Fast-food chain KFC assigns $166 million worth of its US media responsibilities to Spark Foundry, part of Publicis Groupe.
KFC Shifts U.S. Media Business to Spark Foundry
Fast-food giant KFC has announced a significant change in its media strategy, awarding its U.S. media business to Publicis Groupe's Spark Foundry. This decision follows a comprehensive media review, led by SRI Consulting, which took place last September.
The media review, a competitive process, initially involved several agencies, including Wieden+Kennedy, Publicis' Spark Foundry, IPG's UM, and WPP's Wavemaker. However, Wieden+Kennedy confirmed to Adweek in November that it is no longer involved in the media review for KFC.
Spark Foundry will now manage advertising, media planning, and buying for KFC across all channels, including social media. The U.S. media spend for KFC is estimated to be $166 million, with $50 million dedicated to digital media.
The media review for KFC, which included both independent agencies and those under holding companies, was a strategic move to evaluate and optimise KFC's media operations in the United States. The shift in agency likely stems from a strategic decision to refresh KFC's media planning and buying approach, possibly to tap into Spark Foundry's capabilities within Publicis Groupe's integrated media networks.
However, without explicit statements or details from KFC or the agencies involved, the precise reasoning behind this agency shift cannot be confirmed. It is worth noting that such changes are common in the advertising industry when brands aim to optimize media spend, refresh creative strategies, or consolidate media services under larger holding companies.
This marks a significant development for Spark Foundry, as they continue to grow their client roster and expand their influence in the media industry. For KFC, this change signifies a new era in their media strategy, one that promises to be more dynamic, innovative, and effective in reaching their target audience.
Spark Foundry will manage KFC's advertising and media operations across various channels, which involves handling finance matters for the business sector of KFC. This shift in agency is a strategic move by KFC, aiming to refresh their business strategies and tap into Spark Foundry's capabilities within Publicis Groupe's integrated media networks.
