London don’t necessarily mean national
The excellent How Do, which has quickly established itself as the must read for anybody with an interest in the North West’s media, reports that supermarket Morrisons is moving its media buying down south because ‘new chief executive, Marc Bolland… is keen for the supermarket to shed its perceived northern image and rather project itself as “national”’.
It’s a bizarre rationale, given that few consumers will know or care that an advert was bought by a guy sitting at a desk in London, rather than Manchester. In any case, a London base often means anything other a national profile, which is why the BBC is so keen to beat the same path in the opposite direction.
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