MIAMI: Burger King has selected Coyne Public Relations as its AOR for PR in the US, following a competitive RFP process involving five agencies.
Burger King issued an RFI July 7 in search of a new agency to provide strategic communications leadership and boost business performance. Edelman, the company's AOR for about seven years, declined to participate in the review.
As the new AOR for Burger King, Coyne will build consumer awareness nationwide, promote products and initiatives, and provide counsel on corporate communications and nutrition efforts.
“We're excited to begin our collaboration with Coyne and believe that they have the right strategic insights and creativity to help move the Burger King brand forward,” said Miguel Piedra, VP of global communications at Burger King.
With a team of seven core people on the account, Coyne will be using various forms of outreach to connect with consumers, including both traditional and digital platforms, said Tom Coyne, CEO of the agency. The firm will also be helping manage Burger King's social media channels and will be working closely with the company's advertising agency, McGarryBowen.
“Throughout the pitch process after every meeting we had with the team from Burger King we became more and more excited about telling their story,” Coyne added. “Our goal, in partnership with Burger King, is to really tell the world about all the great offerings Burger King has for families, individuals, and consumers around the country.”
Coyne has already began working on initiatives and outreach efforts for Burger King for 2012, as well as the rest of 2011.
“There is a team of fantastic, smart marketing and public relations professionals at Burger King that we can't wait to collaborate with and really do great things with next year,” Coyne explained.
Before hiring Edelman as its AOR in 2005, Burger King selected Weber Shandwick as its first AOR in 2001.