MARK RITSON AT THE VISION 2025 CONFERENCE: TELEVISION ADVERTISING OUTPERFORMS DIGITAL IN KEY AREAS – EMOTION AND ATTENTION

20. 10. 2025 | 6 min read In an inventive presentation, Mark Ritson channels Steve Jobs, presenting an alternative reality in which television and television advertising are only being invented today. This stylisation has a single aim: to show how dramatically we underestimate a medium that we have long had at our disposal, and to highlight the fundamental advantages that television advertising offers over everything we now label as “modern digital marketing”.

ORLANDO WOOD INTERVIEW: WHY ADVERTISING NEEDS SHOWMANSHIP AGAIN – AN INTERVIEW WITH ORLANDO WOOD

2. 9. 2025 | 4 min read A leading voice in advertising effectiveness, Orlando Wood has transformed the industry’s understanding of how creativity drives commercial success. As Chief Innovation Officer at System1 and an Honorary Fellow of the IPA, he has studied more than 26,000 ads and authored the acclaimed books Lemon and Look Out. His award-winning research has shown why showmanship matters more than ever in an age of AI, streaming, and short-termism. We asked him to share his views on the enduring principles of effective advertising, the future role of television, and how brands can rediscover the creativity that fuels long-term growth.

SUMMER-FLAVOURED TV ADVERTISING: AD SPOTS FILLED WITH SUN, SEA AND CHEERFUL VIBES ENCOURAGE SHOPPING

2. 9. 2025 | 6 min read Summer has come to an end, but even a few rays of sunshine can keep the summer mood alive. The flood of summer-themed TV commercials is gradually fading, and so is the effort by brands to tap into the specific consumer behaviour typical of the warmest season of the year—one devoted to experiences and relaxation.

STADIUMS AS SUMMER ADVERTISING LABS. THE IMPACT OF MEGA SPORTS EVENTS ON BRAND MARKETING

29. 8. 2025 | 12 min read The biggest summer sporting events are not just competitions for trophies. There are also moments when advertising becomes a pop culture event. Wimbledon, the Tour de France, the US Open, the EURO and Formula 1 are not only the highlights of the sporting season but also comprehensive advertising laboratories. Each of these events offers a completely different media space – from the aristocratic minimalism of Wimbledon to the pop culture spectacle of the US Open to the technology-oriented branding of Formula 1. The common denominator is the effort of brands to achieve deeper audience engagement through new formats, digitalisation and personalised experiences. It is no longer just about reaching an audience – the goal is to create a cultural moment that resonates across channels, generations and markets. The Tour de France and the power of film aesthetics For many years, the Tour de France has rightly maintained its reputation as the largest and most-watched cycling race in the world. This Grand Tour, which takes place every July, is not only a sporting event but also a global advertising platform where many brands test the effectiveness of innovative formats. Live broadcasts of the Tour are provided by more than a hundred television stations in over 190 countries around the world, with a cumulative audience of over 3.5 billion viewers. The individual stages are filmed from the air, from motorcycles and from stationary cameras, making the Tour an ideal space for advertising and product placement. The race thus boasts a distinctive cinematic aesthetic.

THE FUTURE HAS ALREADY BEGUN. AR AND VR ARE TRANSFORMING TV ADVERTISING INTO AN INTERACTIVE EXPERIENCE

21. 8. 2025 | 10 min read Smart TVs, augmented reality and the advent of new devices such as Apple Vision Pro are fundamentally changing the way brands communicate with customers. Television and outdoor advertising are no longer just one-way communications – they are becoming interactive, personalised experiences. Companies are investing in AR and VR campaigns for higher engagement, better conversions and lower costs. And even though these formats still face technical limitations, their role in the marketing mix is increasingly compelling.

FALSE PREJUDICES AGAINST TELEVISION. TV REMAINS ESSENTIAL FOR VIEWERS AND ADVERTISERS

13. 8. 2025 | 7 min read “Television is for older people,” “They only show ads on TV,” “I never watch it,” etc. There are many prejudices against television. But is there any truth to them? The answer to this question was provided by a new study from Screenforce titled “The Beauty of TV.” The results, presented during an exclusive webinar, show that while prejudices against television certainly exist, the reality is quite different.

SIR JOHN HEGARTY FOR GTVG ON THE POWER OF CREATIVITY

4. 8. 2025 | 7 min read Few figures have shaped modern advertising as profoundly as Sir John Hegarty. From co-founding Bartle Bogle Hegarty to producing some of the most iconic TV ads of the last half-century, his work has consistently championed the power of creativity to move people and markets. As brands today navigate an increasingly data-driven landscape, Sir John remains a powerful advocate for the human truths and emotional insights that lie at the heart of great advertising. We asked him to share his thoughts on creativity, the enduring role of television, and how the industry must evolve without losing its soul.

