±±¾©Èü³µpk10

Burger King is in talks with agencies about its £11m UK ad

account, currently held by Lowe Lintas.

The Diageo-owned fast food giant has approached a handful of agencies

about the account, although it is understood that none have yet been

briefed to prepare for a formal review.

According to industry sources, Lowe Lintas has been briefed to work on

another campaign, but the account will be put up for pitch if it proves

unsuccessful.

Speculation has been growing about Lowe Lintas' hold on the UK business

since it lost Burger King's $400m (£280m) adult-targeted US

task to McCann-Erickson Worldwide in January. Immediately prior to that

blow, media planning on the UK account was shifted out of Lowe's media

arm, Western, into Carat.

A spokeswoman for Burger King did not deny that agencies had been

contacted about the account, but she added: "There has been no decision

made to review our UK ad arrangements. Lowe Lintas remains our

agency."

Burger King's advertising strategy has changed significantly over the

past year as it battles for market share with McDonald's, which has 1200

outlets in the UK, compared with Burger King's 660.

Recent campaigns have focused on customer experiences of Burger King,

featuring actors and the traditional images of its Whopper and Big King

burgers.

Burger King UK & Ireland marketing director Philip Almond, who joined

the company from Smirnoff last year, was unavailable for comment.

The Burger King business is rumoured to be up for sale as Diageo looks

to exit the fast food market to focus on its core drinks business.

The company's president for Europe, the Middle East and Africa, Andre

Lacroix, today takes over responsibility for the Asia-Pacific

region.

He will continue to report to John Dasburg, chairman, chief executive

and president of the Burger King Corporation.