BURGER KING AND PILLSBURY CONSOLIDATE MEDIA ACCOUNT, HAND IT TO STARCOM MEDIAVEST
By Adnews Staff
Toronto-based Burger King Restaurants of Canada Inc. and Markham, Ontario-based Pillsbury Canada Ltd. have consolidated their media planning and buying accounts and awarded the merged business to Starcom MediaVest of Toronto. The appointment of Starcom MediaVest concludes an agency search that began last fall. Both Burger King and Pillsbury are subsidiaries of international food and drinks company Diageo plc of London, England. The combined media account is estimated to be worth more than $25 million. Previously Pillsbury's media account was handled by Starcom and Media Buying Services. Burger King previously worked with Toronto-based Ammirati Puris Lintas for its English media planning and buying and Challenge in Quebec for its French media needs. Both Burger King's and Pillsbury's creative assignments in Canada are expected to remain with their current agencies. Advertising for Pillsbury is handled by Leo Burnett Co., except for its breakfast business which is handled by Bensimon Byrne D'Arcy. Advertising for Burger King is handled by Ammirati Puris Lintas for English Canada and Communications Bleu Blanc Rouge for French Canada.