Creston, the marketing services holding company, has hired Nick Davies as managing director of its marketing communications and channel marketing subsidiary, the EMO Group. Davies was previously managing director of the Bristol office of direct marketing agency WWAV Rapp Collins.
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.