Domino’s calls £7m ad review

Pizza delivery company Domino’s Pizza has called a review of its &£7m advertising account after the appointment of Robin Auld to the newly created position of brand controller.

Auld, who will report to sales and marketing director Chris Moore, is compiling a list of (as yet undisclosed) agencies that will be invited to pitch. The brand’s advertising has hitherto been handled on a project basis by London-based agency Arkwright. It is understood that the company wants a new advertising direction.

Moore says that role of brand controller has been created to deal with the rapid growth of the brand. He adds: “Brand control is more important than ever if we are to continue building our profile and helping franchisees to roll out stores across the UK and Ireland.”

Auld will be responsible for below-the-line activity as well as the company’s sponsorship of The Simpsons on Sky One. He was previously senior strategic consultant at HeadlightVision, part of WPP Group’s Red Cell network, where he worked on strategic planning and projects for a number of clients including Diageo, Microsoft and the BBC.

Domino’s has been strengthening its marketing team in recent months. Last October, it appointed Denise Bonnick as direct mail controller. She joined from Barclaycard, where she was brand communications manager.

Domino’s media account, which is handled by BLM Media, is unaffected by the review.