Papa John’s Picks a New Agency to Help It Go Global

Initiative will handle media planning, digital efforts

Initiative has landed Papa John's International's media business, replacing Zimmerman Advertising, Fort Lauderdale, on an account that spends about $130 million in measured media. The New York shop is charged with handling media planning and buying as well as digital and social efforts.

Bob Kraut, who was named global CMO at the pizza chain in October 2013, worked with the Interpublic agency in his last job as svp, brand marketing and advertising at Arby's Restaurant Group.

It's the second agency shift since Kraut joined Papa John's. Right after he arrived, he kicked off a creative review in which Grey prevailed a year ago after competing for the business against BBDO, Arnold and Doner. Zimmerman, which was also the creative incumbent, did not defend that business. The media account move came without a review.

The Louisville, Ky., fast-food chain wouldn't go into detail about its decision to switch media agencies but issued this statement: "This was an internal decision as part of Papa John's ongoing effort to be a more global company and improve efficiencies. We feel like Initiative is the right partner as we continue to move in this direction."