Pizza Hut hires Deutsch and VML in agency roster shakeup

In a revamp of its agency roster, Pizza Hut has hired Interpublic Group of Cos.’ Deutsch and WPP’s VML to oversee creative and customer marketing, respectively. Deutsch will manage brand strategy and creative, assuming responsibilities previously held by GSD&M. In August, Pizza Hut parted ways with the Omnicom-owned agency, bringing to an end a relationship that had spanned six years. Deutsch’s remit will include paid social and video content, according to Pizza Hut. Also: Deutsch LA rebrands as Deutsch with new logo The appointment reunites Deutsch and Pizza Hut. The two worked together from 2014 to 2016, before Droga5 won the business. Deutsch, which picked up a project for Pizza Hut (below) before nabbing the full account, is also the lead agency for Yum Brands sibling Taco Bell. It won the Pizza Hut business without a formal review, as did VML. Exclusive for Ad Age All Access subscribers: Inside Yum Brands’ ad spending and marketing spending over time. VML, which has also previously worked with Pizza Hut, will oversee customer promotions, loyalty and CRM efforts, and digital assets. It’s a new role on the roster, designed to “further invest in the full digital consumer journey,” the chain told Ad Age. The WPP agency will also handle organic social, taking away some work from Mischief @ No Fixed Address, which was named social agency of record in November 2023. Pizza Hut confirmed that Mischief will no longer handle social, but added it will continue to tap the agency as a “valuable partner for earned buzz work.” Mischief’s work for the chain has included campaigns such as “ResZAmes” and the “Personal Pan Pizza Hut.” The indie agency referred calls to comment to the client. Pizza Hut will continue to work with Alison Brod Marketing + Communications for U.S. PR and Publicis Groupe’s Spark Foundry for media, it confirmed. The brand also works with RQ for influencer marketing and Tracey Locke for shopper marketing. Agency Review Tracker Stay up to date with the latest account reviews Click here Pizza Hut had U.S. measured-media spending of $99 million in the first two quarters of 2024, according to data from MediaRadar, down 21.2% from the same period in 2023. The company spent $234 million on U.S. measured media for all of 2023, MediaRadar reported. The brand has made marketing leadership changes this year, including naming former PepsiCo executive Kalen Thornton as global chief brand officer. It also appointed Melissa Friebe as U.S. chief marketing officer. Friebe joined after nearly three decades at Taco Bell, most recently as chief brand strategy officer. Bringing on Deutsch and VML “signals the priority we place on creative work and customer engagement strategies,” Friebe said in a statement. The agencies will work together to drive a “new era of growth,” according to Pizza Hut, which in August told Ad Age it was focused on “modernizing the brand and reaching new audiences.” The agency changes come as Pizza Hut has struggled to attract consumers. The chain’s U.S. same-store sales were down 1% for the third quarter ended Sept. 30, while Taco Bell reported that U.S. same-store sales were up 4%. Competitor Domino’s U.S. same-store sales were up 3% for the same period, while Papa Johns’ North America comparable sales were down 6%. Other Yum Brands brands have made agency changes in recent months. In September, KFC moved to an agency roster model for its U.S. creative business, removing IPG’s MullenLowe as its lead shop. Contributing: Erika Wheless and E.J. Schultz

Pizza Hut hires Deutsch and VML in agency roster shakeup

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