P.M. BRIEFING : Burger King Splits Its Ad Account
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MIAMI — Burger King Corp., the nation’s No. 2 hamburger chain, split its $215-million domestic advertising account today between two New York agencies in an effort to boost its flagging sales and profits.
The fast-food retailer, whose image has sagged in recent years, chose D’Arcy Masius Benton & Bowles and Saatchi & Saatchi Advertising to replace N. W. Ayer Inc., which had handled the account since September, 1987.
Gary Langstaff, Burger King’s new executive vice president for marketing, said D’Arcy Masius will spearhead efforts to reinforce Burger King’s brand identity and Saatchi & Saatchi will reinforce that message.
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