KFC said a “fundamental step change” is needed in terms of its communications especially its TV advertising, as the fast food giant also looks to change the way it remunerates its agencies.
The restaurant chain which spent $36.9m on main media in the 12 months ending June this year according to Nielsen, is also on the verge of appointing its first PR agency with three finalists under consideration.
Nikki Lawson, KFC’s chief marketing officer, told B&T it was looking at its television advertising in particular and is pushing ad agency Ogilvy & Mather to have more senior creatives work on the brand.