Agencies line up as KFC reviews Zenith's media assignment

The fast-food giant KFC is reviewing its £16 million media account, currently handled by ZenithOptimedia.

A number of undisclosed agencies have been contacted to contest the pitch, which comes one year after KFC reviewed its creative, leading to the appointment of Bartle Bogle Hegarty.

ZenithOptimedia, via Zenith, has held the account since 1998. This followed the proposed plan of the then incumbent, MediaVest, to merge its global operations with those of Leo Burnett, which held the McDonald's account. However, the merger never went ahead.

Claire Harrison-Church became the marketing director in September 2001 from Lever Faberge. Within months of her arrival she decided to temporarily drop the animated Colonel Saunders in favour of ads featuring a Samuel L Jackson voiceover. The creative account was put up for pitch shortly afterwards.

No-one at KFC was available for comment on the media review as Campaign went to press.

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