Initiative | Agency Profile, Contacts, AOR, Client Relationships
Service: media buying & planning
|Main Telephone||(212) 605-7000|
|Main Fax||(212) 605-7200|
|Leah M.||Global Chief Experience Officer||NY|
Sample of Associated Brands
|Maureen B.||Chief Investment Officer||NY|
|Amy A.||Chief Executive Officer - US||NY|
|Mat B.||Global Chief Executive Officer||NY|
|Pele C.||Chief Strategy Officer - US||NY|
|* **||Media Buying, Media Planning||2017||present||********|
|******** ****||Media Planning||2015||present||*******|
|********** ********* ********, ***.||AOR - media buying & planning||unknown||present||********|
|******||media buying & planning||unknown||present||*******|
|****** *****||Media Buying, Media Planning||unknown||present||****|
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Score 86 - Review Imminent Update: Papa John’s to spice up marketing under new CMO
For starters, while Rhoten's first initiative included a partnership with Pizza the Hut. Although, as the "official pizza of the NFL," don't expect this partnership to be affected, as a campaign tied to the upcoming football season is set to debut soon.
However, while Rhoten is still getting to know the agencies on the chain's current roster, which includes WPP's , NYC (media), this doesn't make the accounts less vulnerable. Especially as the CMO is looking for new ways to make the brand more interesting, and moved its UK creative to Pablo just last month (more below).
Therefore, agencies that can offer strategies to get the brand in front of consumers in new ways should continue engaging Rhoten while he's still looking at current agency capabilities. Focus pitches on strategies for driving millennial engagement, specifically among male and sports-focused consumers. Furthermore, sellers with similar engagement should be seeking any last minute revenue tied to the upcoming NFL campaign.
Also note that while TV typically takes up the largest portion of Papa's ad budget, Rhoten also mentioned that instead of increasing media spend, he would first look at ways to shift spending among existing channels. So with Pathmatics reporting a rise in digital display, look for more digital, earned media and sponsorship dollars moving forward as well.
Update (7/17): After naming a new global CMO last month (more below), Pablo. As such, agencies should keep going hard after work in the US, the chain's biggest market.
Additionally, sellers should keep reaching out ahead of football season to secure Papa John's big Q3 and Q4 budgets. Focus pitches on high ROI engagement strategies among millennial men and families.
Below originally published 6/1
Pizza giant Papa John’s has hired Wendy's marketing veteran Brandon Rhoten as global CMO, where he will oversee all domestic and international marketing activities. Specifically, he will work to improve the quality of advertising, digital marketing and social media efforts to strengthen the brand's relevancy and global positioning.
Rhoten takes over a role that has remained unfilled for the past two years, after CMO Bob Kraut left the company back in 2015, and Robert Thompson was promoted to SVP of marketing (more here). So, while we know that CMO hires are typically the biggest indicator for change, with the role being vacant for so long, it further increases the likelihood of change as Rhoten adjusts to his new post.
Q1 is typically Papa's top advertising period, so a review could be right around the corner. Your competition will likely include WPP's , NYC (media), both of which have had the account past average AOR tenure (2.5-3 years), adding to the likelihood of a review.
Ahead of football season, male millennial-focused sports sellers should go after John's large traditional and digital ad budgets. On the digital side, lean on your direct response (DR), specifically app-download, credentials.
Experience: Rhoten joins Papa John's from Wendy's where he spent the past six years serving multiple roles, including his most recent position as marketing VP, head of advertising, media and digital. Prior to his time at Wendy's, he served as the marketing manager at firearms manufacturer Freedom Group. He also spent multiple years at agency gyro, where he lead multiple accounts of top clients.
TV Breakdown: According to iSpot, Papa John's has spent $60.4 million on national TV ads this year, in comparison to the $121.5 million spent for all of last year. So far this year, the ads have been placed on top male-focused networks NFL Network, FOX, ESPN, Spike and ESPN2. Top targeted programming include NFL Football, NBA Basketball, Cops, College Basketball and Top 10.
Digital Breakdown: Pathmatics reports that Papa John's has spent $2.9 million on digital display ads this year, the majority of which have been placed site direct with the remaining place on DSP and ad network channels. Top ad destinations include mlb.com, chron.com and nhl.com.
In comparison, for all of last year the company spent $5.5 million on display ads, up from the $2.2 million spent the year prior. Similarly, the majority of last year's ads were placed site direct on top sites mlb.com, stack.com, nfl.com and espn.com.
Post Office Box 99900
Louisville, KY 40269
Global Chief Marketing Officer
Senior Director, Digital Marketing
Direct: (502) 261-4988
Senior Manager, Social Media
Direct Dial: (502) 261-4225