KFC Singapore Appoints Maker Lab as Creative and Social Agency of Record

KFC Singapore has appointed Maker Lab, Asia's leading in-housing agency, to drive its creative and social efforts with a three-year contract.

Under this comprehensive remit, Maker Lab will establish an embedded social and creative team, bringing together content creators, strategists, designers, and performance specialists to manage the full scope of KFC Singapore's marketing campaigns. This integrated approach enables seamless collaboration between Maker Lab's creative strategists and KFC's marketing leadership, ensuring brand consistency and agility across all customer touchpoints from brand events and marketing collateral, to digital and social media.

“We’re excited to welcome Maker Lab as our creative partner. They bring a new way of working, with a bespoke team of specialists who will be closer to our brand and part of our day-to-day operations. Having an embedded team means we can move faster, be bolder, and stay closer to our customers’ evolving tastes,” said Jaslyn Lam, marketing and food innovation director at KFC Singapore.

The appointment follows a multi-agency pitch that evaluated capabilities across strategy, creative, social, and integrated brand support. Maker Lab was selected for its proven ability to design specialist teams around client needs, providing a more innovative approach to address existing inefficiencies around costs and quality, a challenge brought further into focus by recent industry developments.

Maker Lab currently builds and manages embedded teams for Google, Samsung, P&G, Grab, Singapore Tourism Board, TikTok, Nike and Figma, and will now bring its decentralised, expert-led model to support KFC Singapore.

“We’ve always believed that the best work doesn’t happen when agencies and brands work at arm’s length. KFC is an iconic brand that connects with millions of Singaporeans, and we’re so thrilled to help shape their story in the coming years with a model that has been so impactful for our clients in the region,” said Intan Mokhnar, managing director at Maker Lab.

The three-year appointment begins immediately, with Maker Lab’s new KFC Singapore team starting in Q1 2026.