MIAMI: Burger King is in discussions with Weber Shandwick Worldwide
to become the fast-food company's first agency of record.
Last April, the number two hamburger chain hired Christopher Clouser as
its first global marketing officer since 1996.
At the time, V-P of corporate communications Rob Doughty said Burger
King had no plans to take on an agency of record.
But both sides have now confirmed they have been working together on a
project basis for the past month, and are considering strengthening
Burger King executives said they have called off talks with
Fleishman-Hillard's Miami office.
'Our intention eventually is to use Weber Shandwick globally,' said
Doughty. WSW currently handles only US assignments.
Three WSW offices and eight to ten staff are working on various Burger
Gail Heimann, president of global consumer marketing, heads the account
from New York.
The Miami WSW office, Weber RBB, handles local press, and WSW's Chicago
office works on product launches, which Doughty said will be plentiful
during the next few months.
'Burger King is doing a full-court press on a lot of fronts,' said
'It could potentially be a big assignment, but it's something being
served up on a project-by-project basis right now.'
WSW has helped Burger King announce alliances with DreamWorks and the
Harlem Globetrotters, as well as an enhanced alliance with longtime
Doughty promised more announcements to come: 'We've got excellent
leadership, and they're bringing in very innovative thinking about
treating this brand as the very powerful brand it is.'