Lintas nets Burger King from DMB&B

Burger King has stunned its incumbent through-the-line agency, DMB&B, by awarding its multi-million pound brand advertising account to Ammirati Puris Lintas without a pitch.

Burger King has stunned its incumbent through-the-line agency,

DMB&B, by awarding its multi-million pound brand advertising account to

Ammirati Puris Lintas without a pitch.



DMB&B retains the fast-food giant’s below-the-line business and, for

now, its media planning. Media buying remains with Zenith Media.



Last year, Burger King spent pounds 6 million on advertising, according

to Register-MEAL. However, it is expected to up its spend significantly

in the coming year to as much as pounds 12 million to re-establish its

market position.



David Williams, Burger King’s senior vice-president and managing

director, Europe, is understood to have visited APL’s Ecclestone Square

offices earlier this week to announce his decision. APL has pursued the

business since its New York sister agency won the high-profile US

account in 1994.



The UK switch follows major changes in Burger King’s senior

management.



Samantha Smith, the UK marketing director, was left without a job when

her role was axed, and John Prior replaced Keith Snelgrove as marketing

director for Europe, the Middle East and Africa. In October, Burger King

recruited Williams, a senior executive at PepsiCo Restaurants

International and the former chief executive of Pizza Hut, as European

managing director.



Williams and the new team are thought to have been unhappy with DMB&B’s

latest TV work, which they believe was too narrowly targeted. The ads

were aimed at 16- to 24-year-olds and focused on the lengths the central

comic character would go to for a bite of a Burger King burger.



John Farrell, group chairman of DMB&B, refused to confirm or deny the

brand advertising was moving to APL. He said: ’All I am able to tell you

at this stage is that we are continuing to work with Burger King. I

don’t anticipate that will change.’



However, he admitted: ’The nature of how we work with Burger King may

change. But I have no doubt we will continue to work on the lion’s share

of the business. We have an ongoing and broad relationship with Burger

King in the UK and across Europe. It’s Burger King’s business to

comment.’



William Eccleshare, APL’s chief executive, declined to comment and also

referred all questions to Burger King.



Prior refused to discuss the news with Campaign.



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