Digitas Orders Domino’s, Bailey

Digitas has added a customer relationship management assignment from Domino’s Pizza and hired Maureen Bailey as the agency’s first director of communications.
Domino’s, Ann Arbor, Mich., tapped the Boston agency to develop broad marketing strategies to help the national chain of 6,600 pizza delivery stores expand its customer base.
This marks Digitas’ first foray into the fast food niche. The budget was not disclosed.
The Digitas assignment will have no impact on Domino’s relationship with lead agency Deutsch, New York. Deutsch last month launched ads featuring a Muppet-like character called “Andy” tagged “Bad Andy, good pizza.”
Separately, Bailey joined Digitas as a senior vice president from Citigate Sard Verbinnen & Co., New York, where she had been a principal.
Earlier in her career, Bailey served as vice president of public affairs for American Express, one of Digitas’ largest clients. She was recruited into the agency fold by David Kenny, chairman of Digitas, with whom she has a long-standing professional relationship.
A desire to better communicate the agency’s message to the media and investment communities was a key factor in bringing her aboard, Kenny said. Bailey will oversee the company’s external and internal communications, investor relations and corporate Web site, www.digitasinc.com, she said. She will have no direct client responsibilities.
Digitas’ stock in March opened on the Nasdaq exchange at $40 a share, but has hovered in the low-to-mid teens in recent months, despite a flurry of new business activity and an office opening in Miami to serve Latin American markets.
Senior managers are concerned about the stock’s performance and hope improved communications under Bailey will help turn things around, sources said. K