ACCOUNT WINS

KFC adds Highdive to diversify agency partnerships

By Reel Chicago
September 13, 2024

KFC is transitioning its U.S. creative business to an agency roster model, meaning the brand will work with multiple agencies rather than relying on a single lead agency. And one of the new agencies in the mix – Highdive.

MullenLowe, which has served as KFC’s lead U.S. creative agency since 2022, remains part of the roster and will continue working on active projects. However, KFC says it brought on the award-winning agency Highdive for a new assignment as part of its strategy to diversify its agency partnerships.

This change follows KFC’s ongoing efforts to engage with more forward-thinking agency partners that align with its business goals. In a statement, KFC’s spokeswoman said the company is “exploring ways to bring together the best agency roster for KFC U.S.” to deliver strong business results.

According to AdAge, MullenLowe U.S. CEO Frank Cartagena expressed respect for KFC’s decision to shift to a roster model and reaffirmed MullenLowe’s commitment to its ongoing relationship with the brand. Highdive CEO Megan Lally also voiced excitement about partnering with KFC, highlighting the company’s “bold reset” in the U.S.

This change comes shortly after KFC appointed Catherine Tan-Gillespie as its U.S. chief marketing and development officer. Although MullenLowe replaced Wieden+Kennedy as KFC’s lead agency in 2022, KFC has been working with multiple agencies in recent months, including Leo Burnett and Louisville-based Nimbus, reflecting the brand’s evolving creative strategy.

This shift is not KFC’s first major account change for MullenLowe. In July 2024, MullenLowe lost Corona Extra to GSD&M, which led to staff layoffs within the agency. Despite these changes, Cartagena has emphasized MullenLowe’s focus on growing its digital, social, and PR capabilities.

This new creative model signals KFC’s intent to keep evolving while ensuring consistent, innovative output across multiple agencies.