Zenith sees off four to take KFC’s pounds 9 million planning and buying

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 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

account.



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

year.



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.’



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