Mcgarrybowen is on a roll. A week after landing Sears' brand image creative business, the shop has won Burger King's $300 million creative account.
The New York-based shop beat three other finalists for the fast-food business: McCann Erickson, Saatchi & Saatchi and a WPP Group team led by CHI & Partners.
In a statement, BK said that the winning agency presented "original and innovative thinking that we believe will help position the Burger King brand for growth." Mcgarrybowen succeeds Crispin Porter + Bogusky, BK's lead creative shop since 2004.
BK said that the new shop would handle both general market and multicultural marketing. The review did not include media buying efforts, which remain at Mindshare. The search began in March, six months after 3G Capital acquired Burger King Holdings for an estimated $3.2 billion. That deal led to the installation of a new CEO and a shakeup in BK's marketing ranks.
Global chief marketing officer Natalia Franco left in February, after less than a year on the job. Her duties were absorbed by Jonathan Fitzpatrick in the new role of evp, chief brand and operations officer.
