Burger King Corporation announced that it has named Chicago-based DraftWorldwide as its promotional agency of record to handle all promotional and merchandising activity for Burger King on a worldwide basis. Consumers will begin seeing DraftWorldwide's work in March, coinciding with new on-air creative. Burger King Corporation also confirmed that Equity and Alcone Marketing Group will retain Premium Manufacturing Agency of Record status for both the U.S. and international business.
Emerging from a separate review process, DraftWorldwide has also been named to handle the strategic development, calendar planning, point-of-purchase materials and field services for Burger King Corporation's international youth and family business. DraftWorldwide's international assignment commences on February 1, 2001 and will encompass the Latin America, Europe/Middle East/Africa, and Asia Pacific regions.
"We have been looking for an agency that would be a strategic partner with Burger King and a partner with the ability to generate and act on powerful consumer insights for the promotional portion of the business," said Richard Taylor, vice president of marketing in the U.S. for Burger King Corporation. "While all of the finalist agencies developed strategically integrated programs, DraftWorldwide delivered a plan that plays upon the emotional as well as rational aspects of Burger King and our other core brands."
The selection process began several months ago and seven finalists were selected to present in late September. A final cut to two agencies - Alcone Marketing Group and DraftWorldwide - were chosen in December. According to Taylor, both agencies were then required to develop a comprehensive plan based on a case study provided by Burger King Corporation.
"We appreciate the partnership shown by Alcone for the past 10 years and we look forward to continue to work with them on other important parts of our business," said Taylor. "We are pleased to welcome DraftWorldwide to Burger King and look forward to their marketing contribution."
"We couldn't be more excited about servicing the Burger King business on a worldwide basis," said Howard Draft, chairman and CEO of DraftWorldwide.