It looked a bit odd when CHI & Partners, a mainly London-based agency, was chosen by WPP to front its bid for the $300m Burger King account in the US (the business eventually went to Dentsu-owned Mcgarrybowen).
But now CHI (Clenmow Hornby Inge as was) has proved the benefit of doing your homework by winning Burger King’s £12m UK ad business in a final pitch against Hypernaked, the latest UK incarnation of media firm Naked.
Rather more likely contenders Mother, The Red Brick Road and Saatchi & Saatchi were knocked out earlier in the process.
Burger King, which has been owned in recent years by private equity companies, won many plaudits in the US for its advertising during the five-year tenure of Crispin Porter+Bogusky.
But its advertising in the UK has happened in fits and starts and been, mostly, awful in stark comparison to its rival McDonald’s which has produced an enviable stream of campaigns from Leo Burnett.
CHI, which is 49 per cent owned by WPP and run by industry poster boy Johnny Hornby, now has the opportunity to put that right. It also has the opportunity to show Burger King’s US bosses what they might have had.