What: Fast food giant Taco Bell has consolidated its traditional media assignment with Publicis Groupe’s SMG’s Spark after a formal review. Digitas, also part of Publicis Groupe,  continues to handle digital media planning and buying.
Why it matters: Mec, a unit within WPP’s GroupM, was the incumbent. Spark already handles strategy and planning for Taco Bell since 2012.

vFkj_MHn_400x400Following a formal review, fast food giant Taco Bell has consolidated its traditional media assignment with Publicis Groupe’s SMG’s Spark, worth around US$300 million.Mec, a unit within WPP’s GroupM, was the incumbent.

Spark had already handled strategy and planning for Taco Bell since winning those duties in 2012 after a review. Now Taco Bell has placed its buying assignment with Spark as well. (Check out our recent agency profile of Spark)

Digitas, also part of Publicis Groupe,  continues to handle digital media planning and buying.

Spark has been under a hot streak lately , as it has also won media agency of record duties for Valspar, the paint company, a week ago.

Juliet Corsinita, vice president, media and brand partnerships, Taco Bell Corp., confirmed the move.
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