Papa Johns
Earlier company: Camp + King and Havas
New company: IPG’s The Martin Company and Dentsu Media’s Carat
Measurement of account: The model spent an estimated $255 million on measured media in 2023, in keeping with COMvergence.
Why it’s important: Earlier this yr, the pizza model named former MOD Pizza CMO Mark Shambura as its new advertising chief. Shambura preferred that The Martin Company pitched a consumer-centric technique, and that Carat showcased its Merkury viewers concentrating on platform, underscoring how businesses’ expertise and knowledge instruments, and the way in contact they’re with shopper attitudes, are nonetheless swaying outcomes.
Pfizer
Earlier company: Incumbents included businesses from Dentsu, WPP, IPG and Omnicom
New company: Publicis Groupe and IPG
Measurement of account: Pfizer spent $2.8 billion on worldwide promoting in 2022, in keeping with public monetary paperwork.
Why it’s important: This was one of many yr’s largest promoting consolidation outcomes, affecting a number of businesses and holding firms on a worldwide stage. Pfizer wrapped up its evaluate in simply three months, handing inventive to IPG and media to Publicis. It represents a large win for FCB Well being, which has been a driving drive of FCB’s total robust development over the previous two years.
