Miami Thrice: Burger King Hires Third New Shop in Three Years

26 January 2004

In its third ad agency change in three years, the world's second largest fast food chain Burger King last Thursday fired Young & Rubicam in New York from its $350 million (€278.24m; £191.52m) per year US advertising account. On the receiving end of the burger dollars is Miami independent Crispin Porter & Bogusky.

Other former 21st century incumbents are Lowe & Partners Worldwide and McCann-Erickson Worldwide Advertising. BK told reporters it hoped the new shop -- known for its offbeat and effective advertising --- will help it reverse disappointing results in November and December.

But analysts are doubtful. "In fast food, it's more than just advertising," said Andrew Barish, a restaurant analyst at Banc of America Securities. "You need good operations and new product offerings to bring the customers in. They have a lot of work to do on a lot of fronts."

CP&B is excited by its mega-win: "When we look at something like Burger King, what we start salivating over right away is all the touch points," said partner and executive creative director Alex Bogusky.

"The touch points -- everything from the restaurants' signs that say 'push' or 'pull' to employee uniforms --- will be reconsidered," he enthused. "Within the drive-through, the signage of the drive-through, how you tell them to go, stop and confirm their order, all those things are branded experiences."

The BK win will increase CP&B's $250 million annual billings by 140%. The agency is forty-nine percent owned by MDC Partners in Toronto.

Data sourced from: New York Times; additional content by WARC staff