Crispin Porter creative director Craig Miller, one of the people behind the celebrated Domino’s Pizza ‘turnaround’ in the US, is joining Chime Communications-owned VCCP in the UK.
Five years ago Domino received a huge amount of flak after a viral video showed nasty things finding their way into its pizzas and this prompted much of the rest of America to aver that they were crap. Domino’s embarked on a major mea culpa exercise, partly orchestrated by Miller and Crispin Porter. Some of it’s on Miller’s reel here.
It won’t have escaped the notice of VCCP managers and Chime boss Lord Bell that hot creative agencies are picking up big regional and even global briefs, the kind of assignments which used to go automatically to the big networks like JWT or McCann Erickson.
But it helps to have some kind of network, even if it’s only an outpost in New York (for London agencies) and one or more in ‘emerging’ markets, like Bartle Bogle Hegarty or, more recently, Mother. Crispin Porter has recently opened up in London.
But Bell knows better than most the perils of international expansion having seen Saatchi & Saatchi, his alma mater, implode after it paid through the nose to buy Ted Bates in America in 1986.
Chime, which is based on PR and, increasingly, sports marketing has a number of outposts across the world. But a mini ad agency network is a commitment on a different scale. Miller, though, clearly hasn’t been hired to work on the likes of press ads for Harrod’s.
Here’s one of Miller’s Domino’s Pizza ads featuring the boss.
His full reel (link above) is worth a look too. it’s not all Domino’s.