Burger King recruits Merkle for data-driven CRM brief

Burger_KingBurger King has appointed data-driven customer experience agency Merkle to handle its UK CRM account following a competitive pitch.

The company already works with sister 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.

Merkle has been awarded the UK strategy and delivery across strategy, creative, email 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.

The agency will help Burger King to drive its existing data and technology assets with the aim of enabling the fast-food giant to, in its own words, “optimise all activity, reinvest in meeting customer expectations and stand out from the competition through creative thinking and execution”.

Burger King director of digital Timothy Love 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.”

Merkle UK chief executive Anne Stagg added: “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.”

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