BBDO/Proximity Malaysia to take a fresh new approach with KFC

"We held the account until about three years ago, but everything's new, our familiarity had little to do with it," said Chan in a phone interview today. The brief's strengths, she added, lay in local consumer insight and the execution of it. 

Since BBDO last held the account, the marketplace has evolved and competitors have grown increasingly aggressive, she said. "What the client wants is results. KFC has been in a leadership position in Malaysia for years and they aim to continue."

In terms of total advertising billings, the KFC account is worth about US$23 million (RM70 million), said Chan. "Not all of it goes to us of course," she said.

At present, KFC and BBDO are in strategic meetings and are unable to share details of upcoming campaigns. However the plan is to execute an entirely new brand strategy rather than a continuation of prior work, Chan explained.