Bernstein-Rein (BR) is grabbing additional McDonald's business as the restaurant chain moves away from a consolidated approach to national and local initiatives where co-op leadership teams are reevaluating local agency partners.
The Kansas City-based agency competed against two longtime McDonald’s roster agencies for both the creative and media assignment for the Missouri co-op “Big-MO.” This local co-op media business stretches across southern Missouri to northern Arkansas to Western Illinois to northeastern Oklahoma and includes 124 McDonald’s restaurants.
This considerably expands BR's business with the fast-food giant, lifting the number of restaurants that agency will work with to 365. "A McDonald’s for every day of the year,” quipped Steve Bernstein, President, BR.
The agency also represents McDonald’s owners in the metropolitan areas of Kansas City, St. Joseph, Omaha, Council Bluffs, Lincoln, Hastings, Kearney, North Platte and Sioux City.
BR has worked with McDonald’s for more than 50 years, representing franchisees as well as contributing to national efforts. BR invented the Happy Meal and has frequently been involved in testing & developing new initiatives like 24-hour operations and McCafe beverages. Late last year, the agency went through a local co-op media agency certification process to become qualified for media in addition to creative services.
“We have known BR’s reputation for being a strong business and creative partner for several years, so selecting them to lead our business just felt right," said Andi Hilburn-Vaini, president of McDonald’s Big-MO Co-op, in a statement. "They have a proven track record of growing operator cash flow, outstanding leadership and great creativity."
BR's Randy Bates and Libby Schaller will lead account management and creative respectively.