Taco Bell Reviews Digital Business ... Again

Account Has Ping-Ponged from DraftFCB to R/GA and Back Over Past Few Years

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Taco Bell is looking to get into e-commerce as the Yum Brands chain reviews its digital business, Ad Age has learned.

The account has ping-ponged from DraftFCB to R/GA and back again in the course of a few years, and now the company is seeking a new shop for digital. DraftFCB will continue to handle broadcast, merchandising, multicultural and media for the fast feeder, which recently launched the tagline Live Mas. Taco Bell parent Yum Brands did not return requests for comment. SRI International is handing the review.

"In an effort to enrich their digital efforts in e-commerce and other technologically significant areas, Taco Bell will be partnering with an additional and yet-to-be-disclosed specialized digital agency," said a DraftFCB spokeswoman in a statement. "DraftFCB, Orange County, will still be responsible for providing strategic direction and ongoing creative ideas for Taco Bell's digital business."

In October, Taco Bell appointed former Pizza Hut CMO Brian Niccol chief marketing and innovation officer to bolster sluggish sales. Online ordering has been a priority in pizza quick-service for years, and in June, before Mr. Niccol's departure, Pizza Hut hired Interpublic's Huge to handle e-commerce.

Taco Bell spent $250 million on U.S. measured media in 2011, according to Kantar Media. The chain is looking to Doritos Locos Tacos to spur sales this spring after some declines. The new menu item has been called its biggest product launch ever.

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