The Miami-based burger chain, which is part of the UK drinks group Diageo, is shifting its media business out of Bcom3's MediaVest and into Interpublic's Media First. Media First already handles some of Burger King's media, being responsible for print and cable. It will add to this planning and network TV buying.
At the same time, it is moving its $50m regional advertising business out of Bcom3's D'Arcy and into Deutsch Los Angeles. The agency adds this work to the $50m business it picked up for Burger King's new value menus earlier this year.
Burger King already uses Interpublic agencies for its direct marketing and sales promotion, which is handled by Draft Worldwide, while another Interpublic agency, Campbell-Mithun, Minneapolis, handles children's marketing.
The latest wins for Interpublic agencies add to business won last year when Burger King appointed Weber Shandwick Worldwide as its first PR agency of record.
In the UK, Interpublic agency Lowe & Partners retained the 拢11m UK Burger King contract after the fast food company had been speaking to other agencies.
Rumours had been circulating regarding Lowe's grip on the UK account since the agency lost the 拢280m Burger King US task to fellow Interpublic network McCann-Erickson Worldwide in January 2001.
McCann-Erickson then lost the business in October 2001.
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