The World: Boston - Burger King appoints agencies to Hispanic business

Burger King has shaken up agency arrangements on its Hispanic business - worth between $30 million and $40 million - by appointing Omnicom's LatinWorks in Austin, Texas, as the lead creative shop and Tapestry in Chicago, part of the Starcom MediaVest Group, to handle media.

They replace the Publicis Groupe-owned Bromley Communications in San Antonio, Texas, which had been handling both the creative and media accounts.

Cindy Syracuse, Burger King's senior director, said: "We were looking for an agency that understands the power of the Burger King brand and how to effectively communicate with diverse Hispanic audiences."