McCaffery's managing partner, Bill Lane, is a longtime associate of Burger King's chief marketing officer, Chris Clouser. Mr. Lane was responsible for developing anthems and music programs when Mr. Clouser was the chief marketer at Northwest Airlines.
"Chris Clouser is an anthem guy," said one executive close to the marketer. "He wants a big anthem, and Bill Lane gave him the anthem at Northwest and now he's doing it again for him."
Mr. Lane told AdAge.com that it hasn't been decided how important music is going to be.
"I wouldn't characterize what we're doing as an anthem," he said, adding that he and Burger King are exploring different musical approaches.
Mr. Lane also serves on Burger King's creative council with Len Fink of Amoeba, Los Angeles, as well as the creative directors of the marketer's other roster shops.
McCaffrey last month created a series of Richard Avedon photo essays for Burger King to aid the American Red Cross fund-raising effort for the victims and families of the Sept. 11 attacks.
The agency is one of several pitching projects for the burger giant after it terminated its nine-month relationship with Interpublic Group of Cos.' McCann-Erickson, New York.