Initiative Media wins Samsonite business
Initiative Media has won the global media buying and planning account for luggage brand Samsonite. It will launch a new global advertising campaign, created by TBWA, later this year.
Initiative Media has won the global media buying and planning account for luggage brand Samsonite. It will launch a new global advertising campaign, created by TBWA, later this year.
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.