BellamyHayden has split with KFC after 10 years as the fast food brand’s strategic agency.
The agency decided to end its relationship with KFC, which was one of its foundation clients, as they were unable to agree on how best to evolve the company’s media model.
“KFC’s business needs have changed,” said Simon Bellamy, chairman of BellamyHayden.
“We’ve been discussing how to evolve the working relationship for some time, however we couldn’t agree on terms of business that worked for both of us, so it makes sense for us to part company amicably now.”
It is unclear whether KFC will launch a review of its strategic business, or if it will effect the company’s other agency relationships. Carat currently handles media planning and buying and Singleton, Ogilvy and Mather heads its creative business.
Jason Marker, chief marketing officer of Yum Restaurants International, told B&T Today: “At this time we have nothing to add to the statement that was released.”
In a statement KFC said: “We’d like to thank BellamyHayden and especially Simon Rutherford (managing director) for his strategic thinking and support over the last 10 years. The KFC brand has benefitted from the relationship and is now embarking on a new journey requiring a different media model.”
BellamyHayden played a central role in developing KFC’s sponsorship of Cricket Australia, which began eight years ago, as well as its seven-year support of Big Brother. It also won a number of Media Federation Awards for campaign effectiveness for KFC, including a Grand Prix for its cricket campaign.
