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Mother is shifting from a supporting to leading player on Burger King's roster of creative agencies.
The New York shop has become lead agency on the BK brand, which last year spent nearly $240 million in media, according to Nielsen.
The shift comes after a lengthy review, which pitted insiders like Mother, mcgarrybowen and David against outsiders like McCann Erickson and Grey. The process included the testing of creative concepts.
BK confirmed that it had expanded its relationship with Mother, which first joined the company's creative roster in December 2011.
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