There was an article in the Business Section of today’s New York Times that in essence is the sum of all this Blog has been saying over the past few months.
The article is about a so-called “hot agency” in the Miami area—cited for being creative in both its creative approaches and its use of media. It is also the current agency for Burger King (and I wish them luck because I had experience heading up a major piece of that account years ago at another agency). Anyhow, the part that caught my eye was its mention of the agency creative staff—young folks sitting around in jeans and sneakers.
To what extent do you believe that group pays attention to any market segment other than itself? Based on my experience, less than none!
Considering only their Burger King business—not the other accounts mentioned—what to you suspect is the age group to which their campaign with the grotesquely masked King appeals? Did their research (if any) tell them the campaign and character has appeal beyond the teen and 20-something set? Does the agency (and Burger King) care about any other segment? Have they defined the real market for Burger King—overall and for specific types of menu items, for times of day, for meal occasions, etc.?
I have no current information other than a gut feeling—based on my experience with Burger King and my knowledge of the Mature Market—but it looks to me as if the agency and Burger King have written off anyone over the age of 25. Burger King went down that path once before—to their detriment
If I were Wendy’s and McDonald’s management, I would be holding parties in celebration—while I preparing my campaign to attract and cement loyalty among a real heavy using group, the Mature Market.
Comments anyone???
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Posted by: Albina-wl | December 15, 2008 at 01:32 PM