Change provides planning and buying at Publicis
Burger King Corp. has changed its 300 million U.S. dollars to purchase Media to WPP's Mindshare Publicis Starcom. The change provides consolidate planning and buying within the Starcom, the company said.
According to the statement, "Burger King Corp. and Mindshare, media agency, agreed among themselves to finish their business relationship. Burger King Corp.. Values the partnership with Mindshare over the past seven years."
Although it is not clear what led to the decision to change the agency, the truth is that an executive familiar with the situation, came to say that Mindshare resigned the account when the negotiations to take over the planning area have failed.
The strategy of spending in Media, by the Burger King. in the United States has been declining gradually over the last three years. According to Kantar Media, Burger King in 2010 invested about 301 million U.S. dollars, a figure below 308 million in 2009 and 327 million dollars in 2008.
All this is no big surprise, taking into account all the changes implemented by the company under the leadership of 3G Capital, which recently bought the company. The executive vice president of marketing area left the company in February and the Director of Marketing for North America, Mike Kappitt left the company in December, which leaves no Burger King marketing director.
In addition to this exchange agency, the Burger King in April sought creative solutions in the United Kingdom and Spain, which according to Miguel Piedra, Vice-President of Burger King at the global level, in an email to Ad Age, "the company uses a strategy communication and marketing for several localized regions of the world. Advertising agencies are chosen according to the individual needs of each market and the projects are managed by teams of local marketing. "
In Portugal, the fast food chain belongs to the Group's portfolio Ibersol (which also represents brands Pizza Hut, KFC and Pans Company, among others), with its MPG media agency.
