Domino’s picks BMF after pitch against Monkeys, The Works and incumbent The Campaign Palace
Domino’s has appointed BMF, to lead the company’s strategic direction and creative advertising for its Australian and New Zealand business. BMF will commence on 16 May and will lead Domino’s above the line and below the line advertising.
The win comes after a pitch that included incumbent The Campaign Palace – which has held the account since February, 2008 – Three Drunk Monkeys and The Works. The Palace was dropped before the final round.
Domino’s CEO Don Meij said he is excited to welcome BMF to the Domino’s team and is looking forward to a long-term, successful partnership: “I am delighted to welcome the BMF creative team to the Domino’s family and look forward to seeing the team take us to a whole new level in the future.
“Our promotional activity has been really successful over the past few months and we are expecting BMF to deliver even more engaging promotions and advertising campaigns to our customers.”
Domino’s Chief Marketing Officer Allan Collins said the Company undertook a three-month review of key creative agencies in Australia to find the best agency suited to the Domino’s business: “Following an extensive selection process, BMF stood out as the best creative agency – one that understands our consumers, our brand and the way we operate.
“We were very impressed with BMF’s ability to have a huge amount of empathy for our business and the steps that we need to put in place to take our emotional engagement with consumers to the next level. We welcome them as a key partner to our business and as key extension to the marketing team.”
BMF CEO Jeremy Nicholas said his team was excited at the opportunity to work with Domino’s and felt the entrepreneurial business was a great fit for BMF: “Domino’s is an ambitious, innovative and entrepreneurial business – a great partner for BMF. BMF is looking forward to working with one of Australia’s most forward-thinking companies.”
Domino’s Pizza is the market leader in the Australian pizza industry with more than 46% market share in the chained pizza category. The Company and its franchisees have 539 stores across Australia and New Zealand, employing more than 15,000 part-time and full-time staff who make more than 50 million pizzas each year.
45 Comments
let’s hope they keep away from the agency.
They are the single nastiest piece of work in the industry.
word is they have informed suppliers that “creative” is not changing
In 15 years, the single most unpleasant client I’ve ever worked on.
Domino’s is one of the most thankless & undynamic Accounts that I’ve worked on. Their Management & Marketing Team are a true example of ‘agency nightmare’. BMF should expect to be treated like a bottom-of-the-barrel suppliers; work to unworkeable deadlines; waste a lot of time on exciting projects that will never ever be bought & produce the very worst in retail work. It’s a joke that this account was even put out to pitch. The least this Marketing Team could do is be very grateful to the long line of dedicated, hardworking & hopeful Creative, Planning & Account Service Teams within their incumbents. Appalling.
thats right – the creative idea must stay in tact. This wasn’t a strategic/creative pitch, rather which agency would do as they are told and for what price. BMF are the new ogilvy so good fit. Lucky escape for the 3DM
Good luck bmf. Watchout for big g$@ al
I feel sooooooo sorry for BMF.
forward thinking companies? they need to address how they treat their creative partners I think ….
Look out BMF who are in for a hell ride with that client,
my advice to Jeremy would be to draw up a code of conduct as part of the agreement – this client represents the low point in agency-client relationship – screaming at people on a daily basis, treating people so badly that they cry 24/7, threatening junior agency staff to go look for other jobs because the account will be pulled, irrational behaviour in the extreme and the people at the very top of the company not wanting to get involved and help to fix it, but turning the other way, because they are not as nice as they’d like everyone to think they are.
i think BMF will be fine – Dominos will be a small fish in a big pond as opposed to the other way around, so it will be easier to handle them and push back on all those mad demands – a nasty, horrible, unpleasant, rude and stupid fish still, but at least small…
Dominos – I know what you did last summer, and the summer before, and the summer before. Someone is watching you…
If their food tasted like the $%#^@ they dish up for their agency everyday, their market share would not be nearly as impressive. But every agency person should experience something like Dominos at least once in their lives – it makes everything else seem so delightful – good luck BMF!
A very informed view, informed view.
i’ not involved in this account at all, but i don’t think it’s a good look for Campaign Palace to bag out it’s former client. I don’t think it’s good form no matter how bad the relationship was.
