Burger King crowns TAXI 2

Toronto-based Initiative media picks up media buying and planning in Quebec.

Burger King Restaurants of Canada has appointed Taxi 2 as its national creative advertising agency. The firm won the account in a competitive review involving an unknown number of contenders.

Burger King Restaurants of Canada, a wholly owned subsidiary of Miami-based Burger King Corp., and its new agency will develop a strategic plan and communications that will run in every market in Canada. Advertising for Quebec will be developed in association with Taxi Montreal.

While Quebec media was not part of the review, it has been added to Toronto-based Initiative’s English Canada assignment, which also includes Germany, Holland, Mexico, Spain, Sweden and the UK. The stewardship for the Quebec assignment will come from the Toronto team lead by VP group account director, Sue Alexander Ash, with the Initiative Montreal team working directly with the Quebec marketing manager and TAXI Montreal to provide local insight and strategies for planning buying both traditional and digital media. (Media spending was not disclosed.)

The relationship begins Mar. 1.

Burger King operates more than 11,600 restaurants in 73 countries worldwide.