Domino's Malaysia picks integrated WPP team for marketing communications

Domino’s Malaysia has named an integrated team of WPP agencies - MediaCom and J. Walter Thompson (JWT) - to lead its roster of agencies for marketing communications. This follows a pitch process and the incumbents are MullenLowe Sng and Partners and Invictus Blue.

Known as Team Crust, the integrated team will be responsible for leading the development of strategic communication, content and media. The team will also oversee the roster of multi-functional marketing services agencies that work with Domino's to deliver compelling and category defining communications.

Linda Hassan (pictured), senior VP, marketing, Domino’s Pizza Malaysia and Singapore said as the company strives to continuously provide enhanced products and services for Malaysians, it is confident that this newest partnership will strengthen its position in today’s fast-paced and competitive business landscape.

"Reflecting our brand promise of ‘It’s All About You’, at Domino’s we are fully committed to living up to our purpose of enriching the lives of our customers, partners, shareholders and the community," she added.

Saurabh Chandrashekhar, general manager for MediaCom, said that hunger defines this partnership. "With Domino’s we share a challenger mindset and a hunger for growth. Our teams are very excited and eagerly looking forward to working together to realise untapped growth opportunities through smart application of our unique tools built to unite data, technology and content," he said.

Meanwhile, Saurabh Saksena, CEO of JWT Malaysia, said the agency loves working with ambitious brands and Domino's is "right up there" as a brand and company which wants to grow aggressively. "We are both honoured and excited to be chosen to partner the wonderful marketing team at Domino's," he added.

In February this year, Domino's launched its Salted Egg Yolk Royale Pizzas in a bid to delight consumers with its "Eggstra Shiok" promotions. Last year, Domino's officially launched its localised brand promise “It’s All About You”, to reflect its value of placing consumers first. Linda said in a previous interview with A+M that there is no point communicating and promising something when the customer experience is not what consumers are expecting, and that sales will naturally come in if customers are satisfied.

It formed an in-house e-sports marketing team last November to ensure the company maintains a consistent focus in executing its vision for e-sports. The tagline"“Gaming is Pizza Party Time” was also rolled out as part of its e-sports initiative and the logo features a shield to represent a sense of security, tradition and strength. CEO Ba U Shan-Ting told A+M in a previous interview that the company is committing a six-figure investment to the development of e-sports from 2019 onwards.

In the meantime, Domino's has been known for its witty posts on social media, tickling netizens with a cheeky jab at Neelofa, while leveraging the Marie Kondo hype to promote its weekly deal. More recently, it put a creative twist to dull recruitment ads with its gaming-themed recruitment video on Facebook, featuring different positions available at the company.

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