KFC Australia taps Special Group to inject ‘fresh energy’ into creative output
Special joins Ogilvy as KFC Australia's creative partner.
KFC Australia has appointed independent agency Special Group to its roster, as the fast-food giant looks to inject “fresh energy” into its creative output.
The process saw Special Group pitch against long-standing agency of record Ogilvy Australia for a “specific component” of its creative portfolio, which has held the KFC account for 30 years.
Ogilvy will retain its role on the business, while Special Group joins the roster in a move described by KFC Australia CMO Vanessa Rowed as a “broadening” of its agency line-up.
“This review was about exploring fresh energy and new perspectives across the Australian landscape,” she said in a statement.
“We’re excited to be expanding our agency village with the appointment of Special Group, joining our long-time partner Ogilvy and our broader WPP network. Together, this expanded village strengthens our creative firepower and ensures we continue to evolve one of Australia’s most iconic quick-service restaurant brands.”
The move has echoes of last year’s major agency shake-up, when global independent network Wieden+Kennedy won a portion of McDonald’s Australia’s creative account from incumbent DDB Sydney at the end of 2024.
At the time, it was reported that the fellow fast-food giant was looking for an additional agency to take on the Australian remit, alongside DDB.
Eight months later, the account moved entirely to Wieden+Kennedy, ending the longest current client–agency partnership in Australian advertising, with DDB Group Sydney having serviced McDonald’s Australia for 54 years.
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Whether the move is right, or wrong – time will tell.
However, what can’t be denied is that the ‘Shut-up and take my money’
campaign is one of THE great retail campaigns.
It said taste and great value in a new and fun way and worked – better
than anyone could possibly imagine.
So, well done and goodbye to the creators of Shut-up creators and good
luck to Special.
Not surprised at all by this move. Good on KFC for trying something new. Ogilvy has lost its mojo lately. “FLG” feels uninspired.