Winning Burger King reflected the work OKRP has done with clients in retail, food, tourism and other categories.
“It is the culmination of what we’ve been as an agency for 10 years,” said Nick Paul, founder and president, “making sure that the work is going to work for the clients and consumers and not just for the industry itself.”
Burger King is now its biggest client, followed by others including the Illinois Tourism Board and Ferrara Candy. OKRP projected 2022 revenue of $25.3 million, up from $22 million in 2021.
OKRP, which launched as O'Keefe Reinhard & Paul in March 2013 and was Ad Age's Small Agency of the Year in 2015, prides itself on doing work that drives business results. “In everything we do there has always been this retail sensibility,” said O’Keefe. “We put the soul in the sale is what we’ve always been about.”
That positioning is now being solidified under Matt McNulty and Ben Pfutzenreuter, group creative directors who joined last year from Leo Burnett who are part of the roughly 15% to 20% of the agency staff dedicated to Burger King. Kevin Lilly, head of strategy, also from Leo Burnett, was another key 2022 hire.
Burger King wasn’t OKRP's only win in 2022. Others included projects for Procter & Gamble and an assignment from Alibaba to launch AliExpress in the U.S.