• by Steve McClellan , September 9, 2011

Pizza Hut has awarded its media planning and buying account to Publicis Groupe's Optimedia after a review, the client confirmed Friday.

The client spent almost $220 million on ads in the U.S. last year, according to Kantar Media.

The incumbent was WPP's MEC, which participated in the review. MEC has had the account for more than a decade. When it first disclosed the review in June, the client stated it was doing so essentially to ensure it was availing itself of the best media practices available, while calling the incumbent a "trusted partner."

Other contenders included Ingenuity Media, the media subsidiary of the Martin Agency, which won creative duties in 2009 and added digital and social media assignments earlier this year. Also contending was Interpublic's Universal McCann.

The win is a nice housewarming present for Dave Ehlers, who in late July was named CEO of Optimedia -- succeeding Antony Young, who moved to WPP's Mindshare as CEO. Ehlers had been executive vice president, managing director at ZenithOptimedia -- the oversight arm of agencies Zenith Media and Optimedia -- where he oversaw corporate development, including new business and hHR, ZO Multicultural and branded content unit Newcast.

"We are absolutely thrilled," said Ehlers, referring to his Optimedia team. "To do this early in my role here and hit it off with a client who thinks that we can do great things really has us jazzed." He added that the win, against significantly larger contenders, shows that "while scale is a story, it's not the only story out there."

Optimedia's other big win so far this year came as a result of a team effort assembled by its parent VivaKi in pursuit of the Disney account. The team won a huge assignment that includes the movie studio, home entertainment and interactive divisions. Optimedia is handling the strategic planning piece for all.

The Pizza Hut review was called after a modestly successful 2010, when same-store sales for the chain were up 8%. But it has struggled this year, per company reports. In the first quarter, same-store sales in the U.S. were down 3%; in the second quarter, they dropped another 2%. Yum! Brands doesn't break out much financial detail for its individual brands, but said overall second-quarter operating profits were down a "very disappointing" 28%.

The review was managed by search consultant Select Resources International.