MediaVest loses 9m KFC media

Fast-food chain KFC UK is reviewing its 8.8m media account out of MediaVest as a result of the expected merger of its parent company’s media operations with Leo Burnett, which handles rival McDonald’s.

Tricon-owned KFC is talking to Initiative, BMP Optimum, Optimedia and Motive about the account.

A spokeswoman for KFC says: “Because of MediaVest’s impending merger with Leo Burnett, KFC is forced to look elsewhere. It is a shame because KFC has been with MediaVest for four years.”

KFC spent 8.8m (ACNielsen-MEAL) in the UK on advertising in the last year, predominantly on TV.

The company’s ads, through Ogilvy & Mather, have featured a string of celebrities including “It” girls Tara Palmer Tomkinson and Tamara Beckwith, and Ivana Trump.

The fast-food chain, which has more than 400 outlets in the UK and Ireland, took on former Burger King European marketing director John Prior last month as its marketing director for the UK and Ireland. He is expected to join in November, and a decision is unlikely before then.

The media operations merger between Burnett and MacManus-owned MediaVest is expected to be announced at the end of the month.

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