BRAND FAME: HOW BRANDS CAN BREAK THROUGH AND BE PROFITABLE

10. 11. 2025 | 5 min read In an advertising-saturated world, the brands that succeed are those that become part of the culture. According to Darko Silajdžić of McCann Prague, the path to brand fame leads through emotion, creativity and relevant activations that respond to customer needs.

WHAT 2025’S CHRISTMAS ADS TELL US (SO FAR): A STRATEGIST’S READING

6. 11. 2025 | 4 min read In a season of borrowed characters, nostalgic tracks and early launches, the real winners are the brands that know who they are, and stick to it, writes Leith’s Leona Coupar.

RESEARCH: YOUNG SHOP FAST, OLDER PLAN AHEAD

6. 11. 2025 | 4 min read While there are differences in shopping behaviour between generations, they have one thing in common: they want shopping to be clear, fair and human.

ART DIRECTORS CLUB ANNOUNCES THE THIRD CREATIVE EXPRESS

5. 11. 2025 | 2 min read ADC is launching the next edition of the Creative Express Czech Slovakia competition for young talents aged 21 to 28.

WHEN AN ALTERNATIVE CEASES TO BE AN ALTERNATIVE. WHY PLANT-BASED MARKETING SHOULD INSPIRE THE REST OF THE MARKET

3. 11. 2025 | 12 min read World Vegan Day is now behind us — and today it serves as a reminder not only of growing interest in sustainability, but also of a transformation in the language of advertising itself. Plant-based brands have shown that communication does not need to be built on guilt or activism. It is far more effective to talk about taste, habit, and choice. Campaigns that only recently targeted a narrow group of the already convinced have become fully fledged examples of modern brand communication. What they have in common is simplicity, a positive tone, and the ability to translate an ethical issue into an everyday context. Plant-based products no longer represent an alternative, but a new way of thinking about marketing itself. An alternative becomes a vision of the future In 2020, the American company Beyond Meat decided to completely overhaul its existing marketing strategy. The goal was to promote plant-based meat as a product suitable for mainstream consumers. This also involved a shift away from a narrative based on moralising (“you must”) toward one emphasising choice (“what if”). The result was the company’s first-ever nationwide television commercial, “What If We All Go Beyond?”, which aired in the United States on 3 August 2020 on Spectrum SportsNet during a game between the Los Angeles Lakers and the Utah Jazz.

“WE HAVE TO AGREE ON SOMETHING.” CONCERT FOR THE FUTURE PRESENTS A NEW SPOT

3. 11. 2025 | 2 min read The Concert for the Future, which annually concludes the 17 November celebrations in Prague, has prepared its first feature spot for its upcoming 10th year. It communicates this year's theme and the dramaturgy of the programme in the form of the so-called "safeguards" of democracy, which need to be agreed upon regardless of which politicians are currently in power.

FINNISH STUDY: ATTENTION IS THE MOST VALUABLE CURRENCY IN ADVERTISING, SAYS SCREENFORCE ATTENTION REPORT

3. 11. 2025 | 8 min read The attention paid to advertising is more important than ever in today’s fragmented media environment. The world of advertising has entered a new era in which it is no longer enough to monitor the number of views or the reach of a campaign. Attention is becoming the key factor, specifically, how long and to what extent a viewer actually takes in the advertising message.

THE FESTIVE FORMULA: HOW TO WIN LASTING AUDIENCE ATTENTION THIS CHRISTMAS

2. 11. 2025 | 6 min read Christmas ads may be big business, but attention is hard won. Lumen’s Mike Follett reveals how advertisers can sustain festive impact year after year.

PINTEREST GETS THE JUMP ON BACK-TO-SCHOOL CAMPAIGNS

2. 11. 2025 | 2 min read Pinterest has shared some new tips for marketers looking to tap into the 2026 Back-to-School period, in order to ensure that you have your plans in place ahead of the shopping season.

STUDY AUSTRALIA: THE OTHER HALF OF THE ATTENTION EQUATION

1. 11. 2025 | 5 min read We’ve all become obsessed with attention as a media metric. As marketers, we’ve spent the past few years fixated on measuring how long people look at our ads, how engaged they are, and which channels deliver the most eyeball time. But we’re missing something fundamental: before anyone can pay attention to your ad, they first must be willing to receive it.

GEN AI CREATIVE FINDS GROWING ACCEPTANCE

1. 11. 2025 | 3 min read The use of Gen AI in advertising is growing as attitudes shift across clients, creatives and consumers, but greater openness to the tech doesn’t mean there won’t be strings attached.

THE POPULAR HOLIDAY OF THE AUTUMN SEASON DOES NOT AVOID THE TELEVISION SCREENS

31. 10. 2025 | 1 min read 🎃👻Halloween - the popular holiday of the autumn season does not avoid the TV screens. Check out the articles that are full of spooky advertising inspiration as well as the latest facts and trends about consumer behaviour during this popular holiday.

STUDY USA: 60% OF TV TIME SPENT VIEWING STREAMING CONTENT

30. 10. 2025 | 3 min read Sports remains strong for linear broadcasters, but streaming platforms are challenging their status.

MIDDLE-INCOME SHOPPERS FEEL THE HOLIDAY SQUEEZE

29. 10. 2025 | 1 min read Nearly half (49%) of US holiday shoppers earning $80K–$99K are worried that gifts will cost more this year, found a July survey from Bankrate.

“GO!” THE CZECH OLYMPIC COMMITTEE LAUNCHES A NEW MOTIVATIONAL CAMPAIGN FOR THE WINTER OLYMPIC GAMES IN ITALY

29. 10. 2025 | 3 min read Pojď! (Go!) This Word rings out from stadiums and living rooms when fans wish Czech athletes well. But also an inner voice that reminds everyone why it makes sense to move regularly, even if it sometimes means overcoming laziness or adversity. It is with this double meaning that the Czech Olympic Team's campaign for the 2026 Winter Games in Italy works.

KIDNAPPED M&M’S OR VAMPIRES IN A BURGER JOINT. THE SEASON OF SCARY COMMERCIALS IS COMING TO AN END

26. 10. 2025 | 4 min read With October's Haunted Holiday, or Halloween, comes the opportunity for themed campaigns. Well-known and lesser-known brands alike are dressing up in spooky graphics, inviting monsters into restaurants, bringing old faces to life or playing with ghosts.

VML, MCCANN AND ZARAGUZA TAKE HOME THE PRIZE FROM THE GOLDEN DRUM

24. 10. 2025 | 1 min read The International Golden Drum Festival has announced the winners of its competition. Gold went to VML, silver to McCann and bronze to Zaraguza.

FABINI HAS ITS FIRST TV COMMERCIAL, THE FACE IS POHLREICH

23. 10. 2025 | 2 min read The first Fabini TV spot with Zdeněk Pohlreich was produced by Mark BBDO.