KFC has awarded its pounds 9 million media planning and buying
account to Zenith Media after a five-way pitch involving Initiative
Media, Optimedia, New PHD and Motive.
KFC kicked off a review at the end of September in reaction to the plans
of its incumbent agency, MediaVest, to merge its global operations with
those of Leo Burnett, which holds the conflicting McDonald’s
Those plans were abandoned this week.
For Zenith, the win quickly fills the hole left by the loss of its
pounds 12.3 million Burger King TV buying account last month, after
Diageo decided to centralise its entire UK media business. Zenith was
forced to drop off the pitch-list because Diageo’s Guinness business
clashed with the agency’s Carlsberg-Tetley account. The Diageo pitch was
eventually won by Carat.
Zenith will begin work on the KFC account at the beginning of next
Graham Duff, chief executive of Zenith, said: ’We are delighted KFC has
the confidence to appoint Zenith to its media planning and buying.
Hopefully, our experience in this sector and the general market position
can work to its benefit.’
There were two stages to the pitch, with Zenith, Initiative and
Optimedia going through to the final round. KFC’s marketing director,
John Prior, would not comment on the reasons for choosing Zenith or on
the fast-food company’s future plans but confirmed the appointment,
saying: ’KFC UK has selected Zenith as its media agency to take effect
from 1 January 1999.’