Accounts in Review: KFC Leaves FCB After a Decade-Long Run

The Chicago office of FCB had a long run on Yum Brands' KFC, but after a decade, the fast-food giant is moving on. What's interesting is the new agency, Wieden + Kennedy, isn't known for fast food advertising. The shop does know new KFC chief marketing officer Kevin Hochman from his days as a marketing leader on Procter & Gamble's Old Spice. Wieden also is white hot, with campaigns for TurboTax and Weight Watchers in heavy rotation and a new corporate image assignment from Verizon

Meanwhile, Acer has completed its global creative search, hiring Saatchi & Saatchi in Singapore. Roth Observatory International managed that review. Finally, the making and placement of ads by credit company Elevate is now a family affair. MDC Partners' Assembly has added media responsibilities for the company, 10 months after sister shop Vitro landed its creative account. Annual media spending is around $25 million.

1

Unilever: Global Media

Media spend: $5 billion
Incumbents: Mindshare, Initiative, PHD
Contenders: Incumbents, possibly others
Decision: December

2

Sears/Kmart: Creative, Media

Media spend: $560 million
Incumbents: Sears: mcgarrybowen, Havas Worldwide; Kmart: FCB, Havas Media
Contenders: Teams from Dentsu, Interpublic, WPP, Publicis Groupe
Completion: May

3

JCPenney: Media

Media spend: $430 million
Incumbent: OMD
Contenders: Incumbent, undisclosed others
Completion: February

4

KFC: Creative

Media spend: $285 million
Incumbent: FCB
Contenders: Incumbent, Wieden + Kennedy
Awarded to Wieden + Kennedy

 

 

5

Scotts Miracle-Gro: Media

Media spend: $80 million
Incumbent: MEC, Active International
Contenders: MEC, Horizon Media, Zenith Media, Mediahub, Havas Media
Consultant: Pile + Co.
Completion: March
 

 

6

CarMax: Media

Media spend: $60 million
Incumbent: In-house
Contenders: Horizon Media, OMD, Vizeum
Completion: February

7

Acer: Global Creative

Media spend: $50 million
Incumbent: Mother
Contenders: Grey, Saatchi & Saatchi, Dentsu
Consultant: Roth Observatory International
Awarded to Saatchi

 

8

Elevate: Media

Media spend: $25 million
Incumbent: TwoNil
Contenders: Assembly, Optimedia, BPN
Consultant: Select Resources International
Awarded to Assembly