Weber Shandwick Picks Up Burger King Projects
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Weber Shandwick Picks Up Burger King Projects

Burger King, the world’s second largest fast-food company, has dropped Interpublic’s McCann Erickson as its advertising agency after just nine months, but it is expanding its relationship with Weber Shandwick Worldwide.

Paul Holmes

NEW YORK, October 2—Burger King, the world’s second largest fast-food company, has dropped Interpublic’s McCann Erickson as its advertising agency after just nine months, but it is expanding its relationship with several of McCann’s sister companies—including public relations giant Weber Shandwick Worldwide—in what appears to be an increased emphasis on other marketing communications disciplines.
 
Burger King, which has traditionally handled most of its PR activities in-house, will be working with the Miami, New York, and Chicago offices of WSW, on a number of projects, including new product introductions and promotions, although the agency clearly hopes to expand the relationship. The account will be led by Gail Heimann.
 
Draft Worldwide, Interpublic’s direct marketing agency, will be the lead agency on the Burger King account, and “Burger King may discuss additional creative assignments with other Interpublic agencies from time to time as part of a structure where a variety of creative resources will be called upon,” according to a statement.

 
Two Draft divisions developed a big instant-win game, “Cash Is King,” that was introduced by Burger King.

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