As part of an enhanced effort to further integrate digital into their marketing mix, Taco Bell is partnering with R/GA as its lead digital agency to focus on strategic and creative duties. Initially, the partnership includes revamping both the company's Web site (tacobell.com) and its digital relationship marketing efforts.
The account will be led by R/GA San Francisco in collaboration with R/GA New York.
Taco Bell had relied on lead creative agency DraftFCB, Irvine, for its digital work, and chose R/GA from a field of 12 agencies, according to a story in Advertising Age. Both R/GA and Draftfcb are owned by IPG.
"R/GA presented Taco Bell with a variety of breakthrough strategic ideas rooted in sharp consumer insights. They demonstrated a superb understanding of our customers and how they live and interact in today's digital world," said Lyle Swart, senior manager, brand communications, Taco Bell.
The R/GA San Francisco office opened its doors in April 2008.
