New player gets a shot at McDonald’s

Like several big companies, McDonald’s Corp. likes to have two advertising agencies constantly battling each other to keep both of the agencies on their toes.

Now there’s word that the fast-food giant may give a third agency a shot at a new piece of its business.

Sources say that Oak Brook-based McDonald’s has thrown up a jump ball between its two main agencies–DDB Chicago and Leo Burnett Co.–as well as non-roster shop Ogilvy & Mather, Chicago.

Though it is unclear what exactly the assignment is, it is believed to be for its new McDonald’s with the Diner Inside concept, currently rolling out throughout Indiana.

The hybrid concept–a traditional McDonald’s mixed in with a diner serving everything from meatloaf to turkey pot pie–has emerged as one of the few success stories out of Oak Brook these days.

Its first concept store in Kokomo, Ind., has done better than expected and, apparently, without cannibalizing sales from other Kokomo McDonald’s outlets.

Late last year the company said it would expand the test to 12 stores in Indiana.

If that expansion continues, it would mean something that McDonald’s hasn’t been able to achieve in several months: actually attracting non-regular McDonald’s customers to its restaurants. That would be a welcome surprise to franchisees.

What is more surprising, perhaps, is the addition of WPP Group-owned O&M in the review. McDonald’s has proven to be an extremely loyal client that rarely goes outside its own roster for advertising projects.

Though the project likely will be fairly small at the outset, getting a shot at McDonald’s business would be seen as a coup by any agency outside the roster.

It is not exactly clear how O&M wound up on McDonald’s radar, though its retail experience is extensive–it has worked with Sears, Roebuck and Co.–and current McDonald’s chief creative officer, Marlena Paleo-Lazar, is an O&M alum.

The search for an agency comes as McDonald’s Corp. continues to look for a global chief marketing officer.

A McDonald’s representative couldn’t be reached for comment on Monday.

Maytag looking beyond Starcom? As a decision nears on the $100 million media consolidation at Maytag, it appears that the Newton, Iowa-based appliance-maker is headed to the Big Apple for media placement duties.

Sources say that a decision likely this week could include either Universal McCann or Zenith Media, both based in New York.

Starcom handles planning and buying for the company’s flagship Maytag brand. The consolidation also includes the company’s Hoover, Amana and Jenn-Air brands.

Deloitte win big for Rogers: It’s difficult to get all offices of an ad agency network on the same page when it comes to new business. Which is why DDB Worldwide’s win of Deloitte Consulting was key for DDB’s Chicago-based head of North America, Dick Rogers.

Rogers pulled together a network-wide team from 10 offices, including creative from Chicago, to nab the business. DDB beat out Wieden & Kennedy for the $50 million business late last week.

DDB’s San Francisco office will lead the business.

On the move: Tim Derr, most recently with AdOutlet.com, and formerly of USA Today, has opened his own sales representative firm: Derr Media Group, currently representing Scientific American and Marriott Insights. … Brian Conlon has been promoted to president and chief operating officer of sweepstakes-fulfillment agency D.L. Blair. In addition, Tom Conlon, Brian’s father, was promoted to chairman of the agency, which is owned by Draft Worldwide. … D’Arcy New York hired two top creatives from Cliff Freeman & Partners to beef up its creative ranks. Steve Doppelt, associate creative director at Freeman, and John Liegey, senior art director at Freeman, join D’Arcy as senior vice presidents and group creative directors. …Chris Black, media director at Publicis in Mid America, has left the agency. Agency executives cited personal reasons for his departure. … Cary Maslow was named executive director for Classic Residence by Hyatt at The Glen, a life-care retirement community under development in Glenview.

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Jim Kirk’s “On Marketing, Etc.” appears Tuesday, Wednesday, Thursday and Friday. E-mail [email protected].