Out with the new, in with the old: Domino’s gives It’s Friday the boot
One month since stepping back into the CMO role at Domino’s Australia and New Zealand, Allan Collins has dropped It’s Friday from the pizza chain’s creative roster, Mumbrella can reveal.
This comes shortly after the exit of his successor Adam Ballesty, who Domino’s said is leaving the business due to family commitments, after less than two years in the role.
Domino’s has reinstated its former creative agency, Elevencom, which previously worked with the business for more than a decade under Collin’s leadership.
In a statement sent to Mumbrella, a Domino’s spokesperson said:
“While we loved our time working with It’s Friday and thank them for their creative ideas and support, we are excited to be bringing back an agency that knows our brand like no other, and that agency is Elevencom.
“We worked with Elevencom for more than a decade and in that time they delivered some truly creative, outside-the-box campaigns.
“We can’t wait to see what fresh ideas they have after a short break from the business, and to work together again to drive the business forwards.”
Ballesty appointed Pete Bosilkovski’s It’s Friday shortly after his arrival, ahead of the agency’s launch in January last year.
The agency was launched by the former Clemenger BBDO Sydney CEO, alongside Vince Lagana and Jeremy De Villiers.
In a comment shared to Mumbrella, Bosilkovski said:
“The last 12 months have been incredible working with the Domino’s team.
Only four weeks ago we were awarded overall Domino’s Business Partner of the Year and Marketing Services Partner of the Year at the annual Domino’s Business and Franchisee Awards. It was a great acknowledgement of our contribution to the business. But change happens and we now continue to focus our energy on our business.”
It’s Friday’s also works with Colonial First State, after being appointed to handle creative for the business in March 2022.
The return of Collins to the CMO role comes as the once-thriving QSR has faced plummeting share prices thanks to slowing sales and delivery orders.
Collins spent 15 years with the business up until 2021, first joining as CMO in 2007 before being elevated to group chief marketing officer in 2011.
Does somebody have an axe to grind with It’s Friday?
Totally understand covering a change in a CMO – and even the fact that CMOs often come in and shake up a roster – but to do a BREAKING NEWS alert about this seems … aggressive?
Breaking News: New CMO does what all New CMOs do…
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Hey It’s Thursday
In no way does Mumbrella have an axe to grind with It’s Friday.
The agency launched with Domino’s as its foundation client at the start of 2022, so we deemed it fairly relevant for our audience, as this relationship has come to an end just a year later.
Thanks
Calum – Mumbrella
It’s simple. Sales didn’t improve. The franchise’s suffered. Bye IF
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Seems like the It’s Friday staff can’t stay off the socials haha this is the way it goes guys. You’re in the public spotlight when you take on large clients. Take it on the chin and move on. It’s looking pretty bad now and obvious it’s your team commenting on these articles. It’s brand damaging. We’ve all lost clients before and had some media spotlight so just chill out and move on.
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