DMB&B To Pursue Burger King; JWT Waffles

NEW YORK – Despite previous statements that it was ‘unlikely’ incumbent D’Arcy Masius Benton & Bowles/N.Y. would pitch the creative portion of the $160-million Burger King account, sources said it will try to crash the pitch at the last minute via a new unit devoted to BK. Sources said the unit will make an all-out attempt to retain the business with new creative and account teams, including hired guns from outside the agency. Meanwhile, sources said discussions between J. Walter Thompson and BK about the agency pitching its former client have taken place. JWT management is said to be split on whether or not the account is worth having because, among other considerations, the agency would have to resign the recently won Chuck E. Cheese and White Castle accounts, in addition to Southland Corp.’s 7-Eleven. The three are said to contribute around $10 million in revenues to the agency. JWT would consider the BK account only if would be assigned the business rather than pitching it, sources said.
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