IPG, KidCom Key for CK on BK

Campbell Mithun’s experience with kids marketing and its Interpublic Group of Companies parentage were key to its landing Burger King’s $80 million kids advertising account.

The Minneapolis agency was awarded the account 10 days after the Miami fast food company sent creative duties on its $400 million adult advertising account to McCann Erickson in New York, also an IPG shop.

Burger King in that time continued to test kids’ marketing ideas from CM, as well as Grey Advertising and former incumbent Lowe Lintas & Partners, both New York. Company officials had also asked CM executives what advantages there might be in keeping the business within IPG, sources said.

In the IPG structure, CM reports through McCann. The two agencies have worked for clients such as General Mills.

Though the connection was a consideration, Bur-ger King vice president of marketing Richard Taylor said CM won the business on the merits of its creative pitch and strategy.

“It’s nice that they work together, but each agency had to win this on their own,” Taylor said.

Taylor did say that CM’s KidCom unit was an important factor in the decision.

“They spend a tremendous amount of process and resources talking to kids,” he said. “Because of that, they create great advertising for kids.”

CM created its KidCom division in 1998. The unit helps create ads aimed at kids for clients that include KB Gear, Hostess and Wonder Bread.

“[The BK win] validates our experience and investment in the KidCom unit,” said agency president Les Mouser.

Initiative Media, also an IPG company, will continue to handle media buying on the kids marketing account, Taylor said.

Burger King is reviewing its promotional marketing account, company officials said. DraftWorldwide, another IPG company, is in contention for that business.