"I think consumers are more and more interested in the story behind the brands and the things that they're doing." believes Sarah Barron, CMO of Domino's. 

Asked about what one thing he would change about the industry, Barron went on to say: "I think as an industry, we need to get smarter about our story and really think about the conversation we want to have with consumers about what's going on behind the brand that they buy.”

Watch her MAD//Minute Manifesto in partnership with THE FIFTH here 

THE FIFTH is an award winning social creative agency who are experts in influential content. They have one clear mission: To do things differently. The team of strategists, talent experts and creatives, based in London and LA, help clients to tell inspiring, entertaining and influential stories that deliver measurable impact. Find out more here.