Burger King reorganizes marketing department

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Paul Clayton, president of Burger King North America, Miami, and interim chief marketing officer, is reorganizing the company's marketing department to focus more on the $10.9 billion burger giant's U.S. market at a time of softening sales, a spokeswoman said. Stefan Bomhard, VP-marketing for BK in Europe, assumes the new U.S. post of VP-brand marketing, responsible for brand positioning, new-product strategy and ethnic marketing. A separate marketing executive will be hired to handle the company's 400-unit Canadian business. Duties are being changed for several veteran senior marketing staffers. Richard Taylor, VP-marketing services, will be responsible for media buying, promotions and point of purchase. Rob Calderin, VP-marketing, will now be VP-field marketing, in charge of BK's $100 million local advertising efforts. Andy Bonaparte continues as director-advertising, but will report to Mr. Clayton until a new senior VP-marketing is hired. That position has been vacant since early August. The spokeswoman discounted rumors the chain is eyeing a review for its $404.6 million account. Ammirati Puris Lintas, New York, is Burger King's lead agency.

Copyright September 1999, Crain Communications Inc.

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