Burger King has appointed Vizeum to handle the bulk of its European media planning and buying account, estimated to be worth €76m (£60m).
The appointment comes just 18 months after Burger King appointed Starcom to its pan-European media business. Starcom re-pitched for the business in a review in which Vizeum emerged victorious.
The agency, part of Dentsu Aegis Network, has won the consolidated media account across nine markets including the UK and Ireland, after a four-way pitch understood to involve incumbent Starcom Mediavest Group (SMG), Vizeum, Initiative and GroupM.
It is understood that the UK billings will be circa £11m for 2015. Alongside the UK and Ireland it has won Austria, Germany, Italy, Portugal, Poland, Spain, Switzerland. It’s understood that SMG has retained the Nordics markets, which weren’t part of the review. Germany and Spain are understood to be big countries for Burger King.
SMG was awarded the European brief last summer, having gone head to head with previous incumbent Initiative.
Burger King appointed David, the ad agency part of Ogilvy & Mather, to handle its global creative account, in April.
In August, Burger King said it was planning to buy Tim Hortons, the Canadian coffee brand, in a deal worth £6.7 billion. However, it had to defend itself over criticism that it will be reducing its corporate tax bill by moving its headquarters in Canada
Burger King, Vizeum and SMG all declined to comment at the time of this article’s publication.
