Pizza Hut has named Deutsch Los Angeles as its new lead creative agency, AdAge reports, taking over duties for McgarryBowen immediately. Deutsch is already lead creative agency for Pizza Hut’s Yum! Brands sister Taco Bell.
McgarryBowen won lead creative duties in a review this past September that included incumbent The Martin Agency, but now Pizza Hut has decided to change direction yet again. The Martin Agency had held the role since 2009. Pizza Hut’s move comes amidst slumping sales figures and the brand is looking to evolve its image. The company spent $247.4 million on measured media last year.
“The Pizza Hut business is evolving and we’re looking to align with partners to help us with that evolution,” said a brand spokesman in a statement. “Deutsch has great familiarity with Yum! Brands having done some breakthrough work with our sister brand, Taco Bell, and we’re excited about bringing their creativity to Pizza Hut. We got a lot accomplished with McGarry Bowen, and change is never easy no matter when it happens, but sometimes it’s necessary. This great brand deserves to have everything working as hard as it can for us and we feel our go forward plan is the best one for Pizza Hut.”
“Pizza Hut is an American power brand that is poised for significant growth,” said Deutsch L.A. CEO Mike Sheldon in a statement. “We are excited to partner with them to take their business to the next level.”
Yum! Brands CEO told AdAge that he was optimistic about Pizza Hut’s long-term potential and “the chain in the fourth quarter will launch a number of significant initiatives including a major advertising effort.”