Crucial DDB pitch underway for McDonald's account

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At deadline, senior executives from McDonald's Corp. were listening to DDB Needham Worldwide's pitch for a national branding campaign for the beleaguered fast food chain. DDB sent high-level executives for the pitch at the agency's Chicago office, including Chairman-CEO Keith Reinhard, Vice Chairman-Chief Creative Officer Bob Scarpelli, Chicago President-Operations Dick Rogers and Dallas office Chief Creative Officer Jim Ferguson.

Executives close to the situation said Needham's 6-to-8 hour presentation employs a multiprong approach that includes a loyalty program and a general media program as two elements. DDB had no official comment.

Leo Burnett USA executives, meanwhile, were huddled today planning their pitch to be presented to McDonald's at the agency's Chicago headquarters Thursday.

Copyright July 1997, Crain Communications Inc.

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