Burger King has moved its media planning business into Carat
following Lowe Lintas & Partners’ decision to fold its in-house media
The move leaves Carat in control of planning and buying for all UK
divisions of Burger King’s owner, Diageo plc.
The agency has been keen to complete its hold on Diageo’s media business
after successfully pitching against MindShare for the holding company’s
United Distillers & Vintners division last July.
The appointment of Martyn Rees as client director earlier this year was
seen as part of a strategy to pick off the Burger King planning
Lowes Lintas, which inherited the Burger King business from Ammirati
Puris Lintas following last year’s merger, closed its in-house planning
department following Nestle Rowntree’s decision to centralise its
planning into MindShare earlier this year.
Paul Hammersley, the chief executive of Lowes, said: ’There’s no doubt
that we would have kept the Burger King business if things hadn’t
I still believe there’s an argument for a closer association of planning
and advertising but the market seems to be moving the other way.’
Last week’s AC Nielsen MMS figures showed Carat with pounds 474 million
in planning billings, the highest figure in the UK. ’We are by far the
country’s biggest strategic media planning agency and this win further
cements our credentials in this area,’ Neil Jones, Carat’s managing
The Burger King planning and buying account is worth about pounds 11
Lorraine Thomson, the UK marketing director of Burger King, said: ’We
have been pleased with Carat’s performance, particularly their strategic