Domino's Pizza Malaysia hands creative duties to FCB

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Domino's Pizza has appointed FCB Malaysia for creative duties following several chemistry sessions and a subsequent creative proposal made by the agency in the fourth quarter of last year. This is a long-term retainer appointment and it is understood that no pitch was called. Linda Hassan, group CMO of Domino's Pizza Malaysia, Singapore, and Cambodia, credited the agency's reputation as brand builders as one of the key factors in the selection.

"We have had FCB on our radar for some time now. The work that they've done in taking challenger brands to the next level in Malaysia is well documented, so we were already confident of their capabilities," she said.

According to Linda, what sealed the decision was the "unmistakable entrepreneurial energy" that FCB brought to the table. "Their passion for our business was apparent from the get-go and very quickly, we knew that they were the sort of agency that would completely invest themselves in making our ambitions their own," she said. In 2019, the brand picked J. Walter Thompson and MediaCom to lead its roster of agencies for marketing communications.

Shaun Tay, FCB Malaysia's co-owner and CEO, told A+M that given Domino's is a big brand name, it proves that more Malaysian clients are putting their trust and faith in locally owned agencies such as FCB Malaysia. "They want consistently effective creative work and the surety of long term vested interest from the agency leaders. And we are happy to deliver both for them!" he added.

Tay added that when the team received the call from Linda to explore opportunities to work together, it was an absolute no-brainer of a decision for him and co-owner and CCO, Ong Shi-Ping, to have the agency play a role in the next chapter of Domino's Pizza Malaysia growth plans.

"We’ve seen how innovative the Domino’s marketing team has been in leveraging the identity of a global powerhouse to promote a proposition that embraces local marketing flavour. As a best-of-both-worlds agency ourselves, opportunities like this are what we live for!" he added.

Work has since started for Domino's Pizza Malaysia. Staying true to the company's brand promise of "It's All About You", FCB Malaysia created the idea of "Can't Get Cheesier Than This" to perfectly embody the brand's new Mega Cheese Pizza. The campaign began on 15 February and runs across TV, digital, radio, OOH, in-store and social media. Production house KDCO and audio house Two AM Music Global were involved in the campaign.

Ong explained that going into this campaign, the team knew what its game plan was - to claim cheesy superiority for the Domino's Mega Cheese Pizza. "Which is why we decided to build our idea around the cheesiest things that would give people the goosebumps, and then use various media – from thematic and product films, to radio and even print – to bring the campaign to life," he said.

Ong added: "By doing so, we are able to deliver a sensory overload of cheesiness not only conceptually, but also visually and auditorily, so that everyone would know one thing and one thing only about this new pizza – it has lots and lots and lots of cheese."

FCB Malaysia has grown from strength to strength since the local management buyout in 2018. Among the list of clients it has won include RHB Bank, Resorts World Genting, Darlie, Marigold, Spritzer, Mamee, PERKESO, Quaker Oats, Hawaya, Sun Life Insurance, Tohtonku, and Twinings.

Last September, FCB Malaysia was once again crowned Agency of the Year and Local Hero of the Year at A+M's Agency of the Year Awards 2021, two years after its first feat in 2019. More recently, it helped RHB Bank win Marketer of the Year award at A+M's Marketing Excellence Awards 2021, with an additional haul of seventeen metals for the night.

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