MIAMI: Burger King Corporation has appointed its first chief
marketing officer in five years.
The move comes as the fast food giant is preparing for its separation
and flotation from corporate parent Diageo.
Christopher Clouser, who will also hold the title of EVP, will be
charged with strengthening public relations, especially to franchisees,
who have been critical of the company's lack of consistent leadership.
John Dasburg, who was named CEO April 1 and is the company's seventh CEO
since 1989, chose Clouser as marketing head after working with him in
the 1990s to turn around Northwest Airlines.
Rob Doughty, VP of PR and communications, said the company may hire more
people as PR activities increase.
'Our CEO understands that communications is a leadership tool,' said
Doughty, 'I think he's going to rely on us to help establish our
leadership style both inside and outside the company.'
Doughty said the company has no plans to take on an agency of record,
and will continue to work with agencies on a project basis. Currently,
the company uses Kemper-Lesnick in Chicago for issues management, New
York's Bratskeir for national marketing programs and Winstead in Miami
to create PR programs to be adapted for franchisees in local
The company's last chief marketing officer was Paul Clayton, who left
the company in 1996 when it changed to a decentralized, geographic