Big Communications has been appointed by KMI, which owns the King of Shaves (KoS) range of male grooming products, as its first creative agency following a three-way pitch. Big’s first task will be a &£1m radio campaign to support the KoS shaving range early next year.
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.