Bromley Retains Burger King Business

DALLAS Publicis Groupe’s Bromley Communications remains Burger King’s Hispanic agency following the client’s discussions with roster and nonroster shops, the client said.

That process led to the consolidation of Burger King’s lead creative, field marketing, merchandising and media chores with WPP Group’s Young & Rubicam, the client said. The account’s total billings are estimated to be $360 million.

Bromley in San Antonio has held BK’s Hispanic account since the shop was known as Sosa & Associates in 1989. New York-based UniWorld Group, which handles the client’s African American marketing, also remains on the roster.

“We value diversity very much and look forward to building on the insights and successes these two agencies have consistently provided,” client CEO Brad Blum said in a statement.

CEO Ernest Bromley said, “We are very proud of the work that we’ve been doing and are proud to be part of the new marketing communications team for Burger King. Our quest is to build, as we have before, a close-knit marketing team with all the agency partners.”

Interpublic Group’s Campbell-Mithun in Minneapolis retains the kids’ marketing business.

The client’s brand advertising had been handled by independent Amoeba in Santa Monica, Calif., and the field marketing account by IPG’s Deutsch/LA in Marina del Rey, Calif. IPG siblings DraftWorldwide and MediaFirst handled promotions and media, respectively.

Burger King of Miami spent $25 million on Hispanic media last year, according to Hispanic Business magazine.

—with Kathleen Sampey