By many measures the work Crispin Porter + Bogusky has done for Burger King has been stellar. It has earned heaps of awards, respect and press, both in the advertising industry, mainstream media and online. It turns out the one vector CP+B’s work hasn’t blown the roof off is perhaps the most important: market share.

Ad Age is reporting that in the time that Crispin has served as BK’s agency of record their market share has fallen from 15.6% to 14.2% while their largest competitor, McDonald’s, share rose to 46.8% from 43.6%.

Industry News