Orange County Business Journal

Taco Bell Digital Work Shifts to Digitas

Kari Hamanaka Tuesday, July 3, 2012

Irvine-based Taco Bell Corp. hired the San Francisco office of Digitas as its interactive agency, ending an account review that began earlier this year.

Digitas, part of Paris-based Publicis Groupe, will handle the social, mobile and other digital marketing for the Mexican-style fast-food chain.

Taco Bell is part of Louisville, Ky.-based fast-food chain operator Yum Brands Inc.

Digitas’ San Francisco office will handle the account with help from the agency’s Chicago offices.

“Our core consumers are digitally-centric, and social and mobile play a huge role in how they communicate and make purchase decisions,” said Taco Bell Chief Marketing and Innovation Officer Brian Niccol in a statement. “We were looking for a digital agency that could help us build the right platforms and programs to establish a dynamic, industry-leading digital consumer dialog.”

Taco Bell’s digital work had previously been handled by Draftfcb’s Irvine’s office, which created Taco Bell’s new “Live Mas” tag line.

Draftfcb, part of New York’s Interpublic Group of Companies Inc., will continue to handle creative work for Taco Bell’s broadcast, merchandising and multicultural advertising, along with other duties.

Taco Bell spent $250 million on advertising last year, according to New York-based advertising and marketing research company Kantar Media, part of Britain’s WPP PLC. The total does not include digital spend.