Pizza Work To Fatten Bozell Staff

Bozell Worldwide is expected to keep the “Pizza! Pizza!” tagline and Roman cartoon character in work for new client Little Caesars, an account that will lead to an agencywide hiring.
Bozell’s Southfield, Mich., office won the $40 million Little Caesars business, besting Grey Advertising, New York, and the team of McCann-Erickson and Kolon, Bittker & Desmond, both in Troy, Mich. Incumbent Cliff Freeman and Partners, New York, chose not to defend the business when it was placed in review in late February.
Bozell plans to add a dedicated media unit for the client and hire additional staff in all disciplines. Its new creative work will maintain the client’s fun, value-oriented image, but put a new emphasis on the product’s quality, said Susan Sherbow, the Detroit-based pizza maker’s vice president of corporate communications. It’s unlikely the client will drop the “Pizza! Pizza!” tagline or the Little Caesars character, she said.
“I can’t even imagine not having [the Little Caesars character],” Sherbow said. “And I don’t think there’s any intention of not using our ‘Pizza! Pizza!’ trademark.”
Little Caesars has yet to determine when Bozell’s first work will break, Sherbow said.
Bozell recently completed two 30-second TV spots, “Jumping Dog” and “Slapshot,” for a national and Detroit-only promotion, respectively, said Gary Topolewski, the agency’s chief creative officer in Southfield.
Several agency officials worked on Little Caesars at Campbell Mithun Esty here, which handled the client’s Canadian account before merging with Bozell in the early 1990s.
Former Little Caesars marketing executive Rob Elliott, who heads Bozell’s nonautomotive and new business groups, will oversee the pizza account.
Bozell will be the pizza maker’s only agency and will be responsible for developing a strategy to increase sales and market share and provide an integrated national and local marketing campaign. The shop will handle all aspects of advertising, Sherbow said.