Burger King Taps Draft

01 February 2001

Fast food titan Burger King has appointed Chicago’s DraftWorldwide to handle its global promotional and merchandising account, estimated at over $150 million in value.

The decision gives Interpublic its third big win at Burger King in recent months, following McCann-Erickson’s triumph in the adult marketing review and Campbell Mithun’s success with the corresponding kids’ account [WAMN: 09-Jan-01].

In a two-way final round pitch, Draft bested incumbent Alcone Marketing Group, although the company remains one of two global premium manufacturing agencies alongside Equity Marketing in Los Angeles. In addition to promotions, Draft will also take over marketing services, point-of-sale work and calendar planning.

Enthused an excited Lee Hill, president of Draft: “I want to emphasize how fabulous it is for Burger King and for DraftWorldwide to be working with a single promotions resource on a worldwide basis. That's a very big deal for us and them. They were interested in an infrastructure that could accommodate a substantial workload,” adding that Draft has units in 27 countries.

A slightly less upbeat Matt Alcone, chairman/ceo of the eponymous loser in the review, reflected: “We understand that the current marketing staff is facing severe challenges with their business and they have to make those decisions which will drive it forward.”

News source: Advertising Age - Daily Deadline