Déjà Vu All Over Again

Agencies once more are chasing Burger King's business. But are they fighting over crumbs?

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There’s no question that Burger King is a major brand that needs marketing help as it tries to reverse a market share decline. But are the agencies dancing with BK ignoring a series of red flags?

BK, by its own admission, is shopping for ideas, not a new lead creative agency. Furthermore, the fast-food chain wants to own the concepts that agencies pitch in exchange for a relatively small stipend, sources said. Finally, BK seems to be in perpetual search mode, having just hired mcgarrybowen as its lead shop after a review last year.

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