Pizza Hut META has appointed M&C Saatchi as its new creative agency of record. The account, which covers the planning, creation and implementation of integrated communication campaigns for Pizza Hut across the GCC region, is a significant win for the agency.
Following a pitch, involving several leading agencies in the Middle East, M&C Saatchi was awarded the account. The agency’s remit covers market strategy, creative communications development and product positioning, across multiple platforms and disciplines.
Pankaj Batra, chief brand officer at Pizza Hut META, said: “Pizza Hut is the undisputed leader in the pizza category in the Middle East region and our search for a creative partner that could build a distinctive brand identity and a contemporary and fun image for Pizza Hut has deservedly ended with the account going to M&C Saatchi. We were thoroughly impressed by the creativity and high caliber of work from all invited agencies. We found that M&C Saatchi was best suited to our communication needs and our innovation-led culture.”
One of the region’s foremost marketers, Pizza Hut is a driving force in the quick-service restaurant business.
Gaurav Sinha, head of marketing (GCC), added: “M&C Saatchi brings with it a team that is strategically driven and creatively ambitious. They were strategically disruptive, culturally dialed in and creatively distinctive.
Scott Feasey, M&C Saatchi UAE CEO, said: “Partnering with Pizza Hut is very exciting for us. They share our passion for disruptive and playful marketing; marketing that brings the consumer closer to the brand and allows them to be participative. Delivering Pizza Hut love – who doesn’t want to do that?”
The pitch took place over November and December, with a number of network agencies taking part. In December, two finalist agencies were taken forward to work with Pizza Hut for a month, with the winner walking away with the account.
Feasey added: “The RFP process was really enjoyable, with the client and agency teams actually working together during the process. Having seen the intelligence and passion from the Pizza Hut team, there was no way we were leaving without a takeaway!”