Tag: advertising
TURNING ONE TRAVEL OFFER INTO TWO TV STORIES FOR TWO TYPES OF FAMILIES
22. 2. 2026 Attraction Tickets sells Florida attraction tickets and theme-park hotel packages to UK customers. It has served more than five million customers since 2002 and offers access to destinations including Walt Disney World Resort, Universal Orlando Resort, SeaWorld and Disneyland Paris. In a competitive travel market, people compare options quickly, and marketing is judged by its… Continue reading TURNING ONE TRAVEL OFFER INTO TWO TV STORIES FOR TWO TYPES OF FAMILIES
UPGRADING A TV SPONSORSHIP WITH ADDRESSABLE IDENTS
21. 2. 2026 Volvo and Sky Atlantic have partnered since 2013 through a TV sponsorship. The partnership has built long-term brand strength and has widened Volvo’s image beyond safety, with more focus on innovation, design and a progressive mindset. This partnership happens in a context where Volvo is moving to a direct-to-consumer model. That shift raised expectations for… Continue reading UPGRADING A TV SPONSORSHIP WITH ADDRESSABLE IDENTS
BUILDING TRUST FOR PRIVATE HEALTHCARE BY PUTTING DOCTORS FIRST AND USING TV AS A TRUSTED NATIONAL STAGE
20. 2. 2026 Campaign objectives To challenge the belief that only state hospitals deliver life-saving care, AKFA Medline decided to produce a doctor-led manifesto film and placed it on national TV, with IM Service handling broadcast delivery, timing, and exposure for a sensitive message. The campaign brief combined awareness with credibility: increase brand awareness, strengthen trust and loyalty,… Continue reading BUILDING TRUST FOR PRIVATE HEALTHCARE BY PUTTING DOCTORS FIRST AND USING TV AS A TRUSTED NATIONAL STAGE
RADIO ADVERTISING GREW BY TWO PER CENT IN 2025, BUT THE MARKET SLOWED DOWN
20. 2. 2026 Although the overall increase in net investment in radio advertising did not keep pace with previous years, it still showed a slight increase of two per cent. The significant reduction in advertising on Czech Radio last year did not help commercial stations. Net investment in radio advertising grew by 2% last year, reaching a total… Continue reading RADIO ADVERTISING GREW BY TWO PER CENT IN 2025, BUT THE MARKET SLOWED DOWN
YOUR CITY, YOUR AD: HOW AD ALLIANCE MADE TV PERSONAL
20. 2. 2026 Background Polestar, the Swedish electric vehicle manufacturer, was rapidly expanding its dealer network across the Netherlands. New showrooms were opening in cities nationwide, but there was a challenge: how do you build awareness for a showroom in one city while also maintaining broad brand visibility? As this was not a typical brand-building campaign, for which… Continue reading YOUR CITY, YOUR AD: HOW AD ALLIANCE MADE TV PERSONAL
DRESSING THE SCREEN: HOW ADIDAS BECAME GOLF’S NEW LOOK
20. 2. 2026 Golf is a globally popular sport, but it has historically struggled to attract younger audiences. The sport’s traditional image does not always reflect the diversity and style of today’s players, which can limit its appeal to new generations. Adidas, one of the world’s leading sportswear brands, saw an opportunity to help modernise how golf is… Continue reading DRESSING THE SCREEN: HOW ADIDAS BECAME GOLF’S NEW LOOK
TURNING TRUSTED TV MOMENTS INTO BOOK SALES BY LINKING ATTENTION TO CLEAR PLACES TO BUY
20. 2. 2026 Standaard Boekhandel is a Belgian book retailer. It wanted to make reading feel relevant again at a time when many people spend more time with other entertainment. The brand also wanted its bookstores to stay strong places for discovery, where people browse and find new titles, not only pick up a book they already decided… Continue reading TURNING TRUSTED TV MOMENTS INTO BOOK SALES BY LINKING ATTENTION TO CLEAR PLACES TO BUY
DON’T SKIP THE BREAK: TURNING FRANCE 2’S AD BUMP INTO A LIFE-SAVING REMINDER
20. 2. 2026 Campaign objective FranceTV Publicité (FTP) built the campaign around a single TV-native move: take the short on-air ident that usually marks the start and end of advertising on France 2 (a well known visual “bump”, where the channel’s celebrities seem to be touching the screen to ‘enter’ into the advertising break) and turn it into… Continue reading DON’T SKIP THE BREAK: TURNING FRANCE 2’S AD BUMP INTO A LIFE-SAVING REMINDER
STUDY BY BARB: LIVE TV STILL ACCOUNTS FOR 45% OF VIEWING AS STREAMING HITS 38% IN 2025
19. 2. 2026 Barb has published a new report, What People Watched in 2025, arguing that UK viewing habits are better explained by adaptation than a clean break from linear television. The report spans live and on-demand viewing across broadcasters’ VOD services, subscription streamers and video-sharing platforms, bringing the different parts of the TV ecosystem into a single… Continue reading STUDY BY BARB: LIVE TV STILL ACCOUNTS FOR 45% OF VIEWING AS STREAMING HITS 38% IN 2025
