KFC Singapore has appointed Maker Lab to handle its creative and social mandate under a three-year contract, following a competitive pitch held in October. The appointment is effective from Q1 2026.
RGA is the incumbent; the independent shop was the creative AOR for three years before closing Singapore operations in November 2025. During its tenure, RGA delivered a slew of memorable campaigns, such as the 'pocket inequality' between genders for International Women's Day in March 2025, 'How do you KFC' spotlighting the different ways Singaporeans enjoy their KFC, and 'Lucky undies' for Lunar New Year in 2024, among others.
Agencies in the pitch were evaluated across strategy, creative, social and brand support. Maker Lab, which supports impressive clients such as Google, Samsung, P&G, Grab, Singapore Tourism Board, Nike, Figma, and TikTok, was selected for its ability to design specialist teams for client needs, which addresses both cost and quality concerns.
“We’re excited to welcome Maker Lab as our creative partner. They bring a new way of working, with a bespoke team of specialists who will be closer to our brand and part of our day-to-day operations. Having an embedded team means we can move faster, be bolder, and stay closer to our customers’ evolving tastes,” said Jaslyn Lam, marketing & food innovation director at KFC Singapore.
“We’ve always believed that the best work doesn’t happen when agencies and brands work at arm’s length. KFC is an iconic brand that connects with millions of Singaporeans, and we’re so thrilled to help shape their story in the coming years with a model that has been so impactful for our clients in the region,” said Intan Mokhnar, managing director at Maker Lab.
The three-year appointment starts Q1 2026.
