KFC’s Annabel Fribence moves from Australia to become CMO for Asia

KFC’s acting Australian CMO, Annabel Fribence has been promoted to lead KFC’s Asia marketing efforts in Singapore. Fribence joined Yum in 2013 from Pernod Ricard having previously worked with McDonald’s and Fosters. Mumbrella understands Kristi Woolrych has taken the role of chief marketing director for KFC across the South Pacific region. 

In March, Fribence told Mumbrella’s Retail Marketing Summit the company had halved its TV budget in recent years.

“We have halved our TV budget, TV is still a very cost effective way to get reach and it’s a beautiful channel to drive emotion, but we all know it is getting more expensive and it’s getting harder and harder,” she said at the time.

Fribence also slammed Nine’s reality cooking show, Family Food Fight, calling it a “total disaster” and saying the fast food brand didn’t get the reach it was hoping for by aligning with the program.

Shortly afterwards KFC launched a campaign celebrating the fast food chain’s 50 years in Australia, which promptly drew complaints about a child using the word ‘bucket’. The commercial was later cleared by the Ad Standards board.



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