Tim Jeans, managing director of low-cost airline MyTravelLite and formerly sales and marketing director of Ryanair, is to become MyTravel Airways chief operating officer, responsible for charter and no-frills airlines.
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.
The retailer, which has traditionally focused on in-store shopping only, also plans to roll out its click-and-collect initiative to all stores in Great Britain.