Burger King 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. Tapestry, the Chicago-based multicultural division of Starcom MediaVest Group (SMG), has also been chosen to provide media planning and purchasing.
“We were looking to identify an agency partner that understands the power of the Burger King brand and, equally important, how to effectively communicate with diverse Hispanic audiences,” said Cindy Syracuse, senior director, cultural marketing, BK. “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.”