Burger King makes David lead global agency

Miami-based Burger King Worldwide Inc. has named David, an advertising firm with offices in Brazil and Argentina, as its lead global agency, settling a review that began this past January, according to a report.

The brand’s global chief marketing officer, Axel Schwan, told Advertising Age that David’s appointment as lead global agency was meant to establish a creative strategy for consistent messaging and advertising not only throughout the North American system but also around the world.

David was the agency behind a new campaign in the United States, begun this week, that brings back the “Subservient Chicken” character, which starred in a viral Web campaign back in 2004 created by Crispin Porter + Bogusky, Burger King’s agency for seven years.

The end of Burger King’s partnership with Crispin Porter + Bogusky in 2011 set off several years of upheaval in the brand’s marketing — both in terms of advertising strategies and of the agencies and brand executives tasked with overseeing them — which led to the chain putting lead agency Mother into review earlier this year.

Burger King reportedly has parted ways with Mother but will continue working in the United States with other agencies that have produced campaigns or handled digital creative or media planning, such as Pitch, Code & Theory and Horizon Media. David had worked for Burger King in prior years, mostly in Brazil and Argentina, but the agency had also done a few projects in the United States, such as the Whopper’s 55th anniversary campaign in 2012.

The agency will open an office in Miami, according to the report.

Burger King once again benefited from its global refranchising initiative, which drove most of the nearly 70-percent gain in first-quarter net income. However, the brand also reported a 2-percent increase in global same-store sales, including a 0.1-percent uptick in comparable sales in its more than 7,400 locations in North America.

The chain has more than 13,600 restaurants in 97 countries.

Contact Mark Brandau at [email protected].
Follow him on Twitter: @Mark_from_NRN