There’s no doubt who’s the hottest agency on the planet at the moment (in new business terms anyway), Dentsu-owned Mcgarrybowen which has followed its win of the $360m Sears Holdings retail account with $300m Burger King.
$660m in billings is enough to constitute a mid-sized agency on its own and Dentsu executives, so long decried as duffers on the world stage as they bought agencies no-one else wanted, like Britain’s once stellar but well past its prime CDP, will no doubt be breaking out their finest saki.
Burger King moves from MDC-owned Crispin Porter+Bogusky after ten years. Mcgarrybowen beat Publicis Groupe’s Saatchi & Saatchi, Interpublic’s McCann Erickson and a WPP team headed rather improbably by the UK’s Clenmow Hornby Inge to the business, which will make it even sweeter for Dentsu.
It’s not clear what will happen to Burger King accounts in the UK and Europe but Mcgarrybowen opened an office in London last year.
Mcgarrybowen was founded by former Y&R US boss john McGarry in 2002 with two other senior Y&R executives Gordon Bowen (CCO)) and Stewart Owen (chief strategic officer). McGarry sold to Dentsu in 2008.
The agency is the proverbial safe pair of hands, producing classic American advertising for a blue chip client list that also includes Disney, Inbev, JP Morgan, Hewlett-Packard and the Wall Street Journal. Last year it won a big chunk of US telecom giant Verizon’s business.