CORPORATE CLOSE-UP

Published on .

CORPORATE CLOSE-UP

Headquarters: Miami

Leadership: David Nash, chairman-CEO of parent Grand Metropolitan's Food Sector, serving as interim CEO at Burger King; Paul Clayton, exec VP-worldwide marketing; John Cywinski, VP-USA marketing.

Worldwide sales: $7.5 billion for the year ended Sept. 30, 1994.

Lead agencies: Ammirati & Puris/Lintas and D'Arcy Masius Benton & Bowles, both New York.

Recent successes: Last summer's powerful "Lion King" promotion tripled sales at many restaurants; successive "Lion King" tie-ins still driving traffic. Back-to-basics approach begun in early 1994 refocused marketing on the Whopper. New "Battle of the Burgers" marketing campaign underscores Burger King's flame-broiled taste.

Challenges for 1995 and beyond: Find a new CEO to replace the noteworthy James B. Adamson, who left Burger King in February for Flagstar Cos. Compete with the 95 cents pricing war McDonald's began early this year through a network TV blitz. Maintain national brand identity as an increasing number of corporate stores is sold to franchisees.

Source: Advertising Age and company reports

In this article:
Most Popular