MIAMI—At a time when many large corporations are consolidating their public relations accounts with large full-service agencies, Burger King Corporation is heading in the opposite direction, consolidating its PR business with Coltrin & Associates, a boutique corporate positioning and public relations firm. Coltrin replaces Weber Shandwick Worldwide.
Coltrin & Associates, working with the Burger King Corporation executive leadership and communication teams, will be responsible for conveying the company’s vision, strategy, milestones achieved and consumer messaging in a highly visible and credible way.
“Steve Coltrin and his team are strong partners who understand the executive leadership team’s vision and have created a strategic communications architecture that will enable a higher visibility and awareness of the Burger King brand and its products,” said Brad Blum, chief executive officer. “Coltrin & Associates has demonstrated an intuitive understanding of both our business and communications needs and has the relationships, expertise and experience to convey the various aspects of our vision to all of our constituencies.”
Blum recently joined BK from Darden Corporation, which operates the Olive Garden restaurant chain and had worked with Coltrin in his previous position.
“Brad Blum’s leadership and track record in the restaurant industry, relentless focus on brand distinction and demonstrated ability to set and achieve meaningful milestones sets him apart among CEOs,” said Stephen H. Coltrin, chairman and chief executive officer. “His strong values and expertise in building closely-knit internal and external teams, coupled with an insistence upon high standards and respectful, solutions-oriented collaboration has not only led to building strong cultures but also to consistently achieving excellent results.”
The New York-based firm will help communicate the company’s strategic vision and significant operating and marketing initiatives. Additionally, it will focus communication efforts around national and regional branding, consumer awareness and will generate on-going publicity and a sense of momentum about the Burger King brand.