ANOTHER MCD'S MORSEL FOR NEEDHAM

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When it comes to McDonald's Corp., DDB Needham Worldwide, Chicago, aims to please. DDB Needham Chairman Keith Reinhard has made it clear he wants to regain control of the McDonald's account, lost to Leo Burnett USA in 1981.

McDonald's offered hope when it made DDB Needham its second mainstream agency in 1990, and last week, DDB Needham won a new assignment: promoting the burger chain's ties to Wal-Mart Stores. Believed to be primarily in-store advertising for the 80 outlets in Wal-Mart stores, DDB Needham won out after a competition with Burnett, executives close to the companies said.

Both agencies have picked up new assignments from McDonald's in recent weeks. While DDB Needham was awarded McDonald's new account in Portugal, Burnett got the account in Switzerland. DDB Needham works with McDonald's in 20 countries, and with Burnett splits the chain's overseas business with McCann-Erickson.

McDonald's had awarded DDB Needham its advertising for the 9-to-12-year-old"'tweens" market, but this was returned to Burnett last year. DDB Needham continues to handle promotion-related advertising and dinner advertising.

Despite the shuffling, the proportion of McDonald's billings handled by DDB Needham hasn't grown much past the 20% to 25% mark, about where it stood in 1990.

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