Domino's Pizza, the Ann Arbor, MI-based food chain, has extended its agreement for advertising and related services with MDC Partners’ CP+B through 2020, the client announced Monday.
The agency will continue to handle creative, brand strategy, media planning and digital initiatives as it has through a decade-long partnership that Domino’s said has been “marked by ever-increasing business achievements.”
"Lengthy creative agency partnerships are rare, to say the least,” stated Joe Jordan, chief marketing officer, Domino's. “But after looking at what we've accomplished with CP+B, it should not be shocking. Together we have built a legacy of creative work founded on uncommon honesty at every turn. In the process, we formed an unrivaled collaboration in which CP+B is a true extension of our team. We're looking forward to creating the next series of game-changing ideas together."
Domino's, with CP+B’s help, began a brand transformation with the 2010 "Pizza Turnaround" campaign, during which the company admitted its pizza was pretty lousy. And the honesty, and improvements in the product and delivery and ordering services helped Domino’s achieve record-setting sales.
CP+B has made contributions beyond advertising including building the company’s so-called “DXP” (as in “delivery expert”) pizza delivery vehicle in 2015, to launching a wedding registry earlier this year.
The agency has also helped Domino's ramp up ordering platforms and loyalty programs. Domino's now generates 60 percent of orders via digital channels in the U.S.
Founded in 1960, Domino's Pizza now has more than 14,200 stores in over 85 international markets. It reported global retail sales of nearly $10.9 billion in 2016, with more than $5.3 billion in the U.S.