Tricon signs up Ogilvy for PR in 14 Asian markets

Restaurant management firm Tricon has hired Ogilvy PR to handle all

PR for the company's KFC and Pizza Hut brands in 14 Asian markets.

A decision to award the account was made after a six-way competitive

pitch.

The move will see a raft of agencies at a local level - which may

include Edelman and Shandwick - potentially lose their remits for both

brands.

A Tricon source said decisions on local agencies are pending.

A team of five will be led by Ogilvy PR Hong Kong managing director

Debby Cheung, who will report to Tricon Global Restaurants senior

vice-president of public affairs Jonathan Blum in the US.

The main task will be to help build crisis management capabilities

through staff training for the company's franchisees, media relations

training and a community relations outreach programme for both the Pizza

Hut and KFC brands.

Tricon's only in-house department in Asia is in China, where the company

opened its 400th KFC restaurant last year.

Tricon's biggest Asian crisis in recent years came in 1997, when a fatal

virus outbreak among live chickens in Hong Kong threatened to infect

humans and start an epidemic.

KFC turned to Ogilvy during the avian flu crisis to manage

communications on health issues.

"Tricon sees the value of strategic public relations to enhance the

leading brand reputations of KFC and Pizza Hut, and to drive sales at

our restaurants throughout the Asia-Pacific region," said Mr Blum.

This story first appeared in Asian PR News, available only by

subscription.

Call Ms Iris Tang at (852) 2577 2628 for details.