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
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
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.