MOSCOW - McDonald's Russia has called up Navigator DDB
as its first ad agency, handing the DDB International network its 40th country for McDonald's business.Those handling the Russian account will immediately be immersed in their job; their first task will be to train and work at the Pushkin Square restaurant, the busiest McDonald's in the world, says Glen Steeves, managing director of McDonald's Russia.McDonald's currently operates 10 restaurants in Moscow and two in St Petersburg; another is soon to open in Nizhny Novgorod.Steeves says the agency was chosen because it is an impressive Russian shop, as well as part of a worldwide network that already serves McDonald's in several other countries.In particular, he says, "they demonstrated they have an excellent knowledge of the Russian media market coupled with strong and diverse creative skills."DDB works with McDonald's in 25 countries in Europe, which is more than half the countries in which McDonald's has a presence. In the past 12 months, DDB has added an additional 11 markets around the world (including Russia) to its list of McDonald's countries.
Copyright February 1997, Crain Communications Inc.