Papa Johns on Aug. 15 announced a review of its national marketing agencies, according to details shared with Marketing Dive. The pizza chain is looking to consolidate and optimize media and creative partner agencies that can help accelerate its analytics-led approach to marketing.
“As we look beyond a post-COVID world both Papa Johns and the landscape we operate in have shifted significantly,” said CMO Mark Shambura in a statement. “Papa Johns has evolved as a company, and it’s crucial that our marketing continues to innovate to meet the needs of the company as well as our changing consumer habits.”
Shambura will lead the review process as part of a purview that includes oversight of advertising, media and field activation, menu strategy, product innovation and digital customer experience. The executive joined the company in May after more than four years as CMO at Mod Pizza, a fast-growing rival.
Pile and Company has been retained to handle the review, which will begin this month and include select, invited agencies. The brand is looking to reassess current partnerships and gain new perspectives and expertise as it seeks to set up the business for the next three to five years.
“We are looking for partners who will develop breakthrough strategy and creative work, are collaborative with each other, bring a multicultural perspective, and are representative of the communities we speak to,” Shambura added.
The mention of a need for a “multicultural perspective,” as well as press details that note a focus on diversity, equity and inclusion, come as some brands are pulling back on DEI commitments amid a fraught sociopolitical landscape — even though doing so could cost businesses $5.4 trillion, per a recent Kantar report.