Wallis has carved out quite a profile in the marketing industry and never lets Domino’s marketing rest on its laurels. The brand’s mobile app, which he acknowledged might have been viewed as "risky" by some, now accounts for 25% of sales.
Wallis has embraced ecommerce and digital marketing and took criticism of the ITV/Tom Daley diving show Splash!, which Domino’s sponsored, on the chin. Indeed, in light of negative tweets about the show’s quality, he simply said it was better for a brand to be talked about than ignored. This year’s branding work, using the "Campaigning for greatness" line, has focused on pizza quality.