We should all be ultimately accountable to business results. And, at times, it has seemed some BK initiatives build no brand more strongly than CP+B’s. Often, these have been followed by numbers pointing to BK’s failure to create gains on their arch nemesis.

But, in some ways, I root for the agency and The King. They have been bold. They have taken risks together. And some part of me believes that had it not been for their efforts the BK brand would have slunk into the shadows altogether.

Sure, we can measure and re-measure how much real growth BK has had versus McD’s. But, can you measure what would have happened to BK in a world where the work from CP+B never existed?