KFC and Pizza Hut conclude media pitch for SG

KFC and Pizza Hut Singapore have appointed WPP Media as their integrated media agency in the market, following a competitive pitch. The remit covers end-to-end media strategy, planning, and buying for both brands.

The partnership represents a key strategic move for KFC Singapore and Pizza Hut Singapore as they sharpen their competitive edge and drive sustained sales growth in a crowded quick-service restaurant (QSR) landscape. In a category that increasingly leads in data-driven marketing and direct-to-consumer strategies, WPP Media said it is excited to work with two of the sector’s leading innovators.

A core factor in the appointment was WPP Media’s ability to convert consumer insights into business outcomes. This is underpinned by WPP Open, the group’s agentic marketing platform, which taps AI-powered tools and integrated data solutions to deepen market understanding and maximise media investments across channels.

Don't miss: KFC Singapore picks new integrated creative and social agency 

Through this partnership, WPP Media will use WPP Open to help KFC Singapore and Pizza Hut Singapore achieve their strategic objectives. This means developing smarter, more personal campaigns that deepen customer understanding, identify new growth avenues, and ultimately drive higher sales and stronger brand loyalty. The focus will be on ensuring media budgets are optimised and campaigns deliver clear, measurable results that directly support their ambition to advance their market ranking. 

This mandate further strengthens WPP Media’s existing global partnerships with KFC and Pizza Hut, extending a proven track record of driving growth and innovation across the UK, Europe, MENA, APAC and South Africa. 

Jaslyn Lam, director of marketing and food innovation, KFC Singapore, said: "WPP Media stood out with its AI-powered tool, WPP Open platform which was brought to life in their Media Strategy. Just as vital was the calibre of their team and the WPP Media leadership's clear commitment to active involvement and a collaborative partnership. We're excited about the future possibilities this partnership holds." 

Jayss Rajoo, director of marketing and food innovation, Pizza Hut Singapore, added: "For Pizza Hut Singapore, the ability to turn consumer insights through WPP Open AI platform, into real business growth was paramount in our search for a media partner. WPP Media also stood out with their media rigor and their passionate team.” 

Helen McRae, CEO, SEAPAT (SE Asia, Pakistan, S Africa and Taiwan), WPP Media, commented: "We are absolutely thrilled to announce the win of KFC and Pizza Hut Singapore. It is testament to the transformative capabilities of our WPP Open platform, showcasing how our pioneering technology delivers unparalleled insights and innovative solutions. We believe it's this blend of cutting-edge innovation and genuine human partnership that sets WPP Media apart, and we're excited to drive impactful growth for both of these iconic brands." 

Earlier in January this year, KFC appointed Maker Lab as its integrated creative and social agency. As the appointed agency, Maker Lab will be responsible for the end-to-end management of the brand’s marketing campaigns. This includes content creation, creative and social strategy, design, and performance marketing.

In addition, the agency will establish an embedded social and creative team working alongside KFC’s marketing leadership to deliver brand events, marketing collateral, and always-on digital and social activity, with a focus on maintaining brand consistency and enabling faster, more agile execution across channels.

Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate. 

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