Taco Bell Corp., a division of Yum! Brands Inc., Tuesday named Interpublic's R/GA unit as its lead digital agency. The fast food chain said R/GA's duties would include strategic and creative services,
including a "revamping" of both the tacobell.com Web site, and its digital relationship marketing efforts. The account will be led by R/GA San Francisco in collaboration with R/GA New York. The review
marks the first time Taco Bell has sought a lead digital agency. R/GA will collaborate closely with Taco Bell's longtime brand agency, sister Interpublic shop Draftfcb.
