Wednesday, 23/03/11

Yum! Restaurants Canada assigns media planning and buying to MediaCom

Yum! Restaurants Canada has assigned its $25 million traditional and digital media planning and buying duties to MediaCom Canada.

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Yum! Restaurants is the owner of owner of the KFC, Pizza Hut and Taco Bell brands in Canada.

"MediaCom demonstrated a strategic focus to planning and buying that made it clear they are the best agency partner to assist us in our brand turnaround in Canada," says Yum! Restaurants Canada Chief Marketing Officer Dan Howe. "We were impressed by their insightful team and ability to generate and measure impact across the digital and traditional media space," he explains. Howe says MediaCom earned the business as part of an intensive search that included five undisclosed finalist agencies ― and will manage an estimated Canadian media budget of $25 million.

"Yum! is one of the world's most dynamic, high-performing companies, and the chance to help build and grow powerhouse brands like KFC, Pizza Hut, and Taco Bell in Canada via fresh communications thinking is an opportunity for both our companies" says Jamie Edwards, CEO, MediaCom Canada. Edwards confirms that the media assignment begins effective immediately and will be managed out of the MediaCom Toronto and Montreal offices.