The Department of Trade and Industry has shortlisted advertising and media agencies to work on the launch of its Consumer Direct telephone advice service. The agencies are: DFGW and PHD; Miles Calcroft Briginshaw Duffy and Zenith Optimedia; BDH/TBWA and MediaVest; McCann-Erickson and Mediaedge:CIA.
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.
