Domino’s appoints Elevencom as creative agency; ends partnership with agency start-up It’s Friday
Domino’s has ended its creative partnership with It’s Friday and reappointed its previous creative agency partner Elevencom.
Says a spokesperson from Domino’s: “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.”
Says Pete Bosilkovski, founder and CEO, It’s Friday: “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.”
24 Comments
This is brutal. I genuinely feel sorry for the team at It’s Friday.
Pete’s quote has a humility to it. Change does happen and we’ve all been on the receiving end of that in one way or another.
It’s a shame that Domino’s lacked the same degree of self awareness. It’s poor form on their part. Not the parting of ways with the agency but the manner in which they have announced it.
There’s a lot more to this story…
This is brutal. Not a great reflection on Dominos.
Well played Jono and team, now you can smile while walking your dog of a morning, congratulations.
The work done by It’s Friday is the only Domino’s spot I can remember since… well ever.
Why on earth would you give them the arse?
If true, how does one get business and marketing partner of the year awarded by Domino’s a few weeks back only to get the flick?
Something doesn’t smell right here. Fish pizza anyone?
Advertising drives sales. When they stop or go backwards the agency always gets the spotlight put on them. That’s the way it is. And to be honest I can’t remember any Dominos ads.
CMOs come and give work to their mates. CMO’s go and lose work for their mates. It usually doesn’t have anything to do with the work. Unless the work was great and really working…then it wouldn’t go anywhere. So….
Be aware of the dots in the box.
Ex marketing head came back a month ago.
He’d worked with Elevencom for years during his time there
Up to him
It’s a harsh game innit
Maybe Mr Collins preferred working with the nice guys at Elevencom as he did for 10 years plus.
I’ve worked on Domino’s in the past. Such a shame they chose to announce it this way. Shows a real lack of empathy.
In with the old, out with the new.
New CMO, new ideas, new energy and new agency are out the door. Former CMO and former agency back in.
Were things that bad? Was the shift so dire? Share prices sure took a dive, but a Dominos statement hiding behind “a spokesperson” sure makes it seem that there’s more to this story.
energy alone doesn’t make a good agency
Win some lose some
Feels like there might be more to their sales issues than their ad agency? Burger pizza’s for eg ! Just gross
New CMO arrives, appoints his mate as AOR. New CMO leaves. Old CMO comes back and appoints his mates as AOR.
We all wish it was based on the quality of our work. But it rarely is.
Some interesting observations. Yeah, sometimes it can be a CMO’s mates world. Nothing wrong with that. It shows they have a good relationship with people they have worked with in the past. It happens a lot. Credit to the agencies and CMO’s who build those relationships.
Where this gets interesting is seeing what CMO’s bring differently.
I have noticed a creative shift in the retail work It’s Friday were doing for the better. It feels like they were building to something.
Seeing the old Domino’s CMO is coming back saying that he and his previous agency over a decade were responsible for ‘truly creative out of the box campaigns’ on Domino’s says something. With no disrespect, that’s a decade of work where i can’t remember a single campaign.
It shows how CMO’s view creativity differently and sometimes that type of creativity is better suited to one agency over another.
Seen it all before.
So you think that is okay? And you think people should respond well to it? Righto mate…
Proof is in the sales.
‘out of the box campaigns’?
All I remember of the previous ads before Friday’s were lame retail food shots of stretching cheese from over-lit pizzas.
Seems money talks.
I was honestly thinking to myself the other day whilst watching TV how Domino’s new ads were quite catchy and effective. The idea of writing products/offers into raps and jingles is smart. If that was It’s Friday’s work, then it’s disappointing to see them dumped.
Hop of the blog Friday guys. We’ve all lost clients for a myriad of reasons. It happens. Time to move on.
No need for any comment.