Wieden Wins Piece of Pizza Hut

NEW YORK — Wieden + Kennedy has won the review to become Pizza Hut’s secondary agency, sources said. The Portland, Ore., shop bested Cliff Freeman and Partners, Ogilvy & Mather and Saatchi & Saatchi, all New York.

The shop won the account based on a brief for the Dallas-based client’s Insider pizza [Adweek, Feb. 11]. Representatives at the agencies declined comment or could not be reached. The client could not be reached for comment at press time.

Sources said each shop was allotted three hours to present to a group of five on the client side: Mike Rawlings, president, chief concept officer; Randy Gier, chief marketing officer, Ken McCarren, head of the International Pizza Hut Franchise Holders Association; and Jim Schwartz, one of the biggest franchisees (based in Kansas City).

Wieden will create ads for what Pizza Hut calls “limited time offers,” sources said. In the past this has included P-Zone, the Big New Yorker, Insider, Bigfoot, and others, all handled by BBDO New York, which handles the main advertising account.

Media spending on the assignment was undisclosed. Pizza Hut spent $140 million overall in U.S. media in 2001, per CMR.

BBDO in New York has held the main advertising account since 1987 and continues in that role.

It is not the first time Pizza Hut looked for an ancillary agency to BBDO. In late 1993, the client put its kids’ advertising account into review, awarding the $10 million assignment to Goodby Silverstein & Partners in San Francisco. Nine months later, Goodby and BBDO competed in a creative shootout for the main account with BBDO retaining the business.

Pizza Hut’s kids’ business left Goodby in 1997 when it moved to BBDO after a reorganization at the client’s then-parent company, PepsiCo. Pizza Hut is now part of Tricon Global, also affiliated with PepsiCo.