Confirmed: Domino’s to Crispin


NEW YORK Domino’s Pizza, which split with WPP’s JWT in June, has selected MDC Partners’ Crispin Porter + Bogusky for creative chores following a review, the client confirmed. Adweek.com first reported the agency’s selection yesterday.

“Crispin’s energy and fresh perspective on our company hit right at the heard of who and what we are,” said Ken Calwell, the Domino’s chief marketing officer, in a statement. “Their company is one of the best and brightest in the industry, and I am certain that they will provide a strong brand message for us.”

The agency will handle general market creative for all media, including point-of-sale. The first work is expected to break in early 2008. Omnicom’s GSD&M Idea City in Austin, Texas, and Interpublic Group’s The Martin Agency in Richmond, Va., were the other finalists.

Though Miami-based Crispin currently works for fast-food chain Burger King, Domino’s did not consider the business a conflict, according to a company representative.

JWT in New York previously handled the Domino’s business for more than five years.

The client spent $170 million last year in domestic measured media, according to Nielsen Monitor-Plus. Media duties, held by WPP Group’s MindShare, as well as JWT Detroit’s field marketing work, were not in play.

The current tagline, “Get the door. It’s Domino’s,” was held over from a campaign by IPG’s Deutsch in New York. Deutsch preceded JWT on the business.

When the review began, JWT New York co-presidents Rosemarie Ryan and Ty Montague wrote an internal e-mail that said, in part, “In the past 5-1/2 years we have helped double their business in size (and accumulated quite a few creative accolades for the work along the way).”

They added, “However, it has become clear to them and us that their needs moving forward are quite different than what we will be able to provide.”

This story updates an item posted on Sept. 12 with Domino’s confirmation and additional details.