Wunderman Thompson today announces a strategic partnership with one of the most iconic and beloved brands in the fast-food sector – KFC. Wunderman Thompson Brazil has been appointed as the integrated communications agency to further boost the presence and engagement of the KFC brand in the Brazilian market.
The range of strategic services the agency will provide include repositioning the brand in Brazil, creating and planning campaigns and content, media strategy and buying, as well as developing exclusive projects for KFC. A dedicated team of multidisciplinary professionals with extensive experience in account management, planning, content, influencer marketing, media, data analysis, and creative work will service the brand, with the first work set to launch in October 2023.
Speaking about the partnership, Alex B. X. Pinto, CMO of IMC, said, "KFC in Brazil is rapidly expanding and is one of the fastest-growing fast-food brands. To support this growth and help IMC build an even stronger brand, we are pleased to announce this new partnership with Wunderman Thompson. The agency has strong credentials with creative case studies, a command of the digital world, and a clear understanding of its clients' challenges.”
Pedro Reiss, CEO of Wunderman Thompson Brazil, celebrated the achievement, adding, "We are excited and honoured by the responsibility of taking care of the KFC brand in Brazil. We will unite our passion for modern communications with KFC's bold vision, and I am certain the result will be incredible. For the agency, it is a significant accomplishment, and I hope it marks the beginning of a long and prosperous relationship.”
The selection of Wunderman Thompson as KFC’s new communications agency was the outcome of a rigorous and competitive process involving five agencies. The process was divided into two stages: an initial evaluation of credentials and work models, followed by a strategic and creative challenge in which Wunderman Thompson Brazil excelled and emerged as the winner.