Burger King pools £50m global work in US shop

Burger King has consolidated its £50m global advertising business into its US agency, Crispin Porter & Bogusky, dealing a blow to UK incumbent Delaney Lund Knox Warren (DLKW).

Crispin Porter will not open any agencies in Europe to oversee the business, but will instead recruit planners and account handlers to work out of Burger King offices in relevant countries.

DLKW, which has held the account in the UK since 2002, had retained the business after repitching last year. It will still handle Burger King's non-advertising activity, including sales promotions.

Burger King spends £11m on advertising in the UK, its second-biggest market outside the US.

Crispin Porter was hired by the fast-food chain in January 2004 and has handled several high-profile drives, including its 'Subservient chicken' work, which ran as a viral campaign in the UK.

Burger King's decision to consolidate its advertising arrangements follows the recent announcement that it is to review its European media planning and buying business. The account is currently handled by Carat, which is to repitch. MindShare, Starcom Mediavest and Universal McCann are among other agencies competing for the work.

Burger King declined to comment.