Y&R’s Tricon Victory

Media Edge Unit Bests BBDO Worldwide, Adding $170 Mil. in TV Media Billings
NEW YORK–Tricon Global Restaurants has tapped Young & Rubicam Advertising to handle its consolidated network TV buying account, sources said. The business is worth $260-280 million in billings.
Tricon is the parent company of KFC, Taco Bell and Pizza Hut. A Tricon representative would not confirm the winner and would only say an announcement is expected shortly.” Y&R declined comment.
The move follows a review which initially included roster shops Y&R, BBDO Worldwide and TN Media [Adweek, Feb. 9]. TN pulled out before finalists were selected.
The successful pitch, led by Beth Gordon, president of Y&R’s Media Edge, adds about $170 million in media billings to the almost $90 million the New York office of Y&R already handles for KFC.
BBDO New York, which handled $75 million in network TV buying for Pizza Hut, remains that client’s lead creative shop and continues to handle all media planning. Field marketing and local spot buying are done locally.
TN has lost $95 million in billings, per Competitive Media Reporting. The loss leaves the shop with only Taco Bell’s local spot buying duties. TN sister shop Foote, Cone & Belding, Chicago, keeps Taco Bell’s local and national planning as well as field marketing. The review did not involve TBWA Chiat/Day, which handles creative duties for Taco Bell.
Tricon is a publicly held company headquartered in Louisville, Ky. — with Scott Hum