Domino’s halts hunt for agency

Domino’s Pizza UK & Ireland has called off its search for an advertising agency to handle its £7m account. It is now expected to use a freelance creative team instead and is in talks with a number of candidates.

Domino’s Pizza UK & Ireland has called off its search for an advertising agency to handle its £7m account. It is now expected to use a freelance creative team instead and is in talks with a number of candidates.

The pizza delivery company called the review in January, after deciding to take a new direction with its advertising.

The decision to call a review followed the appointment of Robin Auld to the newly created position of brand controller (MW January 29). Domino’s was using London-based agency Arkwright on a project basis.

Auld says Domino’s spoke to a number of different agencies about the account, but the decision was made to use a freelance creative team as Domino’s has a clear idea of the direction it would like to take.

It is also using creative services agency Flint, which is part of the BLM Group. BLM Media handles the company’s media account and is unaffected by the review.

Auld was appointed to deal with the rapid growth of the brand and to help build the profile of Domino’s for its franchisees. He adds that Domino’s is looking to build its brand awareness and wants to focus on its strengths, such as the freshness of the pizza dough that it uses.

Last month, the pizza company announced it was extending its sponsorship of popular animated show The Simpsons, on Sky One, until 2006 (MW February 26).

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