Last week, Domino's walked into a social media shit-storm, when a week-long teaser campaign for a “game changing” announcement proved to be nothing more than a new range of square pizzas with premium toppings.

To be honest I think it's a bit of a non-story. What's the news - the public finding an ad campaign to be patronising rubbish? Big deal. They've been thinking this kind of campaign is patronising rubbish for years. The only thing that's changed is that people now have a way of telling the company so, on their facebook page:




But what I do find interesting, and a clue as to what caused the debacle, is an earlier set of comments... these appeared on Campaign Brief when Domino's announced they had hired a new ad agency:



And it should be noted that before hiring this particular agency, Domino's did their advertising in-house for a period.

I'm not a fan of clients pushing their agencies around so much, they're effectively using them as a production studio.

The same kind of problems arise when people hire a real estate agent, or a lawyer, and then ignore their advice. It surely stems from a desire for control.

But if you over-control your advisers, you lose something very important... something that may be the most important benefit to be gained from hiring any external professional.

Objectivity.

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