Burger King has handed its US adult general market advertising account to the New York office of McCann-Erickson Worldwide.

McCann beat off final round competition from fellow New York shop Grey Worldwide and Campbell Mithun Esty in Minneapolis. The decision comes as little surprise following McCann’s success in consumer testing and research.

However, the kids’ advertising business is still up for grabs, with all three finalists still in the running alongside former incumbent on the combined account, Lowe Lintas & Partners. But Campbell Mithun remains the favorite to pick up the kids’ business.

On the splitting of the account, Burger King’s senior VP-marketing Stefan Bombard revealed that the burger chain wanted “the best partner for each individual piece of business,” adding that it was seeking “a strong creative partner that can bring our kid proposition alive”.

Burger King spends around $400 million every year on advertising, the majority of which goes on the adults’ account. McCann’s first work for the chain is expected in March.

News source: Advertising Age - Daily Deadline