McDonald's has parted ways with Organic, San Francisco, its interactive agency of record. According to sources close to the situation, the agency "fired" McDonald's as a client because of the advertiser's lack of focus and direction on a Web strategy. It is not known if McDonald's has hired another agency or will conduct a review; McDonald's representatives did not return calls for comment by deadline. The fast-food chain has recently been touting its redesigned site and has begun to mention its Web site
address in all its advertising.
Copyright April 1998, Crain Communications Inc.