McDonald's is "significantly" expanding its relationship with Doner by assigning strategy and creative AOR responsibilities for the brand’s national field activation program following a review. Moroch served as the incumbent.
Under the assignment, the MDC Partners-owned shop will customize national campaigns for more than 14,000 locations across the U.S. In addition, Doner was assigned the retail and local marketing business for Greater Indiana and the Susquehanna region of Pennsylvania, expanding the agency’s co-op roster to almost 1,000 restaurants nationwide.
Last year, McDonald's consolidated its agency roster from 60 to seven certified agencies to work with its regional ad co-operatives that now include Bernstein-Rein and Fahlgreen, working as a team; Moroch and Stern, working as a separate team; Davis Elen, H&L, Lopez Negrete and Zimmerman, as well as Doner.
“We’re looking forward to utilizing our comprehensive strategic, creative and production capabilities to help further amplify the McDonald’s brand campaign at the local level," says David DeMuth, president/CEO, Doner.