Top Burger King post for Smith

Fastfood giant Burger King has appointed Samantha Smith as head of marketing UK, giving her the same role that she held at rival McDonald’s until last October (MW October 21 1994).

Smith replaces Pat Griffin, who left the company to join a management consultancy earlier this year (MW April 7).

It is understood Griffin disagreed with Burger King senior management on the strategic direction of the brand.

Smith was made redundant by McDonald’s after the company appointed John Hawkes as assistant vice president and chief marketing officer – duplicating some of her duties.

The new position is not a direct replacement for Griffin, who held the title of marketing manager – BK has no UK marketing director – and took responsibility for marketing in Spain along with her UK role.

Head of marketing for Spain is now Maria José Michavila. Both report to Keith Snelgrove, BK marketing director for Europe, Middle East and Africa.

Smith acted as a consultant to D’Arcy Masius Benton & Bowles on its successful pitch during the realignment of the Burger King account.

DMB&B won the entire 23m pan-European business in January, snatching 8m of UK business from Saatchi & Saatchi.

SP Lintas was the other main contender.

The key to DMB&B’s success in winning the account lay in its recognition of the importance

of below the line, says BK.

The agency is employing four field managers around the country to liaise with restaurant franchisees on promotional work.

Smith was involved in a similar initiative at McDonald’s – the co-operative programme which allowed franchisees to become more closely involved with the business.