KFC Stages Shootout on Its $225 Mil. Account

NEW YORK KFC is staging a shootout between incumbent BBDO, a unit of Omnicom Group, and Interpublic Group’s Foote, Cone & Belding for the creative portion of its $225 million U.S. ad account, according to client representative Bonnie Warschauer.

The process was launched to “develop a fresh creative approach,” she said, though she declined to discuss whether the entire assignment could move to FCB, even if that agency’s ideas meet with favor.

The shops will be briefed next week and present in September, with a decision to come shortly thereafter, sources said.

FCB, which works for KFC sister company Taco Bell, is pursuing KFC through its Chicago office, she added.
Both restaurant chains are units of Yum! Brands.

Representatives for BBDO and FCB declined comment.

New York-based BBDO won KFC in 2000 without a review, supplanting WPP Group’s Young & Rubicam.

Y&R’s media arm, Mediaedge:cia, handles media duties chores on KFC, which are not in play.

BBDO has been trying to come up with a new campaign for KFC for at least six months, sources said. Mostly, the agency has done one-off ads for its different menu offerings. Since winning the account, however, KFC has featured Seinfeld actor Jason Alexander as its pitchman in the “There’s fast food. Then there’s KFC” campaign. His contract ends this month.

This story updates an item posted earlier today.