Domino's Shifts Media Planning to Crispin

JWT Retains Field-Marketing Duties, MindShare Retains Media Buying

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NEW YORK (AdAge.com) -- Domino's Pizza has handed Crispin Porter & Bogusky the added duty of media planning, a responsibility previously handled by WPP Group's MindShare.

Domino's said there was no review. MindShare referred calls to the client. MindShare retains media-buying duties for the marketer. Field-marketing duties remain at JWT, Detroit.

Crispin's added responsibilities come a month after it was named Domino's creative ad agency of record. JWT had handled the pizza marketer's business for five years prior to that.

Spending
Domino's spent $152 million on measured marketing in 2006, according to TNS Media Intelligence.

As part of its expanded role, MDC-backed Crispin -- whose first work for Domino's is expected to break next year -- will assume responsibility for Domino's national-general-market and local media planning, effective in January.

"Crispin Porter & Bogusky is known for creative, and that passion for doing things differently also extends to media," said Domino's Chief Marketing Officer Ken Calwell said in a statement.

"The promise of CP&B is best realized when we are leading creative, digital and media; today's addition of media to our work on Domino's will amplify the effectiveness of all our work and guarantee that there is seamless integration of our strategy across channels," Jeff Hicks, Crispin's president-CEO, said in the statement.

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Megan McIlroy contributed to this story