Domino’s consolidates in-house advertising with print agency acquisition
Pizza giant Domino’s has consolidated its control over its marketing messages and production with the acquisition of its print production partner IPG Connect.
Domino’s has acquired its own print production company.
Domino’s will merge the business with its in-house marketing services business Direct Impact Marketing (DIM), creating a company which will work across digital, direct and logistics.
Both DIM and IPG Connect already work with a range of external clients in addition to Domino’s, but the move will build the scale of the business and shift it from acting primarily as a service provider to Domino’s to being a revenue centre for the group.
The new Brisbane-based agency will be headed by former DIM general manager Kahn Barlow who said the agencies had already been working together closely for more than two years.
“We had always envisioned DIM would become a world-class marketing agency – that is now a shared vision between the entire group and this merger will help all of us reach that goal sooner than we originally anticipated,” Barlow said.
“IPG Marketing Solutions will offer a more complete service to customers, and build a business that is more sustainable in a competitive industry.”
Along with Domino’s, IPG Connect will work with Lite ‘n’ Easy, the Mater Hospital, Mantra Hotels and the Queensland Reds.
“The combined IPG Marketing Solutions group will allow a much broader offering of complementary products and services, from offset printing through to direct mail, allowing the team to win new business and act as a one-stop-shop for customers,” Barlow said.
