More KFC Field Duties to DGWB

DGWB Advertising has picked up three new KFC field marketing regions worth an estimated $2.5 million.
The business, which had been handled by Cole & Weber, Seattle, includes the San Diego, Las Vegas and Boise, Idaho, markets.
The Irvine, Calif., shop already handles field marketing for KFC’s Los Angeles-area co-op–one of the country’s largest, with about 280 restaurants–as well as the 60-unit co-op in the Phoenix area and the 40-store co-op in the Albuquerque, N.M., market.
The San Diego market has 38 restaurants, Las Vegas 22 and Boise seven. All are company-owned.
“Based on KFC’s success [in Los Angeles, Arizona and New Mexico], we were handed these three additional markets,” said DGWB partner Mandi Dossin.
“DGWB is a great agency, and they’ve been doing a good job for us,” said Eric Call, KFC’s field marketing leader for the Western region.
KFC last year sold all of its company-owned restaurants in the Seattle area to franchisees, Call said. “It just made more sense to work with an agency in Los Angeles than Seattle,” he said.
The business was moved without a review.
“If we were dealing with a co-op, we would have done an agency review,” Call said.
National advertising for Louisville, Ky.-based KFC is handled by Young & Rubicam, New York.