David, an affiliate of Ogilvy & Mather, is the new global agency for Burger King. The WPP company, created in 2011 and named for O&M founder David Ogilvy, will handle the business out of Miami.
BK’s global media spending is estimated at $325 million.
There was no incumbent according to a BK rep, who said the Miami-based fast food chain thought the time was right to have a global creative lead agency to ensure consistency of image and content worldwide. (BK will continue to work with local agencies worldwide and in the U.S.: Pitch; Code & Theory; and Horizon Media.) David was already on BK’s roster in Brazil and Argentina. The shop has worked with Code & Theory and Horizon Media on the new BK rendition of Subservient Chicken advertising, originally made popular in 2004 in a campaign from Crispin, Porter + Bogusky.
The search process, led by new global CMO Axel Schwan, kicked off after BK parted ways with Mother in January. In March, former Unilever marketing exec Fernando Machado joined BK as vp, global brand marketing. Machado, a former Dove Skin vp, was familiar with Ogilvy’s work because of the agency’s Real Beauty campaign for the soap brand. David principal Anselmo Ramos worked on the Dove Real Beauty “Sketches” campaign when he was an ecd at Ogilvy in Brazil. Along with Ramos, David was opened by O&M Latin American execs Fernando Musa and Gaston Bigio, and also has offices in São Paulo and Buenos Aires.