Taco Bell Corp. appointed R/GA as its lead digital agency. As part of an enhanced effort to further integrate digital into its marketing mix, Taco Bell is partnering with R/GA on strategic and creative duties. Initially, this includes revamping both its website and digital relationship marketing efforts.

The account will be led by R/GA San Francisco in collaboration with R/GA New York.

“R/GA presented Taco Bell with a variety of breakthrough strategic ideas rooted in sharp consumer insights,” says Lyle Swart, senior manager of brand communications for Taco Bell. “They demonstrated a superb understanding of our customers and how they live and interact in today’s digital world. With a reputation for executing groundbreaking ideas, R/GA is the ideal choice to help grow our business and enhance our digital presence. We’re thrilled to partner with them and anticipate great things to come.”

The review is the first time Taco Bell has sought a lead digital agency. R/GA will collaborate closely with Taco Bell’s longtime agency Draftfcb going forward. Both R/GA and Draftfcb are owned by IPG.