Booth Lockett Makin has snatched the pounds 2 million media
planning and buying business for Domino’s Pizza as the fast-food chain
begins a review of its creative account.
BLM scooped the media business from the incumbent, New PHD, after
pitching against a number of unknown media companies.
Domino’s is keen to grab a larger share of the pounds 75 million UK
take-away pizza market. It is understood to be preparing a high-profile
advertising initiative, including an increased TV presence.
Steve Booth, a partner of BLM, said Domino’s decision to move its
account coincided with a period of rapid expansion for the company, with
the number of outlets set to reach 150 nationwide by the end of the
Booth said: ’It’s a good fit with our portfolio of accounts. We have
experience of working with advertisers who are at a point of
The first TV campaign for the chain began at the end of March through
its incumbent creative agency, Leagas Delaney. Domino’s is now preparing
to hold a formal pitch for the creative account.
If the move to TV advertising proves successful, Domino’s intends to
continue its expansion next year. Budgets could rise accordingly.