PREPARATIONS ARE DRAWING TO A CLOSE. THE SUMMER OLYMPIC GAMES ARE ALWAYS A CHALLENGE NOT ONLY FOR THE ATHLETES BUT ALSO FOR THE MARKETING DEPARTMENTS OF THE PARTNERS

19. 7. 2024 | 13 min read We are just days away from the start of the most spectacular sporting event of this year. The 2024 Summer Olympics in Paris are just around the corner and preparations are reaching their peak on all fronts. Fans are already studying the schedule, searching for the streaming platforms that will offer them the best coverage of each event. The athletes go into the finals after often more than a year of intensive preparation. Organisers are making the final touches and reassuring the public that they have done their utmost in terms of security to ensure the smooth running of the Games. And what about the Olympic team partners? Their marketing departments are racing to see who can put together the most creative campaign full of hope, motivation, and positive sportsmanship with the help of national heroes. The same applies to the Czech Olympic Committee and its most important sponsors. How have they managed this discipline during the past Olympics and what have they prepared for us this year? Czech Olympic Committee - Living London like John Cleese (2012) Traditionally, the Czech Olympic Committee, as the main carrier of the Olympic message in the country, airs its TV advertisements in the run-up to the Olympics. In 2012, it managed to engage a truly exclusive partner – British actor John Cleese, best known as a former member of the legendary comedy group Monty Python, and neurotic hotel manager Basil Fawlty from the Britcom Fawlty Towers. The campaign featured several spots in which Cleese takes the role of the viewer’s guide to Olympic and traditional London. Of course, he provides basic information on red phone booths, the five o’clock tea tradition, and a basic English language lesson. The COC has launched a total of ten spots featuring John Cleese, and interestingly, the actor has made one condition for his participation – that he will be actively involved in the scripting of all the adverts. The result is a unique campaign with an international star actor who excels in the art of dry British humour, which would be difficult to imitate by an exclusively Czech creative team. Czech fans couldn’t have asked for a better invitation to London.

VAN GOGH, DA VINCI, AND PICASSO WOULD BE SURPRISED OR FAMOUS WORLD ARTWORKS IN ADVERTISING

18. 7. 2024 | 11 min read What do Da Vinci, Van Gogh, Picasso, or Vermeer have in common? Apart from being the authors of the most famous paintings of all time, they are the artists whose works are often used in advertising in a thousand different ways. The works are not only interesting and original but they also add a touch of prestige to an advertising message and, of course, strike a positive chord with a visually familiar element. After all, who doesn’t know the Mona Lisa?

ART IN ADVERTISING: ARTVERTISING HAS A LONG HISTORY AND REPRESENTS A WIN-WIN SITUATION FOR ADVERTISERS AND ARTISTS

11. 7. 2024 | 5 min read Art and advertising are two seemingly separate categories but in fact, they are incredibly close to each other.

FILM FESTIVAL TRAILERS TAKE A LOT OF SKILL. WHAT MAKES THE RECIPE FROM KARLOVY VARY GLOBALLY UNIQUE?

27. 6. 2024 | 12 min read Anyone who has ever visited Karlovy Vary for the International Film Festival knows the routine. After choosing from hundreds of films and standing in an endless queue for tickets, you settle comfortably in the cinema room at Pupp or Thermal, perhaps listening to a debate with a visiting filmmaker, and looking forward to an experience that usually breaks out of the confines of the classic film mainstream. At this point, however, KVIFF will serve you an extra course – yes, you are right, it is the traditional festival trailer. And the Karlovy Vary one is quite unique from a global perspective. What exactly makes it so special and what is the practice abroad?

FOOTBALL EURO IN ADVERTISING: ENGLAND IS BEST IN EUROPE AT LEAST SOMEWHERE

24. 6. 2024 | 5 min read The group stage of the European football championship is reaching its climax and just as the Czech team's performance has not brought much joy so far, creativity is also lacking on the part of local brands. That's also why it's more interesting to look elsewhere in Europe to see what football campaigns have emerged.. Adidas – Hey, Jude The wish for all of England, articulated by the traditional prayer "Football's Coming Home", which reflects the desire to end the 58-year wait for a winning trophy, appears in a number of campaigns there. These are in many cases among the best of what has been produced for the Euros this year. Including an Adidas spot by New York agency Johannes Leonardo. On the one hand, years of disappointment, on the other, hope placed in a new generation led by Jude Bellingham. And as a logical bonus, the Beatles' "Hey, Jude" strumming the emotional chord (the ad is part of Adidas' global "You Got This" campaign).

