Publicis' digital agency Starcom has been appointed to handle Burger King's lucrative European media business after winning a four-way competitive pitch.

The incumbent agency, Initiative, went to the the final two with Starcom after M/SIX and Havas Media had been previously knocked out.The decision from Burger King consolidates their media offering as Starcom also handles the U.S media business for the fast-food retailer.


"It’s a great achievement for Starcom to land the majority of the European Burger King media business and is testament to the stellar work the agency has been producing this year," said Stewart Easterbrook, the chief executive of Starcom MediaVest Group UK.

"We are passionate about creating truly meaningful brand experiences for consumers and are ready to do this to support Burger King EMEA’s exciting and ambitious growth plans."


Burger King's UK billings are thought to be around £15m, with combined European billings taking the total to an estimated £40m.

Axel Schwan, the vice-president of marketing and communications at Burger King EMEA, continued: "Starcom has been selected as our strategic and creative media partner to support the repositioning of the business and the future success and growth of the Burger King brand."