DOWNSIDE: Burger King needs to articulate better how the Super Fan strategy relates to moms and kids, especially considering BK's rebellious positioning. Despite all that creativity, it's hard to overcome the reality that BK spent a mere $268.8 million in measured media in 2005, more than $100 million less than Wendy's and a little more than one-third of McDonald's media budget. In that environment, pushing the envelope remains key.
AD BUDGET: $463.5 million
* Interpublic's Campbell Mithun, Minneapolis
* MDC's Crispin Porter & Bogusky, Miami
* Publicis' Bromley, San Antonio
* WPP's UniWorld, Miami; VML, Kansas City, Mo.; MindShare, N.Y.