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In advertising, all relationships are destined to end.
Unlike a marriage, the goal of a client-agency bond isn’t so much eternal loyalty as it is maintaining a productive run as long as possible (which generally means until a new CMO comes in).
So after announcing it will drop out of the crowded pitch for the KFC business, one of its most high-profile clients since 2015, Wieden+Kennedy is looking back with a blend of bittersweet practicality and pride on its six-year run with the chain.
From the rotating cavalcade of Colonel Sanders portrayals to the often baffling digital experiences that kept KFC in the zeitgeist, W+K’s work was many things, but “forgettable” certainly wasn’t one of them, and the work resulted in greater awareness and far stronger sales for the brand.
“W+K
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