Former Australian marketer and expat, Greg Creed, is taking over as CEO of world's largest fast food restaurant company – Yum! Brands in January 2015. Currently CEO of Taco Bell, part of the food business, the former marketer believes brands do better with fewer agency partners, as long as there is a good culture fit.
Yum! Brands also owns Pizza Hut and KFC, and Creed will be tasked with injecting the same life into those brands as he has at Taco Bell.
Creed spoke to TMS about the key things clients need to do with their agencies to get the most out of the relationship.
“Whatever your culture is, has to become the culture of the relationship,” Creed said.
“I'd rather have less partners than lots. To me, less partners where you have amazing relationships and you are co-dependent on each other for success - and where we understand that you have to make money, I think is really important,” he added.
Creed stressed the key to great relationships is a shared purpose where you share the reward and recognition that goes along with a great relationship. That's what makes “tremendous relationships,” he says.
Watch the video here:
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day. Need a job? Visit adnewsjobs.com.au.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.