Burger King Canada has named Taxi 2 its new agency of record after a competitive review.
The review began in late summer with five unnamed agencies. Toronto-based Taxi 2 will partner with Taxi Montreal to create a national strategy and marketing campaign for the burger chain.
“There was no spec work or assignments in the review,” said Jason Keown, senior director of marketing. “It was more about reviewing credentials and chemistry. Our brand has a bold voice. We felt that Taxi’s people, and what they stood up for, matched up with that.”
Burger King currently has more than 340 locations across Canada, with plans to expand.
“They’re as high as number two in many markets,” said Rob Guenette, Taxi CEO. “They’ve had great success in the U.S. and Western Europe. Then there’s Canada, where I think they’re number five. That’s not acceptable to them, nor should it be.”
“There’s a ton of potential for this brand in Canada,” added Jeremy Gayton, vice-president and general manager of Taxi 2. “What they were truly looking for was a good fit with a partner to grow with.”
The agency seems to have made the account a major priority. Guenette, who was just recently made CEO and will oversee the company’s six offices and upcoming European expansion, said he will give the account a lot of personal attention.
“We asked if they wanted to be a big client at a smaller shop or a small client at a bigger shop,” Guenette said of the choice to place the account at Taxi 2. “They wanted to be a big client in a shop with a lot of senior management attention.”
Burger King had been with Montreal’s Bleu Blanc Rouge since 1998. It was the agency’s first national account, though it did not participate in the review. Keown said the two parties had different visions for the future of that brand, and ended the relationship amicably.
Burger King also recently expanded its relationship with media agency Initiative. The 30-person, Interpublic Group-owned agency has handled English language media for the restaurant chain for six years. As of March 1 it will also handle Quebec media, taking over from BBR. The change was made without a review.