SUMMER-FLAVOURED TV ADS: FASHION BRAND SPOTS ARE ALL ABOUT FLOWING SKIRTS AND ROMANCE

31. 7. 2025 | 9 min read Fashion brands use the summer season to present themselves to customers in an emotive light. Their summer campaigns often depict an ideal world where every outfit fits naturally into a perfect holiday day filled with the scent of sun and sea. Television adverts are usually visually impressive, often accompanied by catchy music and dynamic editing that evokes movement and life. In summer more than ever, fashion is part of lifestyle – and advertising knows how to take advantage of this.

SUPERMAN CAN BOOST A BRAND’S SUPERPOWERS. ALL IT TAKES IS TV ADVERTISING

31. 7. 2025 | 8 min read A new adaptation of Superman has hit theatres. Naturally, its premiere is accompanied by a wave of advertising campaigns. The iconic comic book hero offers a strong emotional impact and a universally understood symbol of good, which allows advertisers to increase brand visibility and associate their products with positive values.

BLUE IS COOL: THE SMURFS SCORE BIG IN TV ADVERTISING

14. 7. 2025 | 7 min read The distinctive, memorable blue colour, unique characters, and the emotional connection of viewers who grew up with the Smurfs—these are the qualities that make the Smurfs a perfect inspiration for creatives. Advertising campaigns are full of these iconic characters—and it’s no surprise! On the occasion of the premiere of the latest Smurfs film, let’s take a look at how this phenomenon resonates in the world of advertising.

SUMMER-FLAVOURED TV ADS: THE WETTEST WATER AND HOTTEST SAND IN ADVERTISING

2. 7. 2025 | 9 min read The splash of waves and the soft sound of hot sand beneath your feet—such a scene is one of the strongest summer trump cards in TV advertising. Swimming in the waves evokes freedom, and beach life brings the rhythm of peace and the ease of a summer holiday, drawing the viewer into the story. People are picturing themselves on a seaside beach, ideally with the featured product in hand. TV ads by the water aren’t just about summer. They are a carefully staged dream where the brand shines like the sun in a clear blue sky without a single cloud.

IF YOUR TRAVEL AD LOOKS TOO PERFECT, GEN Z WON’T TRUST IT

28. 6. 2025 | 4 min read Show them the good, the bad and the ugly.

SUMMER-FLAVOURED TV ADS — WHEN BRANDS RIDE THE WAVE OF VACATION VIBES AND CHILL

26. 6. 2025 | 5 min read Success in summer requires more than just the right product. It is important to understand that people live differently during the summer. They move from their living rooms outdoors, spend more time away from home, and consume media differently. They think less, feel more, and shop much more impulsively. They respond to ads that evoke atmosphere and emotion, radiating authenticity, ease, and a natural connection to the summer feel.

MUSIC THAT SELLS: AC/DC, THE ROLLING STONES AND QUEEN IN TV ADVERTISING

21. 6. 2025 | 9 min read The rock anthems that once shook concert halls are now blasting from TV screens as part of advertising campaigns designed to grab attention from the very first note. Famous songs lend brands image, emotion and credibility, becoming a bridge between the product and the audience. For World Music Day, let's take a look at the role music plays in advertising.

IS TV ADVERTISING STILL EFFECTIVE IN 2025?

3. 6. 2025 | 5 min read How can you ensure your campaigns deliver maximum ROI? Let's dive into the science behind successful TV advertising and explore why behavioral methods provide better insights than traditional ad testing approaches.

YOUNG PEOPLE ARE RETURNING TO TELEVISION: NEW APPROACHES TO MEDIA PLANNING

1. 6. 2025 | 5 min read A study by Freewheel confirms the levelling of viewing habits and the growing role of ad-supported streaming.

BRAND BATTLES: THE GREATEST DRAMA ON TV WITHOUT ACTORS – ONLY SLOGANS AND LOGOS

25. 5. 2025 | 6 min read We know their slogans by heart. The songs that underscore their adverts get stuck in our heads, and we recognise their logos on highway billboards even in thick fog. We are talking about brands that have managed to stand out and become etched in our memory through successful advertising. However, this often comes at the price of fierce competition. They tirelessly climb the rankings to reach the top spot — often two or three major brands battling it out. And so, there’s no choice but to pull out powerful weapons, such as television advertising.

SEEMINGLY IMPOSSIBLE MARKETING MISSION CAN HAVE A HAPPY ENDING THANKS TO TV ADVERTISING AND “MISSION: IMPOSSIBLE”

25. 5. 2025 | 10 min read The film Mission: Impossible, which premiered in 1996, rightfully ranks among the iconic achievements of cinematic art. Based on the 1960s TV series, the film earned cult status thanks to its approach, Tom Cruise’s charismatic presence, nerve-wracking suspense, and top-notch action scenes. It is therefore perfectly logical that the famous “impossible mission”, in its various forms brought by the new instalments, inspires not only film fans but also the world of advertising.