Burger King poaches McDonald's ad executive

Burger King has hired one of McDonald's longest-serving advisers, David Kisilevsky, to be its senior strategic marketing director for North-West Europe.

Until earlier this year, Kisilevsky was an account director at Leo Burnett, where he had worked on McDonald's business since 1987, handling campaigns for its flagship products.

In his role at Burger King, Kisilevsky will report to Giorgio Minari, who was recently appointed vice-president of Burger King's North-West European Division, with responsibility for its UK and Nordic operations. Minari was previously Burger King's regional vice-president for Asia Pacific (Marketing, 6 February).

Kisilevsky's recruitment follows a substantial shake-up at Burger King, which consolidated its £50m global advertising business into its US agency Crispin Porter & Bogusky last year.

Last October the fast-food giant pulled out of a Food Standards Agency drive to cut levels of salt, fat and sugar in food. It is believed that Burger King's US head office felt the activity would have a negative impact on taste.

In contrast, McDonald's has sought to widen its food offering to include more healthy products.

Burger King would not comment on Kisilevsky's appointment.

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