Domino’s has appointed Madison Media as the single media partner (in charge of both media planning and buying) replacing Grey Worldwide which was its full service advertising agency for the past three years. The account is worth Rs 15-crores.
Domino’s is taking a re-look at the operating effectiveness, corporate overheads and profitability after a new team head took charge a month ago.
According to the Industry sources the pizza chain’s creative department is likely to move from Grey as well.
Traditionally, strategic media planning used to be handled out of the creative agency while media buying was hived off to a media specialist.
Beginning with Coca-Cola in 1999 and more recently HLL, advertisers seem to have realised the effectiveness of combining strategic media planning with media buying and consolidating this with a media specialist arm.
But what distinguishes a good media agency from an ordinary one is the level of media expertise in strategic planning, the infrastructure for successful implementation and the existence of a strong feedback loop to capture learnings from media campaigns.
Our typical marketing budget is usually 10 per cent of the topline spend