• by Amy Corr  @MediaPostOTL, January 26, 2017

Following a review that began in September, KFC tapped Mediavest | Spark to handle media planning and buying for its general-market business in the United States. Work will include advertising, media planning and buying across all channels, including digital and social media.

Wieden + Kennedy remains as the KFC's creative agency and Edelman continues as the brand's public relations agency.

"For KFC to continue to gain traction in a rapidly evolving marketplace, we are focused on using cross-channel media touchpoints in new and unique ways to drive sales and build the KFC brand," said Shindy Hodack, senior director of media and innovation for KFC U.S. "We look forward to utilizing Mediavest | Spark's strategic approach, longstanding experience, digital capabilities and enthusiastic team to maximize our media investments."

KFC spent $231 million on measured media in 2015 and $167.3 million the first nine months of 2016, according to Kantar Media.