8655: Have It Your Way, Minority Shops.

Agency Spy posted on the efforts of JWT to weasel its way into the Burger King pitch. For those who missed the news, the fast feeder ended a 7-year relationship with CP+B, putting over $300 million in billings up for grabs. To date, Burger King has not publicly named potential contenders for the competition. So JWT’s ass-kissing tactics are a bit proactive, aggressive and desperate. Pathetic too. Then again, Madison Avenue shops have done crazier things to win $300 million.

JWT lacks the credentials to handle a modern-day Burger King account. The agency was BK’s AOR from 1976-1987, producing gems like “Where’s Herb?” But besides officially abbreviating the company name from J. Walter Thompson to JWT, the place has not dramatically evolved since the 20th century. Indeed, as the first Madison Avenue shop to experience a hostile takeover by Sir Martin Sorrell of WPP, one could argue the storied firm has devolved through the years. Creative powerhouse is a descriptor that’s never been applied to JWT. Culturally clueless, on the other hand, seems appropriate and well-deserved.

Yet if an unqualified White advertising agency is willing to prostitute itself at this early stage, why aren’t any minority firms tossing their sombreros, coolie hats and pimp hats into the ring?

Hey, JWT honcho Bob Jeffrey has consistently argued against idea racism in the industry. Surely the man would also support ending review racism—aka Corporate Cultural Collusion.

Consider the situation from Burger King’s perspective too.

For starters, Burger King is allegedly committed to supplier diversity, as evidenced by its website propaganda—including inclusion charts and mantras (depicted below). The fast feeder actually produced a print campaign celebrating its love for colored partners (depicted above). Why, BK was even recognized for displaying best human resources practices by minority media. Is it outrageous to ask the client to live up to its words and select minority shops to participate in the pitch?

To top it all off, BK CEO Bernardo Hees was born in Brazil. Plus, Hees recently remarked that in the U.K., “the food is terrible and the women are not very attractive.” In other words, Hees does not appear to pledge allegiance to White people.

Granted, there is the small matter of Burger King’s 2010 decision to dump its minority shops and hand the multicultural assignments to CP+B. And God only knows how the holding companies might react to their segregated underlings showing assertiveness. But if anyone is truly interested in an opportunity to shape the future, now is the time.

So will minority advertising agencies step forward and demand to be counted? Given their current status at Burger King, they have nothing to lose.