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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
Figure 8-1 Burger King
advertising themes and
agencies
V. Developing the
Integrated Marketing
Communications Program
8. Creative Strategy:
Planning and Development
© The McGraw−Hill
Companies, 2003
• “We Do It Like You Do It” (1987–1989)
Agency: NW Ayer
• “Sometimes you gotta break the rules” (1989–1991)
• “Your way. Right away” (1991–1992)
• “BK Tee Vee: I Love This Place” (1992–1994)
Agency: D’Arcy Masius Benton & Bowles
• “Back to Basics” (1994)
Agency: UniWorld Group, Inc.
• “Get Your Burger’s Worth” (1994–1996)
• “It Just Tastes Better” (1996–1998)
• “Go the Distance—When You Have It Your Way It Just Tastes Better” (1999)
• “Got the Urge” (2000)
Agency: Lowe Lintas & Partners
• “The Whopper Says” (2001–2002)
Agency: McCann-Erickson
• “At Burger King, You Got It” (2002– )
Agency: Amoeba
advertising campaign that is poorly conceived or executed can be a liability. Many
companies have solid marketing and promotional plans and spend substantial amounts
of money on advertising, yet have difficulty coming up with a creative campaign that
will differentiate them from their competitors. For example, Burger King has changed
its advertising theme 11 times in the past 15 years and changed agencies 6 times in
search of a campaign that would give the chain a strong identity in the fast-food market
(Figure 8-1). During many of these campaigns, market share dropped and franchises
were unhappy with the company’s inability to come up with an effective campaign. 1 In
July 2002, Burger King was sold by parent company Diageo to an investment consortium
led by Texas Pacific Group. 2 The company also added an additional agency,
Deutsch, to its roster to handle the advertising for its value menu and some local franchisee
associations. It will be interesting to see if the agencies can develop an effective
campaign to reposition Burger King in the fast-food market (and how long it will be
before the company changes agencies once again).
Just because an ad or commercial is creative or popular does not mean it will
increase sales or revive a declining brand. Many ads have won awards for creativity
but failed to increase sales. In some instances, the failure to generate sales has cost the
agency the account. For example, many advertising people believe some of the best
ads of all time were those done for Alka-Seltzer in the 1960s and 70s, including the
classic “Mama Mia! That’s a spicy meatball!” and “I can’t believe I ate the whole
thing.” While the commercials won numerous creative awards, Alka-Seltzer sales still
declined and the agencies lost the account. 3 In the late 90s, Nissan asked its agency to
change the popular “Enjoy the ride” campaign that was widely praised for its amusing,
creative executions but was not helping increase sales. 4 Nissan dealers complained
that the ads did not focus enough attention on the product, and in some cases comparisons
with the competition were used. However, in late 2002 Nissan launched a new
advertising campaign using “Shift” as the umbrella tagline. 5 The new campaign uses a
combination of emotional and product-focused ads that are designed to strengthen
Nissan’s brand image while showing its revitalized product line, which includes the
new 350Z sports car (Exhibit 8-2).
Many advertising and marketing people have become ambivalent toward, and in
some cases even critical of, advertising awards. 6 They argue that agency creative people
are often more concerned with creating ads that win awards than ones that sell their
clients’ products. Other advertising people believe awards are a good way to recognize