Burger King Selects dentsu-Owned Merkle as CRM Agency Partner

Burger King has appointed Merkle, dentsu’s leading technology-enabled, data-driven customer experience management (CXM) company, to handle its CRM account in the UK following a competitive pitch.

Merkle has been awarded the UK strategy and delivery across strategy, creative, emails and digital activity to support Burger King’s growth ambitions in the UK, providing data and insights to drive its CRM activity, as well as innovation into its digital proposition and quick service restaurants.

Merkle will help Burger King to sweat its existing data and technology assets to enable Burger King to optimise all activity, reinvest in meeting customer expectations and stand out from the competition through creative thinking and execution.

Burger King already works with dentsu-owned media agency iProspect on media planning and buying including its digital app to drive increased downloads and usage to drive revenue across the business.

Timothy Love, director of digital at Burger King, said: “We are extremely excited to have Merkle join our great roster of agencies. Their industry knowledge and passion for the brand proved they were the perfect partner. We can’t wait to collaborate and deliver industry leading campaigns in the coming the years”.

Anne Stagg, CEO, UK, Merkle, said: “Burger King is fantastic brand that stands out from the competition with its bold and edgy personality. We are delighted to be partnering with them to provide strategic CRM consultancy, creative and execution to deliver increased customer engagement and ultimately grow revenue, further strengthening what we deliver with our dentsu family for Burger King”.