Burger King Hires Coyne After Splitting With Edelman

Fast-Feeder Looking to Cut Back on PR Spending

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Burger King has hired Coyne PR as its new public-relations agency of record. The appointment follows a competitive review after the company and Edelman, its former AOR, parted ways, which Ad Age reported in July.

The agency will support various marketing initiatives for Burger King's products, its corporate brand and executive communications, as well as nutrition and issues-management counsel.

"We met several smart and insightful agency teams during the course of this review process," said Miguel Piedra, VP-global communications at Burger King, in a statement. "And we believe that Coyne's deep understanding of our business needs, along with their strategic insights and creativity are the right recipe for the Burger King brand moving forward."

During the review, an executive close to the account told Ad Age that the company was looking to cut back significantly on its PR spending. The brand, which recently brought on Flavia Faugeres as its new CMO, has also cut back on its measured media spending in the U.S. over the past three years. According to Kantar Media, it doled out $301 million on domestic measured media in 2010, down from $308 million in 2009 and $327 million in 2008.

Since its acquisition by investment firm 3G Capital last fall, the company has shifted its media-buying account from Mindshare to Starcom, as well as its creative duties from CP&B to Dentsu's McGarryBowen.

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