WHEN FAITH PRECEDES CREATIVITY: FIVE EXAMPLES OF WORLD RELIGIONS MEETING MARKETING

21. 6. 2024 | 13 min read 21 June is not only the first day of summer, it is also International Yoga Day. Yoga is seen as a priceless gift of ancient Indian tradition, embodying the unity of mind and body and the harmony between man and nature. Yoga is not only a physical exercise but also a discovery of a sense of oneness of oneself, the world, and nature. Yoga is part of an ancient practice that has its roots in Hinduism, but it is often not only Hinduism that is making its way into the modern world of advertising thanks to today’s trendy movement. In today’s article, we will therefore look at whether two diametrically opposed concepts, religion and marketing, might accidentally meet.

LIVE SPORTS BROADCASTS ATTRACT MILLIONS OF VIEWERS WORLDWIDE. THE GLOBAL POPULARITY OF ICE HOCKEY PRESENTS AN AMAZING ADVERTISING OPPORTUNITY

23. 5. 2024 | 8 min read Advertising on sports TV channels or at key events allows companies to hand their brand to a huge number of viewers on a silver platter. In addition, advertisers can be sure that ad spots will be seen by viewers who are enthusiastic and engaged with the content, reducing the likelihood of skipping or ignoring ads. Social identity Sports fans are highly engaged viewers – and this is especially true for live broadcasts. But when it comes to major sporting events, even those who normally don’t enjoy sports can’t take their eyes off the screen. During a major sporting event, such as the current World Ice Hockey Championship, the whole nation becomes a sports fan. Watching sport in large numbers creates a sense of community – and this group experience tends to be a unique experience that fulfils a deep-seated human need for belonging.

FROM SMOKE SIGNALS AND PIGEONS TO AI AND FREE STREAMING. TELECOMMUNICATIONS HAVE SHAPED THE WORLD AND SOCIETY SINCE TIME IMMEMORIAL

17. 5. 2024 | 15 min read 17 May is the date dedicated annually to World Telecommunication and Information Society Day under the auspices of the International Telecommunication Union. You may ask why something like this should be celebrated at all, but the answer is obvious. The world today is the way it is because of telecommunications, which of course has its downsides, but the positives far outweigh the negatives. You still don’t believe it? Then remember how far telecommunications have come over the ages. But you have to start many hundreds of years before Christ...

WE HAD TO CONVINCE THE CREATORS THAT WE WERE SERIOUS. WHAT’S NEXT FOR VOYO

6. 5. 2024 | 7 min read Nova TV wants to boost subscriber interest in the Voyo app. Over 500 hours of content is in production. Online series are also winning professional awards.

CZECH REPUBLIC WILL LIVE FOR HOCKEY, PARTNERS LAUNCH CAMPAIGNS

19. 4. 2024 | 9 min read The partners of the Ice Hockey World Championship and the national ice hockey teams are starting their campaigns.

MYTHS VERSUS REALITY: THE TRUTH ABOUT TELEVISION AND TELEVISION ADVERTISING

18. 4. 2024 | 8 min read There have been more than enough myths about television in recent years. But none of them hold up under the weight of the facts. Television is still one of the most important media channels, still reaches a large number of viewers and is still the medium that stirs emotions, offers the highest efficiency and return on investment, maximum attention and trust. And it is far from being consumed just by the older generation. In any case, television has the potential to be effective and attractive in the long term - for marketers and media planners as well as for audiences.

THE BIG SCREEN HAS AN UNDENIABLE CHARM FOR VIEWERS

14. 4. 2024 | 6 min read The figures are clear. Television is still the undefeated queen of home entertainment. It is the familiar big screen we all grew up with. Modern technology may be exciting, but it has not dethroned television. Why? Television offers advantages that other media cannot provide. According to ATO-Nielsen data, Czech TV viewers spend an average of 3.5 hours a day in front of the screen and 93% of households watch TV programmes at least sometimes.

