The nation’s most iconic pizzeria brand, PizzaExpress, has appointed leading integrated marketing agency, Jaywing, as its CRM and performance media partner after a competitive pitch process. The partnership will cover everything from strategy to activation, with data-driven personalisation at its heart.
The brief
PizzaExpress set two challenges as part of the pitch process. The first was CRM: how to make every customer interaction feel more personal. That meant looking at everything from data strategy and segmentation through to e-mail design, creative and delivery. The goal? To create fully automated journeys tailored to each customer, whether that’s a family celebration, a regular lunch spot, or meeting specific dietary needs.
The second challenge was performance media. PizzaExpress wanted a partner who could build a smart, effective strategy across both performance and digital innovation. That included developing a plan to deliver immediate impact, rethinking channel mix, using technology to make creative work harder, and pushing analytics and measurement further.
Why Jaywing?
Jaywing stood out because of its unique ability to bring CRM and media together through integrated audience data. PizzaExpress were impressed not only by the team’s expertise in delivering personalised customer experiences, but also by the strong cultural fit and the sense of energy between the two teams from the start.
A partnership focused on growth
The partnership is built around clear goals; bringing data, creativity and personalisation together to co-create market leading campaigns that drive real growth to what is already PizzaExpress’ digital powerhouse.
Jonny Sycamore, chief customer officer at Jaywing, said: “We’re absolutely thrilled to be chosen as PizzaExpress’ integrated marketing partner. From our very first conversation, it was clear there was a real spark between our teams and a shared ambition to do something special together. This is more than a pitch win; it’s the start of a true partnership and we can’t wait to get going.”
Lou Jones, PizzaExpress marketing director, said: “We’re delighted to be partnering with Jaywing. Even in the early stages, it’s been clear they bring not only huge talent but are also a great cultural fit with our team. Embedding our CRM and performance media into an integrated data-led approach is something we’re very excited about, and we look forward to seeing what we can achieve together in this partnership.
