MEC to launch Brisbane office with Dominos as foundation client

DominosPizza chain Dominos has announced it is moving its $10m media from GroupM agency Maxus to MEC, as the agency prepares to launch a Queensland presence.

Mumbrella understands MEC will launch a Brisbane office in 2014 with the pizza chain account to be first serviced out of the state.

“MEC will be setting up a Brisbane office and obviously with Dominos being headquarters here it gives us the benefit of being able to tap into somebody who is on the ground,” said a spokeswoman for Dominos. 

The agency will commence work on the Domino’s account immediately and will manage the pizza chain’s media buy across all Domino’s non online traditional channels. While PHD will continue to work with Domino’s on the digital portion of the business.

Domino’s chief marketing officer Allan Collins said was excited about the new agency. “I am delighted to welcome MEC to the Domino’s family and look forward to MEC helping continue to drive Dominos become one of the most loved brands in the Australian and New Zealand market,” said Collins.

“The transition to MEC provides us with greater flexibility – we can enjoy the same benefits as we currently employ under the Group M banner with Maxus with the added benefits of a local, on the ground contact,” he said.

MEC has two other offices with around 70 staff in Sydney and 25 in Adelaide, where their main accounts are Mitsubishi and the South Australian Government.

Media agency CEO Peter Vogel said in a statement: “Besides the fact that I love pizza, it is very exciting to be working with the most innovative and fastest growing QSR brand in Australia. We believe that we will be a great cultural match to the Domino’s entrepreneurial business spirit and we look forward to a successful partnership.”

MEC would not be drawn on the details of a Brisbane launch.

Nic Christensen 


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.