MCDONALD'S REVIEW RUMOURED
By Adnews Staff
The rumor at Toronto-based McDonald's Restaurants of Canada is that the burger chain is preparing to launching an agency review, according to a report in yesterday's National Post. Although McDonald's executives insist that the company is happy with its roster of agencies, the report cites an unnamed source as saying the chain is not as close as it once was with its lead agency, Cossette Communication Marketing of Montreal. Cossette handles the company's national and Quebec advertising. According to the report, McDonald's has spilt its ad work between three agencies for the past 25 years, using Vickers & Benson Advertising of Toronto in Ontario and Atlantic Canada and Palmer Jarvis DDB of Vancouver in Western Canada. The creative review (expected in November, according to another source in the report) will, if it comes, follow a national media buying review McDonald's began earlier this month.