Taco Bell hands whole enchilada to DCW

LOS ANGELES: Douglas Cohn & Wolfe (DCW) is the new agency of record

for Taco Bell, the popular Mexican-style fast-food chain. DCW takes over

the business from Edelman, the firm that previously handled the Taco

Bell account.



The West Coast subsidiary of DCW will implement a series of creative

campaigns for Taco Bell during 2002 that will focus on branding the

fast-food chain domestically, and introducing new products to the

market.



Previously, DCW's LA office won a competitive pitch to help launch Taco

Bell's chicken quesadilla, and also introduced the company's popular

"Think Outside the Bun" advertising and marketing campaign.



It was the creative work that DCW did to promote the chicken quesadilla

that eventually led to the agency winning the account.



The new partnership calls for DCW to support a variety of PR activities

for the Taco Bell empire throughout 2002, including strategic counsel,

corporate positioning, new product introductions, and maximizing any

future promotional offers.



"We targeted Taco Bell as a dream client a long time ago for its bold

creative campaigns and the way that it manages to stay lock-step in tune

with what's happening culturally," said Pat Godefroy, CEO of DCW's Los

Angeles office. "We're branding the new "Outside the Bun" advertising

campaign, which is more than just a tagline, and goes to the core of the

exciting and innovative campaigns that Taco Bell implements."



Rob Poetsch, SVP of DCW, will lead the account. Christie Motto will be

the account supervisor.



DCW will work directly with Taco Bell's in-house team and the brand team

at Tricon Global Restaurants. Tricon owns the Taco Bell franchise, along

with the Pizza Hut and KFC restaurants chains.



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