KFC chooses Wieden+Kennedy to run next ad campaign

The Portland-based ad agency secured the nearly $200M account; Roundhouse hires ex Nike executive.

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There’s been no post-Super Bowl lull for Portland’s most famous ad agency.

Wieden+Kennedy secured a lucrative deal with Yum! Brands’ Kentucky Fried Chicken earlier this week.

The Chicago Business Journal reported the deal:

Yum Brands’ decision to move the KFC ad account, worth as much as $200 million in billings, wasn’t entirely unexpected. It comes just a year after KFC got a new chief marketing officer, Kevin Hochman, whose resume includes a long stint at consumer products behemoth Procter & Gamble, where he worked on one of the most talked-around product turnarounds in recent history — Old Spice deodorant.

The Wieden shop was, by all accounts, instrumental in that Old Spice turnaround, as it created a string of catchy commercials that in large part helped to revive what had been a tired and almost forgotten men’s grooming brand. So it isn’t at all surprising that Hochman would turn to Wieden to help with KFC (NYSE: YUM), which faces considerable challenges as well — not the least of them KFC’s image as a purveyor of unhealthy fried chicken products in an era when consumers at least think they want to eat healthier.

In other ad-agency news, Roundhouse hired John Martin — formerly of Nike — to be its creative director.

OregonLive.com reports:

After leaving Nike in 2013, Martin cofounded HitnQuit, a secure photo storage mobile application, and Fiender, a mobile social network and marketplace for collectors.

“John has amazing experience and vision across brand, digital and retail, and knows how to inspire his team to bring out their very best work,” said Joe Sundby, Roundhouse executive creative director and partner. “He’s the perfect person to be leading our creative team as our business continues to expand.”

Finally, CenturyLink is aiming to be the provider for Portlanders to watch those ads.

OregonLive.com reports that the cable company is looking to move into the area:

And late last year CenturyLink reached a preliminary deal to extend its Portland cable TV franchise for another decade. (CenturyLink inherited a cable TV franchise when it acquired Qwest Communications in 2010, but neither company has used it.)

The final franchise approval process takes months, but regulators say they expect CenturyLink will offer TV in Portland in 2015.




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