Starcom, which handles the fast-food chain’s US account, will oversee media activity across most European markets, including the UK, Spain, Italy, Portugal, Denmark, Sweden and Norway.
The appointment is a blow to the incumbent, Initiative, which went head-to-head against Starcom in a final pitch. M/SIX and Havas Media were involved at an earlier stage.
Stewart Easterbrook, the chief executive of Starcom MediaVest Group UK, said: "It’s a great achievement for Starcom to land the majority of the European Burger King media business and is testament to the stellar work the agency has been producing this year."
Burger King’s total UK billings are estimated at £15 million and Starcom is expected to work on an upcoming repositioning campaign.
Axel Schwan, the vice-president of marketing and communications at Burger King EMEA, said: "Starcom has been selected as our strategic and creative media partner to support the repositioning of the business and the future success and growth of the Burger King brand."
The fast-food chain works with CHI & Partners on its UK advertising and retained DLKW Lowe’s specialist agency, Open, to handle its direct marketing account in April last year.