See the impact
The Challenge
KFC has achieved what many brands aspire to — communications that have become part of the cultural zeitgeist. This success, built over many years, reflects the strength of both its marketers and agency partners.
However, with such significant investment in advertising and agency relationships, KFC recognised the need to introduce stronger commercial governance to ensure value, efficiency, and transparency without disrupting what was already working.
Deliverables
Rather than launching a broad pitch process across advertising, media, customer, and PR agencies, AAR recommended a targeted commercial audit to benchmark and evaluate existing arrangements. This included:
- Reviewing agency resourcing, including scale, experience, and expertise
- Assessing cost competitiveness and alignment with the agreed scope of work
- Analysing team structures and production processes supporting major paid media campaigns
- Providing clear commercial recommendations while maintaining the integrity of trusted partnerships
Impact
KFC completed a full commercial audit of its lead agencies — Mother, Mindshare, Rapp, and Freuds — resulting in informed commercial and operational improvements that strengthened efficiency and value.
The process safeguarded the strong, collaborative relationships that have been central to KFC’s marketing success, ensuring robust commercial rigour without compromising creative excellence.
The Challenge
KFC has achieved what many brands aspire to — communications that have become part of the cultural zeitgeist. This success, built over many years, reflects the strength of both its marketers and agency partners.
However, with such significant investment in advertising and agency relationships, KFC recognised the need to introduce stronger commercial governance to ensure value, efficiency, and transparency without disrupting what was already working.
Deliverables
Rather than launching a broad pitch process across advertising, media, customer, and PR agencies, AAR recommended a targeted commercial audit to benchmark and evaluate existing arrangements. This included:
- Reviewing agency resourcing, including scale, experience, and expertise
- Assessing cost competitiveness and alignment with the agreed scope of work
- Analysing team structures and production processes supporting major paid media campaigns
- Providing clear commercial recommendations while maintaining the integrity of trusted partnerships
Impact
KFC completed a full commercial audit of its lead agencies — Mother, Mindshare, Rapp, and Freuds — resulting in informed commercial and operational improvements that strengthened efficiency and value.
The process safeguarded the strong, collaborative relationships that have been central to KFC’s marketing success, ensuring robust commercial rigour without compromising creative excellence.
What KFC think...
