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Burger King reviews regional ad brief

Fast food giant Burger King has called a review of its regional advertising account.

A number of agencies have been invited to pitch, including the incumbent, Dubai-based Tonic Communications. It is not known which other agencies are involved.

The Burger King brand in the Middle East and North Africa is managed by HANA International, a spokesman for which confirmed that the review was taking place. HANA International operates more than 250 restaurants around the region through local franchisees in the Gulf, Egypt, Lebanon, Jordan, Syria and Iraq. The company is part of the Saudi Arabia-based Olayan Group.

Tonic has held the account for a number of years and it is understood that it is Burger King’s policy regionally to pitch every three years. The company’s public relations account is held by Headline PR.

At a global level, last month Burger King said it was on the hunt for an advertising agency after splitting from lead agency Crispin Porter + Bogusky after more than seven years together. The move followed the fast food giant’s acquisition by 3G Capital for $3.26 billion in September last year, which preceeded a global shake-up in the chain’s marketing department.

In a statement, the company said Burger King and Crispin Porter + Bogusky had enjoyed a tremendously successful relationship, resulting in “countless innovative and engaging campaigns for the BK brand”.

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