Gregg Dedrick Returns to Yum Brands, Replacing Cheryl Bachelder

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CHICAGO (AdAge.com) -- Yum Brands today said Cheryl Bachelder has resigned as president-chief concept officer of KFC to pursue other interests and named Gregg Dedrick her successor as president.

Latest management change
Ms. Bachelder's resignation is the latest

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in a management shake-up at the fast-food chicken chain as it struggles to evolve the concept as consumer tastes have changed.

Last month, John Gilbert, the chief marketing officer, resigned as KFC imported two international executives to help turn around the ailing brand. Scott Bergren is now executive vice president and chief marketing and food innovation officer.

Agency review
Meanwhile, presentations in an ad agency review bewtween two Yum roster agencies -- Omnicom Group's BBDO Worldwide, New York, and Interpublic Group of Cos.' Foote, Cone & Belding Worldwide, Chicago -- vying for the KFC account are set for tomorrow. The agencies will pitch KFC's National Council and Advertising Co-op. BBDO is KFC's incumbent, while FCB handles sibling Taco Bell. The company's sales have been in decline for months.

Mr. Dedrick, 44, is a 10-year veteran of Yum Brands. He was executive VP of people and shared services for the parent company until 2001 and earlier was chief people officer of KFC. He leaves his post as strategic advisor and chief administrative officer of his church to rejoin KFC.

"I am delighted Gregg Dedrick is rejoining our company as president of KFC in the U.S," said David C. Novak, Yum Brands' chairman and CEO in a statement. "Gregg is a seasoned restaurant executive with a proven track record of developing strategies that drive business results across our global business."

KFC is based in Louisville, Ky.

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