Six effective marketing tips from KFC Asia

Low Lai Chow

At Spikes Asia 2019 Annabel Fribence, CMO of KFC Asia Central, talks about embracing the pace of change within marketing and how the brand approaches the quest for cultural resonance in each market in the region.

Marketers who don’t deal well with change, “don’t enjoy the pace at which we are moving” according to Annabel Fribence, CMO of KFC Asia Central.

Sharing her thoughts during the Spikes Asia festival in Singapore, she also observed that the industry is “at the best point in time”, where “the psychology and the science has come in to show us how we make decisions”.

During an Ogilvy-hosted brand breakfast session moderated by Ogilvy Consulting’s managing partner Lucy McCabe alongside Diageo India’s CMO Julie Bramham, Fribence also offered a glimpse at how the American quick service restaurant (QSR) brand approaches...

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