Industry News | October 23, 2012

Papa Murphy's Gets Creative with New Agency of Record

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Papa Murphy’s International, the country’s largest take ‘n’ bake pizza chain with more than 1,300 locations, announced WDCW (Wong, Doody, Crandall, Wiener) as its agency of record.

WDCW is an independently owned agency with offices in Seattle and Los Angeles.

On behalf of Papa Murphy’s, WDCW’s responsibilities will include national brand strategy, creative campaigns, digital marketing, and social media.

Papa Murphy’s executive team and franchise leadership conducted a comprehensive review that included the incumbent, Periscope, and three new creative agencies.

“After extensive review, it was clear that WDCW has a strong grasp of Papa Murphy’s brand positioning and the need to drive consumer trial and top-of-mind awareness through heartfelt creative that speaks to a family’s desire to connect over dinner,” says Jenifer Anhorn, chief marketing officer at Papa Murphy’s. “We look forward to partnering with them to elevate Papa Murphy’s national brand profile.”

Tracy Wong, chairman and executive creative director at WDCW, looks forward to collaborating with a brand he has eyed for some time.

“WDCW has been in Seattle for nearly 20 years, where Papa Murphy’s has close to 100 stores,” he says. “We’ve watched the chain grow to become the pizza powerhouse it is today, and we couldn’t be more excited to dive into the business and see to what new levels we can elevate it.”

WDCW will immediately assume responsibility for Papa Murphy’s branding and creative efforts, with a goal to launch a new marketing campaign in Q1, 2013.