Initiative Thailand retains KFC media account

Initiative Thailand has retained the media account for KFC Thailand following a multi-agency pitch. The renewed four-year mandate is effective immediately. 

The reappointment caps off a landmark year for KFC Thailand, which made history with its first-ever Gold Lion in Film at the Cannes Lions International Festival of Creativity 2025 — also a first for parent company Yum! Brands in the category.

This marks the second major AOR win for IPG Mediabrands in a week, following the network’s three-year media contract for fashion retailer H&M across Singapore, Japan, South Korea, Malaysia, Vietnam, and the Philippines, also secured after a competitive multi-market pitch.

KFC Thailand’s market lead and CMO Suhayl Limbada said Initiative’s drive and partnership mindset helped clinch the reappointment.

“Retaining a client as an incumbent is a massive challenge and requires more effort than others in a pitch,” said Limbada. “Initiative didn’t take anything for granted. They came in hungry, focused, and with a clear intent to be true business partners. Their creativity, energy, and deep passion for our brand ultimately won them the opportunity.”

Sora Kaitkanarat, CEO of Initiative Thailand, added that the reappointment is a testament to collaboration and cultural connection.

“We are incredibly proud to continue our partnership with KFC Thailand. This win reflects the trust and creativity we’ve built together over the past four years, and we’re excited to unlock more culture-driven growth opportunities,” she said.

Tharaputh Charuvatana, CEO of IPG Mediabrands Thailand, added: “KFC is one of the most iconic and loved brands in Thailand. This decision speaks to the strength of our people, our differentiated approach, and our commitment to driving meaningful business outcomes.”

Initiative’s remit continues to cover media strategy, planning, and buying across Thailand—one of KFC’s most dynamic growth markets in Asia.