Allied Domecq has appointed Marketing Society chief executive Hugh Burkitt as one of its three panellists to vet its advertising. The two other members are Jodie Bernstein, former head of consumer protection at the US Federal Trade Commission, and José Massaguer, a Spanish lawyer. (George Pitcher, page 29.)
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.