INTERNATIONAL NEWS: Fee dispute causes burger agency to quit

BUENOS AIRES: Burger King Argentina franchisee Fast Food Sudamericana has launched its first in-house PR department. As a result, the company’s PR agency of record, Goldenberg Comunicacion Empresaria, has severed ties with the fast-food franchise - apparently in a dispute over the fee arrangement between the two companies.

BUENOS AIRES: Burger King Argentina franchisee Fast Food Sudamericana has launched its first in-house PR department. As a result, the company’s PR agency of record, Goldenberg Comunicacion Empresaria, has severed ties with the fast-food franchise - apparently in a dispute over the fee arrangement between the two companies.

BUENOS AIRES: Burger King Argentina franchisee Fast Food

Sudamericana has launched its first in-house PR department. As a result,

the company’s PR agency of record, Goldenberg Comunicacion Empresaria,

has severed ties with the fast-food franchise - apparently in a dispute

over the fee arrangement between the two companies.



Prior to the launch of its PR department, Fast Food Sudamericana had

paid Goldenberg a fixed fee to represent the company. But after forming

the internal department, the company decided to pay the PR firm on a

project-by-project basis.



Paola Lattuada will head the new PR unit as media and public relations

manager. She has been charged with raising the company’s profile in the

media and among consumers, as well as with establishing a customer

relations program.



The PR move is designed to help the company compete more effectively

against rival McDonald’s, which has five times as many restaurants in

Argentina as Burger King.



Lattuada is familiar with the PR challenges that Fast Food Sudamerica

faces, having worked on the account three years ago as an account

manager with Goldenberg. Previously, Lattuada worked with retail chain

Ventura.



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