Domino’s Pizza — the largest pizza company in the world based on global retail sales — will be starting the new year with a new agency of record, WorkInProgress. 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, founded in 2016, believes that every brand, and person, should be a work in progress. They are a full-service innovation and advertising agency that helps clients prove what they believe by taking action — an approach that leads to more memorable and effective advertising. Named a Small Agency of the Year by Ad Age in 2020, WorkInProgress will begin its three-year partnership with Domino’s in January 2021.
“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.”
This change marks the end of a successful thirteen-year run between Domino’s and Crispin Porter Bogusky (CPB). The partnership resulted in Domino’s “Oh Yes We Did” brand turnaround and many breakthrough activations. 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 ecommerce dominance. Both companies are proud of their many years of teamwork, which resulted in Domino’s rising to become the number one pizza company in the world.
Wow, huge Colorado agency news. Ultimately, according to Domino’s Chief Marketing Officer Art D’Elia, the agency, [CPB], and its position within a holding company, don’t offer the structure Domino’s wants as it prepares for a rapidly changing, quick-thinking future. “I really feel that the independent agency model gives us more flexibility and less distractions,” says D’Elia. You can read more about the history of the account and work while at CPB, along with more details on the the reasons the CMO decided it was time for change, on Ad Age.
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