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Pitching a strategy that involves broadening Burger King’s target audience and reemphasizing its Home of the Whopper leg acy helped McCann-Erickson Worldwide land creative duties on the $400 million U.S. adult ac count last week.
“McCann gave us a deeper consumer understanding that we didn’t have before,” said Rich ard Taylor, BK’s vp of U.S. marketing. “Above all, McCann wanted to win. I like that.”
The Miami-based client’s most frequent users are males ages 18-24.
“The creative idea appeals to a certain part of the personality of everyone in each age group,” said Nina DiSesa, chairman and chief creative officer of McCann in New York.
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