Domino’s parts ways with BMF to take advertising inhouse

domino's_logoDomino’s has parted ways with its creative agency BMF after a relationship lasting almost exactly one year, Mumbrella can reveal.

The pizza chain is taking advertising creative and production inhouse, but will work with select agencies on a consultancy basis.

Domino’s appointed the Photon Group agency in May last year, choosing it over incumbent The Campaign Palace after a four-month pitch.

Domino’s CMO Allan Collins told Mumbrella in a statement:

As Domino’s moves towards being more of an online business, we are now absorbing the majority of the agency function in house. This will allow us to further expedite creative output across all our platforms and retain in house creative expertise on what drives our business forward.

BMF took on the business with a brief to handle the pizza brand’s above and below the line marketing, and lead strategy for the brand.

The agency will continue to work with Domino’s until 14 September.

A statement from BMF to Mumbrella reads:

BMF are relaxed and comfortable with the decision and believe the best home for the Domino’s brand is in-house. We are working closely with them in the coming months to make the transition as smooth and successful as possible.

In September last year, Domino’s moved its media business from Mitchells to Maxus. Domino’s CMO Allan Collins admitted then that he selected Maxus because they could offer “greater cost efficiencies”.


  1. Papa Guiseppe
    22 May 12
    1:53 pm

  2. Sounds like a win-win situation.

  3. Firestarter
    22 May 12
    2:48 pm

  4. That would explain those burnt out scooters then……..

  5. Archie
    22 May 12
    3:27 pm

  6. fancy a dumb client admitting that he preferred cheaper media buying!!

    quelle horreur!!

  7. The Truth
    22 May 12
    3:49 pm

  8. if a pizza making company can do creative as good as a professional creative agency, then we are all doomed…

  9. Anonymous
    22 May 12
    3:50 pm

  10. “The best home for the Domino’s brand is in house”

    Why would that be?

    What other brands might be in the same situation?

    Sounds very defeatest for our industry from a leading advertising agency.

  11. Steve
    22 May 12
    7:24 pm

  12. Seems smart really. If there objectives revolve around quick turn around times and getting retail offers in market, once they have a template, they don’t need an agencyto slow things up and charge them 5 times the cost. That’s a lot of $5 pizzas!

  13. Steve
    22 May 12
    7:26 pm

  14. ‘Their’ not ‘there’ – my grade 3 teacher would hate what I’ve become.

  15. Hugh
    22 May 12
    8:05 pm

  16. So thats how they’re making pizzas so cheap!

  17. Gez
    22 May 12
    8:20 pm

  18. On the money there Steve

  19. Anonymous
    22 May 12
    9:16 pm

  20. To anyone that worked on this business, this news is priceless!

  21. bob is a rabbit
    23 May 12
    10:10 am

  22. Cheap

  23. Rob
    23 May 12
    11:29 am

  24. i’ve seen this in action before and the thing these clients leave behind is the top-end strategic/creative work that they just don’t have the resources to deliver. So ideas disappear and the “creative” output is just the latest offer execution done with some junior creatives (who else is prepared to work client-side?) and maybe an outsourced production company.

    In this situation a client should retain some top level creative resource such as a freelance creative director or team, rather than a whole agency infrastructure, to provide some decent thinking/ideas, then leave it to the in-house team to execute or roll-out.