Miami--(BUSINESS WIRE)--Burger King Corp. (NYSE:BKC) announced today that is has named Austin-based LatinWorks as its Hispanic advertising agency of record for the U.S. Details of the campaign are currently in development with new creative expected in early 2009.
"We were looking to identify an agency partner that understands the power of the BURGER KING(R) brand and, equally important, how to effectively communicate with diverse Hispanic audiences," said Cindy Syracuse, senior director, cultural marketing, Burger King Corp. "We're excited by the depth of knowledge we've seen from LatinWorks and look forward to working together to expand our brand's relationship with this extremely valued consumer segment."
Tapestry, the Chicago-based multicultural division of Starcom MediaVest Group (SMG), has also been chosen to provide media planning and purchasing.
Established in 1998, LatinWorks is a full-service minority-owned advertising agency dedicated to helping clients build their brands within the emerging Hispanic marketplace. LatinWorks is positioned as a creatively driven, but strategically grounded shop that provides clients with end-to-end marketing solutions. Its consumer insights are the result of a disciplined and rigorous strategic planning approach that is tailored on an industry-by-industry basis, resulting in communication platforms that inspire the type of breakthrough creative that the agency has become known for. Headquartered in Austin, Texas, LatinWorks serves clients such as Anheuser-Busch, Domino's Pizza, Lowe's, Mars Inc, ESPN DEPORTES, and Kimberly-Clark. LatinWorks (www.latinworks.com) is a member of the Omnicom DAS Global network through a minority equity partnership.
As the first and largest multicultural contact agency in the U.S., Tapestry provides integrated media solutions with experts specializing in Hispanic, African-American, Asian and emerging market consumers. With its team of richly diverse contact experts, Tapestry ignites a new rhythm in marketing to help clients grow brands across a wide variety of categories. Our experience spans both traditional media and emerging contact platforms including direct response, internet protocol and entertainment. Tapestry (www.tapestrypartners.com) is the multicultural division of Starcom MediaVest Group (SMG), a subsidiary of Paris-based Publicis Groupe.
The BURGER KING(R) system operates more than 11,600 restaurants in all 50 states and in 73 countries and U.S. territories worldwide. Approximately 90 percent of BURGER KING(R) restaurants are owned and operated by independent franchisees, many of them family-owned operations that have been in business for decades. In 2008, Fortune magazine ranked Burger King Corp. among America's 1,000 largest corporations and Ad Week named it one of the top three industry-changing advertisers within the last three decades.
Source: Burger King Corp.