AgencySpy posted on Papa
Johns launching a review of its White marketing
agencies, reportedly with a targeted focus on DEI. Papa
Johns CMO Mark Shambura said, “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.” That definitely means there are no plans to ever reintroduce
John Schnatter. But given the DEI angle, maybe Majority—the shop co-founded by Papa Johns spokesperson, board member, and franchisee Shaquille O’Neal—has a shot.
Papa Johns
Puts National Marketing Agencies in Review
By
Kyle O’Brien
Papa
John’s International, Inc. will issue a review of its national marketing
agencies. The review is aimed at accelerating the brand’s analytics-led
approach to marketing and consolidate and optimize its partners moving forward,
according to a release.
The
statement stated that Papa Johns is prioritizing potential partners in media
and creative that can continue to help establish the superiority of its pizzas
and share common brand values, including a targeted focus on diversity, equity
and inclusion.
Papa
Johns had been working with Havas agency Camp + King starting in 2019, and with
Havas Media since 2018.
Chief
marketing officer Mark
Shambura, who has been with the brand since May, will lead the
agency review process as part of his oversight of advertising, media and field
activation, menu strategy, product innovation and digital customer experience
for Papa John’s.
“We
express gratitude to our current agency teams for their partnership and the
impactful work we have produced together in the past five years,” said Shambura
in a statement. “As we look beyond a post-Covid world, both Papa Johns and the
landscape we operate in have shifted significantly.”
Shambura
went on to say that Papa Johns has evolved as a company, and its marketing
efforts need to innovate to meet the needs of the company as well as changing
consumer habits.
“We
are taking the opportunity to reassess our partnerships and embrace new
perspectives and expertise that will set us up 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,” added Shambura.
Papa
John’s also hired Jaclyn
Ruelle, formerly svp, managing director of cultural impact and
brand communications at The Martin Agency, as its vp head of brand in September
of last year. Prior to Martin, Ruelle was at MullenLowe U.S. for nearly nine
years.
The
agency search will begin this month and will include select, invited agencies
to participate. Pile and Company will handle the review.
Papa
Johns has continued its transformation following the ouster of founder and
former chairman John
Schnatter in 2018 due to his use of a racial slur.
