Contemplating Whether Approaching a Client with Frequently Changing Agency of Records is Profitable
In the dynamic world of advertising, brands often switch creative agencies to gain fresh perspectives and ideas. Pizza Hut, a global pizza chain, has followed this trend, with the period from 2009 to 2015 marking a time of frequent changes in their creative agency roster.
During the 2010s, Pizza Hut worked with a variety of agencies, including GDS&M, Publicis Groupe, and Dentsu. GDS&M, based in Austin, Texas, was appointed as the creative agency of record in 2018, and they have been serving Pizza Hut ever since.
Publicis Groupe, a multinational advertising and public relations company, was involved in Pizza Hut's global and regional campaigns during parts of the 2010s. Meanwhile, Dentsu, a Japanese advertising and public relations company, handled creative duties for Pizza Hut in certain markets.
Prior to GDS&M, Pizza Hut had a reputation for not sticking with an agency for more than a year. Between 2009 and 2015, the brand went through five different creative agencies: BBDO, The Martin Agency, mcgarrybowen, Deutsch, and Droga5.
The practice of maintaining a large roster of agencies can offer benefits and challenges for both brands and advertising agencies. On one hand, it allows brands to avoid becoming too dependent on one agency and to maintain a fresh perspective on their advertising. On the other hand, it can lead to a fragmented advertising strategy, as each agency may have a different approach and vision for the brand.
Moreover, this strategy can also provide brands with the opportunity to negotiate better pricing and terms with each agency. However, it can create instability for advertising agencies, as they may not know if they will continue to work with a client in the future.
The relationship between Pizza Hut and GDS&M has remained intact after years of upheaval for the account. As of 2021, GDS&M continues to be the creative agency of record for Pizza Hut, marking a period of stability and consistency in the brand's advertising.
This pattern of frequent changes in creative agencies is not unique to Pizza Hut. Many large brands maintain large rosters of agencies to compete for projects and campaign work. However, for precise and detailed information about the specific roles and timelines of these agencies, specialized advertising industry resources or Pizza Hut corporate communications would provide the most authoritative information.
In the realm of Pizza Hut's advertising strategy, the brand has worked with multiple creative agencies, such as Publicis Groupe and Dentsu, during the 2010s. Meanwhile, GDS&M, currently the agency of record for Pizza Hut, was appointed in 2018 and has been providing continuity in the brand's financial aspect through advertising.
