ACC Partners, the Italy-based agency, has created an underground and press campaign for Alitalia, featuring a saucy image and the strapline ‘We know how to seduce you’. Media planning and buying is handled by MediaCom 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.
