Papa Johns
Previous agency: Camp + King and Havas
New agency: IPG’s The Martin Agency and Dentsu Media’s Carat
Size of account: The brand spent an estimated $255 million on measured media in 2023, according to COMvergence.
Why it’s significant: Earlier this year, the pizza brand named former MOD Pizza CMO Mark Shambura as its new marketing leader. Shambura liked that The Martin Agency pitched a consumer-centric strategy, and that Carat showcased its Merkury audience targeting platform, underscoring how agencies’ technology and data tools, and how in touch they are with consumer attitudes, are still swaying outcomes.
Pfizer
Previous agency: Incumbents included agencies from Dentsu, WPP, IPG and Omnicom
New agency: Publicis Groupe and IPG
Size of account: Pfizer spent $2.8 billion on worldwide advertising in 2022, according to public financial documents.
Why it’s significant: This was one of the year’s biggest advertising consolidation outcomes, affecting multiple agencies and holding companies on a global level. Pfizer wrapped up its review in just three months, handing creative to IPG and media to Publicis. It represents a massive win for FCB Health, which has been a driving force of FCB’s overall strong growth over the past two years.
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