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Blue 449 | Agency Profile, Contacts, AOR, Client Relationships




Service: media buying & planning

Main Telephone
(212) 820-3200
Main Fax
(212) 820-3300
Primary Address
375 Hudson Street
Seventh Floor
New York, NY 10014
USA

Blue 449 Contacts

Contacts (5/35)
Name Title State
Melissa S. President, Investment NY
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (212) 820-3200
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 375 Hudson Street
Seventh Floor
New York, NY
10014
USA

Anita A. Senior Vice President & Multicultural Brand Lead NY
Jeffrey V. Senior Vice President & Strategic Communications Director NY
Michael W. Senior Vice President, Strategic Planning NY
Nicole G. Senior Vice President, National Broadcast NY

Client Relationships


Brand Service From To Media Spend
****** ******* ** ******, ***. media buying & planning unknown present *
*******, ***. media buying & planning unknown present *******
*****'* *********** Media Buying, Media Planning 2002 present ********
**** Digital, Media Planning 2016 present *******
**, ***. global media buying 2000 present ********

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WinmoEdge

Score 73 - Account in Jeopardy: Pizza Hut loses CMO, introduces new branding with new campaign


We've learned that Pizza Hut lost Zipporah Allen, CMO since January 2018, as she became brand marketing VP at sister brand Taco Bell in April. We have not yet found a replacement for her, but we'll keep you posted when we learn more. In the meantime, reach out to chief brand officer Marianne Radley, who is leading marketing in the interim, and Pizza Hut's new personnel.

The pizza chain tapped Sarah Rainey Beddoe as a marketing VP, effective September. She previously served at Pizza Hut from 2007 to 2015 in positions like senior brand manager and digital experience & social engagement director, but most recently served as CMO of Taco Bueno Restaurants. She also brings experience from Sonic and Neiman Marcus.

Pizza Hut also hired Brendan Smith as an additional marketing VP, effective October. He most recently served as international sales & marketing SVP at Monster Energy, but also brings experience from Southern Tier Brewing Company, Smithfield-Farmland and senior sales director.

Please view lower-level shifts here.

We may see agency shifts under the new hires, a vulnerability that will be extended once a replacement for Allen is named. Therefore, agencies and martechs should reach out for work. Blue 449 has handled media since 2011, well past average agency tenure (3 to 4 years).

Focus pitches on assisting The Hut with its spending shifts. Radley revamp of the original recipe or new products like the limited edition Cheesy Bites.

Radley also mention that the company wants to "go back to its roots" to help it stay authentic in the crowded market (competitors include Domino's, Papa John's and Little Caesars). She confirmed that Pizza Hut will continue to use the "No-One Outpizzas the Hut" slogan, but it is returning to its geometric roof logo. Such strategies will hopefully reignite consumers' interest in pizza since sales at the chain are stagnating. (Executives in parent company YUM! Brands' latest earnings call reported system sales declined 1% and same-stores sales were flat.)

The new branding can be seen in a new campaign that promotes that new limited edition tear-and-share crust pizza, Cheesy Bites. The effort was created by GDS&M in partnership with Pizza Hut's internal marketing team. It predominantly features a TV spot (see above), but will be supported by outdoor, print, digital display, online video and a "heavy" social strategy.

There should still be time to secure last-minute revenue from the campaign, so sellers should reach out for revenue. Then, keep an eye on revenue tied to the rest of Pizza Hut's new initiatives. Know that the company typically holds planning conversations in Q2 and buying conversations in Q1. It primarily targets male millennials and Gen-Z.

iSpot reports a YTD national TV spend of $107.7m, none of which has yet to be dedicated to the new campaign. Spend in the same timeframe of 2018 totaled $99.8m, full 2018 spend totaled $238.4m and spend in 2017 totaled $213.3m. Targeting typically has a male skew (see chart right).

Adbeat reports digital display over the last 12 months totaled $5.6m, a decrease from the $12.8m spent in the 12 months prior. Ads are placed primarily via YouTube (45%), direct buy (26%) and Google (17%) onto sites like youtube.com, yahoo.com, espn.com, theroot.com and clickhole.com.

Pizza Hut also typically uses outdoor, print and radio. Kantar reports outdoor and print saw decreases form 2017 to 2018, but radio saw increases.

Sponsorships include the NFL and the NCAA. Pizza Hut also has partnerships with Toyota and Grubhub.

Please read all of WinmoEdge's latest on the pizza chain here.