McDonald’s of New England and Albany, NY Awards Regional Advertising Account to San Francisco’s H&L Partners

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McDonald’s Boston Region restaurants, which includes more than 600 restaurants from Connecticut to Maine awarded their local marketing account to H&L Partners. H&L Partners, with offices in San Francisco and St. Louis, will open a full-service office in Boston.

They understand the McDonald’s business and the New England consumer.

McDonald’s Boston Region restaurants awarded their local marketing account to H&L Partners. The account covers nearly 600 McDonald’s restaurants from Connecticut to Maine and the Albany, NY area. H&L Partners, with offices in San Francisco and St. Louis, will open a full-service office in Boston.

The agency has a long history with McDonald’s, having managed the local business in Northern California since 1998, and in St. Louis since 2001. They serve on several national strategic committees and have been recognized by McDonald’s as a leader in ethnic marketing.

Steve Walach, a McDonald’s franchisee and chair of the Boston Region Marketing Leadership Committee, who led the agency review process explains “H&L Partners impressed us with their marketing approach. They included traditional, digital, ethnic marketing, and social media; the whole package. They understand the McDonald’s business and the New England consumer. We are excited to work with them to grow the business and connect with our consumers.”

Josh Nichol, H&L Partners CEO, led the McDonald's pitch. "We'll be setting up a full service agency in Boston, and may have several smaller offices around the region. It's great to have the opportunity to bring over 17 years of McDonald’s experience to a new region."

St. Louis President, Mark Schaeffer, will lead the efforts behind opening the agency, "We are assembling a team of account, creative and production staff. Having such a great talent pool in Boston will let us ramp up quickly. And while our initial focus will be servicing McDonald’s, our long-term plan is to grow into a strong regional agency.”

About H&L Partners
H&L Partners, formerly Hoffman Lewis, is an independent advertising firm with offices in San Francisco and St. Louis. They provide a full range of marketing and advertising services including social and ethnic for a variety of clients including Toyota, McDonald’s, USC, Keck Medical Center of USC, Norris Comprehensive Cancer Care, Slingbox, Missouri Tourism, St. Louis Convention & Visitors Bureau, and Touchstone Energy Cooperatives. The company has billings of more than $100 million annually and employs 80 people.

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Deb Doyle

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