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McDonald's serves up Argentina to DDB

Published on .

BUENOS AIRES -- McDonald's has announced that it is moving its business in Argentina from Leo Burnett Argentina, its incumbent of 11 years, to Rainuzzo DDB, Buenos Aires.

The news comes just one week after the U.S. fast food giant shifted nearly $300m of creative assignments in the U.S. out of Chicago-based Burnett, its lead agency since 1982, and into DDB Needham Worldwide, also Chicago.

McDonald's Argentina has 105 restaurants, 85 of which are in Buenos Aires, and the company is planning a "very aggressive" expansion drive in the country, according to a statement from DDB International. No one at the agency was available to comment on the move.

This latest win for DDB further shores up its relationship with McDonald's internationally. It now holds the burger chain's account in 45 countries, compared with Burnett's 18. In Latin America, DDB also handles McDonald's in Bolivia, the Dominican Republic, Ecuador, El Salvador, Nicaragua, Puerto Rico, Trinidad and Venezuela.

DDB will take the reins of the new account, which will be its biggest piece of business, in September.

Copyright August 1997, Crain Communications Inc.

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