News

Burger King adds more creative agencies in turnaround effort

January 11, 2012

Expect a full-on creative barrage from Burger King, as the chain has just added two new agencies to its domestic agency lineup.

According to Ad Age, Burger King has named Mother, New York and David (an Ogilvy affiliate) to its roster.

This is in addition to the chain's kids' agency, Pitch, and mcgarrybowen, which was named as the AOR in June following a split from longtime agency Crispin, Porter + Bogusky.

Pitch will now assume responsibilities beyond children's marketing, including a focus on general market work.

Mcgarrybowen, with offices in New York, Chicago and London, is tasked with the company's general market and multicultural marketing efforts. The agency's relationship with the chain will not be affected by the addition of Mother and David, however there will not be one lead creative agency.

Alex Macedo, senior vice president, North American marketing at BK, said the move to add agencies is part of the company's plan to turn the brand around, and admitted it's not a traditional model. Macedo said Burger King will not likely increase its ad spend.

From the story:

"The scope of the work has evolved, and there are so many new engagements that we're planning," Macedo said. "We have a great, very different roster with brilliant minds and very creative people to help us in all the big things we have to do to help the Burger King brand in the future. We feel it's important to have different agencies with different profiles and creative backgrounds."

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