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"The primary focus of this review is to engage an agency that will, as a business partner, seek insightful consumer understanding and provide breakthrough ways of reaching our customers,'' said Mikel Durham, president of Burger King North America. "This is not just about a new campaign, but rather an entirely new way of approaching our business and consumers.''
The agencies were chosen based on their demonstrated strength for developing breakthrough creative ideas that focus on winning customers. These agencies will now produce spots that will be tested with consumers. The final agency selection should be made by the beginning of the calendar year 2001.
In the meantime, Lowe Lintas & Partners, Burger King Corporation's current agency of record will continue to work on behalf of the Company to produce its advertising under current agreements. "We have been impressed with the professionalism of our Lowe Lintas partners through this review process,'' said Durham.