MSN Messenger, Microsoft’s instant-messaging service, is sponsoring MTV Europe’s new series, MTV Icon, which focuses on bands or individual artists. The first show will feature a special concert by The Cure. The deal includes pan-European on-air sponsorship and promotion on MTV Europe’s 11 regional websites, as well as advertising opportunities at concerts.
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.