Burger King Jettisons Crispin Porter
The move reflects big changes afoot and a shift toward a more traditional marketing focus since 3G Capital acquired the company last fall. The holding company fired BK's entire executive management team, slashed hundreds of jobs and gave the royal flush to BK's CMO after less than a year on the job. And advertising has moved away from a focus on hard-core consumers and the "king" mascot and toward a more traditional approach focusing on the bill of fare. Franchisees had wanted a change in marketing strategy for years, disliking CP+B's focus on the uber fan.