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Article: Burger King Reviews Advertising
- Article from:
- THE JOURNAL RECORD
- Article date:
- October 21, 1993
- Author:
CopyrightCopyright 1993 The Journal Record. Provided by ProQuest LLC. (Hide copyright information)
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NEW YORK _ Burger King Corp. put its huge U.S. advertising
assignment up for review Wednesday, saying it wants a fresh
approach to back up its new emphasis on fast food basics at
attractive prices.
The nation's second-largest fast-food chain operator declined
to disclose how much of its $250 million-a-year marketing budget
is involved in the review but it is believed to be more than
half.
The New York-based ad agency D'Arcy Masius Benton Bowles has
been handling Burger King's general advertising for the past four
years, and developed the "Your way right away" theme used for the
past two years.
D'Arcy may participate in the ad review if it wants, Burger
King officials said. Roy ...