- The fast food giant KFC has kicked off a review of its £9 million media account, in the first likely client fall out from the impending merger of MediaVest with Leo Burnett's media department.
KFC's media planning and buying is currently handled by MediaVest, but Burnetts has the clashing McDonald's media business on an international basis, including the £45 million UK account.
Four agencies have been shortlisted for the KFC account: BMP Optimum, Optimedia, Initiative Media and Motive, a sister company to Burnetts and so linked to the merged MediaVest/Burnetts operation.
The agencies were briefed by the Billett Consultancy last week and pitches are expected before the end of the month.
KFC is understood to be reluctant to move out of MediaVest, but believes there is little option once the merged operation opens for business in the UK at the beginning of next year.
Although the planned merger involves few client clashes, the other major conflict is between MediaVest's Mars business and Burnetts' £15 million United Biscuits account. UB is also a Billett client.
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