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
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
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.