The Association of Communication Agencies (AKA), in cooperation with the Art Directors Club Czech Republic (ADC), is launching an industry initiative called Síla nápadu. Its aim is to open a discussion on the importance of creative ideas in marketing communication and to involve not only agencies, but also advertisers and the media.
The project responds to the growing pressure for performance, speed and efficiency in the advertising industry. According to the initiators of the initiative, the creative thinking phase itself is often overlooked in this environment, even though a quality idea is a key element of successful communication. Through a joint platform, AKA and ADC want to highlight the role of creativity as a link between strategy and campaign results.
The campaign Síla nápadu is conceived as a long-term project divided into two phases. The first part, entitled Manifesto, starts on 2 February 2026 and focuses on opening a debate on the conditions under which creative ideas arise. It draws attention to the lack of time and space for deeper thinking in agency practice. Agencies can participate in this phase by, for example, sharing the manifesto and signing up to the main idea of the project.
The second phase of the project, entitled Síla nápadu v praxi, will begin in early March. It will focus on specific examples of campaigns in which creative ideas played a key role. In this context, AKA calls on agencies and advertisers to provide examples of their work. The aim is not to compete or evaluate, but to present different approaches and forms of creative solutions.
"Great creativity multiplies the effect of a campaign 11 times. It is the second largest growth lever we have available in marketing, right after brand size. And the only one you can't buy for all the money in the world. You need trust, conviction and, above all, enthusiasm for the idea. You also need the best professionals who are constantly raising the bar for effective creativity and belong to the Art Directors Club and AKA communities," says Jan Binar, CEO of McCann Prague and project guarantor within AKA.
The initiative will also include a thematic microsite on the AKA website. The outputs will be curated in collaboration with ADC. According to the organisers, the project is intended to serve as a common platform for the industry and contribute to strengthening confidence in creative work in marketing communications.
Credits
Campaign guarantor for AKA: Jan Binar (McCann)
Author of the idea: Jan Faflík (DDB Prague)
Idea making & strategy, campaign guarantor for ADC: Martin Svetlík (Ogilvy)
Idea making & strategy: Miky Karas (Etnetera Motion)
Art direction: Václav Pruner (WMC Grey)
Copywriting: Marek Černý (WMC Grey)
Web & UX: Lenka Šlajchrtová (Symbio Digital)
Source: mediaguru.cz