Digitas has been handed Taco Bell's nearly $2 million digital account. The agency's San Francisco office has been in operation for about a month, according to Ad Week.
Digitas also has offices in Chicago. Other agencies that pitched for the account included MEC Interaction and Huge, and Initiative. Incumbent Draftfcb did not defend, however the agency remains Taco Bell's main agency, heading traditional and multicultural ads for the chain.
Taco Bell's chief marketing officer Brian Niccol told Ad Week that the brand was looking for an interactive agency that could help build the right programs to establish "industry-leading digital consumer dialog."
Taco Bell has 8.8 million fans on Facebook, and more than 200,000 Twitter followers.
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