Fast Food giant Taco Bell has consolidated its estimated $300 million traditional media assignment with Spark, part of Publicis Groupe’s Starcom Mediavest Group.
Spark had already handled strategy and planning for the client — duties it won after a 2012 review. Now Taco Bell (part of Yum Brands) has placed its buying assignment with Spark as well, this time without a formal review.
The incumbent on the traditional buying piece of the business was MEC, a unit within WPP’s GroupM. According to sources, the client notified the shops of the change yesterday.
Digitas — like Spark, part of Publicis Groupe — continues to handle digital media planning and buying. Interpublic’s Deutsch is Taco Bell’s main creative shop.
It’s been a very productive two weeks in the new business department for Spark. Last week it won media agency of record duties for Valspar, the paint company.
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Spark declined to comment, referring queries to Taco Bell. MEC could not immediately be reached.
Taco Bell, primarily a domestic chain, is reported to be the company’s strongest performing brand currently. Sales at the division were up 7% for the quarter including 4% same-store sales growth.