H/L Lands McDonald's DSOA Media Account

Independent creative ad agency H/L has secured the McDonald’s DSOA media account. H/L has collaborated with McDonald’s DSOA for twenty years, and the organisation is now partnering with H/L for all media planning and buying elements of their business.

With a growth mindset, H/L will dive into the diverse, multicultural marketplace in the Southwest by incorporating their unique approach to media buying across various DMAs (Designated Marketing Areas), including metro, rural, college towns, and border towns. Leading with consumer-first thinking, H/L will cater to the Hispanic consumer and increase the McDonald’s DSOA brand visibility in these areas by creating campaigns that highlight their customers with thoughtful specificity. 

In tailoring its efforts to this demographic, H/L’s strategy will cover many marketing avenues by having a consciously crafted presence at local happenings, like supporting area sports teams and regional initiatives and events. H/L will increase brand visibility by buying premium inventory across cable channels, especially sports and primetime programming. This highly intentional media buying plan is reflected in H/L’s previous work with multicultural landscapes in Florida and California’s McDonald’s markets, a well-honed expertise easily translatable to the Southwest. This partnership will drive in-store visitation and measure the mass reach of its work with enduring research. H/L has a rich legacy of devising a distinct approach to advertising by grounding its approach in data and digital innovation.

Katherine Rush, VP and account director at H/L says, “We’re excited to create momentum for McDonald’s DSOA. They know we understand the market and its local nuances. Our ability to operate with a local mindset to have a broader impact on the businesses' overall growth is a cornerstone of H/L. The fact that they’ve entrusted us to take the reins with their media brand profile speaks volumes, and we’re honoured to add media buying to the services we provide as their agency of record.”

Since 1985, H/L has been fiercely independent and committed to Make Momentum. The company’s strengths include local and national media activations, creative development, insights and analytics, full-scale digital and video production, multicultural marketing, and PR. H/L is headquartered in Oakland, California, with people in 22 states and offices in Atlanta, Miami, Phoenix, Kansas City, and St. Louis. What unites H/Lers across the country is a common drive - to pioneer new ways to push clients’ businesses forward and serve its communities.