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It’s time to break down your brand and build it back up
Follow British Airways’ example: for every new ad you make, identify at least one customer experience improvement to go with it.
British Airways likes to hit us with big numbers. It came bounding out of its induced pandemic torpor with an exuberant burst of outdoor, print and online advertising featuring no fewer than 500 separate executions.
Five hundred! And we’re not talking about minor amends to prior copy here, but a conveyor belt of craft, with each ad a smartly observed original, in service of its new ‘British original’ slogan. They were everywhere, got commented on by everyone, and won everything in sight, including a 2023 Cannes Lions Grand Prix.