KFC Thailand retains Initiative as Media AOR

Initiative, part of IPG Mediabrands, has retained its role as media agency of record for KFC Thailand following a highly competitive pitch, extending their four-year incumbent partnership with the iconic brand.

The reappointment Initiative Thailand by KFC reflects a partnership rooted in creativity, cultural connection, and shared ambition to create memorable brand experiences that strengthen KFC’s place at the heart of Thai dining culture.

Suhayl Limbada, KFC Thailand Market Lead, and Chief Marketing Officer, said: “I’m thrilled that KFC will continue its journey with the best media agency in Thailand. Retaining a client as an incumbent is a massive challenge and it requires more effort than others in a pitch. Initiative didn’t take anything for granted, they came into this pitch hungry, focused, and with a clear intent to be true business partners. That mindset, along with their energy, creativity, and deep passion for our brand, is ultimately what won them the opportunity. We’ve done great things together, but what excites us most is where we’re going next.”

Sora Kaitkanarat, CEO Initiative Thailand, said: “We are incredibly proud to continue our partnership with KFC Thailand. This win is testament not only to Initiative’s competitiveness in market, but also to the strong collaboration, creativity, and trust we have built together over the past four years. Our team is deeply passionate about KFC, and we look forward to unlocking more growth opportunities in bold, culture-driven ways”.

IPG Mediabrands Thailand, CEO, Tharaputh Charuvatana, added: “KFC is one of the most iconic and loved brands in Thailand, and we are honoured to continue this journey alongside them. This decision reflects the strength of our talent, our differentiated approach, and our ability to deliver meaningful business outcomes. We remain passionate and committed to pushing the boundaries of media innovation to fuel KFC’s continued success in the market.”

Initiative’s appointment as AOR to KFC Thailand is effective immediately.