Two months after replacing Campbell Mithun on its youth/family business, Burger King is at it again with agency shifts. According to NYT’s Media Decoder, the fast-food chain’s consolidating its African-American and Hispanic marketing efforts to create campaigns aimed at adults of whatever ethnicity at Crispin. We’re wondering if is this really the best move, though, considering the apparent lack of diversity in CP+B’s office (or so we’ve been told by insiders).
Anyhow, this in turn means that LatinWorks and Brooklyn-based UniWorld, which had been handling Hispanic marketing and national African-America-aimed radio campaigns, respectively, are out. In addition, BK has now assigned its grassroots, locally/regionally-targeted field marketing duties solely to Wunderman.
In a statement regarding the consolidation, Burger King says, “The company’s end goal is to engage and entertain its entire audience base, bringing the…brand to life simultaneously for all segments in exciting and unexpected ways. Multi-cultural groups are a significant part of the whole marketplace and as such are embraced and integrated in the company’s strategic creative and field activities. This holistic marketing approach unifies the company’s communications platform and address[es]…guests as a whole through their shared interest in the brand.”