Initiative Thailand retains KFC media mandate after multi-agency pitch

The renewed mandate extends the four-year partnership between Initiative and KFC Thailand

by e4m Staff
Published: Oct 14, 2025 8:39 AM | 1 min read

Initiative, part of IPG Mediabrands, has retained the KFC Thailand media mandate following a competitive review, extending a four-year partnership with the quick-service restaurant brand. The appointment is effective immediately.

The renewal deepens a long-standing relationship built on creativity, cultural relevance, and a shared drive to create meaningful brand experiences that reinforce KFC’s connection with Thai consumers.

“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,” Sora Kaitkanarat, CEO Initiative Thailand, was quoted in global reports.

KFC Thailand spokesperson also expressed confidence in continuing its partnership with Initiative, describing the agency as the best media partner in the market. Retaining the account as an incumbent was acknowledged as a significant achievement, demanding greater effort and renewed focus during the pitch process. Initiative’s approach was characterised by strong preparation, clarity of purpose, and a business-partnership mindset, supported by energy, creativity, and a deep understanding of the brand.