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KFC has awarded its U.S. media business to Publicis Groupe’s Spark Foundry, severing the company’s relationship with incumbent Wieden+Kennedy after a media review announced last September that led to several holding companies vying for the account.
Spark Foundry will manage advertising, media planning and buying for the brand across all channels, including social media. The brand’s U.S. media spend is $166 million and $50 million of that is digital, according to COMvergence.
The review, announced last September and led by SRI Consulting, initially included the incumbent—independent agency Wieden+Kennedy—as well as Publicis’ Spark Foundry, IPG’s UM and WPP’s Wavemaker.
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