The digital age brings many simplifications. But they don’t always mean a shift for the better. Orlando Wood, CEO of System 1 and author of the award-winning books Lemon and Look Out, points out that advertising effectiveness has been declining since 2006. This is mainly due to the way creatives have been gripped by the media, which since the start of the millennium has increasingly moved away from narrative storytelling towards a generic concepts without faces and emotions.
However, audiences are turning away from such advertising, which reflects how the left hemisphere of the brain works – it is directed ‘inwards’, which makes it increasingly difficult for the ad to be seen and to capture the viewers attention. Thats why almost 75 % of online ads do not deliver the results they are expected to. And it’s precisely by connecting the dots on the creative – emotion – attention – effectiveness line.
“We need to create a spectacle to open the eyes and warm the hearts of those we want to persuade,” says Wood. It’s the large TV screen versus the phone screen that gives such advertising the space to shine.
Creativity plays one of the most important roles in delivering the results of advertising campaigns. So how should you design advertising in light of these findings to become more engaging and to help build brands?
And creativity plays one of the crucial roles in delivering the results of advertising campaigns. So how do we design advertising in light of these findings to engage and help build brands? Follow the creativity tag, under which we bring you the latest trends on this issue.
Karen Howe recently spoke about this too in a webinar for Canada’s ThinkTV. Check out the article from her talk.
ScreenVoice magazine uploaded an article dedicated to creativity in advertising too. See also a selection of inspiring articles in the “Read on the topic” section.
PREVIOUS THEMES OF THE MONTH
MORE ARTICLES ABOUT THIS TOPIC
ADC: MCCANN IS AGENCY OF THE EVENING, SAVAGE WINS GOLDEN TORCH
7. 5. 2025The ADC Creative Awards have announced their winners. McCann Prague received the highest number of points in the 32nd edition of the competition, while Leonard Savage took home the Golden Torch. The winners of the 32nd annual local competition for creativity in commercial communication, the ADC Czech Creative Awards, have been announced. The awards were… Continue reading THEME OF THE MONTH: CREATIVITY
FOKTOVÁ AND BRICHTA TO JOIN THIS YEAR’S GOLDEN DRUM JURY
29. 4. 2025Nikola Foktová and Aleš Brichta will represent Czech creatives on the jury at this year’s Golden Drum festival. The international creativity festival Golden Drum has announced the juries and section presidents for its 31st edition. This year, two Czech creatives will also be on the jury – in the Craft Drum section, the submitted works… Continue reading THEME OF THE MONTH: CREATIVITY
LIKE AWARD OF GENERATION Z GOES TO THE “NENASADITELNÝ PRSTEN” CAMPAIGN
26. 4. 2025The winner of the Like Generation Z award at the ADC Awards was the “Nenasaditelný prsten” campaign created by Leo Burnett for Prague Pride. For the third time, multimedia students studying economics at the University of Economics in Prague have chosen the winner of the Like Generation Z award at the ADC Awards. The award… Continue reading THEME OF THE MONTH: CREATIVITY
THERE ARE 118 WORKS ON THE ADC AWARDS SHORTLIST, LED BY VML AND MCCANN
11. 4. 2025The ADC Czech Creative Awards already know their finalists. In total, there are 118 entries on the shortlist, with VML and McCann having the highest number of entries. After three days of intense jury evaluation, ADC, the organizer of the 32nd ADC Czech Creatie Awards, announces this year’s shortlist – out of 270 entries, 118… Continue reading THEME OF THE MONTH: CREATIVITY
CREATIVITY INCREASES THE CHANCES OF INNOVATION TO SUCCEED
4. 4. 2025Most innovations are currently failing, but creative communication can contribute to their success, writes Kristián Hloušek from Marketup. When Apple introduced the first generation iPod music player in 2001, there were already a number of competitors on the market. Yet within two years, the new product had already captured more than a third of the… Continue reading THEME OF THE MONTH: CREATIVITY
OMNICONNECT: EMOTIONS ARE AN UNTAPPED RESOURCE IN ADVERTISING
3. 4. 2025Another edition of the OmniConnect conference took place, with high-ranking representatives of Omnicom’s network agencies in attendance. The emphasis on emotional connection with audiences is proving crucial to the long-term success of brands. Yet, in today’s advertising world, the rational side of decision-making receives overwhelming attention. “But the future of business depends on how we… Continue reading THEME OF THE MONTH: CREATIVITY
BRAND BATTLES: FAST-FOOD OUTLETS MCDONALD’S, BURGER KING AND KFC USE PROVOCATION, TECHNOLOGY AND EMPHASIS ON TRADITION
27. 3. 2025Competition is fierce in the fast-food sector. Each brand has completely different weapons in its arsenal. What advertising strategies are the global giants using to keep the competition at bay? At first glance, it might seem that fast-food chains have it easy in these hectic times. Unlike in earlier times, most of us are spending… Continue reading THEME OF THE MONTH: CREATIVITY
THE BIG BRAND BATTLES: NOSTALGIA, COMPARISON, AND PROVOCATION WORK WELL IN ADVERTISING WARS
24. 3. 2025At first glance, it might seem that the global market is vast, with enough room for everyone. In a utopian world, each brand would peacefully claim its share of the market and leave the rest for others. Sounds funny, right? In reality, when two or three strong brands meet in a certain market segment, they… Continue reading THEME OF THE MONTH: CREATIVITY
YOUNG LIONS: MOST PRIZES GO TO YOUNG PEOPLE FROM DENTS, WMC GREY AND ZARAGUZA
24. 3. 2025The seventeenth edition of the Young Lions development competition for young industry professionals has given out its prizes. This year’s seventeenth edition of Young Lions, a creative competition and training programme for young communications professionals up to and including 30 years of age, has announced the winners in each category. Seventy teams entered this year’s… Continue reading THEME OF THE MONTH: CREATIVITY
DESPITE A LARGER LOGO, PEOPLE DON’T ASSOCIATE AN AD WITH A BRAND
19. 3. 2025For many brands, branding is all about a bigger logo and name, but that’s not enough, says Arnad Debia, Global Creative Development Director at Ipsos. Brands nowadays very often stick to a guaranteed formula in their creative. Car manufacturers have their type of advertising, beer companies have theirs, and the downside is that within the… Continue reading THEME OF THE MONTH: CREATIVITY
LAST YEAR, THE ADS FOR DOVE AND THE CZECH PHILHARMONIC RESONATED THE MOST AMONG CZECHS
18. 3. 2025The Dove and Czech Philharmonic advertisements scored the highest among Czech consumers last year, but Fio banka, Benu and ČAP also scored, according to an Ipsos analysis. Quality advertising that can reach its audience not only works with creative experiences that are deeply etched in the memory, but is empathetic enough to evoke a feeling… Continue reading THEME OF THE MONTH: CREATIVITY
THREE TIPS ON HOW TO ENGAGE CUSTOMERS WITH ADVERTISING AND NOT BURN THE BUDGET
3. 3. 2025There are several ways to get viewers’ attention with your creative without having to invest millions, writes Votějch Prokeš of Behavio. Seven to eight million dollars. That’s roughly how much a 30-second ad slot at halftime of the US Super Bowl cost in 2025. And that’s not counting the cost of producing the spot itself.… Continue reading THEME OF THE MONTH: CREATIVITY