Burger King’s New Ad Team.

Burger King Corporation announced its first strategic marketing milestone by assembling a closely knit team of agencies to begin the implementation of a new, focused marketing and advertising strategy. After undertaking a rigorous selection process, Burger King Corporation has chosen Young & Rubicam to serve as its lead advertising agency. It will team with UniWorld Group, Bromley Communications and Campbell Mithun to complete a talented and specialized ad agency roster.

After undertaking a rigorous selection process, Burger King Corporation has chosen Young & Rubicam to serve as its lead advertising agency. It will team with UniWorld Group, Bromley Communications and Campbell Mithun to complete a talented and specialized ad agency roster.

“We expect this agency roster will work well with our executive and marketing leadership to create a highly focused and effective team,” said Brad Blum, Chief Executive Officer of Burger King Corporation.

“Young & Rubicam demonstrates a compelling balance between strategy and creative, while capturing the right blend of long-term brand building and the immediate need to drive traffic into Burger King restaurants,” Mr. Blum said. “The agency’s strong creative team, led by Michael Patti, will help differentiate the brand in a strategic, relevant and entertaining way for consumers.

“Young & Rubicam embraces our approach of unified leadership, intense focus and a consistent commitment to creative, solution-oriented collaboration with Burger King Corporation’s executive and marketing teams,” Mr. Blum said.

In addition to being the lead creative agency, Young & Rubicam will also execute media planning and buying, field marketing and merchandising programs. “We are energized about this assignment with an icon brand such as Burger King,” said Michael J. Dolan, Chairman and CEO of Y&R Advertising and Young & Rubicam, Inc. “It’s especially gratifying to work with a chief executive officer who has a track record of turning around restaurant businesses by combining marketing, advertising and restaurant operations in a successful and profitable way. Brad Blum brings a culture of respect, listening and high-quality execution and has extensive experience working with many prominent advertising agencies.”

Burger King Corporation will continue its long-term relationship with the UniWorld Group, focusing on the African-American market, and Bromley Communications handling Hispanic-targeted marketing.

“UniWorld and Bromley have led multicultural marketing programs since the 1980s on behalf of Burger King,” said Mr. Blum. “We value diversity very much and look forward to building on the insights and successes these two agencies have consistently provided.

“The company’s kid business will continue to be driven by Campbell Mithun. Their knowledge of this particular market, coupled with Burger King’s position as the premier partner for entertainment industry heavyweights such as DreamWorks, Nickelodeon and Warner Brothers, will help us grow this important segment of our business,” said Mr. Blum.

“Our passionate goal is to build a clear, strong and differentiated brand through a foundation of truly excellent and consistent restaurant operations combined with highly effective advertising. This will benefit consumers, franchisees and employees as well as our communities,” Mr. Blum said. Mr. Blum also acknowledged the contributions of Grey Global in the review process.

“Steve Novick of Grey Global is a great friend and was an invaluable counselor throughout this process. His team gave insightful, creative advice and we appreciate their meaningful contributions,” said Mr. Blum.