MRGL Picks Up Burger King Assignments

MIAMI — Burger King has handed McCaffery Ratner Gottlieb & Lane, New York, several product advertising assignments and the mandate to develop “overall music and radio platforms” for national and local promotions.

Bill Lane, partner/creative director for MRGL, has been given a spot on Burger King’s agency-integrating creative council led by Howard Draft, Draft Worldwide, Chicago. Lane said his agency is now one of BK’s “principal partners.” Working at various agencies including his own, Lane followed and served Chris Clouser, BK’s global CMO, in Clouser’s previous career incarnations at Sprint, Bell Atlantic and Northwest Airlines.

The decision appears a welcome move for filling the void left by September’s parting with short-lived agency of record, McCann-Erickson, New York, for the adult ad creative portion of the brand’s $400-million-in-media account.

“We all have a very high opinion of what Chris is doing,” said Dan Fitzpatrick, co-chair of the national franchisee group’s marketing advisory committee and head of Quality Dining, Mishawaka, Wis. He added that Clouser had previously “articulated to us in very clear tones” that he would revamp the agency lineup, so the MRGL signing is no surprise.

MRGL first worked for BK to produce a series of Richard Avedon photo essays that were used to raise funds for the American Red Cross fund-raising following Sept. 11.