Taco Bell Taps Digitas

Taco Bell, the Yum Brands fast-food chain has named Publicis Groupe’s Digitas as its interactive agency after a review, the client has confirmed. The incumbent was Interpublic Group’s Draftfcb.

The client didn’t disclose its digital budgets, but data from Kantar Media suggest those budgets are rising sharply. The company spent nearly $425,000 on digital display ads in the first quarter of 2012, up 56% from the first quarter of 2011, per Kantar.

The company’s overall ad budget was about $250 million last year per the Kantar Media data.  

The selection was latest in a series of big wins for Digitas. Earlier this year, it won eBay’s estimated $25 million digital account. And late last year, it was selected to lead Sprint’s overall ad assignment, including both traditional and digital channels, with estimated spending of $1 billion annually.

The Digitas Taco Bell assignment includes social media, mobile, creative development and digital media and other duties.  

"Our core consumers are digitally-centric, and social and mobile play a huge role in how they communicate and make purchase decisions,” stated Brian Niccol, who joined Taco Bell last year as Chief Marketing and Innovation Officer.  Digitas, he added, “impressed us with their quality of creative and their holistic approach to creating a compelling interactive experience through innovative digital media programs."

The account will be led by Doug Ryan, executive vice president managing director Digitas, based in Chicago.

The agency search was handled by Select Resources International in Los Angeles.


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