Taco Bell Appoints R/GA as Lead Digital Agency

NEW YORK, Aug. 4 // PRNewswire // -- Taco Bell Corp., a division of Yum! Brands Inc. today appointed R/GA as its lead digital agency. As part of an enhanced effort to further integrate digital into their marketing mix, Taco Bell is partnering with R/GA on strategic and creative duties. Initially, this includes revamping both their website (tacobell.com) and digital relationship marketing efforts.

The account will be led by R/GA San Francisco in collaboration with R/GA New York.

"R/GA presented Taco Bell with a variety of breakthrough strategic ideas rooted in sharp consumer insights. They demonstrated a superb understanding of our customers and how they live and interact in today's digital world," said Lyle Swart, Sr. Manager, Brand Communications, Taco Bell. "With a reputation for executing groundbreaking ideas, R/GA is the ideal choice to help grow our business and enhance our digital presence. We're thrilled to partner with them and anticipate great things to come."

"Taco Bell is a vibrant and youth-driven brand that understands that digital is a key component to connecting with consumers where they live," said Bob Greenberg, Chairman, CEO and Global Chief Creative Officer. "R/GA has a deep history and successful track record in youth marketing, and we're excited to leverage our expertise in social media and emerging platforms to help Taco Bell reach their audience in meaningful ways."

This win is another significant victory for R/GA. Not only for R/GA San Francisco office, which opened its doors in April 2008 and has since experienced healthy growth, but for R/GA's robust Account Planning Department, which was critical to the account win and will continue to fuel the digital strategy going forward.

The review is the first time Taco Bell has sought a lead digital agency. R/GA will collaborate closely with Taco Bell's longtime agency Draftfcb going forward. Both R/GA and Draftfcb are owned by IPG.

About R/GA

R/GA is a full-service digital agency that transforms the way people interact with brands. A commitment to design, technology, strategy, and innovation has defined R/GA's continuing legacy as an iconoclast in the world of communications and marketing. With a holistic range of offerings that includes brand design, mobile, and retail, R/GA's agency model is adaptable to the ever-changing needs of consumers in the digital landscape.

Founded in 1977, R/GA has received the most prestigious creative awards for film, broadcast, design, advertising, and interactive. It was selected for Adweek's "Agency of the Year" in 2008, Ad Age's Agency "A-List" in 2008 and "Digital A-List" in 2009, and Creativity's "Interactive Agency of the Year" in 2007. R/GA is part of The Interpublic Group (NYSE: IPG), one of the world's largest advertising and marketing services organizations.

About Taco Bell Corp.

Taco Bell Corp. ("Taco Bell"), a subsidiary of Yum! Brands, Inc., (NYSE: YUM), is the nation's leading Mexican-style quick service restaurant chain. Taco Bell serves tacos, burritos, signature quesadillas, Grilled Stuft Burritos, nachos, and other specialty items such as Crunchwrap Supreme(R), in addition to the 79-89-99 Why Pay More(R) Value Menu. Taco Bell serves more than 36.8 million consumers each week in nearly 5,600 restaurants in the U.S.

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