KFC Australia has appointed Special Group to its creative portfolio following what the quick-service restaurant describes as a tightly held, highly competitive review process.
The review focused on a specific component of the brand’s creative remit and forms part of KFC’s broader strategy to continually refresh and strengthen its agency relationships.
In a statement, the business said the process attracted “outstanding thinking from some exceptionally talented creative teams”, making the final decision “both difficult and incredibly close”.
Expanding the agency village
The appointment sees Special Group join KFC’s long-time creative partner Ogilvy and its broader WPP network, effectively expanding what the brand refers to as its agency “village”.
Vanessa Rowed, Chief Marketing Officer, KFC Australia, said the review was driven by a desire to bring new perspectives into the mix while protecting the strength of the existing model.
“At KFC, we’re constantly looking for world-class creative partners who can help us build the brand in bold, culturally relevant ways.
This review explored fresh energy and new perspectives across the Australian landscape.
We’re excited to be expanding our agency village with the appointment of Special Group, joining our long-time partner Ogilvy and our broader WPP network. Together, this expanded village strengthens our creative firepower and ensures we continue to evolve one of Australia’s most iconic QSR brands.”
The expanded village now gives KFC additional bench strength as it looks to keep one of Australia’s most recognisable QSR brands sharp, distinctive and firmly embedded in the national conversation.