Dentsu Wins Pizza Hut’s Media Services

Strategic Partnership Cemented by Common Belief in Growth. Dentsu Malaysia has won all Pizza Hut’s media buying and planning services effective July 2021, becoming its key partner on its transformational e-commerce journey towards in-home dining.

Dentsu’s mandate is to create meaningful end-to-end media experiences through data-driven marketing and future proof Pizza Hut for a cookie-less ecosystem.

The move aims to maximise Pizza Hut’s e-commerce leadership to drive sustainable business growth in a shifting pandemic world.

As a partner, dentsu has put together team Red Roof that brings resources across the group to implement a seamless agency model

Dheeraj Raina, CEO of dentsu Media: “Rules of the game in QSR category have changed and so has the consumer behaviour. While delivering delicious food to home with convenience has become table stakes in the category, delivering distinctive attention is the key to win. We are excited about the opportunity to work with a brand that is loved by millions and the opportunity it gives us to push the ceiling of innovation further.”

Emily Chong, CMO of Pizza Hut Malaysia, said: “Sharing the same vision and commitment in making transformative step-change is key to win fast in this new frontier, and Team Dentsu has clearly demonstrated these through the acceleration and scaling of data-driven tech-enabled media capabilities for Pizza Hut.”

Kien Eng Tan, CEO of dentsu Malaysia, noted: ” We will be completely focused on Pizza Hut to further strengthen its leadership. This win is a result of radical collaboration and the speed at which we have built a technological and data-driven spine to cater to clients’ flexible needs.”

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

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