Fast food chain retained Brunswick, R/GA, Weber Shandwick, Jack Morton and Weiden + Kennedy for the launch.
Omnicom agency OMD had previously held both the media buying and planning account in China but was dropped from the roster in May.
Former Hilton global corporate affairs chief Katie Fallon will head a newly created global impact team.
The fast food giant thinks a double patty burger is a handy replacement for a warm embrace.
Juicy chicken stands in for rushing rapids in a DDB Hong Kong campaign that's clearly aimed—in terms of both timing and execution—at tweaking KFC's beak.
Lee leads many hyperlocal campaigns in Malaysia including one that reached legendary status for the brand's fried chicken. The campaign still serves as a case study for many marketers.
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