In an abrupt change, Burger King Corp. named Crispin Porter & Bogusky to replace Young & Rubicam as its lead creative advertising agency, effective immediately.
“There is an urgency to build brand momentum to drive traffic and get results,” CEO Brad Blum said today during a conference call. “The creative team at Young & Rubicam failed to produce ads that would turn around decreasing sales during the agency’s nine-month run with Burger King.”
Calls to Young & Rubicam were not immediately returned.
Crispin Porter & Bogusky, Miami, will work with Burger King’s marketing agencies Equity, Premium Surge (a division of Draft) and Wunderman in creating an overall marketing strategy. Marketing budgets will remain the same.
“We’re very pleased with our other agency relationships,” chief marketing officer Russ Klein said. “Our plan is that those partnerships will continue. We won’t review those assignments.”
New advertising and re-imaging will roll out in the near future and be completed this summer. The advertising, focusing on the restaurant’s core burger lovers, is slated to extend well beyond new television spots. Burger King plans to retain “the fire is ready” slogan, originally conceived by Young & Rubicam, as an integral element of its campaigns.
“We will involve Crispin Porter & Bogusky in our overall marketing strategy [including promotions] to have a holistic way to connect with our core consumers to build a strong, consistent brand message,” Blum said.