THE SECRET TO SURVIVING A RECESSION? KEEP ADVERTISING – HERE’S HOW

5. 8. 2022 | 7 min read One popular disinfectant brand came under scrutiny in September of 2020 for launching ads that glorified a return to the office — at a time when many people were still quarantining or enjoying work-from-home life.

HOW TO REACH CONSUMERS WATCHING BOTH LINEAR AND STREAMING TV

26. 7. 2022 | 4 min read Using connected TV to go after cord-cutters is only part of the story

STORYTELLING EXPERT FRANK ROSE ON NARRATIVE THINKING IN A DIGITAL AGE

26. 7. 2022 | 15 min read Technology has turned the whole world into storytellers by giving us new means and new motives to share our tales. Journalist and author Frank Rose discusses how stories shape our reality and how to navigate narratives in a digital world.

I’LL HUFF, AND I’LL PUFF, AND I’LL… BOOST AD EFFECTIVENESS

19. 7. 2022 | 6 min read Think of the most enduring folktales to have been passed down through generations. Fables such as The Three Little Pigs, Goldilocks and the Three Bears and Billy Goats Gruff. What do all these stories have in common?

DEMYSTIFYING CTV IN THE UK

5. 7. 2022 | 7 min read Thinkbox’s Matt Hill examines the world of CTV and explores why the UK is a hard market to crack.

THE BEST CAMPAIGNS OF THE LAST DECADE

30. 6. 2022 | 4 min read Here's a roundup of the spots that won the Cannes Lions' Titanium Grand Prix for boundary-breaking projects with groundbreaking creative. 2012: Nike + FuelBand by R/GA New York for Nike To engage customers more, Nike introduced the FuelBand a decade ago, a wristband that translated the effects of any activity into a NikeFuel indicator. The latter helps people compare results equally, for example, no matter how differently their bodies burn calories. This encouraged people to be competitive and motivated, as well as accessing services on the Nike+ platform, which was free to users of the wristband.

‘DON’T BE AFRAID OF CONSISTENCY’: MARKETERS ON THE DRIVING FACTORS BEHIND EFFECTIVE ADVERTISING

24. 6. 2022 | 6 min read The marketers behind two highly effective Marmite and Aldi ads explain what it takes to build a creatively effective campaign.

RITSON’S RECESSION PLAYBOOK: 9 STEPS MARKETERS SHOULD TAKE TO SURVIVE THE DARK TIMES AHEAD

21. 6. 2022 | 15 min read From retaining a long-term view and the importance of excess share of voice to making strategic changes to positioning and saying no to failure, Mark Ritson spells out how brands can navigate recession.

MESSAGE TO AGENCIES: EXCELLENT COMMUNICATION MAKES SENSE

3. 6. 2022 | 3 min read Most advertisers agree that an excellent communication activity can return up to 20 times more value for money than an average one.

CAN YOU ACHIEVE LONG AND SHORT AT THE SAME TIME? USUALLY, NO

26. 5. 2022 | 6 min read It’s appealing to fulfil brand and sales objectives in one execution, but they’re so different that you’ll probably fail at both.

SEX, BRAINS, AND ADVERTISING

26. 5. 2022 | 7 min read At Brainy Bar 10, experts discussed the neuroscience behind the idea of the gendered brain, and the importance of external messaging and stimuli to the establishment of gender – Sam Peña-Taylor reports.

WHY SERIOUS TIMES CALL FOR FUNNY ADVERTISING

24. 5. 2022 | 5 min read The world is a serious place right now, says Lucky Generals’ head of special ops, Paul Mallon, but that’s no reason why brands should be afraid to be funny

SUSTAINABILITY SHOULDN’T BURDEN CONSUMERS WITH GUILT OR EXPENSE

22. 5. 2022 | 6 min read In his first interview since becoming Unilever's global personal care CMO, he details how the consumer goods giant is evolving hygiene products into wellness products and is embedding sustainability in its brands while facing growing local competition. Unilever's Samir Singh: Sustainability shouldn't burden consumers with guilt or expense With the world emerging unevenly from a pandemic, several Covid-driven habits are fading, with consumer goods giants racing to keep pace with changing consumer habits yet again. This is especially so with the firm’s personal care business, where brands such as Lifebuoy profited from a zealous focus on hygiene in this time, only to now see some of these gains fade.

BRAND PURPOSE CAN HAVE A BUSINESS EFFECT

21. 5. 2022 | 7 min read Firms that decide to communicate socially beneficial topics must select carefully the area they want to focus on. A link between a topic and a brand that is not credible will backfire on the brand. That was the issue discussed at the Communication Summit.

DO NOT DROWN IN MEDIOCRITY

28. 4. 2022 | 5 min read The right brand experience is a competitive advantage for brands, says Jiří Jón.

HOW STRATEGISTS SHOULD DEPLOY EMOTIONAL INTELLIGENCE

21. 4. 2022 | 5 min read Stategists may be known for their intellectual chops but the very best use empathy in several different ways in order to build deeper, better communications, writes We Are Social CSO Harvey Cossell.

EASTER MARKETING IDEAS THAT WORK

14. 4. 2022 | 15 min read This list of unusual Easter marketing ideas will get you inspired for the season. Easter eggs make up 10% of annual chocolate spending in the UK. That’s a delicious chunk of revenue for food brands. We’ll go through what you can take from these examples to create a brilliant Easter marketing campaign. Younger generations are getting in on the action this time of year. We’ve explained how brands need to adapt to win at the Easter promotion game.

IN DEFENCE OF BRAND STORYTELLING

11. 4. 2022 | 5 min read Storytelling increasingly feels like a dirty word in marketing circles, connoting a flippant, regressive or trivial approach to the business of selling things. But marketers abandon it at their peril.