Papa Johns announces new media AOR, continues search for creative AOR (Score 77)

Sales lead: Reach out ASAP to see if you can still participate in the creative review.

• Papa Johns (PJ) completed a portion of the review we told you about in August by naming Carat media AOR. 
• Havas Media, the incumbent media AOR, won the account in 2019. 
• The company is still searching for a new creative agency.
• Pile and Company is handling the review process for PJ.

Target demographic: Gen-Xers & millennials with a male skew

The company will likely:

• Continue reviewing its agency roster after the creative review
• Revise media strategy
• Ramp ad spend back up

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: PJ spent nearly $76.3m on national TV ads YTD, a slight (4%) decrease from $79.8m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend increased by 5% from $91.5m in 2021 to $96m in 2022. 
• Ad programming: It placed ads during programming such as NFL Football, College Football, NBA Basketball, Friends, and NCIS. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: PJ spent almost $20.3m on digital display ads YTD, down 16% from $24.3m spent in this channel during the same time period of 2022. 
• YTD data: 2b impressions via Facebook (32%), YouTube (27%), desktop video (26%), Instagram (12%), desktop display (3%), and mobile display (1%). 
• 2021-2022 spend: Full-year spend increased by 11% from $28.2m in 2021 to $31.2m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, youtube.com, twitch.tv, instagram.com, and wwe.com. 

Additional channel insights  

• Vivvix: PJ also invests in OOH, print, radio, and local broadcast.
• Top podcasts sponsored: The Glenn Beck Program, Hidden Killers With Tony Brueski | True Crime News & Commentary, The Dana Show with Dana Loesch, The Sports Junkies, and The Ken Coleman Show. 

Agency analysis:

• Opportunity: You may still be able to participate in the creative review, so reach out now to get your pitches in. 
• Current roster:
  • Carat: media AOR
  • Nimbus: multicultural AOR
  • Camp + King: creative AOR (currently under review)