Burger King Corp. announced today that it has selected mcgarrybowen as its lead agency of record in the U.S.
The agency, with offices in New York, Chicago and London, will assume responsibility for the company's general market and multicultural marketing efforts, effective immediately
In a statement, Burger King said: "During the review process, mcgarrybowen presented BKC with original and innovative thinking that we believe will help position the Burger King brand for growth. We look forward to a creative and productive partnership with mcgarrybowen and are excited to begin our collaboration."
This announcement comes almost three months after Burger King ended its 7-year relationship with Crispin Porter + Bogusky, the agency behind some of the chain's most unusual marketing schemes, including The King, BK's meat-scented body spray "Flame," the Subservient Chicken and the award-winning Whopper Freakout.
The Miami Herald reported earlier this week that The King is taking a break from the spotlight.
Some of mcgarrybowen's biggest accounts include Verizon, Marriott, Chase, Kraft, Reebok and Disney. In 2009, it was named Ad Age's Agency of the Year.
Mcgarrybowen will head up a major shift in marketing direction, recently announced by new owners 3G Capital. This includes turning the spotlight on core products, enhancing ingredients and leveraging its flame-broiling and guest customization components.
Such a shift is also expected to broaden the chain's targeted focus, from 18-to-35-year-old males to a more diverse demographic.
CP+B will work with mcgarrybowen throughout the next few weeks to ensure a seamless transition.
