KFC Vietnam picks new media agency

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KFC Vietnam has appointed WPP Media as its media agency of record following a competitive pitch, expanding the agency’s remit in Southeast Asia.

The appointment will see WPP Media take on integrated media planning and buying responsibilities across Vietnam, alongside analytics support. The scope includes tapping into its in-house data and analytics capabilities, as well as influencer marketing via GOAT, WPP’s specialist unit.

The pitch was called as KFC Vietnam sought a media partner to drive business growth through stronger media execution. The brand ultimately awarded the account to WPP Media for its strategic thinking, commercial competitiveness, and ability to provide local execution with global network backing.

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"Winning consumers’ hearts at the speed and scale Vietnam demands calls for more than creativity, it requires the data strength to turn every impression into measurable growth. We were looking for a partner that could go beyond execution and truly understand how to use media to drive our category forward," said Sibojyoti Chatterjee, general director, KFC Vietnam.

He added, "WPP Media demonstrated that in both thinking and team capability. Their world-class platform, super-charged by its audience-first precision, gives us exactly that. Together we’ll fuse insight, innovation, and rigorous metrics to amplify KFC Vietnam’s brand love and set new benchmarks for media excellence. We are excited to begin this journey with them."

In tandem, Shankar Rajagopal, CEO of WPP Media, Vietnam said, "We’re incredibly proud to be partnering with one of Vietnam’s most iconic restaurant brands. KFC is a beloved name with ambitious growth plans, and we look forward to helping them scale through media that is not just effective, but also deeply connected to the Vietnamese consumer."

The appointment comes amid a period of transformation at WPP, including leadership shifts and a refreshed brand identity. Most recently, longtime WPP CEO Mark Read announced his departure. The company also retired the GroupM name and launched WPP Media as a fully integrated, AI-powered media business. Meanwhile, creative agency Grey was folded under Ogilvy, and moved out of AKQA’s reporting line.