Domino's hires Shine @ The Academy as retained UK consumer PR agency

Shine @ The Academy has been appointed to handle consumer PR for Domino's Pizza Group in the UK, following a competitive pitch.

Domino's: The pizza group has appointed Shine @ The Academy for UK work
Domino's: The pizza group has appointed Shine @ The Academy for UK work

The Academy merged with Shine Communications in January, to create the new business led by CEO Mitchell Kaye and creative director Dan Glover, both formerly of The Academy.

Kaye and Glover will lead the Domino's account and report to Nina Arnott, head of comms at Domino's.

LightBrigade PR previously held the account, since 2013.

Shine @ The Academy will manage day-to-day, proactive and reactive media relations and social media.

Arnott said: "Domino’s is now the UK’s biggest pizza company and PR is seen by our CEO and leadership team as a critical tool for promoting and protecting our brand as our profile grows. We loved the team's passion and energy, and felt their ambition matched ours."

Following a competitive repitch in the Republic of Ireland, Domino’s has reappointed Harris PR for brand and community consumer campaigns.

At the end of last year, Maitland was appointed to handle financial and corporate PR for the pizza group.

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