Papa John’s has selected Initiative as its new media agency, taking over for Zimmerman Advertising without a review. In addition to media buying and planning, the agency will also be tasked handling digital and social media efforts, Adweek reports. Papa John’s spends approximately $130 million annually on measured media.
Bob Kraut, who was named Papa John’s chief marketing officer in late 2013, worked with Initiative previously while serving as senior vice president of brand marketing and advertising at Arby’s Restaurant Group. The move follows the selection of Grey as the brand’s creative agency of record in early 2014, shortly following Kraut’s arrival. Zimmerman had previously held creative duties for the brand as well, but declined to defend in the review that led to Grey’s selection.
“This was an internal decision as part of Papa John’s ongoing effort to be a more global company and improve efficiencies,” the Louisville-based brand said in a statement. “We feel like Initiative is the right partner as we continue to move in this direction.”