Domino’s hires ad agency – three months after taking advertising inhouse

domino's_logoPizza chain Domino’s, which parted ways with BMF to take its advertising inhouse in May, has appointed little known independent creative shop Elevencom to handle its advertising in Australia and New Zealand.

Four year-old Elevencom has just five staff, led by former IdeaWorks ECD Jono McCauley and former IdeaWorks colleagues Ryan Fallowfield and John McLachlan.

The announcement from Domino’s:

Australia’s largest pizza delivery company, Domino’s Pizza Enterprises Limited (“Domino’s”) today announced it has appointed creative agency, Elevencom, to assist the Company’s advertising strategy across Australia and New Zealand.

Elevencom will commence work immediately and will provide creative strategy and campaign development.

Domino’s CEO Don Meij said he is excited to welcome Elevencom to the Domino’s team and is looking forward to a long-term, successful partnership.

“I am delighted to welcome the Elevencom team to the Domino’s family and look forward to seeing the team take us to a whole new level in the future,” Don said.

Domino’s Chief Marketing Officer Allan Collins said the decision to appoint a new creative agency came after the Company decided to bring the majority of its advertising production in-house to streamline efficiencies.

“We have made the decision to move the majority of our advertising creative and production in-house. However, at the same time we have decided to appoint Elevencom to assist with our creative strategy and campaign development,” Allan said.

Elevencom Director Jono McCauley said his team was excited at the opportunity to work with Domino’s.

“We are delighted and excited to be working with such a dynamic brand as Dominos, which operates in a complex and extremely competitive marketplace. We look forward to delivering more added value to their business,” Jono said.

Domino’s and its franchisees have 559 stores across Australia and New Zealand, employing more than 16,000 part-time and full-time staff who make more than 50 million pizzas each year.

The Elevencom name, which changed from Eleven Communications to Elevencom this month to avoid confused with other similarly named agencies, was inspired by a famous scene from spoof rockumentary This is Spinal Tap.


  1. Grist for the mill
    17 Aug 12
    11:07 am

  2. Good luck Eleven, you’ll need it.

  3. GW
    17 Aug 12
    11:42 am

  4. Eleven are the hottest retail shop to emerge in the last few years-good luck guys

  5. bob is a rabbit
    17 Aug 12
    11:51 am

  6. Hahahahaha.

    In other words, we now understand after failing to do it ourselves that agencies actually provide value.

  7. Ronald Sanders
    17 Aug 12
    12:21 pm

  8. Sounds like Nando’s Mark II.

  9. Realist
    17 Aug 12
    12:22 pm

  10. Hey GW, how long have you worked at Elevensies? I just checked out their website and if you think they’re the hottest retail shop to emerge in the last few years, you’ve got problems.

  11. GW
    17 Aug 12
    12:48 pm

  12. Realist you are a wanker and i do not work at or with the agency

  13. CJ
    17 Aug 12
    1:04 pm

  14. @Realist
    Plus they work out of a primary school demountable by the looks of it.

  15. Rob
    17 Aug 12
    1:28 pm

  16. Sounds like Domino’s realised they didn’t need a big, traditional agency, but also they couldn’t do it all inhouse – nothing wrong with changing direction. I worked with Jono a while back, he’s a talented and good guy……..well-deserved win here.

  17. Kernil
    17 Aug 12
    1:33 pm

  18. They must be a healthy bunch of bastards – Bananas, Cherries, Broccoli, Mangoes, Macadamias.Better stick to the low fat Dominos range lads……

  19. Ann
    17 Aug 12
    1:58 pm

  20. Something is happening, getting almost daily emails from Dominos with this and that deal

  21. Jimmy Mac
    17 Aug 12
    3:53 pm

  22. Well Done John Mac, you deserve it after the hard work you guys have put in over the past 5 years. If there is a better man to tame the retail client beast I’m yet to meet him. Good luck with it.