Brand controlled?
Burger King.
What are your main priorities over the next 12 months?
Concentrating on serving up more exciting and tasty new menu items and creating hard-hitting, innovative campaigns that deliver for the products, customers and the business. Agencies used? For media, we appointed Initiative in 2006. We also use Crispin Porter Boguski, DLKW and Cow PR.
What are the main criteria you use when selecting an agency?
Knowledge of the market, ability to creatively deliver cost-effective creative solutions, entrepreneurial thinking and going that extra mile.
Any advice to media agencies in a downturn?
Do things differently from the rest of the pack - imperative in an increasingly competitive market.
How have you used media to address concerns about the healthiness of your products and marketing to children?
We're proud to be leading the industry in responsible marketing to kids, having taken some important steps over the past couple of years. In 2006, we voluntarily took the decision to stop advertising on TV to kids; the following year we removed the kids' content from our UK website. Since then, we have signed up to an EU pledge to restrict TV, print and online advertising directed at children under 12.
Why is Burger King focusing more of its marketing activity online?
Online is an excellent medium for Burger King's core audience of men aged 16 to 34 and is very successful in delivering results and sales.
How has your career background prepared you for your current role?
I've worked across FMCG and retail brands for the past 12 years - and eaten a few burgers in my time. Which medium can't you do without? Our shop front - it's literally one of our main interfaces with the public.
Send client profile suggestions to: arif.durrani@haymarket.com