Papa Johns today (Dec. 12) announced the appointment of The Martin Agency as its national creative agency of record and Carat U.S. as its national media agency of record, per a press release shared with Marketing Dive. Both will begin their work with the pizza chain in January.
The appointments follow a review process launched in August. Both The Martin Agency and Carat pitched Papa Johns on insight-driven strategies that might help the brand drive relevance and appeal, improve audience targeting, boost loyalty and create cultural buzz, based on the press release.
“In Martin and Carat US, we discovered partners who fully embrace our ambition to be one of the best global pizza company,” said Papa Johns CMO Mark Shambura in an announcement. “They each leverage cutting-edge technology to deliver actionable insights, share our worth of ‘It’s pizza — it needs to be FUN’ and, notably, prioritize diversity, equity and inclusion.”
Dentsu’s Carat U.S. will handle domestic media buying and planning across channels as Papa Johns goals to foster stronger performance with a deal with “people-based marketing.” Meanwhile, The Martin Agency can be answerable for crafting a strategic marketing vision, including through an upcoming omnichannel campaign that can span TV, online video, digital content, paid social, media sponsorships and owned brand platforms.
“Go to Google Trends and sort ‘pizza.’ Now put it up against Barbie, pumpkin spice latte, or simply about any celeb you may consider. Pizza wins each time. Because people love pizza greater than almost anything. Unfortunately, too many individuals think pizza is pizza and can order from anywhere,” said Jerry Hoak, executive creative director at The Martin Agency, in an announcement. “We’re excited to work with Papa Johns and Carat to vary that, and we feel fortunate for this chance to prove all pizzas aren’t equal.”
Shambura joined Papa Johns in May after greater than 4 years as CMO at Mod Pizza, a fast-growing rival, with a highlight on his analytics-led approach to marketing. Pile and Company was retained to handle the agency review.
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