$170 Mil. Domino's Begins Review

(Tuesday, June 26, 2007) - Domino's Pizza has launched a review of national creative duties on its ad account following its split with JWT, a client representative said today.

The process will be led by chief marketing officer Ken Calwell, the rep added. The review has just begun and Domino's will not use a consultant.

Major media spending on the brand totaled nearly $170 million last year and more than $65 million in the first four months of 2007, according to Nielsen Monitor-Plus.

Media duties, now at WPP Group's MindShare, and field marketing duties, at JWT's office in Detroit, are not in play, the rep said.

Interpublic Group's Deutsch handled the business before WPP Group's JWT, which picked it up in January 2002. JWT's work retained the "Get the door. It's Domino's" tagline that Deutsch introduced in 2001.

In an internal staff e-mail, JWT New York co-presidents Rosemarie Ryan and Ty Montague said: "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. We thank them for the opportunity to help build their business twofold and wish them the very best in the future."

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