Two months after consolidating some major advertising assignments, the Burger King Corporation is paring its agency roster again, this time affecting agencies that specialize in marketing to African-American and Hispanic consumers.

Burger King is making the changes “based on where our consumer is,” Mike Kappitt, chief marketing officer for North America, said. Consolidating the assignments will provide “a consistent voice,” he added, without overlooking minority consumers.

Burger King will consolidate the duties to create campaigns for adults, whatever their ethnicity, at Crispin Porter & Bogusky in Miami and Boulder, Colo., The agency, owned by MDC Partners, is responsible for ads aimed at the general market and has also been creating most ads aimed at black consumers.

The decision means that LatinWorks in Austin, Tex., will no longer create campaigns for Burger King aimed at Hispanic consumers. Burger King had assigned the creative responsibilities for the Hispanic portion of the business to LatinWorks in Junuary 2009. Hispanic media planning and buying responsibilities are handled by Chicago based Tapestry. The accounts are worth a purported $35 million.

And the UniWorld Group in Brooklyn, N.Y., which has been creating some national radio campaigns aimed at the African-American market, will relinquish those duties as well.

Burger King will continue to run ads for Hispanics in Spanish as well as English.

Source: The New York Times

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