Domino’s Pizza has appointed Arkwright Advertising to handle its &£2.5m television advertising business after a three-way pitch.
Arkwright will work on a campaign that will air later this year. Domino’s hires agencies on a project basis and the company last used Gozian Productions (MW February 28, 2002). Gozian pitched for the latest piece of business, along with a third unnamed agency.
Sales and marketing director Chris Moore says Domino’s will spend &£5.5m on marketing for 2003 – a 20 per cent increase on last year’s spend. Of that, just under half will be spent on television advertising through Arkwright.
Domino’s Pizza has sponsored The Simpsons on Sky One since 1998; the contract ends in 2004. Moore says: “We are considering renewing the contract, but it’s too early to tell what direction it will go.”
This week the company announced its preliminary results for the year to December 2002. Pre-tax profits were up 48.1 per cent to &£4.2m and like-for-like sales were also up by 11.2 per cent. Domino’s also revealed that it will be cutting back on the number of stores it runs itself, to focus on building up its franchise business.