Taco Bell seeks shop to target 'tweeners By David Kile

LOS ANGELES--Taco Bell is conducting a review with ad agencies for a new assignment--targeting the so-called 'tween market between ages 9 and 14, sources said

Taco Bell would be the second PepsiCo restaurant unit in a month to splinter its advertising. Last month Pizza Hut said BBDO’s San Francisco office would develop advertising specifically for the California youth market. BBDO/N.Y. is the chain’s agency. McDonald’s already splits its account this way, with Leo Burnerr handling national advertising and ‘tweens, though until recently McDonald’s used DDB Needham Chicago for ‘tweens.
Though the review has been outlined as being for promotion strategy, said one industry source familiar with Taco Bell’s relationship with FCB, “It is not good (news) for FCB that most, if not all, of the agencies that have been contacted are advertising agencies, not promotion shops.”
Calls to Taco Bell executives late last week were not returned. Company spokespersons from both Taco Bell and FCB denied there is a review under way.
The commencement of the review, confirmed by other sources, follows the appointment of Kenneth Stevens as executive vp/marketing and new concepts at Taco Bell, and some months of strain between agency and client.
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