Canadian pizza chain Pizza Pizza has picked a new media agency of record. It’s gone with IPG Mediabrands shop Media Experts to handle its buying activity, after a number of years with Media Dimensions.

The QSR company will consolidate its media strategy, planning and buying nationally for both its flagship Pizza Pizza brand, as well as Pizza 73, a small, Edmonton-based chain that it acquired in 2007 for $70.2 million.

Robert Jenkyn, president of Media Experts, said in a statement that the agency is prepared to bring “fresh, data-driven solutions” to the partnership, and that Pizza Pizza has challenged Media Experts to produce a high level of innovation for the brand.

The first campaign for both Pizza Pizza and Pizza 73, under the new AOR, will launch nationally in January.

Last year, Pizza Pizza hired Alyssa Huggins as VP of marketing in an effort to shift the brand’s identity away from “being so heavily deal-focused” and more toward connecting with customers on an emotional level. It recently launched the “Magical Holiday Shirt” campaign, which largely centered around a TV buy, with additional pushes on digital, radio, OOH, influencer marketing and more. It’s the brand’s first holiday spot in several years.