Former CP&B Domino's Team Opens Work in Progress, a New Agency in Boulder, Colo.
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The partners aim to take the methods they’ve honed as a team at their former agency and apply them to new clients. “We help companies define their reason for being, and we translate that reason into action,” Mr. Talbot explained of the agency’s approach. “Once you put that into the world, you can get transformative results.”
During the time the WIP founders worked with Domino’s, the brand saw consistent sales growth, a boost in digital ordering from 20% to 50% and DPZ stock jump from $8 in 2009 to nearly $150 in 2016.
With Domino’s, “It really started in the beginning, with ‘Pizza Turnaround’ and reinventing the pizza,” said Mr. Talbot, who was also named to Ad Age’s 40 Under 40 earlier this year. “We came to realize that you can only do that once. You have to think of a higher-level purpose that will drive tons of actions in a commoditized category. What was most true to Domino’s was that people wanted the ‘magic of pizza,’ so once we landed on that, it gave us inspiration for endless years of action.”
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