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Takes Burnett name, steps up with McPitch
As McDonald's Corp. re-evaluates its value proposition, field shops for the burger giant are being elevated within the agency caste system. They've been asked to pitch ideas for a national value strategy, and that's making them smile-perhaps none so broadly as Moroch Partners, the largest of the fast-feeder's field agencies.
The notion that the "national roster shops have the only answer to a certain issue at play is no longer the case," said Tom Moroch, founder of the agency that handles slightly more than a quarter of McDonald's co-ops. "Talent doesn't reside just at [McDonald's national agencies] Leo Burnett or at DDB."
Moroch has its bets covered in any case-it's 30% owned by Bcom3 Group's Leo Burnett USA, which is separately pitching McDonald's value assignment. The alignment will be cemented further when the Dallas-headquartered agency changes its name in January to Moroch Leo Burnett USA. It's also adopting a new identity under the theme "The Art of Action," which will be unveiled in first quarter 2002 in agency signage, collateral and on its Web site at www.hoch.com. Moroch's Hispanic unit, La Embajada, will also be...