Burger King has moved its U.S. PR account to Alison Brod PR, following a review, in a shift to target women and families.
The Miami-based fast food franchise, which has endured restructuring and ownership changes in recent years, said ABPR, also in Miami, will work with its agency roster to help reach a more diverse customer base, including women and families with children.
ABPR specializes in beauty/fashion and entertainment work.
BK's VP of corporate communications Miguel Piedra stepped down in December and now runs his own PR and social media shop, Rock Orange, with BK as a client.
In February, BK handed its lead creative advertising account to one of its support agencies, Mother, over incumbent mcgarrybowen, which won the business in 2011.
Coyne picked up the PR work after an RFP process in 2011, following Edelman's exit after six years and budget cut. Coyne did not pitch in the review.
Bryson Thornton is director of global comms. and culture at Burger King.
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