Vexed lands online task from Domino's

Domino's UK has appointed the digital agency Vexed to work on strategic, creative and technical development across all digital channels, following a competitive pitch against undisclosed agencies.

The agency, which was launched in March by the Good Technology founder Richard Davies, will now work on six online advertising campaigns a year to support the pizza chain's above-the-line campaigns.

It will also focus on developing the brand's mobile marketing and internet protocol TV strategy. Earlier this year, Domino's trialled a downloadable mobile phone application that allowed customers to place orders via their mobile phones. Vexed will now create new ways to enable mobile phone ordering.

Domino's has a strong track record of using online and interactive TV to boost sales of its pizzas: last year, the two channels accounted for £14 million in sales, about 13 per cent of the total. It aims to increase that to 33 per cent by the end of this year.

Robin Auld, the head of marketing at Domino's, said: "Vexed has a great blend of experience, creative thinking and flexibility and has impressed us with its plans on how we should be moving the Domino's business forward."