McDonald’s Restaurants of Canada Limited and its national franchisee network today announced an advertising agency review for its English Canada business. The company plans to consolidate all of its English regional accounts and English national account with one advertising agency in the future. Presently, this business is handled by Palmer Jarvis DDB, Vancouver, Cossette Communication – Marketing, Toronto and Halifax, and Vickers & Benson Advertising Ltd., Toronto. The agencies will be briefed on the specific details of the process on October 25, with the review taking place on November 16.
This review will not impact the company’s relationship with Cossette Communication – Marketing, Quebec, which handles all of the company’s marketing and advertising needs in the province of Quebec.
“While our business in Canada is very strong, we are continually looking at more efficient and effective ways to handle our advertising needs,” said Rem Langan, Vice President and National Director of Marketing, McDonald’s Restaurants of Canada Limited. “While we are happy with all three agencies, it makes good business sense to examine our existing agency structure with the goal of consolidating all of our English Canada business under one umbrella. This will maximize our media dollars and creative talent, while minimizing duplication and streamlining our communications in a more integrated and efficient way.”
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This review process, which will involve more than $50 million in billings in English Canada, will only involve McDonald’s three existing agencies. Proposals and submissions from other agencies have not been requested and will not to be considered.
“Each of these agencies has been a partner with us for a long time,” said Langan. “Our confidence in them is reflected in the fact that we are limiting this review to just them.”
McDonald’s is the largest foodservice company in the world. McDonald’s Restaurants of Canada Limited and its Canadian franchisees own and operate more than 1,150 restaurants and employ more than 70,000 Canadian coast to coast. More than 70 per cent of McDonald’s Canadian restaurants are locally owned and operated by independent entrepreneurs.
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By GlobalDataMaureen Shaughnessy Kitts, Director of Communications, McDonald’s Restaurants of Canada Limited, (416) 446-3534
