Portland Outdoor – the WPP Group-owned outdoor advertising company – and Poster Publicity have been given the go-ahead for their planned merger by the Competition Commission. The merged company is expected to launch this summer. Its shortlisted names are OneNetwork, Kinetic and O Factory.
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.