Two former directors at Virgin d3 – a field marketing agency – James Layfield and Sara Gil, have formed a brand experience agency called Closer. Closer launches with a client list including Virgin Mobile and Siemens Mobile.
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.
