Domino’s Extends Partnership With Long-time Creative Agency CP+B

Domino's Pizza has finalised a renewal agreement with its US agency of record, CP+B, to the end of 2020. The agency will handle creative, brand strategy, media planning and digital initiatives as it has through a decade-long partnership marked by ever-increasing business achievements.

“Lengthy creative agency partnerships are rare, to say the least. But after looking at what we’ve accomplished with CP+B, it should not be shocking,” said Joe Jordan, chief marketing officer, Domino’s. “Together we have built a legacy of creative work founded on uncommon honesty at every turn. In the process, we formed an unrivalled collaboration in which CP+B is a true extension of our team. We’re looking forward to creating the next series of game-changing ideas together.”

Alongside CP+B, Domino’s began a landmark brand transformation with the 2010 'Pizza Turnaround' campaign, setting a precedent for corporate transparency and yielding record-setting sales. Ever since, the partners have embarked on a never-ending mission of improvement, continually exceeding consumer expectations for a pizza company and eclipsing the domain of an advertising agency – from building the DXP, a purpose-built pizza delivery vehicle, to launching a wedding registry earlier this year.

Domino’s has embarked on a journey to grow the brand as an e-commerce powerhouse with CB+P by its side. Since online ordering was first introduced nationwide, Domino’s has launched numerous innovations including the brand’s first digital customer loyalty program – Domino’s Piece of the Pie Rewards – and the AnyWare ordering platforms, allowing consumers to order anywhere they happen to be, whether through voice apps, Facebook Messenger, or simply tweeting or texting a pizza emoji. Domino's now generates 60 percent of orders via digital channels in the U.S.

The partnership has also resulted in some of advertising’s highest honours. Within the last three years, the brand and agency won a Titanium Grand Prix at Cannes Lions and Grand at the Clio Awards, while recognised as “Best Partnership” at the 4A’s Partner Awards.