KFC has appointed Publicis Media agency Mediavest|Spark to handle its US media account, estimated to be worth over $200m.
The Yum! Brands-owned fast food chain parted ways with previous incumbent MEC last year. It has recruited Mediavest|Spark to handle media planning and buying across all channels, including digital and social media.
Shindy Hodack, senior director of media and innovation for KFC US, said that Mediavest|Spark provided the “ideal fit” for the brand with its “spot-on” approach to creating customer-centric media strategies.
“For KFC to continue to gain traction in a rapidly evolving marketplace, we are focused on using cross-channel media touchpoints in new and unique ways to drive sales and build the KFC brand,” said Hodack.
“We look forward to utilising Mediavest|Spark’s strategic approach, longstanding experience, digital capabilities and enthusiastic team to maximise our media investments.”
Chris Boothe, chief executive of Mediavest|Spark, added: “KFC is an iconic American brand that has been captivating consumers’ taste buds for more than 70 years. We are thrilled to partner with them in harnessing the power of cutting-edge media strategies to fuel their current momentum and further their connection with customers across the country.”
KFC will continue to work with Wieden + Kennedy and Edelman for creative and PR respectively. The chain is currently reviewing its UK ad account, held by BBH for more than 15 years.
It follows a successful end to 2016 for Publicis Media, with the group picking up major international accounts for both Mars and Fiat Chrysler shortly before Christmas.