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KFC has awarded its U.S. media agency of record business to Mediavest | Spark after a review that launched in September and did not involve the incumbent agency MEC.
Select Resources International managed the process, helping the Yum! Brands chain find an agency partner "capable of deploying innovative media strategies while leveraging cost efficiencies and maximizing return on investment."
In a release announcing the win, the parent company called Mediavest | Spark "an ideal fit for the brand," citing the network's "spot-on approach to creating customer-centric media strategies that drive business value for brands."
Like many legacy companies, KFC is looking to cut its overall marketing spend moving forward.
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