Burger King Corporation announced that it has appointed Media First Inc. (MFI) as its U.S. print buying agency of record, effective immediately. This is the first formal agency relationship for print advertising for the hamburger chain, reflecting a new emphasis on integration of messages and an expanded media scope to deliver greater brand awareness. MFI is also the Cable buying agency of record for Burger King Corporation in the United States.
"Print is still the preferred medium for a number of consumers," said Charlie Pacunas, senior director of media for Burger King Corporation. "We are enhancing our scope and diversity of media in a number of ways, including a more explicit print commitment, that will integrate our messages across the board."
MFI will be responsible for the Sports Illustrated components of the AOL Time Warner alliance, as well as other promotional programs. Expected billings for the new print component of Burger King Corporation's marketing business were not disclosed.
"It will be our job to help Burger King broaden its reach among burger loving consumers, and to develop standout programs that bring added value to the Burger King communication. We'll work hard to make sure they have it their way." said Richard Kostyra, president and CEO of MFI. MFI reported $350 million in billings for 2001 and is one of the few remaining major full-service independent media-buying firms in the U.S.