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Taco Bell Corporation | Company Profile, Marketing Contacts, Media Spend, Brands

Taco Bell, headquartered in Irvine, CA, is one of the country's top quick-serve Mexican eateries. With locations throughout the U.S., the majority are owned and operated by independent franchisees. Taco Bell is a subsidiary of Yum! Brands. ** NOTE: As a privately held subsidiary of a publicly traded parent company, annual revenue and employee count are not readily available. Therefore, the revenue and employee figures presented below are those of the parent company. **

Main Telephone (949) 863-4500
Main Fax (949) 863-2246
Primary Address
One Glen Bell Way
Irvine, CA 92618

Taco Bell Corporation Contacts

Contacts (5/39)
Name Title State
Brian N. Chief Executive Officer CA
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (949) 863-4500
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: One Glen Bell Way
Irvine, CA

Marisa T. Chief Marketing Officer CA
Rob S. Chief Operating Officer CA
Melissa L. International President CA
Liz M. Chief Innovation Officer CA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Taco Bell Corporation ********

Agency Relationships

Brand Agency Service From To
**** **** *********** ********** media buying & planning unknown present
**** **** *********** ********** crm, loyalty, media buying & planning, mobile, social 2012 present
**** **** *********** ********* | ***** AOR - media buying & planning 2012 present
**** **** *********** *******, ***. Creative, Digital, Experiential, Media Buying, Media Planning, Multicultural, Social 2012 present
**** **** *********** ******* corporate reputation, public relations unknown present

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Score 69 – On the Brink: Taco Bell promotes CMO amid programmatic shift

Subject: TV, online, digital, video, mobile, radio

Company: Taco Bell 

Opportunity: Promoted Chief Brand Engagement Officer Marisa Thalberg to chief marketing officer after CMO Chris Brandt resigned to pursue other opportunities. Thalberg, who now oversee consumer engagement and brand and product marketing, joined TB last year after several years in beauty products marketing (research

TB already consolidated traditional advertising at Deutsch since 2013 – both around the average 2.5-3 years agency tenure. 

Sellers – while TV continues to dominate TB’s ad presence, digital spending continues to climb. Already, TB has been evaluating programmatic direct platforms, possibly even real time bidding (RTB) for video. Also, we hear separate in-house teams have been created to handle mobile and social/video  As such, millennial male digital sellers should be all over this. There’s no reason for digital investments to decline now given TB’s target audience and Thalberg’s deep digital and social experience. 

Additional Insight

Media Spend: TB spent $292 million on measured media in 2014, down from $321.6 million in 2013, according to Kantar Media. About 95% of last year's ad budget went to TV buys. 

TV Breakdown: Last year, $277.6 million was directed to national TV ads (see breakdown right), up from $180 million in 2014. Since 2014, the majority of TV buys tend to come in the second half of the year, with activity rising May 1, reports.

Digital Breakdown: The majority of Taco Bell’s display last year was placed site direct and video, which mostly ran on news, hobby, technology and entertainment publishers. Top targeted sites included,,,,,, and Desktop ran on the same types of sites but it skewed more much towards entertainment publishers, whereas mobile centered more on entertainment and news sites, according to Moat.

Taco Bell 
One Glen Bell Way
Irvine, CA 92618
(949) 863-4500

Marisa Thalberg 
Chief Brand Engagement Officer
(949) 863-4500