Campbell Mithun Esty in front for Burger King's kids ads

- US agency Campbell Mithun Esty is thought to be the favourite to take the remaining chunk of Burger King's $400m advertising spend.

- US agency Campbell Mithun Esty is thought to be the favourite to take the remaining chunk of Burger King's $400m advertising spend.

The Minneapolis-based agency, owned by Interpublic, is pitching alongside Grey Worldwide and incumbent Lowe Lintas for the deal to handle the fast food chain's childrens' advertising.

Yesterday McCann-Erickson won the adult advertising account in a pitch which included Grey and Campbell Mithun.

The deal gives McCann's New York office the account for ads aimed at adults, but Burger King is waiting for consumer testing to finish before it appoints a children's agency. McCann is not thought to be in the running for that part of the business. Lowe Lintas was earlier eliminated from the review but was reinstated.

The adult sector forms the mainstay of Burger King's business, although family and children's sales account for a third of overall sales.

Burger King called a public review in September, claiming Lowe's ads were not working. McCann's creative work is said to have drawn the most positive results in consumer testing.

The first campaign from McCann, to be run in March, will focus on the Whopper burger brand. The childrens' campaign will revolve around food aimed at pre-teens.

It is not the first time the account has been split. In 1989 D'Arcy Masius Benton & Bowles took the main account, while Saatchi & Saatchi handled kids work. The two accounts were consolidated into Ammirati Puris Lintas in 1994.



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