Tricon signs up Ogilvy for PR in 14 Asian markets

<p>Restaurant management firm Tricon has hired Ogilvy PR to handle all </p><p>PR for the company's KFC and Pizza Hut brands in 14 Asian markets. </p><p><BR><BR> </p><p>A decision to award the account was made after a six-way competitive </p><p>pitch. </p><p><BR><BR> </p><p>The move will see a raft of agencies at a local level - which may </p><p>include Edelman and Shandwick - potentially lose their remits for both </p><p>brands. </p><p><BR><BR> </p><p>A Tricon source said decisions on local agencies are pending. </p><p><BR><BR> </p><p>A team of five will be led by Ogilvy PR Hong Kong managing director </p><p>Debby Cheung, who will report to Tricon Global Restaurants senior </p><p>vice-president of public affairs Jonathan Blum in the US. </p><p><BR><BR> </p><p>The main task will be to help build crisis management capabilities </p><p>through staff training for the company's franchisees, media relations </p><p>training and a community relations outreach programme for both the Pizza </p><p>Hut and KFC brands. </p><p><BR><BR> </p><p>Tricon's only in-house department in Asia is in China, where the company </p><p>opened its 400th KFC restaurant last year. </p><p><BR><BR> </p><p>Tricon's biggest Asian crisis in recent years came in 1997, when a fatal </p><p>virus outbreak among live chickens in Hong Kong threatened to infect </p><p>humans and start an epidemic. </p><p><BR><BR> </p><p>KFC turned to Ogilvy during the avian flu crisis to manage </p><p>communications on health issues. </p><p><BR><BR> </p><p>"Tricon sees the value of strategic public relations to enhance the </p><p>leading brand reputations of KFC and Pizza Hut, and to drive sales at </p><p>our restaurants throughout the Asia-Pacific region," said Mr Blum. </p><p><BR><BR> </p><p>This story first appeared in Asian PR News, available only by </p><p>subscription. </p><p><BR><BR> </p><p>Call Ms Iris Tang at (852) 2577 2628 for details. </p><p><BR><BR> </p>

by | 02/02/2001