• Adweek, Thursday, October 18, 2007 11 AM

Domino's Pizza has signed up Crispin Porter + Bogusky for general-market media planning on its $170 million account, as the pizza chain tosses five-year incumbent MindShare. That WPP unit had been Domino's media-planning agency for five years, brought in at the time sibling JWT was given the creative part of the business.

For the moment, MindShare will hang on to Domino's media buying and JWT keeps some field marketing work. "We were intrigued by Crispin's branding, strategic and execution ideas," says a Domino's spokesperson. "They brought to the table not only what to do, how, but also where." From January to August of this year, Domino's spent about $100 million in the U.S., according to Nielsen.

The company forked over $170 million last year, with most going to TV. "Seamless integration of media and creative is our vision for the future of Domino's," says Domino's CMO Ken Calwell.

Read the whole story at Adweek »