Novartis, manufacturer of brands including Nicotinell and Voltarol, has appointed Grey London and Saatchi & Saatchi to handle its over-the-counter medicines business. The account was previously split globally, with Euro RSCG London handling the business in the UK.
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.
