The Broadcasters’ Audience Research Board has extended contracts with three research companies by three years, to run until 2009. This means the schedule for creating a new panel to track television and radio jointly will be delayed.
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.