ANN ARBOR, MI—Domino’s Pizza has selected Ketchum as the company’s public relations agency of record, after an extensive review that began in June. Domino’s had previously worked with New York consumer PR boutique Vorhaus & Company, which closed its doors in July. That firm’s founder, Robbie Vorhaus, is now working as a consultant and assisted Domino’s with the search.
Ketchum will provide services to build consumer awareness of Domino’s products, services, marketing initiatives and sponsorships, including the company’s relationship with NASCAR and St. Jude Children’s Research Hospital.
“During this process, we had the opportunity to work with a number of very talented agency teams, but in the final analysis, Ketchum’s was by far the most on-target,” said Lynn Liddle, Domino’s executive vice president of communications and investor relations. “Ketchum came to the table with a deep understanding of what we are looking to achieve as a brand, and brought with them some very unique and innovative ideas that will help us get there.”
Domino’s Pizza began with a list of 30 potential agencies, and invited eight to provide credentials. From that list, three agencies were invited to present to a team that included Domino’s chairman and chief executive David Brandon and chief marketing officer Ken Calwell. “We challenged the finalists to ‘wow’ us with innovative ideas that would put Domino’s Pizza in front of consumers in a way they’d least expect it,” said Liddle. “The challenge was they also had to come up with an idea that maintained the integrity of the brand. Ketchum did that best.”