Burger King’s guide to “sucking less” as a client

This event report outlines advice from Burger King, the quick-service restaurant chain, regarding how to become a better client.

"All clients kind of suck."

The message from the 2017 Cannes Lions International Festival of Creativity resonated largely because of its source.

Axel Schwan, EVP/Global CMO, Burger King

Burger King (BK) had just been named "Creative Marketer of the Year" at the event, a reflection on its consistent focus on delivering bold, breakthrough communications. Axel Schwan, the restaurant chain's EVP/Global CMO, reported that its marketing t