Initiative wins Pizza Hut media account

Pippa Chambers
By Pippa Chambers | 18 May 2017

Pizza Hut has moved its media account from GroupM agency MediaCom to IPG Mediabrands shop Initiative.

The pizza chain has been reviewing its relationship with media and creative partners as the business looks to completely sever ties with agencies that partner its former parent company Yum!.

The brand appointed The Monkeys for creative and advertising work in March and added Magnum & Co for social media, influencer marketing and PR and The Wired Agency for SEO and SEM last month, while rumours swirled about the fate of the media account.

The agency shake-up follows its new owner Allegro Funds teaming up with the local Pizza Hut management team to buy the master franchise from US parent Yum! Brands. It also recently completed the acquisition of the Eagle Boys chain.

The move will be welcome news for the agency, which in recent times has made more headlines over job moves than pitch wins. Initiative has overahuled its leadership team and business focus to help clients drive long-term "culture branding". 

In February 2016 Melissa Fein, who was previously Channel Ten's national head of client solutions division Generate, was named as CEO of IPG's creative, sponsorship and activation business, Ensemble. In November, Fein was then appointed CEO of IPG Mediabrands' media agency Initiative. 

MediaCom still has the Yum brand, which is mostly KFC in this market.

In December, GroupM's Mindshare won Quick Service Restaurants media account from Bohemia, following a competitive pitch. The fast food chicken group includes Red Rooster, Oporto and Chicken Treat.

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