Burger King is ushering Mr. Bomhard into a new role July 1 as general manager of Spain and Portugal, confirmed a Burger King spokeswoman, who called the move a promotion. It will nearly complete the shuffle of senior marketing management begun by the fast feeder's new CEO John Dasburg.
Richard Taylor, VP-marketing, informed the chain's agencies of the news May 30 after an internal memo told the Diageo unit's staff. All marketing staff will now report directly to Mr. Clouser, who continues to evaluate the department structure.
Few observers believed Mr. Bomhard would remain in the marketing post very long after Mr. Clouser was named. But Mr. Bomhard's new role "is a good move for him," said an executive close to the company, who noted that the chain has a strong presence in Spain and Portugal.
Since the company installed a new global management team in late April, staff and agencies have been enthused by the competence and energy level demonstrated by the new leadership. But they are still circumspect as to what the next move would mean for them individually.
"He [Mr. Clouser] is a very experienced marketer and is trying to dive as deep as possible into the corporate and competitive landscape and he will make whatever he deems the appropriate modifications," said one agency executive.
The company has made repeated assurances that the accounts only recently landed at an Interpublic Group of Cos.' triad of agencies would remain intact. But it was Mr. Bomhard and former Burger King President Mikel Durham, who resigned in April, who awarded the business to McCann-Erickson Worldwide, New York; Campbell Mithun, Minneapolis; and DraftWorldwide, Chicago. With the pair out of the picture, the agencies have to prove themselves all over again.