Pizza Chain to Break Hispanic Campaign

DALLAS LatinWorks will introduce its first Spanish-language ad campaign for Domino’s Pizza in mid-February after winning the creative account last year, the agency said.

LatinWorks’ initial television commercials will promote Domino’s Spectacular 7 and 5-5-5 offers, the agency said.

LatinWorks, an eight-year-old independent based in Austin, Texas, won the account following a three-month review that began in July. Requests for proposals were sent to 13 agencies, including incumbent Marti Flores Prieto & Wachtel in Puerto Rico. Finalists included Lopez Negrete in Houston, The Bravo Group in New York, Casanova Pendrill in Costa Mesa, Calif., and Zubi Advertising in Miami.

“Our team was extremely impressed by LatinWorks’ creative presentation. Their understanding of our Domino’s Pizza target came through brilliantly during the review,” said Ken Calwell, chief marketing officer for Domino’s Pizza.

LatinWorks and New York-based JWT, which handles general-market assignments, are working in concert to ensure strategic and creative synergy is achieved in all campaigns, said Manny Flores, chief executive and managing partner at LatinWorks.

“Between Domino’s and LatinWorks there is natural philosophical alignment in our views about marketing to Hispanics that is wonderfully refreshing, and it’s rooted in our mutual belief of strategic discipline being essential to outstanding creative thinking,” Flores said.

Domino’s, headquartered in Ann Arbor, Mich., spent $7 million on Hispanic advertising in 2004 and $10 million through November 2005, per TNS Media Intelligence. The client spent $143 million on all media in 2004 and $122 million through September 2005, according to TNS.