- WHITE PAPERS
Domino’s new pizza and complementing ad campaign not only boosted the company’s sales in 2010, it also earned the company an Advertising Research Foundation David Ogilvy Award for Excellence in Advertising Research this week.
The awards event, held in New York City, recognized 29 advertising campaigns across 15 business categories. They were presented by Sir Martin Sorrell, WPP Group USA.
Domino's Pizza walked away with the ARF Grand Ogilvy Award for its "Pizza Turnaround" campaign. The top award honors the campaign demonstrating the most successful use of research in the creation of superior advertising that achieves a critical business objective.
The “Turnaround” campaign was created by Domino’s agency CP+B, with research provided by CP+B, Millward Brown, Northstar Research Partners (Lieberman Research Worldwide) and The Qualitative Research Centre.
Winners in other categories include the United States Census Bureau for its "2010 United States Census" campaign, and Kimberly-Clark for its "Break the Cycle" campaign for Kotex brand.
The Coca-Cola Company’s “Keep Playing” campaign earned Gold in the beverages category. The ad was created by Sapient (Miami), with research provided by Millward Brown and bmc.
Entries from research suppliers, ad agencies, media companies and advertisers throughout the world were judged by a panel of industry experts under the ARF's direction.
Gold and Silver Awards are given to the best two entrants within each category. Gold Category Award winners are automatically placed in the running for special recognition awards: the Research Insights Award, the Research Innovation Award and the ARF Grand Ogilvy Award.
The ARF David Ogilvy Awards gala is part of the ARF's largest-ever annual convention, Re:think 2011 – Managing the Complexity Maze: Insights as the Navigator, which continues the organization's year-long 75th Anniversary celebration.
Domino’s Iceland franchisee bought
Meanwhile overseas, Pizza-Pizza ehf., franchise owner of Domino’s Pizza in Iceland, has been taken over by Landsbanki.
According to the Iceland Review, the move was done in collaboration with Domino’s Pizza International.
Pizza-Pizza operates 14 units throughout Iceland.
The sale is expected to be completed in June.
Prawns for New Zealanders
In New Zealand, Domino’s has launched a new pizza line, the Bigger Prawn Range. Selections include Garlic Prawn, Satay Prawn, Prawn, Feta and Alfredo and Prawn, Bacon and Feta.
Prawns are a consumer favorite in New Zealand, according to Showroom.