ANN ARBOR Mich. Domino’s Pizza has named Crispin Porter + Bogusky as lead creative ad agency of record. The pizza chain said ads to break in the first quarter of 2008 will take a “new, edgy approach,” which the agency has a reputation of delivering.
CP+B replaces JWT of Detroit, which had held the account for nearly six years. Domino’s began an in-house agency review in June. Billings were not disclosed, but the account is estimated at more than $150 million.
Domino’s reviewed more than 50 agencies and chose CP+B because its “energy and fresh perspective on our company hit right at the heart of who and what we are,” chief marketing officer Ken Calwell said in a statement.
The agency will be responsible for all of Domino’s general market creative, including print, broadcast and point-of-purchase material. Its work for Burger King, including the groundbreaking Subservient Chicken viral campaign and The King ad character, has been credited with helping the burger chain develop a hipper, edgier image to appeal to its core market of 18- to 34-year-old males.
Domino’s has been struggling with sales and began searching for a new agency after first quarter U.S. same-store sales fell 2.9 percent. For its second quarter ended June 17, Domino’s reported that same-store sales rose 2.1 percent, the company’s first positive result in six quarters.
