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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”.

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