Ann Arbor, Michigan-based Domino’s has selected WorkInProgress as its agency of record. The move brings to an end the pizza chain’s 13-year relationship with MDC Partners’ CPB, choosing an independent over a holding company.
The small Boulder-based shop — created in 2016 by a group of CPB vets—was appointed after Domino’s decided that working with a holding company shop was not letting it move quickly enough during this chaotic year of pandemic, demonstrations and elections.
Named a Small Agency of the Year by Ad Age in 2020, WorkInProgress will begin with Domino’s in January 2021. The agency will handle creative execution, brand strategy and digital design.
“WorkInProgress is filled with strong talent, creative minds and extensive experience in creating meaningful brand actions,” said Art D’Elia, Domino’s chief marketing officer. “The fact that they are an independent agency means they have the flexibility and nimbleness we need during these quickly changing times. This is the right agency model and team for Domino’s moving forward.”
WorkInProgress is a full-service innovation and advertising agency that helps its clients prove what they believe by taking action – an approach that leads to more memorable and effective advertising.
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“We are grateful and humbled by the opportunity to partner with Domino’s,” said Matt Talbot, WorkInProgress’ chief creative officer. “WorkInProgress is a small business, like the hundreds of Domino’s franchises across the country. And ultimately, the work we do is in service of them. We take that responsibility very seriously and can’t wait to tackle the future supporting a brand that believes in taking bold action.”
The decision marks the end of a successful thirteen-year run between Domino’s and Crispin Porter Bogusky (CPB). One of the agency’s first major campaigns for Domino’s, “Pizza Turnaround,” involved introducing a new recipe to people by admitting that the chain’s old version wasn’t any good.
Other notable collaborations included Domino’s loyalty program, Piece of Pie Rewards®, the Domino’s DXP® vehicle, as well as the creation of Domino’s AnyWare ordering platforms, helping to build Domino’s sales and e-commerce dominance.
More recently, the agency created “Paving for Pizza,” a campaign that involved fixing potholes across the U.S. The brand claims 50 roads in 50 states have been paved, resulting in “countless pizzas saved.”
In April, CPB launched a campaign to let viewers know that the pizza chain was hiring and looking for drivers during COVID-19.
The contract lasts for three years. WPP’s Mindshare will continue to handle media planning. It is not clear who controls media buying.
Sales at the pizza chain have surged this year. During the third quarter of this year, U.S. same-store sales grew 17.5%.
SOURCE: Domino’s
