Gallaher, the cigarette company, has promoted John Freda to lead its marketing team as head of customer and trade marketing. He assumes the duties of strategy and brand controller Lesley Stears, who has gone on maternity leave.
Analysing £1.8bn of media investments across the UK, a post-Covid/Brexit advertising effectiveness study found profitability varies greatly by media, with TV the greatest driver of overall profit volume.
While its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Agencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.
