KFC Australia Adds Special Group to Creative Roster With Ogilvy
KFC Australia appoints Special Group alongside Ogilvy in multi-agency model, contrasting McDonald's consolidation strategy. How competitive creative partnerships reshape QSR marketing in APAC.
KFC Australia has appointed independent creative agency Special Group to its roster, adding a second agency partner alongside Ogilvy Australia, which has held the KFC account for 30 years.
Special Group Joins KFC's Expanding Agency Lineup
The appointment followed a competitive review in which Special Group pitched against Ogilvy for a specific portion of KFC's creative work. Ogilvy retains its lead role across creative, strategy, and brand activation.
KFC Australia CMO Vanessa Rowed described the move as a deliberate expansion rather than a replacement. "We're excited to be expanding our agency village with the appointment of Special Group, joining our long-time partner Ogilvy and our broader WPP network," she said. "Together, this expanded village strengthens our creative firepower and ensures we continue to evolve one of Australia's most iconic quick-service restaurant brands."
Special Group is not new to the KFC brand family. The agency previously worked with KFC New Zealand, reducing the time needed to get up to speed on the brand. Special Group also recently won accounts with HBO Max and Honda, and took home the Grand Prix at the B&T Awards.
WPP President ANZ Rose Herceg publicly welcomed the appointment, framing it as collaborative rather than competitive, a notable position given that WPP's own network shops continue to serve KFC alongside the newly appointed independent.
A Different Path From McDonald's Australia
The KFC decision arrives against a contrasting move by its biggest competitor in the Australian quick-service restaurant market. McDonald's Australia initially appointed global independent network Wieden+Kennedy to handle a portion of its creative work alongside incumbent DDB Group Sydney in late 2024. By mid-2025, Wieden+Kennedy had assumed the entire account, ending DDB Group Sydney's 54-year relationship with McDonald's, the longest current client-agency partnership in Australian advertising at the time of its conclusion.
KFC has taken the opposite approach. Rather than consolidating to a single agency, it is building a multi-agency model that preserves institutional brand knowledge while introducing new creative competition.
This distinction is significant. The APAC branding agency market is projected to grow at more than 7% CAGR from 2025 to 2030, driven by demand for mobile-first and culturally relevant brand communications. At the same time, two-thirds of APAC marketers plan to consolidate their agency partnerships by 2027, prioritizing operational efficiency. KFC's expansion model runs counter to that dominant trend.
Ogilvy's Role Continues With FLG Brand Platform
Ogilvy's position as lead agency remains intact. The agency led the January 2025 KFC FLG campaign, a brand platform reviving the 1950s "finger lickin' good" slogan across digital, film, out-of-home advertising, sponsorships, and in-restaurant elements. The campaign illustrates the continued depth of Ogilvy's role even as the roster expands.
Special Group's appointment is intended to operate in a distinct creative lane, complementing rather than duplicating Ogilvy's work. KFC has not disclosed the specific scope assigned to Special Group.
The two agencies are expected to operate in parallel under KFC's "agency village" framework, a model that KFC Australia is explicitly positioning as a long-term procurement structure rather than a temporary arrangement during a transition period.
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