Crispin Adds More Domino’s

NEW YORK Domino’s Pizza has tapped Crispin Porter + Bogusky for general-market media planning on its $170 million account, the client has confirmed.

This appointment comes on the heels of the Miami-based MDC shop’s selection last month as Domino’s national creative agency following a review.

WPP’s MindShare retains media buying. MindShare had handled planning chores for the past few months. That work had previously been done by WPP’s JWT, which Crispin succeeded as lead creative shop.

“We were intrigued by Crispin’s branding, strategic and execution ideas. They brought to the table not only what to do, how, but also where” in terms of media placement strategy, said a client representative.

According to Nielsen Monitor Plus, Domino’s from January-August 2007 spent slightly more than $100 million on domestic ads. Domino’s spent $170 million for all of 2006. The majority of its outlay supports TV campaigns.

“Seamless integration of media and creative is our vision for the future of Domino’s,” said client CMO Ken Calwell, in a statement.

Added Jeff Hicks, agency president and CEO: “The promise of Crispin is best realized when we are leading creative, digital and media. Today’s addition of media to our work on Domino’s will amplify the effectiveness of all our work and guarantee that there is seamless integration of our strategy across channels.”

This story updates and corrects an earlier item, noting that MindShare served only briefly as Domino’s media-planning shop.