It is the first time the burger chain has had a formal agency to buy its print advertising. It also uses Media First to handle its cable airtime.
This new deal, with undisclosed billings, will see Media First handle Burger King's relationship with Sports Illustrated magazine, part of a multi-million pound marketing agreement the burger chain signed with AOL Time Warner last month.
Charlie Pacunas, senior director of media for Burger King, said: "We are enhancing our scope and diversity of media in a number of ways, including a more explicit print commitment, that will integrate our messages across the board."
Media First reported billings of £245m for 2001.
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