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Spark Foundry | Agency Profile, Contacts, AOR, Client Relationships




Service: full service, media specialty

Main Telephone (312) 970-8400
Main Fax (312) 970-8409
Primary Address
222 Merchandise Mart Plaza
Suite 550
Chicago, IL 60654
USA

Spark Foundry Contacts

Contacts (5/178)
Name Title State
Chris B. Chief Executive Officer IL
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (312) 970-8400
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 222 Merchandise Mart Plaza
Suite 550
Chicago, IL
60654
USA

John M. Chief Investment Officer IL
Eric L. Executive Vice President & Chief Content Officer IL
Brent L. Executive Vice President & Managing Director, Business Development IL
Shelby S. President, Central Region IL

Client Relationships


Brand Service From To Media Spend
******, ***. media buying & planning 2013 present ********
*** ******** *********** AOR - media buying & planning 2013 present ********
****** AOR - media buying & planning 2014 present *******
*******'* **** ******** & ********** Media Buying, Media Planning 2016 present ********
******** **** Media Buying, Media Planning 2017 present ******

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WinmoEdge

H1 Media Opps Update: Long struggling KFC's new media AOR taking over at the end of January


Company: KFC, chicken QSR operated by Yum Brands.

Update (1/19): We've received word that Publicis's Mediavest | Spark, Chi isn't taking over KFC's $220 million media account until the end of January, meaning there should be time to secure bigger deals for this year. I say that because usually by the time big news like this hits trades th transition occurred 4-8 weeks prior, giving the new team time to already begun the process of locking down new media partners.

So, keep engaging MV | Spark with the goal of scheduling meetings or at least getting included on the list of sellers who will be notified when planning ramps up. Besides the usual branding and direct response dollars that should be in play, look for campaign dollars tied specifically to a possible Georgia Gold fried chicken (Nashville Hot chicken 2.0?) national push. 


Below published 1/18
 

Opportunity: Publicis's here). We'll keep you posted as we identify new agency side contacts on the account, but we're already 99% sure moola will come out of Spark's Chicago office. Further, in case it's not clear, KFC clarified in a statement that MV | Spark will handle all media planning and buying, including digital and social media. 

Sellers - look for traditional media budgets (TV, radio and outdoor) to finally start trending downward. KFC seems to have finally figured out that their massive TV buys aren't providing strong return, as the review announcement stated that he search "seeks to identify and select a world-class agency capable of deploying innovative media strategies while leveraging cost efficiencies and maximizing return on investment."  Plus, digital outlays are way up the last year, though display spending is still nowhere close to their TV budgets. As such, make sure to include a bunch of "ROI" and "maximize" style language in your pitch. Maybe even offer a six-piece ad buy deal. 

Buckethead campaign. I've earned the right to clown since my first job at 15 years old was KFC cook - #breadingtomakeourbreadarmy

Additional Insight

Incumbent: WPP's MEC, NY

TV Breakdown: Almost $196 million has gone to national TV ads the last year (see breakdown right), up from $145.7 million in 2015, iSpot.tv reports. 

Digital Breakdown: $13.2 million has garnered 1.1 billion impressions the last year, up from $4 million for 454.1 million impressions a year earlier, according to Pathmatics. Last year's budget skewed even more towards site direct desktop, targeting sites such as youtube.com, espn.com, wwe.com, foxsports.com, nfl.com, cbssports.com, aol.com, thrillist.com, nesn.com, bet.com and seattlepi.com. 

KFC Corporation 
1900 Colonel Sanders Ln. 
Louisville, KY 40213 
(502) 874-1000

Kevin Hochman 
Chief Marketing Officer 
(502) 874-1000 
kevin.hochman@yum.com

Steve Kelly
Senior Manager, Digital Marketing
(502) 874-1000
steve.kelly@yum.com