Marketing & Branding News:
(August 17, 2023) – Papa John’s International Inc. is readying reviews of its creative and media agencies, according to people familiar with the matter.
The pizza chain has retained consultancy Pile and Company to handle the reviews, which are expected to begin in the coming weeks, the people said.
Papa John’s has been working with Havas’ Camp + King as its creative agency of record since 2019, and with Havas Media as its media agency of record since 2018.
The reviews come as Papa John’s is looking to accelerate its analytics-led approach to marketing. The company has been investing in new data and analytics capabilities in recent years, and it is looking to use this data to better understand its customers and target its marketing efforts more effectively.
Papa John’s is also looking to refresh its brand image. The company has been criticized for its association with former CEO John Schnatter, who resigned in 2018 after using a racial slur during a conference call. Papa John’s has since worked to distance itself from Schnatter and rebrand itself as a more inclusive and diverse company.
The creative and media reviews are part of Papa John’s broader efforts to modernize its marketing and branding. The company is also looking to expand its digital marketing efforts and reach new customers through social media and other channels.
A spokesperson for Papa John’s declined to comment.
The reviews are expected to be competitive, with several major agencies vying for the business. Havas is expected to defend its creative and media accounts, but it faces stiff competition from other agencies, such as WPP’s Ogilvy and Publicis Groupe’s Leo Burnett.
The reviews are also expected to be closely watched by the industry, as they will provide insights into how Papa John’s is planning to reposition itself in the competitive pizza market.