Meet Claudia Nicholls-Magielsen, Pizza Hut

Marketing director, Pizza Hut UK.

Claudia Nicholls-Magielsen, Pizza Hut
Claudia Nicholls-Magielsen, Pizza Hut

Media agencies used?
Starcom handles our media planning and buying, Blue Barracuda deals with digital and manages our website, and AMV BBDO is our creative agency.

What are your priorities over the coming 12 months?
Our main priority is to give customers reasons to come to Pizza Hut more often. For instance, our recent Pasta Hut campaign communicated that we have changed to give our customers a more memorable and fulfilling dining experience. These additions include a new range of Tuscani pastas and salads, more specials and a generally improved nutritional content to our menu, which still includes our famous pizzas.

What's your response to critics who suggest the confusion surrounding the temporary rebrand to Pasta Hut has been a PR disaster?
The name change was for a trial period, and was designed to prompt our customers to reappraise the brand and see how our restaurants and menu have changed. With extensive coverage across all media and positive talkability, we achieved what we set out to do.

What are the main criteria you use when selecting an agency?
The combination of creativity and accountability for results is key.

Do you use a media auditor?
Yes, Billets.

What role does procurement play?
Procurement plays an increasingly important role. It's about transparency and agreeing a reasonable level of profitability for our agencies.

How has your past experience prepared you for your current role?
Before joining Yum! in 2007, I worked at Procter & Gamble UK for eight years. This role included working with Tesco as shopper marketing manager, which prepared me for the complexity and fast-paced nature of retail.

Medium you can't live without?
TV has been the mainstay of the Pizza Hut marketing budget for years, but we're also adding new media layers, particularly digital.

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