KFC Starts Media Agency Review, Incumbent MEC Sits Out

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KFC_bucket Credit: KFC

KFC U.S. is searching for a new media agency.

The Yum Brands chain said Thursday that it has started a review for its media planning and buying responsibilities, and hired Select Resources International to assist.

WPP's MEC, its current media agency of record, elected not to defend the business at this time, KFC said.

Cost is front and center in the review. KFC U.S. said it is looking for an agency "capable of deploying innovative media strategies while leveraging cost efficiencies and maximizing return on investment."

The assignment includes U.S. media planning and buying across all channels, including digital and social media, KFC said.

The fried-chicken chain, which just launched a new campaign featuring Rob Riggle as its iconic Colonel Sanders, said it plans to appoint its new media agency of record later this year.

Wieden & Kennedy has been the chain's creative agency since 2015.

MEC could not be immediately reached for comment.

KFC spent $218.8 million on measured media in 2015, down 12.3% from a year earlier, according to an Ad Age Datacenter analysis of measured-media data from WPP's Kantar Media.

- Lindsay Stein contributed to this article.

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