SUPER BOWL LX ATTRACTS NEARLY 125 MILLION U.S. VIEWERS
18. 2. 2026 Viewing peaked at a record 137.8 million; 128.2 million in the U.S. viewed Bad Bunny’s halftime show, which also set records on social media. NBC Sports said its Super Bowl coverage Feb. 8 set an all-time media record for peak viewing, with 137.8 million watching in the second quarter as the Seattle Seahawks led the New England… Continue reading SUPER BOWL LX ATTRACTS NEARLY 125 MILLION U.S. VIEWERS
ADFORUM: THE MOST APPRECIATED CAMPAIGN OF THE YEAR IS “PRICE PACKS” BY PENNY
18. 2. 2026 According to a report by AdForum, the most creative awards last year went to German retailer Penny’s “Price Packs” campaign. The “Price Packs” campaign by German retail chain Penny, which displayed the price of goods directly on the packaging of its private labels, was the most acclaimed campaign of last year. This is according to… Continue reading ADFORUM: THE MOST APPRECIATED CAMPAIGN OF THE YEAR IS “PRICE PACKS” BY PENNY
VAB STUDY: SOCIAL MEDIA HAS NO CHANCE OF HELPING SMALL BRANDS BREAK THROUGH WITHOUT ADVERTISING ON STREAMING TV
17. 2. 2026 Today’s VAB webinar showed that while social media is popular among advertisers, it is far from a silver bullet. It’s true that it is easy to buy, easy to measure, and allows for quick testing. But there is one major problem: new research shows that its effect on new brands is limited and absolutely insufficient… Continue reading VAB STUDY: SOCIAL MEDIA HAS NO CHANCE OF HELPING SMALL BRANDS BREAK THROUGH WITHOUT ADVERTISING ON STREAMING TV
HOW LUNAR NEW YEAR BECAME A MARKETING MOMENT
17. 2. 2026 The holiday can be a playground for cultural appreciation, but marketers should take care when showing up around significant moments, one exec told us. Calling all who celebrate Lunar New Year! Gather your family, friends, red envelopes, and…brands? The Year of the Fire Horse is officially upon us, and in honor of the holiday celebrated… Continue reading HOW LUNAR NEW YEAR BECAME A MARKETING MOMENT
THE CHINESE NEW YEAR IS UPON US. DIOR WELCOMES IT WITH A COLLECTION AND A SHORT FILM IN BAROQUE STYLE
17. 2. 2026 Tuesday, 17 February marked the beginning of the Chinese Year of the Horse. Dior welcomes it with a new collection, accompanied by a new short film. The film was directed by Nina Gantz and Renée Zhan from the London-based production studio Blinkink. The stop-motion film, entitled A Ride of the Moon, was created for the… Continue reading THE CHINESE NEW YEAR IS UPON US. DIOR WELCOMES IT WITH A COLLECTION AND A SHORT FILM IN BAROQUE STYLE
A MARRIAGE PROPOSAL TO BELGIUM’S HOME BREWERS
17. 2. 2026 Belgium is famous for its hundreds of beer varieties, microbreweries, and passionate home brewing community. Grimbergen, a well-respected abbey beer brand owned by Alken Maes Brewery, wanted to shift how consumers perceived them. Rather than being seen as simply a reliable beer choice, the brand wanted to build a deeper emotional connection with consumers. The… Continue reading A MARRIAGE PROPOSAL TO BELGIUM’S HOME BREWERS
TV ADVERTISING WITH A TASTE OF ITALY: BRANDS LIKE FERRERO, APEROL, FIAT AND GUCCI CONQUERED THE WORLD
16. 2. 2026 What is the history of Italian advertising, what makes it distinctive, and which Italian brands have conquered the world through TV ads?
ADC CZECH CREATIVE AWARDS ANNOUNCES JURIES
13. 2. 2026 This year’s 33rd edition of the ADC Czech Creative Awards 2026 announces the composition of its juries. The Art Directors Club Czech Republic announces the composition of the juries for the 33rd edition of the ADC Czech Creative Awards 2026. Fifty judges from across Europe will decide on the best creative works of 2025 on… Continue reading ADC CZECH CREATIVE AWARDS ANNOUNCES JURIES
ADVERTISING WORTHY OF THE BIG SCREEN. SQUARESPACE TEAMS UP WITH EMMA STONE AND YORGOS LANTHIMOS IN NEW COMMERCIAL
13. 2. 2026 American technology company Squarespace, which focuses on website creation, brought together Oscar-winning actress Emma Stone and acclaimed director Yorgos Lanthimos in its latest advert for Sunday’s Super Bowl. The result is a cinematic spot full of frustration. Emma Stone cannot register a domain with her name. This is the problem that Yorgos Lanthimos captures in… Continue reading ADVERTISING WORTHY OF THE BIG SCREEN. SQUARESPACE TEAMS UP WITH EMMA STONE AND YORGOS LANTHIMOS IN NEW COMMERCIAL