The World: Sydney - Carat collects Yum!'s media and strategy business

Yum! Restaurants, the owner of the Pizza Hut and KFC brands, has consolidated its entire media planning and strategy business in Australia with the incumbent, Carat.

The decision ends a review stretching back more than six months and sees Carat taking responsibility for media planning, buying and strategy across the KFC and Pizza Hut brands.

Carat had previously looked after media planning and buying for both brands but will now oversee strategy after BellamyHayden's decision to split with KFC in June. KFC and Pizza Hut spent an estimated total of AUS$40 million from October 2008 to September 2009, according to Nielsen.

Ogilvy & Mather Sydney and M&C Saatchi hold the creative assignments for KFC and Pizza Hut respectively.