Initiative snatches £50m Burger King

Initiative has won Burger King's £50 million pan-European media planning and buying business, following an eight-month pitch process.

Burger King kicked off the review, which also included Mexico, in early December in a bid to achieve greater consistency and cost efficiencies.

Carat had handled the UK part of the business since 2000. It also handled it in Germany.

The fast-food giant spends £10 million per year in the UK, according to Nielsen Media Research.

Burger King originally drew up a longlist of agencies, which was shortened to Initiative, Carat and MindShare at the beginning of the year.

The pitch was carried out on a market-by-market basis, with each territory ranking the three agencies in order of preference.

Media sources said the appointment of a new media agency has been delayed by a reshuffle in the Burger King marketing department.

Burger King declined to comment.

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