LOS ANGELES Godfather's Pizza has assigned its direct response duties to Interpublic Group's ID Media, the agency confirmed.
The Los Angeles office pitched the business earlier in the year with independent Anderson Partners in Omaha, Neb., which was assigned the creative duties in March. The client previously handled direct duties in-house and found ID through a consultant.
"Obviously we believed they could lower our marketing dollars, but the decision was more qualitative than quantitative," said Rich Ramm, Godfather's CFO. "We're looking to make our dollars stretch further and be more effective."
"Our strong suit with the client is promotional media capability, shared-news vehicles, co-op opportunities and an analytical skill set," said Amy Armstrong, svp, director of client services at ID Media. "We've been after Godfather's business for awhile, and one of the great things about this win is that it shows that we can partner well with any agency, not just Interpublic agencies."
Armstrong said the business would be run out of the L.A. office because of the promotion media team there. ID Media won Kaiser-Permanente business earlier in the year and also expanded its Quiznos account, she added.
The agency declined to state the value of the account. In 2003, the Omaha-based pizza chain spent less than $1 million on measured media, mostly on spot television, per Nielsen Monitor-Plus.