The Interactive Viewpoints supplement (MW October) is one of the best supplements I have ever come across. Very interesting articles from top level individuals.
Paul Richards
Director, media analyst
Numis Securities
London EC2
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.
