Meet Jennelle Tilling, KFC

KFC's Jennelle Tilling tells Media Week how to get the message through to consumers.

Jennelle Tilling, vice-president, marketing, KFC
Jennelle Tilling, vice-president, marketing, KFC

What's your job title?
Vice-president, marketing for KFC.

Brands controlled?
KFC UK and Ireland.

Media agencies used?
Walker Media handles our media planning and buying, and Bartle Bogle Hegarty does our creative work. What's your priority at KFC over the next 12 months? To continue to develop innovative and exciting products that stay true to our signature great taste and provide good value for money. We're proud of the quality of our ingredients, including our Grade A chicken, and we will continue to communicate the nutritional improvements to our menu. We want to remind customers that everybody is allowed to treat themselves once in a while - all the better for us if they treat themselves to a KFC meal.

What are the big media issues?
The big theme is making sure our messages get through to our customers in the most relevant and engaging way. This means building on the things we know work well and introducing new media where appropriate. What are the main criteria you use when selecting an agency? Ultimately, we work with agencies that produce great work that delivers to the bottom line. The agencies have to be able to build partnerships and work hand in hand with our marketing team and our other agencies.

Do you use a media auditor?
Yes, we use Billetts.

What role does procurement play?
In the current economic climate, it plays an increasingly important role in the selection of agencies. How has your career background prepared you for your current role? I joined KFC's parent company Yum! in 1999 and have spent several years in the US, Canada and UK working across three iconic brands - Pasta Hut (formerly Pizza Hut), Taco Bell and KFC. It's fair to say I live and breathe Yum! Which medium can't you live without - professionally and personally? KFC's marketing success has been built around TV and outdoor for many years. But, personally, I couldn't survive in my job without my BlackBerry.

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