Publicis Dallas will handle the $26 million account for CiCi’s, which will include strategic branding, traditional and digital creative communication, and through Publicis Groupe, media planning and buying services.
The new campaign will begin rolling out in 2012.
“Publicis demonstrated a clear understanding of the many facets of the CiCi’s guest,” says Nancy Hampton, CiCi’s Pizza CMO.
“We feel confident in the agency’s expertise and fresh approach to delivering relevant, creative, and compelling national and local advertising as well as in-restaurant communications. The depth and strength of its media planning and buying also made Publicis the right partner for CiCi’s Pizza.”
Publicis Dallas will succeed Deutsch LA, the agency of record since 2004, and was selected after a 10-week review process.
iCi’s Pizza, with more than 600 restaurants in 35 states, is looking to the agency to help it grow to more than 1,100 stores over the next decade.
Publicis’ client roster features well-known retail brands like Nestlé, Continental Mills, TruGreen, and Terminix. The company’s expertise supporting other franchised, quick-service restaurants like Denny’s and International Dairy Queen enabled its team to tap into CiCi’s special brand attributes.
Sally Kennedy, CEO, Publicis Dallas, says the company is looking forward to working with the pizza brand.
“CiCi’s strong community partnerships, compelling price point, and exceptional service have set the brand apart for busy families and value-seeking guests,” she says, adding that she "anticipates a long, productive partnership.”