FKQ Advertising will create in-store promotions and handle the local placement of ads for 160 Tampa Bay area McDonald's restaurants.
The Clearwater advertising agency announced Monday it won the estimated $2-million account from the McDonald's Tampa Bay Marketing Association.
Fahlgren Benito, which handled the local McDonald's cooperative's advertising for the last 17 years, did not make a pitch for the account this year.
That's because Fahlgren Benito handled the account from its Atlanta office. Since McDonald's wanted a local contact for the account, the agency would have had to restructure, said Fahlgren Benito president Ken Banks.
With offices in Tampa, Orlando and Fort Lauderdale, Fahlgren Benito continues to handle McDonald's media and promotion accounts for cooperatives in Orlando, Jacksonville, Tallahassee and South Florida.
Oak Brook, Ill.-based McDonald's Corp.'s national agency, Leo Burnett in Chicago, will continue to create the bulk of the burger chain's advertising work. But local touches will be added by FKQ Advertising.
Three other agencies, all from Tampa, vied as finalists: The Miller Group; Moore, Epstein, Moore; and Paradigm Communications.
George Ferris, FKQ Advertising's promotion director, noted his agency has quite a bit of retail advertising experience. Some of the agency's clients include Dollar Rent A Car of Florida, Super Kmart Centers and Pick Kwik Food Stores.
FKQ Advertising also had golden arches experience. Its now-defunct Buffalo, N.Y. office handled advertising for the Northeast Ohio McDonald's cooperative in the late 1980s.
It will officially begin work on the account on Aug. 16.