Needham's exclusive 25-year hold on McDonald's Australia $50 million business|the largest single-service account in the country|is ending. The fast-food giant is seeking a second agency to work on what it calls "a limited number of selected promotional campaigns." The move comes amid unrest among McDonald's franchise holders. Marketing Director Andrew Hipsley says: "It is important that the second agency is able to work with DDB...but the growth of business has led to our need to work with an additional agency." McDonald's has invited five unidentified agencies to pitch. Leo Burnett
Co., the major agency for McDonald's globally, has not been invited.