Domino’s Hispanic Account in Play

NEW YORK Domino’s Pizza has placed its $15 million national Hispanic advertising account in review, the company confirmed.

Requests for proposals were sent to 13 agencies in late July, according to a company official. Marti Flores Prieto & Wachtel, an advertising agency based in Puerto Rico, has been handling the account for the past 10 years and is a contender in the review. The final decision is expected by the end of October.

“I can tell you that we have a mix of large, small, independent and affiliated agencies in the process,” said Teresa Iglesias, Hispanic marketing director for Domino’s, a position created only seven months ago. The review is being conducted in-house.

To date, Domino’s has used mostly adapted work from general-market agency JWT to target Latino consumers. The company is now developing a Hispanic marketing strategy from scratch.

The company did not disclose the value of the account, but according to recent figures compiled by the Association of Hispanic Advertising Agencies, Domino’s Pizza spends an estimated $15 million annually on Spanish-language media.