ANN ARBOR, MI: Domino's Pizza has selected Ketchum as its new AOR, with a first-year budget of $500,000.
Ketchum will handle the account from its Chicago and Pittsburgh offices with an initial team of five or six, said J. Adaire Putnam, director of Ketchum Midwest.
The pizza chain had been searching for a new agency since this summer, when its former agency, Vorhaus & Co., discontinued work with all consumer clients. Ketchum was chosen from a field of three finalists on the strength of an idea it presented for a new product Domino's had been test-marketing, said Tim McIntyre, Domino's VP of communications.
"They presented an idea that we thought was both on target with our brand and incredibly risky," he said. "We liked the boldness of their idea."
Domino's also felt a cultural fit with Ketchum because of its work with a NASCAR client and St. Jude Children's Research Hospital. Domino's is involved in NASCAR, and St. Jude is its designated national charity.