Includes Pizza Hut and Taco Bell

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TORONTO (AdAge.com) -- WPP Group's Young & Rubicam Canada has been named national agency of record for the $32 million-plus account for all KFC, Pizza Hut and Taco Bell advertising in Canada.

Three incumbents
The decision was made by Priszm Brandz, Canada's largest owner and operator of restaurants, after a review that included three incumbents -- WPP's Ogilvy & Mather Worldwide for KFC; Omnicom Group's BBDO Worldwide for Pizza Hut; and Omnicom's TBWA/Chiat/Day for Taco Bell -- as well as Y&R, Cordiant Communications Group's Bates Worldwide, Flavour and Grip, all in Toronto.

The move follows KFC's recent

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decision to move its estimated $23 million business in the U.K. into Bartle Bogle Hegarty, London, 49% owned by Publicis Groupe.

The chains are owned by Yum Brands in the U.S.

Sought consolidation
In announcing the Canada review, Priszm Brandz had stressed that it would consolidate its account with one agency.

Y&R, whose mandate includes overall brand strategy and creative services, will begin supporting the brands early in the new year. A transition period will be completed by March.

Y&R's Montreal partner, Saint-Jacques Vallee Young & Rubicam, handled the KFC account in the early 1990s, winning numerous awards for its advertising, including a silver Lion at Cannes.

Media remains with OMD
"Media buying is staying with [Omnicom Group's] OMD at this time," said Chris Davies, Priszm's director of culture and communications. "We'll review the best approach to media buying once our new agency is up and running."

Advertising in Quebec will be handled by SVY&R. That agency has been handling creative and production for KFC competitor Rotisseries St-Hubert, a Quebec-based barbeque chicken chain, but Y&R has made a commitment that the St-Hubert account will be moved to another WPP agency in a timely fashion, Mr. Davies said.

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