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Kentucky Fried Chicken has shifted its media business out of ZenithOptimedia and into Walker Media.
The £15m account has been handled by ZenithOptimedia for the past five years and comes as a blow to the agency, which recently relaunched as the RoI agency.
KFC called a review of its business in August which followed a shift in its creative account, from Ogilvy & Mather to BBH in the UK, and a new positioning as "Soul Food".
Marketing director at the fast food company Claire HarrisonChurch said: "We feel that Walker Media's clear understanding of the issues and opportunities around our business and its strong retail background will deliver us the breakthrough planning capabilities required to continue moving the KFC brand in the right direction."
Walker faced competition from ZenithOptimedia, PHD, MindShare and MediaCom for the business.
Phil Georgiadis, partner at Walker Media, said: "This is a brilliant win for Walker Media and particularly satisfying given the quality and intensity of the competition.
"It's also heart-warming to know that we won on the strengths of our strategic capabilities and the retail credentials that we've worked tirelessly to establish since our launch five years ago."
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