GREEN CLAIMS WILL CHANGE THE WAY BRANDS ADVERTISE THAT THEY ARE “GREEN”

10. 4. 2024 | 8 min read The European Green Claims Directive aims to prevent misleading claims about "green" products. Markéta Pavlíková summarises what it will mean for the communication of companies and their products.

EASTER HUNT FOR THE BEST AD? IT PAYS MARKETERS TO RESPECT TRADITION – IDEALLY WITH AN INNOVATIVE PLOT TWIST

1. 4. 2024 | 12 min read Although Easter is primarily a Christian holiday, it is infallibly a huge event in the world of marketing and television advertising. In particular, retail chains, food companies and candy makers of all kinds cannot miss it. Every year they come up with a fresh batch of campaigns brimming with eggs, bunnies and every other possible symbol of the spring holidays. If you haven’t had a big dose of sweets yet, watch out! Today, you will be reading mostly about lots of chocolate. Cadbury - Clucking Bunny (1983-???) Easter is associated with traditions and the same is true of its imprint in television advertising. One such tradition was established by Cadbury almost forty years ago when the British company introduced its Easter Bunny on TV screens. The bunny brings the legendary Creme Eggs, one of the iconic products of the global chocolatier, into stores year after year. The original advert’s content was relatively simple - basically just a couple of shots of the bunny making strange noises followed by a basket full of Creme Eggs. But the most important is what came after that. Cadbury decided to build on the inconspicuous advert. In the years that followed, the firm came with the message that all other animals desperately wanted to be like the Cadbury bunny but couldn’t. The real masterstroke came later when the company decided to run a viewer poll each Easter where customers could vote on which animal would be the Easter Bunny for that year. Last year, it was a cat from Boise, Idaho, USA; this year, voters chose a raccoon. For Cadbury it means that their marketing idea still survives after many decades, getting the variations that the consumer wants and making the launch of the new spot a major Easter event.

THE RECIPE FOR THE MAGIC COCKTAIL FOR BRAND SUCCESS BY KAREN HOWE: BRILLIANT CREATIVE AND TELEVISION

26. 3. 2024 | 9 min read TV is the media channel of choice for top brands. One of the reasons is that it provides unrivalled access to consumers of all ages, including the elusive group of 18-34 year olds. Karen Howe, global award-winning creative director and member of the Cannes Lions advisory board, focused her brand magic webinar on some of the TV ads that have captured the hearts of consumers with compelling creative, providing brands with wider awareness and higher sales. THE STATISTICS ARE CLEAR Research shows that the influence of social networks is overestimated, and we need to stick to the figures. Statistics show that television has a totally unrivalled reach. According to a measurement carried out in Canada between May and September 2023, television reached 83% of adults, 72% of teens, and 68% of kids.

YOUNG LIONS KNOWS THE WINNER.

25. 3. 2024 | 3 min read The judges and organisers of the competition for young creatives in the communications industry have announced the winners of this year's national round of the Young Lions competition.

TV ADVERTISING IS NOT EXPENSIVE. IT OFFERS A HIGH RETURN ON INVESTMENT AND CAN BE AFFORDED BY SMALLER COMPANIES

21. 3. 2024 | 7 min read Quite often we encounter the myth that television as an advertising medium is expensive. But the reality is quite different. The magic term in TV advertising is “return on investment”. Television as a medium has an incredibly high return on investment because it has the greatest potential to reach and engage mass audiences, create brand awareness, have an emotional impact and generate sales. Even though competition from other platforms such as social media is continuously increasing, TV still generates better results than advertising done through other media channels.

FROM THE AMAZON TO VOYO. BIG TEST OF STREAMING SERVICES FINDS HUGE DIFFERENCES

19. 3. 2024 | 6 min read You can choose from two hundred movies and TV shows on one, eight thousand on the other. One has a special profile for children, another counts only adults. One regularly charges CZK 89, the other CZK 319. One will not please with HD resolution, the other will delight with 4K with HDR. We've tested ten 'video on demand' streaming services so you can pick the one that suits you.