Burger King's global chief marketing officer Fernando Machado said that he prefers working with ad agencies over consulting firms.
Accenture Interactive's acquisition of Droga5 will fill an obvious hole in its lineup as the company tries to change the way products are marketed
"I don't see the value [in working with them]," Machado told Business Insider in a recent interview."I have not seen any groundbreaking creativity coming from there, and I have not seen creative people dying to go to work for a consulting firm, either." But Machado said agencies have helped Burger King develop creativity into a competitive advantage. In that way, Burger King is bucking the in-housing trend, and is not among the 78% of brands part of the Association of National Advertisers that reported having"Burger King is not a brand with the largest budget," he said."I need ideas that will be so powerful that they act like dollar multipliers, and those creative ideas come from our agencies.
"Whopper Detour," for example, which trolled rival McDonald's by using geo-fencing to send customers to its restaurants to collect discounts on Burger King's Whopper burgers, was developed by FCB New York."#EatLikeAndy," which marked Burger King's return to the Super Bowl after years, showing real-life documentary footage of Andy Warhol eating a Whopper, was developed by agency David Miami.
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