McDonald’s USA has selected Boden PR to serve as its national Hispanic AOR following a competitive review. Boden is replacing longtime incumbent VPE PR on the account.

Boden was brought on by McDonald’s to handle Hispanic earned media strategy, national Hispanic media relations, blogger relations, and social media for the brand’s @MeEncanta Twitter account.

“As this dynamic segment evolves, we continue to look for new ways to connect with our customers, and the strong talent at Boden PR will help us engage this important audience in relevant ways,” said Jenina Nuñez, US communications manager for McDonald’s USA, in an emailed statement.

She added that the fast-food company is “energized by BodenPR’s fresh and innovative strategies.”

“We look forward to supporting the company in reaching today’s dynamic Hispanic consumer, from Millennials to Latina moms,” said Natalie Boden, president and MD of the eponymous firm.

Boden also works with Target, Cricket Wireless, Bacardi, and Delta Dental.

McDonald’s selected VPE as its first Hispanic AOR in 1992. Agency partner John Echeveste said “it has been a real pleasure and honor to help build the company’s reputation with Hispanic consumers over the last 21 years.”

“McDonald’s was the first quick-service restaurant company to comprehend the importance of our market, and we’re grateful for all the experience we’ve gained in the QSR business,” he added.

Last year, McDonald’s brought on Olson Engage to handle some global campaign work that includes PR, social media, and experiential elements. The brand worked with Olson on a project in the Netherlands featuring mascot Ronald McDonald in 2013 and early 2014.

GolinHarris, which has worked with McDonald’s since 1957, supports consumer and corporate work for the brand in the US. Golin is also the company’s global partner for the Olympics and the World Cup, and the firm’s regional offices support the Greater Bay Area McDonald’s Cooperative in San Francisco and the BWR Co-Op in Baltimore.

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