Advertising Industry
Industry: Email Alert RSS FeedBurger King calls the tune.(advertising contract with Interpublic Group of Cos.)(Brief Article)
Advertising Age, August, 2001
Call it a sign of the times-and a healthy one. Burger King Corp. turns to Interpublic Group of Cos. to get its business moving. It surveys Interpublic agencies working on its account and picks the CEO of one as point person to coordinate the effort. Its choice? The CEO who heads promotions, not brand advertising.
This is the way modern marketing is supposed to work. Brand advertising is not the universal prescription for all problems. Nor is the brand advertising expert always the right team leader. Diversified holding companies like Interpublic base their existence on the notion of choosing the right marketing tool for the job at hand, and giving their clients options.
The importance of personal chemistry can't be ruled out in BK's decision, of...
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