Nielsen estimates put the media account's worth in the region of US$40 million, with KFC's AdEx in Malaysia valued at over US$24 million in 2010. This is believed to be the market's biggest media pitch this year.
This appointment came after the fast food chain called an 'all-new agency' media pitch in August, which involved Mindshare, Trapper MPG, UM and Zenithmedia. Incumbent Carat was not invited to pitch.
It is understood that the brands subsequently shortlisted Mindshare and UM during the final round of pitching, before announcing the results.
The largest fast-foods brand in the country, KFC has more than 500 restaurants, while Pizza Hut has more than 200 outlets.
Prashant Kumar (pictured), CEO of UM Malaysia, said, “KFC and Pizza Hut are icons of shared happiness in Malaysia, steeped into the local cultural fabric, yet global brands full of new age possibilities. They wanted an agency that could turn media into a competitive advantage. We are very excited about how we could create business value for KFC & Pizza Hut brands via media creativity and rigor.”
Earlier in July, KFC Malaysia shifted its creative duties to BBDO/Proximity, after it called for a creative pitch that did not include incumbent McCann Erickson.
KFC Malaysia rolled the new 'sogood' tagline with a MYR3.5 million (US$1.2 million) advertising and promotion campaign in April, in line with the global change.
Replacing the well-known 'finger lickin' good' slogan and used in 14,000 KFC outlets worldwide, two new TVCs were created by McCann Erickson Malaysia to feature different scenarios wherein KFC presents a 'sogood' moment to people.
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