Six agencies will pitch for Domino's consumer push

AIM-listed take-away food firm Domino's Pizza has lined up six agencies for its consumer PR business as it puts the work out to pitch.

The group has confirmed Hill & Knowlton, Harrison Cowley, Cohn & Wolfe and Lawson Dodd are in the running for the brief, alongside incumbents Lexis PR and Weber Shandwick.

Lexis already handles the Domino's corporate brief - a role which continues irrespective of the consumer pitch - and has overseen consumer projects for the firm in the past.

WS acts as the consumer PR incumbent, handling regional store support.

Domino's PR and communications officer Bernadette Eddisford, who is leading the review, said the consumer brief and budget had been extended to encompass nationwide brand building work.

Domino's confirmed the shortlist had been compiled with a view to conducting the pitch in the next three months.

'The focus has been on corporate and financial until now, but we think it is time to step up our consumer PR activity and put more resources behind it for next year,' said Eddisford.

Domino's retained financial PR agency Buchanan Communications is unaffected by the review, but is currently discussing proposals for next year's remit.

Domino's UK and Ireland, which employs around 300 people and is headquartered in Milton Keynes, launched a marketing blitz earlier this year surrounding its new online and interactive TV ordering service.

The group linked up with payment service provider DataCash to enable customers to buy pizzas online and via interactive TV platforms.

The Domino's group operates 6,559 stores across the US and in 64 international markets.

- Frozen pizza manufacturer Goodfellas is in line for a PR boost as parent group Greenisle Foods has hired Countrywide Porter Novelli specifically to promote the brand.

CPN, which was appointed after a competitive pitch, will work to 'highlight the attributes' of the Goodfellas range, according to director Steve Marinker.

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