$225 Mil. KFC Goes to FCB

CHICAGO Interpublic Group’s Foote, Cone & Belding late on Tuesday won creative chores on KFC’s $225 million U.S. ad account following a shootout with the incumbent, Omnicom Group’s BBDO, an FCB representative said.

FCB was already a roster agency of KFC parent Yum! Brands, working on the $200 million-plus Taco Bell account out of its San Francisco office.

The decision to go with FCB in Chicago over BBDO in New York for KFC was made late yesterday, shortly following creative presentations by both agencies, the rep said.

WPP Group’s Mediaedge:cia will continue to handle media buying and planning chores for KFC.

Yum! on Monday had named Gregg Dedrick president of KFC’s U.S. operations. He succeeded Cheryl Bachelder, who resigned.

Dedrick in a statement said FCB was hired, “to give us a fresh creative approach to help improve sales trends.”

FCB has handled Taco Bell since 2001 and its “Think outside the bun” campaign helped to drive sales up 5.7 percent last year to $5.2 billion, according to consultancy Technomic in Chicago. KFC’s sales were up 3.4 percent to $5 billion last year.

This story updates an item posted on Sept. 16.