Direct MediaCom has won the £1m media planning and buying account for internet portal Lycos UK from Carat Direct. Direct MediaCom will plan and buy all offline activity, while online ads will be planned and bought by Media.Com.
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.
