Domino’s hires new ad agency of recordDomino’s hires new ad agency of record

ANN ARBOR Mich. Domino’s Pizza has named Crispin Porter Bogusky as lead creative ad agency of record. The pizza chain said ads to break in the first quarter of 2008 will take a “new, edgy approach,” which the agency has a reputation of delivering.

CP B replaces JWT of Detroit, which had held the account for nearly six years. Domino’s began an in-house agency review in June. Billings were not disclosed, but the account is estimated at more than $150 million.

Domino’s reviewed more than 50 agencies and chose CP B because its “energy and fresh perspective on our company hit right at the heart of who and what we are,” chief marketing officer Ken Calwell said in a statement.

The agency will be responsible for all of Domino’s general market creative, including print, broadcast and point-of-purchase material. Its work for Burger King, including the groundbreaking Subservient Chicken viral campaign and The King ad character, has been credited with helping the burger chain develop a hipper, edgier image to appeal to its core market of 18- to 34-year-old males.

Domino’s has been struggling with sales and began searching for a new agency after first quarter U.S. same-store sales fell 2.9 percent. For its second quarter ended June 17, Domino’s reported that same-store sales rose 2.1 percent, the company’s first positive result in six quarters.