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Yum Brands hires Wavemaker

Restaurant company Yum Brands Canada has retained Wavemaker Canada as its media agency of record. The assignment includes media planning and buying for the company's KFC, Pizza Hut and Taco Bell fast food chains. Work will include digital, programmatic, search, social media, television, radio and out-of-home media. Wavemaker won the account in a competitive search process that began in late 2017. Wavemaker was founded in June 2017 via the merger of MEC and Maxus, both GroupM subsidiaries. Advertising creative for Yum is handled by Grip, while public relations are conducted by Edelman Canada.

"KFC and Wavemaker meshed culturally and strategically from day one of the RFP process," said Samantha Redman, chief marketing officer at KFC Canada. "Their approach to technology and data, the way they challenged us and inspired us, affirmed they are the right partner to help us through the next phase of our digital transformation."

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