Domino's Pizza has shifted its media account from Mitchell & Partners to GroupM's Maxus as a result of greater cost efficiencies.
Maxus will manage Domino's media buying across television, print and out-of-home from 1 November. Domino's declined to comment on whether a pitch for the business was held.
Earlier this year, the pizza chain moved its creative account from The Campaign Palace to BMF.
Domino's chief executive, Don Meij, said: "I am delighted to welcome the Maxus team to the Domino's family and look forward to seeing the team take us to a whole new level in the future."
Domino's chief marketing officer, Allan Collins, said: "After a long relationship with Mitchells, we have made the decision to move to Maxus due to them presenting a very compelling proposition for Domino's franchisees to achieve greater cost efficiencies in their media buying."
Maxus chief operating officer, Mark McCraith, said: "We are delighted and excited to be working with such a dynamic brand as Domino's, which operates in a complex and extremely competitive marketplace. We look forward to delivering more added value to their business."
Domino's spent an estimated $10.1 million on main media in the 12 months to June 2011, marginally down from $10.5 million in the prior period, according to Nielsen.
Domino's has 553 stores across Australia and New Zealand.
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