Publicis Dallas landed CiCi’s Pizza following a review launched earlier this year after the casual-dining chain parted ways with agency of record Deutsch/LA, which did not defend.
The Publicis office prevailed after the Coppell, Texas, company narrowed its list of finalists to also include The Richards Group, Dallas; Barkley, Kansas City; and MARC USA, Chicago. Those contenders were selected after CiCi execs visited seven ad agencies in a search managed by Select Resources International, Santa Monica, Calif.
Account revenue on the business is estimated at $3 million. Measured media spending on the brand was nearly $23 million last year, up slightly from $21 million in 2009, per Nielsen. Online media expenditures are not included in that amount.
The change has been made nearly a year after CiCi’s brought in QSR veteran Nancy Hampton as chief marketing officer last fall. Hampton, previously vp, brand strategy at Romano’s Macaroni Grill, has also been a marketer at Chili’s and Corner Bakery Café.
Deutsch has worked for CiCi’s since 2004, with its most recent work promoting the chain’s menu variety and affordability. CiCi’s, the country’s sixth-largest pizza chain, has more than 650 locations in 35 states.