WPP Media Wins KFC and Pizza Hut Singapore Media Mandate

WPP Media has been appointed as the integrated media agency for both KFC Singapore and Pizza Hut Singapore, following a competitive pitch that displaced incumbent Havas Media. The appointment was announced around April 16, 2026.

The consolidated mandate covers media strategy, planning, and buying for both quick-service restaurant (QSR) brands in Singapore.

AI Platform Cited as Decisive Factor in Pitch Win

The win centers on WPP Open, WPP Media's AI-powered marketing platform. Both brand directors named the platform as the primary reason WPP Media won the account.

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"WPP Media stood out with its AI-powered tool, WPP Open platform which was brought to life in their Media Strategy," said Jaslyn Lam, Director of Marketing and Food Innovation at KFC Singapore. "Just as vital was the calibre of their team and the WPP Media leadership's clear commitment to active involvement and a collaborative partnership."

Pizza Hut Singapore's Director of Marketing and Food Innovation, Jayss Rajoo, echoed that assessment. "For Pizza Hut Singapore, the ability to turn consumer insights through WPP Open AI platform, into real business growth was paramount in our search for a media partner. WPP Media also stood out with their media rigor and their passionate team."

The mandate extends WPP Media's existing relationships with both brands across the UK, Europe, MENA, APAC, and South Africa, deepening a multi-regional partnership rather than representing a new client relationship.

Singapore Win Reflects Broader QSR Shift Toward Performance Accountability

Both brand directors emphasized measurable outcomes over brand awareness as a core requirement. The stated focus on "real business growth" and "measurable results" reflects a wider shift among QSR operators in Singapore toward performance-linked media briefs.

Singapore's QSR sector is one of Southeast Asia's most competitive, with brands under pressure to demonstrate that media spending directly drives sales. Agencies competing for QSR mandates are increasingly required to show how consumer data translates into measurable business outcomes, not just reach and frequency.

WPP Media's pitch positioned WPP Open as a tool that converts consumer insights into targeted campaigns, addressing both brands' stated growth objectives in a data-driven market.

KFC Singapore Splits Roster Between Two Specialist Agencies

KFC Singapore's appointment of WPP Media follows a separate agency decision made in January 2026, when the brand awarded creative, social, and performance marketing duties to Maker Lab. WPP Media handles media strategy, planning, and buying.

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Mission MediaMission Media

This split-agency approach separates creative execution from media investment decisions. It reflects a growing trend among major QSR operators in Asia-Pacific toward pairing boutique specialist agencies for creative work with large-scale media networks for data-driven planning and buying.

Pizza Hut Singapore's arrangement under the same consolidated mandate was not reported to include a similar creative agency split.

WPP Media's Regional Credentials and SEAPAT Structure

Helen McRae, CEO of WPP Media SEAPAT (Southeast Asia, Pakistan, South Africa, and Taiwan), publicly endorsed the Singapore win as validation of the agency's combined technology and human partnership model in Southeast Asia.

WPP Media clients collectively won 38 trophies at the 2025 Festival of Global Media Awards, including Gold awards for Coca-Cola, Cesar, and Rin. The agency also received Network of the Year recognition at e4mMediaAce 2025, with APAC clients including HUL and L'Oreal among the recognized work.

Neither recognition was QSR-specific, but the combined performance across consumer brand categories supported the agency's pitch credentials for the Singapore mandate.