Burger King calls in WPP boss for strategy review

Burger King has parachuted in a US WPP Group agency chief, John Valentine, to lead a six-month, brand-strategy review ahead of a “relaunch” in the UK.

Valentine is the chairman and founder of VML, which is Burger King’s interactive agency of record in the US. He takes up his role this week and will report to the company’s president, Andre Lacroix, and global chief marketing officer and executive vice-president Chris Clouser.

Clouser says: “We are building momentum in the US market and we believe we will be equally successful in relaunching the Burger King brand in the UK.”

However, Burger King’s UK headquarters is playing down the significance of Valentine’s arrival. A spokesman says the company has already started its relaunch in the UK by focusing on its “hero” products such as the Whopper.

He adds that there are no plans to review advertising or to make any changes to the UK marketing department. Last August, however, Lowe’s tenure on the Burger King account – which it has held since 1997 – was threatened after the company arranged exploratory talks with other agencies (MW August 2, 2001). Lowe eventually retained the business.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here