MEDIA CHOICE: Ian Darby, Campaign's media editor, picks Tesco's Air Miles stunt outside Sainsbury's

"This was a witty and swiftly executed stunt designed to piss Sainsbury's off as well as raise awareness of Tesco's new Air Miles offer. On the day that Sainsbury's stopped giving Air Miles to its customers and Tesco started giving them away - a change that attracted acres of national press and TV news coverage - IMP arranged for actors dressed as airport runway traffic directors to stand outside Sainsbury's Cromwell Road stores in London. Replete in airport costumes and those table tennis bat things the actors wore billboards saying: "If you still want Air Miles take off to Tesco

and directed Sainsbury's customers to the Tesco store offering Air Miles just down the road. The stunt was quickly organised and generated a great impact on the street but also in PR terms. As the picture shows, it also achieved its aim of winding-up Sainsbury's management."

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).