Goldberg’s First Slice

Goldberg.Marchesano. Partners made its debut in the quick-service restaurant category by landing the Baltimore and Washington markets of pizza delivery chain Papa John’s International.
The Washington, D.C., agency was the victor in a review that began last month. Sources said GMP competed with Earle Palmer Brown in Bethesda, Md., and Papa John’s roster shop G&L Group in Fort Lauderdale, Fla. There was no incumbent.
“I liked [GMP’s] overall capabilities,” said Cindy Bruce, regional marketing manager for the Louisville, Ky.-based client. Bruce declined to confirm a budget figure for the account or name the other agencies that participated in the review.
Founded in 1970, GMP previously had no fast-food accounts on its roster. The agency, however, drew upon the experience of several employees who have “tremendous background” in the category, said GMP chairman Norman Goldberg.
“We wanted to work for [Papa John’s] so badly we could taste it,” Goldberg said.
Goldberg declined to comment on the specifics of the account. Agencies for other Papa John’s markets are responsible for local media planning and buying and local store marketing.
Other accounts on the $25 million GMP’s roster include Comsat, London Fog Outlet Stores and National Geographic.
Separately, Papa John’s awarded its Charlotte, N.C., co-op account to G&L Group. Sources estimated that business at $500,000. The $18 million G&L handles seven Papa John’s co-ops in North Carolina and Florida.
The client’s national advertising account is with Fricks/Firestone in Atlanta.