BLKJ wins second account in a week – with Pizza Hut and Great Eastern now on the books

Growing Singaporean creative shop BLKJ has been appointed as agency-of-record for Pizza Hut Singapore in order to better connect the brand with millennials, the agency’s second account win in the Lion City in two days.

Yesterday it was revealed that the firm – led by Joji Jacob, Rowena Bhagchandani, Khalid Osman and Lester Lee – had also won the prestigious Great Eastern account.

Among the other brands on the agency’s client list are StarHub, Scoot, the Singapore Tourism Board and Go-Jek.

Bhagchandani, Jacob, Osman and Lee

The shop formed at the end of 2016 when four long-time senior DDB executives – Bhagchandani, Jacob, Osman and Lee – formed their own entity under DDB’s roof.

In 2017, they took their own space for more than 40 staff in Mountbatten Road.

Pizza Hut said BLKJ would help it connect with “young adults while maintaining its strong heritage among families”. The account will include content creation, creative designs and art direction.

“We were bowled over by the boldness of their ideas, their appreciation for the brand challenges and spot on solutions to win the hearts of the millennials,” said Pizza Hut Singapore director of marketing and food innovation Joyce Tan.

“Most of all, it was a meeting of minds and we believe this is fundamental to any successful partnership. We launched the ‘Your Slice of Simple’ campaign last year and believe that BLKJ is a strong partner to help reinforce and cement this positioning for our brand.”

The win came following a three-way pitch and the previous incumbent agency was Ogilvy. Mumbrella was told that the contract is for one year.

BLKJ founder Bhagchadani said: “Firstly it’s a great brand with the potential for creating groundbreaking work. Pizza Hut’s positioning of ‘Your Slice of Simple’ is a great place to start from.

“Secondly, from the word go the chemistry between the two parties was great. Both of us want to make Pizza Hut more successful than it’s ever been before.”

Pizza Hut Singapore has 77 outlets across the island and 1,000 delivery riders.


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