Burger King CMO Says Brands Must Respect Agencies as Partners, Not Dismiss Them as Vendors

Axel Schwan wants to be each agency's favorite client

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Praise from a client is one of the most rare and precious occurrences in the agency world. But a message of respect and support for all agencies, coming from one of the world’s top marketers? That’s a bit like finding a two-headed unicorn in your backyard.

As he accepted the honor of Cannes Lions Creative Marketer of the Year for 2017, Burger King Global CMO Axel Schwan used some of his brief time on stage not only to praise his brand’s agencies but also to call for his marketing peers to treat all agencies with greater respect.



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