Burger King issues RFI for new agency

MIAMI: Burger King Corporation has issued an RFI to find a new AOR for the company's US business. Edelman, the company's incumbent agency, declined to participate.

MIAMI: Burger King Corporation has issued an RFI to find a new AOR for the company's US business. Edelman, the company's incumbent agency, declined to participate.

According to a document obtained by PRWeek, Burger King is seeking an agency to provide strategic communications leadership to boost business performance and improve results.

"This process is expected to take several weeks and an announcement will be made at such time that an agency has been selected," said Miguel Piedra, VP of global communications at Burger King.

The RFI was issued on July 7 and the deadline for submitted responses was July 13.

Edelman, Burger King's incumbent agency for nearly seven years, declined to participate in the RFI process.

"Over the past seven years, BKC and Edelman have enjoyed a collaborative partnership that has resulted in many successful campaigns for the brand. BKC thanks Edelman for their many years of service. Edelman will continue to support the brand during this time of transition," Piedra added.

Edelman was originally hired as the fast-food company's marketing and PR agency in 2005. The two had previously worked together on a contract basis.

"We valued our BK partnership and are very proud of what we achieved together since 2005, but we have elected not to participate in their upcoming review. We wish them every success,” said Rick Murray, president of Edelman Chicago.

Prior to working with Edelman, Burger King had hired Weber Shandwick as its first AOR in 2001.

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