MIAMI: Burger King has hired Edelman to become its marketing PR agency of record.
The two previously worked together on a project basis. Nancy Ruscheinski, president of Edelman's central region and head of its Chicago office, will lead the account team.
The company brought Edna Johnson on board as SVP of global communications in January. At the time, Johnson said she would be "taking a close look at everything," including Burger King's agencies. Joe Gebino, manager, external communications, declined to comment on whether the new Edelman contract is a result of that review. It is unclear if there was a competitive pitch for the business or whether other agencies were considered.
Before joining Burger King, which is the third fast-food operator to hire a new agency this year, Johnson was VP of PR for The CNN News Group.
In January, Blimpie hired Weber Shandwick, and Arby's hired MS&L. Last July, Subway took on Fleishman-Hillard, and IHOP hired Cohn & Wolfe.
Burger King CEO Greg Brenneman has been trying to revive the chain since taking his job last August. He recently told a meeting of the Greater Miami Chamber of Commerce that the company has earned more in the first six months of fiscal 2005 than in the entire previous year.
He also confirmed that the company is considering moving its headquarters out of Miami.