Remember that clients will naturally side up with each other.
If i’m a client, i would be questioning whether i’ll enter a relationship with an agency that will happily bag out it’s formewr client publically.
My recommendation is to put all that enery into trying to pick up some new client’s and make sure you don’t lose anymore.
Bad move, if you ask me……..
A guy that runs an agency. The Palace isn’t the only supplier to suffer at the hands of Domino’s marketing team. If you ever have the pleasure perhaps you will understand why there are so many negatives comments being made.
Well said 4.41, the comments here smack of sour grapes. It would be funny, if it wasn’t so sad. Then again, if anyone is ever expecting any support or congratulations for any business won or top work, they’ll never find it on this blog unfortunately.
4:41, if your management skills are anything like your typing, you won’t be a guy that runs an agency for much longer.
i’ve been talking to a few people who have posted some of the comments here ‘guy that runs agency’ – and they don’t work at The Palace – so whilst I agree with you, unfortunately the terrible behaviour of Dominos have been experienced by a wide range of suppliers, freelancers and other partners beyond the walls of The Palace
“A guy who runs an agency” here’s a quote for you: ‘Silence in the face of evil is itself evil: God will not hold us guiltless. Not to speak is to speak. Not to act is to act’
Arseholes need to be exposed, and staff need to be protected from them. Would you put up with your staff being abused? If you would you don’t deserve to have any.
And, if you have been paying attention it is not just the Palace who are speaking but just about everybody with guts left after dealing with this horrible company.
4.41, for someone who runs an agency, you’re a little bit illiterate.
@ 4:41 ….hey I don’t work at TCP or BMF….thank god. But even I know that this client is nothing but toxic…it’s no secret…hell…even Don Meji must know that his Marketing Department has one of the worst reputations in Australia for the way they treat people, which is at complete odds to they way they tell everyone how much they value people – but hey, each to to their own.
I don’t know if all these comments can be attributed to the TCP….unless you know something I don’t, for instance I could guess that you work for Domino’s.
Either way, what do you suggest…..agencies just put up with awful clients who are abusive (yes we are paid well to do that) but there has to be a line some where, and by all accounts from what I have heard this client crossed it many,many times over. If there is enogh noise maybe Domino’s management will pull it’s head out of it’s arse and say enough is enough and fire those responsible.Good move,if you ask me…..
I think it is one of the worst kept secrets in the industry how bad this client is. Even tonight, while out having a few drinks with other ad people that are from various agency’s – they all knew of the crazy shit about this client.
We had a celebration toast that our own agencies didn’t get on the pitch list – how messed up is that.
I bet Eagle Boys would love to get TCP as their agency (does anyone know if they are on the pitch list?), I know that I would be stoked to work with the agency of my main competition….that would make the pizza market fun!
@ 4:41 PM
Reads more like a guy that runs a marketing department.
It’s so funny that they are keeping the creative from TCP( If that is true), yet the client is quoted as saying that BMF stood out as the best creative agency….WTF. As for all the comments on here about TCP bagging the client – I don’t work there (although given the changes they have made recently with the new ECD and MD, I am watching closely) but even I know that the client is a joke and has no credibility – no sour grapes from me just the truth.
So now everyone at BMF has read about what it’s like to work with their newest client does anyone think it may be a little awkward when they meet with Dominos next? Worse yet, knowing now that Dominos is supposedly so horrible to work on i would think twice about working for BMF.
It isn’t the client that is troublesome. They’re actually great people to work for, and with. It’s just one person. Before he arrived on the scene they were extremely pleasant to work with and did some good creative work that drove their sales up.
10.17 you’re funny. Last time I checked BMF had some of the best clients around so sounds to me like you wish you worked there. I know I do.
@ 4:41 PM reads like a guy who running an agency from his couch.
I posted one of the first comments here. I freelanced on Domino’s & worked with an impressive, dedicated, highly experienced, passionate, hard-working full-time team at TCP. I applaud this team & very much doubt due to their loyalty to agency & client that any of them would have posted here – hence I wanted to post for them – I very much appreciate the support of others that have experienced this client.
