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Domino's awards DM business to Black Swan Life

By Savia Jane Pinto , afaqs!, Mumbai | In Advertising | August 04, 2009
The size of the account is about Rs 2.5 crore

Domino's Pizza has appointed Black Swan Life as its agency for direct marketing (DM). The ATL and BTL duties continue to be with Contract Advertising and the media buying agency is Madison.

There was no pitch involved before the appointment. However, Black Swan Life worked for about a month on a brief provided by Domino's. Dev Amritesh, Senior Vice-President, marketing, Domino's Pizza, says, "We were more than pleased with the work that Black Swan Life did on the brief that we gave them." The DM arm of the fast food chain has not been handled by any agency in India so far.

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What calls for an agency now? "Earlier, DM wasn't a well defined zone in Domino's, which is why we didn't have any single agency to handle it," shares Amritesh.

He adds that in the larger scheme of things, a small activity such as DM may not get the attention it requires, which is where an agency dedicated to work on it will help.

Amritesh further adds, "Black Swan Life is not slotted as a particular kind of agency, being more of an ideas hub - and they have a nice take on ideas."

Sukumar Menon, founder, Black Swan Life, says, "Direct marketing is a good place for Black Swan Life to showcase its abilities in various aspects."

Domino's prefers a specific agency assigned to an arm of the marketing objective. Contract manages the ATL (above the line) and BTL (below-the-line) advertising for the brand; Webisdom handles its digital advertising; and Cartesian Consulting carries out the analytical work for the company.

Domino's has earmarked approximately Rs 25 crore towards advertising spends for the year. Of this, 10 per cent is allocated for direct marketing.