NEW YORK Burger King has dismissed WPP Group's Young & Rubicam as lead creative agency on its ad account and is shifting those duties to MDC Partners' Crispin Porter + Bogusky, the client has confirmed.
BK spends about $350 million annually on ads.
Crispin also is expected to pick up media planning duties, while buying is likely to remain at WPP's MindShare in New York, sources said.
The shift comes less than a year after BK hired Y&R, which last spring launched a campaign tagged, "The fire is ready."
In a statement, Brad Blum, client CEO, said, "We must have the kind of results that Crispin Porter + Bogusky have proven they can deliver" for clients such as the BMW Mini and Ikea.
"Burger King has decided it needs to change direction," a Y&R representative said in a statement. "We wish them the best going forward and will continue to help them on our other assignments" via sister shops Landor Associates and Wunderman. The agency declined further comment.