This is a Creative Industry blog – its not a client blog, its not a student blog or a marketing blog, so bugger off 4:41PM.
If we cant share our experiences with each other in this forum where can we. I hope this blog helps BMF and helps management at Dominos.
That’s it! Now that I know what assholes Dominos are, I’m not ordering their delicious Tony Pepperoni ever again! Ever!
@ 1.13 Negative experiences are not helpful and this forum seems to be more of an opportunity to slag off than anything else, comments are somewhat jaded, to put it politely.
And by the way, you’d be surprised how many non-creative industry people comment on this blog.
Good luck BMF.
There’s no doubt that this client was trouble, but the fact remains that clients side up with each other, and i guarantee you, not one client would find it refreshing, that an agency would bag out it’s ex client especially after TCP was prepared to re-pitch to try to keep the relationship going.
If Campaign palace was really pissed off at Domino’s maybe they should have declined to re-pitch……. or simply resigned the account, but since they were prepared to re-engage, it just makes them look like sore losers……
Sorry if im offending those at Campaign Palace, but it’s the truth.
Hey, ‘a guy that runs an agency’…
Any jobs going?
Cheers!
Have I missed something or has TCP at any point posted an official note on this blog? 4:15PM you’ve made your point but you’re turning this into something that it clearly isn’t.
Like many people that write on this blog I work for myself, I have worked with TCP and have worked on Domino’s and I share the view of many people here. We are sharing single but shared opinions. These are in no way a reflection or indication of those held at TCP so move on.
And who refers to themselves as a guy that runs an agency.. get a grip of yourself.
“Our emotional engagement with consumers”… I just threw up in my mouth a little bit.
I’m exhausted by this stuff. No one has an emotional connection to Domino’s. (Or Pizza Hut, or Eagle Boys, etc.) No one! It’s BS that agencies and market suppliers feed clients to stoke their egos…
Best of luck to BMF. They’re def on a roll.
lets remember bmf work on national foods, aldi, weight watchers and a bunch of other merciless crap so these guys know exactly how to smile while eating shit and will continue to do so on Dominoes…
@ guy that runs an agency….you are so busted….working from home by yourself with your mum as your only employee does not mean that you run an agency. Sorry if Im offending you, but it’s the truth.
Hey ‘Guy that runs an agency’ – I think we all expected you to type more carefully and watch your spelling and grammar before you came back here. I tend to agree with the cynics who have written you off as a fraud. But moving right along, I think 9:19 put the whole debate into perspective – while BMF have built a reputation for top-shelf creativity, they’ve skilfully amassed a list of clients who are known for exactly the opposite. All great agencies do that.
Oh God, reading this blog makes me vomit.
Arrogant Agency pricks who actually think they matter.
Folks, a realty check.
Dominoes are brilliant with their menu and their business.
They just need an agency to create bright and breezy ads that makes the ‘phone ring without charging too much or claim too much credit for success.
@ 11:00am Wow…I think that you have justified all the comments on here about the client. Great job.
11:00 is right though.
Agency staff generally take themselves waaaaaaay too seriously, and think that people give waaaaaay more of a shit about what they do than what the reality is.
Most of the time the fuckers are too busy looking to do something to stroke their own egos, and help them get a pat on the arse by an equally deluded comrade. The rest of the time they can be found complaining that people with actual marketing smarts aren’t buying their self-indulgent crap.
In the real world, advertising is nothing more than fluff. Many people would love nothing more than to be rid of it forever. But in agency world, nobody is as important to the success of a business than them.
Shame really.
I haven’t seen a comment chain this good since the Absolut “blue carpet”.
@11:00 and @1:51, who sound quite like Domino’s insiders:
If the advertising is so easy to do and unimportant, suggest you do everyone a favour and take it in house. Do it yourself. No one in agencyland will shed a tear.
But pity the poor consumers who will be subjected to your rubbish. Half of what an agency does is save the client from themselves.
AC, is that you speaking in defence from Brisbane?
@ guy that runs an agency….
Hollywood is that you?