Sample of Associated Brands
|Jay R.||Chief Creative Officer & Executive Vice President||TX|
|Roy S.||Co-Founder & Chairman||TX|
|******** ********* *********||Media Buying, Media Planning||unknown||present||*******|
|********* *****||AOR - creative||unknown||present||*|
|**** *****||media buying & planning||2015||present||******|
|******* *** ********* ***********||Creative||2020||present||*********|
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Score 75 - Account in Jeopardy: Pizza Hut hires CBO, CEO amid focus on customer experience
Pizza Hut still hasn't found a replacement for CMO Zipporah Allen, who departed in April to became brand marketing VP at sister brand Taco Bell, but it did promote Christophe Poirier to chief brand officer for its international business. Poirier started with Pizza Hut in 2015 as CMO for the global markets, but most recently served as managing director for Latin America, the Caribbean and Iberia. His experience also includes stints at sister brand KFC and parent company Yum! Brands.
On top of that, the pizza restaurant chain promoted Arthur Starrs to CEO in August. He joined Pizza Hut in 2013 as business analysis VP, bust most recently served as president. In addition to Pizza Hut, he brings experience from a lengthy eight-and-a-half year tenure at Rave Cinemas and a six-and-a-half-year tenure at Wasserstein Perella.
The company's lower-level additions include Senior Associate Digital Marketing Manager Amanada Rather (February), Senior Social Impact/CSR Manager Natasha Collins (August), Strategic Planning Manager Jared Haney (August) and Consumer Insights Manager Christopher Corales (July). Please view positions the company wishes to fill here.
These personnel shifts push Pizza Hut slightly higher on the Blue 449 has handled media since 2011, well past average agency tenure (3 to 4 years). Focus pitches on assisting Pizza Hut with the spend shifts detailed below.
Europe Chief Sales & Brand Officer Stephan Croix told The Drum that Pizza Hut has three main focuses in order to stand out against competitors like Domino's and Papa John's. It will become "the easiest, the fastest and the tastiest pizza brand" by continuing to improve its delivery service, by expanding its menu and by improving the customer experience. The latter is the most important.
In order to improve its customer experience, it recently launched loyalty program "Hut Rewards," released new ways for customers to order, started leveraging more data and created an in-house customer experience team called "Pizza Hut Digital Ventures." The team spans user experience, data analytics, design, computer programming and performance marketing.
Remember that Pizza Hut is also focused on sponsorships. It Sponsorship News article, snagged naming rights to a virtual football stadium in EA's Madden NFL Esports championship. It also the official pizza of the NFL, which just resulted in a new campaign.
'Hut Hut Win' showcases football stars Aaron Donald, Todd Gurley, JuJu Smith-Schuster and Tyler Lockett in a series of spots that are running across digital, social and TV channels. Forbes reports the effort also includes a season-long sweepstakes.
There should still be time to secure last-minute revenue from the campaign, so sellers should reach out. If dollars are all tied up, keep an eye on initiatives tied to the menu innovation and customer experience push. Pizza Hut typically spends the most during Q1 and Q4, but it holds planning conversations in Q2 and buying conversations in Q1. As of right now, it is focused on millennials.
iSpot reports a YTD national TV spend of $141.6m placed on male-focused sports programming (see targeting right). Spend in the same timeframe of 2018 totaled $145m and saw similar targeting to 2019. Full 2018 spend totaled $238.4m, an increase from the $213.3m spent in 2017.
Adbeat reports digital display over the last 12 months has totaled $4.5m and been placed primarily via direct buy (42%), Google (38%) and MaxPoint (8%) onto sites like yahoo.com, espn.com, glassdoor.com, nfl.com and mapquest.com. Ads over the last 24 months have totaled $17.8m and been placed primarily via YouTube (47%), direct buy (29%) and Google (17%) onto sites like youtube.com, yahoo.com, espn.com, theroot.com and clickhole.com.
The pizza chain also typically uses outdoor, print and radio, per Kantar. Outdoor and print saw increases from Q1 2018 to Q1 2019, but radio saw decreases.