The account has ping-ponged from DraftFCB to R/GA and back again in the course of a few years, and now the company is seeking a new shop for digital. DraftFCB will continue to handle broadcast, merchandising, multicultural and media for the fast feeder, which recently launched the tagline Live Mas. Taco Bell parent Yum Brands did not return requests for comment. SRI International is handing the review.
“In an effort to enrich their digital efforts in e-commerce and other technologically significant areas, Taco Bell will be partnering with an additional and yet-to-be-disclosed specialized digital agency,” said a DraftFCB spokeswoman in a statement. “DraftFCB, Orange County, will still be responsible for providing strategic direction and ongoing creative ideas for Taco Bell’s digital business.”