BURGER KING DROPS D'ARCY AND MEDIAVEST

Puts $250 Million Account With Deutsch, Media First International

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NEW YORK (AdAge.com) -- Burger King Corp. ended its relationship with its longtime agencies, Bcom3 Group's D'Arcy Masius Benton & Bowles and sibling MediaVest, both New York, and is consolidating the estimated $250 million assignment with Interpublic Group of Cos. roster shops, according to executives familiar with the situation.

Interpublic's Deutsch, Los Angeles,

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which in May was awarded project work for the Diageo-owned burger chain, is picking up field-marketing creative duties previously handled by D'Arcy.

Media First International, acquired last month by Interpublic, will add MediaVest's $200 million in national broadcast and syndicated TV media buying to the estimated $50 million in cable and print buying it already handles, according to one executive.

A Burger King spokeswoman said the company would not comment on rumors or speculation.

Deutsch declined to comment. D'Arcy, MediaVest and Media First did not return calls for comment at press time.

The recent shift bolsters Interpublic's relationship with the fast-food chain. Already, Interpublic's DraftWorldwide, Chicago, and Campbell-Mithun, Minneapolis, handle Burger King's promotional and children's marketing, respectively.

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