Freud loss as KFC drops celebrity tactics

KFC is seeking an agency to replace Freud Communications on its UK consumer account following a decision to change the focus of its communications strategy away from celebrity endorsements.

KFC is seeking an agency to replace Freud Communications on its UK

consumer account following a decision to change the focus of its

communications strategy away from celebrity endorsements.



The company is currently inviting agencies to pitch for the consumer

brief. The pitch is being co-ordinated by marketing director John

Prior.



’We decided to move our PR brief away from high impact creative PR

linked to celebrity advertising campaigns and made the decision to look

at new agencies for our new strategy,’ said Prior.



The strategy change coincides with the end of Freud’s consumer brief,

which the agency had worked on since the beginning of 1997. The account

had been overseen by Freud MD Gabby Zein. Freud will, however, retain

the corporate and crisis management account, which is managed by

director Oliver Wheeler. Freud won both the consumer and corporate work

in 1997 from Lexis Communications.



In recent years, KFC celebrity endorsements and advertising campaigns

have included Denise Van Outen and IT girls Tara Palmer- Tomkinson and

Tamara Beckwith.



Earlier this year, KFC announced that it would open 50 new restaurants

in the UK in 2000, bringing the total to 530 and creating 2,000 jobs

nationwide.



KFC, a unit of Tricon Global Restaurants of the US, said it planned to

build at least 50 units each year for the foreseeable future, and had a

target of 1,000 UK outlets.



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