McDonald's shortlists three to share $40 mil account

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SYDNEY -- McDonald's Australia has shortlisted Sydney agencies McCann-Erickson, Foote, Cone & Belding and J Walter Thompson to pitch for a share of its $40 million account, held for the past 25 years exclusively by DDB Sydney. DDB will still handle the bulk of its advertising work, McDonald's claims.

The new agency, to be chosen before the end of the month, will initially be given a promotional campaign worth around $5m, possibly working with one of McDonald's regular joint promoters such as Walt Disney, Apple Computers or Sony.

The move comes amid unrest among McDonald's franchise holders who are unhappy that DDB's latest and expensive branding campaign, featuring global images of people but only glimpses of hamburgers and french fries, has failed to draw in sales.

Leo Burnett, the major agency for McDonald's globally and known locally as Leo Burnett Connaghan & May, was not invited to pitch.

Copyright August 1996 Crain Communications Inc.

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