CP+B Makes Its Burger King Debut

CHICAGO Burger King will return to its “Have it your way” positioning in a new television spot set to break tonight, the company confirmed.

Rob Doughty, a representative for the Miami-based fast-food chain, said the spot would be the first work from new agency Crispin, Porter + Bogusky in Miami. He said he could not offer further details about the spot or its timing.

Burger King abruptly shifted creative duties on its roughly $300 million advertising account to CP+B, owned by MDC Partners, from six-month incumbent WPP’s Young & Rubicam, New York, without a review. Y&R’s advertising played up Burger King’s flame-broiling cooking with the tagline, “The fire’s ready.”