Continental Research says 10 million UK adults will make at least one Christmas purchase online this year, an increase of 38 per cent on 2003. Of the total &£26bn that consumers are expected to spend this Christmas, &£1.8bn will be through the Net.
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.
