measured media in 1996, according to Competitive Media Reporting.
Copyright October 1997, Crain Communications Inc.