60 second interview: Domino's Robin Auld

Kunal Dutta, 28 October 2009

Domino's marketing director Robin Auld on the pizza company's event strategy

How important are events to Domino's?

Event marketing is a vital way of bringing our franchises together and essential for maintaining the culture of the brand, as well as communicating with more than 12,000 employees who work for us across the country.

Which types of events are most important to your marketing strategy?
Conferences allow us to facilitate two-way dialogues between head office and employees, and communicate what we are doing with the brand. It can also galvanise passion and get everyone behind the brand.

Which events have been most successful?
Our big sponsorship this year was Britain's Got Talent. We aligned this with a motivational event at Liverpool's ACC for all our staff that was themed around 'Domino's Got Talent', with Ant and Dec presenting the awards.

How will your events strategy change in 2010?
As well as two annual meetings, we have a group of directors who have regular face-to-face meetings. We also have big meetings with the franchises, where they come in to our head office over a number of days. In 2010, we expect much of that activity to continue in the same way."

To read the full C&IT interview with Auld as well as interviews with brand leaders from Honda, Diageo, Sainsbury's and Yahoo! among others, click here.