McCann Wins $400 Mil. BK Account

McCann-Erickson has won Burger King’s $400 million creative advertising account for its adult market in the U.S. A decision regarding children’s advertising has not yet been made.

In a statement, Stefan Bomhard, svp, marketing at Burger King North America, said, “We were looking for an agency partner with strategic consumer insights. For this reason, we tested all of the campaigns with consumers. It was the positive consumer reaction to the McCann work that won the account.”

The pitch was led by McCann-Erickson’s New York office, which bested Grey Worldwide, New York, and Campbell Mithun, Minneapolis, in a review that began in September.

The McCann campaign is expected to break on TV in the spring. Details of the work were undisclosed, but it is believed that the client had asked shops for work that was centered on its Whopper sandwich.

“McCann’s work hit the mark,” Bomhard said in a statement. “We are excited about our new marketing partners and look forward to launching the new campaign. We began this process with a commitment to produce advertising that our customers would respond to.”

Incumbent Lowe Lintas & Partners in New York had defended the business but did not make it to the final round in the review.

UniWorld Group and Bromley Communications retain African-American and Hispanic ad duties, respectively.

MediaVest, a B Com3 shop, continues to handle media duties.