Arun Sudhaman 04 Oct 2011 // 11:00PM GMT
LONDON--Burger King has put its UK and Ireland consumer PR account up for review, ending its six-year relationship with Cow PR.
It is understood that the fastfood giant has already shortlisted agencies for the six-figure brief, following an initial call for credentials.
Burger King EMEA comms manager Helena Smales, who joined the company last year after five years at Cow PR, confirmed that the incumbent agency was not part of the repitching process.
The review follows a similar exercise in the US, which saw Coyne PR displace incumbent agency Edelman. Burger King was bought by 3G Capital last year, with observers speculating that marketing and communications budgets have been revised downwards since the deal.
The fastfood company also recently brought in a new US new advertising agency, ditching its well-known 'King' character in favour of a focus on its food ingredients. In the UK, however, Burger King shifted ad duties to CHI & Partners, and introduced The King for the first time, last year.