Pizza Hut cuts ties with GSD&M as its creative agency of record

Pizza Hut has parted ways with its creative agency of record GSD&M, which held the business for six years, a spokesperson confirmed to Ad Age. The spokesperson did not clarify whether the pizza chain will begin a formal agency review, only saying it will be evaluating the “best partner for our future goals.” Omnicom-owned GSD&M had steadily lost assignments recently. In June, Interpublic Group of Cos.’ Deutsch LA helped launch a campaign for the brand that focused on Pizza Hut’s Chicago-style pizza. Late last year, the chain appointed Mischief @ No Fixed Address as its social agency of record, which was described at the time as a newly created role on its roster. Agency Review Tracker Stay up to date with the latest account reviews Click here “We proudly leave the Pizza Hut business better than we found it,” a spokesperson for the Omnicom Group agency wrote in a statement. “GSD&M was the sixth agency in under eight years to win this account–and we’ve held it for nearly seven years.” “Pizza Hut thanks GSD&M for their creative partnership over the years,” the Pizza Hut spokesperson said in an email. “As we focus on modernizing the brand and reaching new audiences, we're taking time to assess the best partner for our future goals.” Pizza Hut works with Alison Brod Marketing + Communications for U.S. PR and Publicis Groupe’s Spark Foundry for media. Deutsch previously held the creative account for nearly two years until 2016, when the account moved to Droga5. This was before Deutsch was split into two different entities—Deutsch New York and Deutsch LA— in 2020. In May, Pizza Hut hired former PepsiCo executive Kalen Thornton as global chief brand officer. It also named Melissa Friebe U.S. chief marketing officer. Friebe had been chief brand strategy officer at Taco Bell, which like Pizza Hut is owned by Yum Brands. Deutsch LA is Taco Bell’s creative agency of record. Pizza Hut is the country’s 13th largest restaurant chain, according to Nation’s Restaurant News, citing a Technomic report. In 2023, the chain spent $234 million on U.S. measured media, down from $244 million in 2022, according to Vivvix, including paid social data from Pathmatics. For the first two quarters of 2024, Pizza Hut spent $99 million on U.S. measured media. The agency change comes as Pizza Hut sales have slowed. Yum Brands reported that Pizza Hut’s U.S. same-store sales declined 1% during the second quarter. Meanwhile, Domino’s U.S. same-store sales rose 4.8% in the same period, while Papa Johns’ North America comparable sales were down 4%. GSD&M recently won lead creative duties for Corona Extra. This year the agency has also won business with Crocs, AstraZeneca, Boehringer Ingelheim, Warner Bros. Discovery and the Center for Reproductive Rights. Check out the latest Ad Age events and award programs

Pizza Hut cuts ties with GSD&M as its creative agency of record

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