Burger King has begun its search for a new agency to replace Crispin Porter + Bogusky, its lead creative shop since 2004.
BK is managing the review on its own, without the use of an outside consultant, a BK representative said. The Miami-based client, which spends more than $300 million annually in major measured media, hopes to select a new shop by June. Further details were not immediately available.
Beyond traditional and digital creative efforts, Crispin handles media planning and “will continue to work on the business until we have a new agency in place,” the rep said.
In an earlier statement Friday morning, the marketer and agency noted their past “innovative and engaging” campaigns, which ranged from the interactive “Subservient Chicken” to ads featuring a character wearing a Burger King mask. The statement, however, offered no explanation for the split.
The review does not include media buying duties, currently at WPP Group’s Mindshare.
The search comes six months after 3G Capital acquired Burger King Holdings for an estimated $3.2 billion. That deal led to the installation of a new CEO and a shakeup in BK’s marketing ranks.
Global chief marketing officer Natalia Franco left in February, after less than a year on the job. Her duties were absorbed by Jonathan Fitzpatrick in the new role of evp, chief brand and operations officer.
In that role, Fitzpatrick manages operations, marketing, global research and development, product development and global brand management, according to BK. Previously, he had been evp of global operations.