The World: Shanghai - Burger King picks Nitro for creative assignment

Burger King is believed to have picked Nitro ahead of Young & Rubicam to handle the creative assignment on its China account.

The world's second-largest burger chain is a latecomer to the Chinese market, where it has long-term expansion plans. Industry sources say it will be targeting a more youthful market in China than its family friendly competitors, McDonald's and KFC.