Mcgarrybowen Wins Burger King's Creative Account

Mcgarrybowen is on a roll. A week after landing Sears' brand image creative busine [1]ss [1], 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 [2]. 

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 [3], 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.