Dive Brief:

• Domino's Pizza announced in a press release that it's extending its long-running relationship with CP+B, its agency of record, through 2020. CP+B has worked with the brand for 10 years and will continue to handle creative work, brand strategy, media-planning and digital initiatives.
• CP+B has helped turn Domino's into an e-commerce "powerhouse" through various innovations rolled out after online ordering was first introduced, the release said. Those innovations include allowing people to order through voice apps, Facebook Messenger and tweeting or texting a pizza emoji. Sixty percent of Domino's orders now originate via digital channels in the U.S.
• Along with the AnyWare ordering platforms, CP+B helped cook up Domino's Piece of the Pie Rewards digital loyalty program. The vote of confidence from Domino's in the renewal agreement was based on increasing business achievements and "uncommon honesty at every turn," Joe Jordan, chief marketing officer, Domino's, said in a statement.

Dive Insight:

Domino's has seen some significant turnaround in recent years, both in switching up its recipes to focus on higher-quality pizza and also building out digital loyalty and online ordering offerings early in a model that's now been replicated by competitors including Pizza Hut. In the e-commerce space, it's innovated quickly, becoming one of the first big-name brands to make a splash with e-commerce transactions on Facebook Messenger, along with integrations on Amazon Alexa, Twitter and more.   

Keeping CP+B as its AOR through 2020 points to how Domino's is continuing to focus on building on its digital strengths for the foreseeable future. It's also a rare case of a brand deepening an agency relationship at a time when most agency-client bonds are fraying. Agencies continue to face heavy flak for being overly complex and also engaging in opaque business practices that have harmed transparency in the industry.  

Beyond helping establish Domino's online presence, on the creative side of things, CP+B was credited in crafting an ad campaign starring a lead actor from Netflix's hit "Stranger Things." The spots recreated scenes from "Ferris Bueller’s Day Off," and as an extension of the campaign this summer, Domino's sponsored a live stream of the film on Facebook Live to commemorate the anniversary of its release.