The Premier League has indicated to the European Commission that it will no longer permit BSkyB to have a monopoly on live Premiership football and plans to allow about 30 live games to be shown on the BBC or ITV.
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.