When KFC needed visibility and control over $135m+ of digital media spend across 15 diverse markets, they turned to Ebiquity to establish a governance framework that would transform how they measure, optimize, and drive value from digital investment.
The Challenge
Operating across independently-run markets spanning four continents, KFC faced a critical challenge: no standardized approach to assess efficiency, reduce waste, or accelerate best practice adoption across their complex digital ecosystem. With spend flowing through programmatic, social, search, Google Ads, and direct buys, the brand needed both clarity and consistency.
Our Approach
Ebiquity implemented a comprehensive Digital Governance Programme built on a framework of Golden Principles for effective digital investment measurement. The scope was substantial: 14 markets plus a global round-up covering UK, Australia, France, Romania, UAE, Saudi Arabia, Mexico, South Africa, Singapore, Japan, South Korea, Philippines, Thailand, and India.
Our dual-lens analysis of 55 billion impressions across 5 channels identified both where digital investment was working hardest and where performance could be elevated – creating a roadmap that balanced recognition of success with actionable opportunity.
The Impact
The results speak volumes:
- $8.3m value opportunity identified through rigorous cross-market analysis
- 134 actionable recommendations delivered, balancing tactical quick wins with strategic long-term improvements
- 15 markets standardized on a consistent measurement framework with annual performance reviews now informing agency targets and action plans
- 13.1 billion untracked impressions identified, highlighting critical risks to brand safety and fraud exposure through inadequate ad verification standards
Building Capability and Collaboration
This project exemplifies our commitment to delivering measurable impact at scale, transforming complex, multi-market challenges into unified, actionable strategies that drive genuine business value.
