Domino's Appoints WorkInProgress As Its New Agency of Record

Domino's Pizza, which claims to be the largest pizza company in the world based on global retail sales has selected independent creative ad agency WorkInProgress as its new agency of record effective at the beginning of the new year. The initial contract is for three years.

The Boulder, CO-based agency will replace long-time incumbent Crispin Porter Bogusky, part of MDC Partners, and also based in Boulder. WorkInProgress was formed in 2016 by CPB alumni, who had worked on the Domino’s business.

In its latest annual report, Domino’s reported spending about $425 million on advertising in 2019, the majority of that amount coming from non-owned franchisees which are required to contribute 6% of store sales to a fund earmarked for ad expenses.

“WorkInProgress is filled with strong talent, creative minds and extensive experience in creating meaningful brand actions," stated Art D'Elia, Domino's CMO. "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."

advertisement

advertisement

“WorkInProgress is a small business, like the hundreds of Domino's franchises across the country,” stated Matt Talbot, Chief Creative Officer at the agency. “Ultimately, the work we do is in service of them.”

The switch marks the end of a thirteen-year run between Domino's and CPB. During that time the pizza giant made a notable comeback after acknowledging publicly that its pizza wasn’t that good, but then delivered on a commitment to improve.

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 efforts.

Domino's had global retail sales of more than $14.3 billion in 2019. In the U.S., Domino's generated more than 65% of sales last year via digital channels and has developed several innovative ordering platforms, including those for Google Home, Facebook Messenger, Apple Watch, Amazon Echo, Twitter and others. It also announced a partnership last year with Nuro to further explore autonomous pizza delivery. In mid-2020, Domino's launched a new way to order contactless carryout nationwide – via Domino's Carside Delivery, which customers can choose when placing a prepaid online order.

Next story loading loading..