NEW YORK Young & Rubicam has been awarded lead creative and field marketing duties on Burger King's estimated $360 million U.S. account, the client confirmed.
Its WPP sibling MindShare took on media duties from Interpublic Group's MediaFirst. A significant portion of the account had been expected to move to Y&R, including media, because of years-long connections between the agency's worldwide CEO Mike Dolan, the New York CEO Michael Patti and some members of the board of BK parent Texas Pacific, including Dick Boyce [Adweek, March 31].
"Young & Rubicam demonstrates a compelling balance between strategy and creative, while capturing the right blend of long-term brand building and the immediate need to drive traffic into Burger King restaurants," said Burger King CEO Brad Blum. "The agency's strong creative team, led by Michael Patti, will help differentiate the brand in a strategic, relevant and entertaining way for consumers."
Brand advertising had been handled by independent Amoeba in Santa Monica, Calif., and the field marketing account by Interpublic Group's Deutsch/L.A. IPG's DraftWorldwide handled promotions but now WPP's Wunderman will take charge of that business.
IPG's Campbell-Mithun in Minneapolis retains the kids' marketing business.
Sources said Dolan had been working his BK connections for many months prior to January when Blum, who had been meeting with roster and non-roster agencies for several weeks, joined the restaurant chain [Adweek, April 14].