News

Taco Bell quietly moves away from digital AOR

November 8, 2010

Taco Bell named R/GA as its digital agency of record in August 2009. Last week, that relationship seems to have come to a quiet and abrupt end.

According to Advertising Age, Taco Bell is now back with its lead creative team DraftFCB, based out of Irvine, Calif. Both agencies are owned by Interpublic Group of Cos.

When given the nod to specifically connect with a younger, online audience and boost social networking, R/GA replaced DraftFCB in the digital realm. During its short stint, R/GA's biggest project for the quick-service chain was revamping its website and calling it an "entertainment portal."

Through this time, DraftFCB has continued to head up media-planning and traditional creative duties.

The agency had a big hand in Taco Bell's "Drive-Thru Diet campaign in 2009.

DraftFCB has also worked with other Yum! Brands, including with the execution of KFC's global "So Good" campaign.