KFC changing its creative and media agencies would be a loss for Wieden + Kennedy but a boon for agency holding companies including WPP, IPG and Publicis that are finalists for the business.
It is unclear what is motivating the move. KFC’s same-store sales are up 13% on a two-year basis, and its digital sales year-to-date in July exceeded those for all of 2020, per its latest earnings report. In addition, KFC praised Wieden + Kennedy’s work as the kind of campaigns they want from their next agency, sources told Business Insider. However, KFC is reportedly looking to attract younger consumers as its average consumer age increases and the chain falls behind competitors Popeye’s and Chick-fil-A in the “chicken sandwich wars.”
