MARKETING REQUIRES PATIENCE. QUARTERLY CHASING OF BRAND KPIS IS DESTROYING

9. 3. 2026 Building a brand requires patience and consistency; frequent changes in strategy set the brand back several years, according to the Marketing Longevity Expert Summit, which took place at the Czech Online Expo conference. Building a brand is a long-term endeavour, and companies often sabotage themselves. This was also discussed at the Marketing Longevity Expert Summit,… Continue reading MARKETING REQUIRES PATIENCE. QUARTERLY CHASING OF BRAND KPIS IS DESTROYING

MARKETING MUST ATTRACT NEW CUSTOMERS. NOT JUST CONVERT THOSE WHO ARE READY

3. 3. 2026 Marketing is not just about optimising performance, but about systematically working on long-term brand growth by acquiring new customers and building mental and physical accessibility. Steffen Saemann and Štefan Sarvaš agreed on this at the Czech Online Expo conference. What does effective marketing look like today, and what is the real measure of its success?… Continue reading MARKETING MUST ATTRACT NEW CUSTOMERS. NOT JUST CONVERT THOSE WHO ARE READY

CANADIAN SUPERSTAR ANDREW PHUNG HELPS VIA RAIL CHALLENGE CAR CONVENIENCE ASSUMPTIONS WITH LONG-FORM STORYTELLING ACROSS CBC’S TV ECOSYSTEM

24. 2. 2026 Campaign objectives VIA Rail, the company operating Canada’s national passenger rail service, combined a new product launch with brand building, using long-form content to tackle misconceptions that tend to block conversion in travel: comfort, ease, and whether rail feels like a realistic alternative to driving for intercity trips. The objectives behind this campaign were to… Continue reading CANADIAN SUPERSTAR ANDREW PHUNG HELPS VIA RAIL CHALLENGE CAR CONVENIENCE ASSUMPTIONS WITH LONG-FORM STORYTELLING ACROSS CBC’S TV ECOSYSTEM

HOW AD ALLIANCE USED VIRTUAL SET GRAPHICS TO RESKIN THE LET’S DANCE STAGE FOR UNIVERSAL PICTURES

24. 2. 2026 Context This campaign promotes a film by changing the look of a well-known TV studio during the ad break, so the show setting becomes part of the idea. Universal Pictures International Germany supported the live-action version (made with real actors) of How to Train Your Dragon, based on a well-known animated franchise. The ad special… Continue reading HOW AD ALLIANCE USED VIRTUAL SET GRAPHICS TO RESKIN THE LET’S DANCE STAGE FOR UNIVERSAL PICTURES

USING ELECTION NIGHT VIEWING HABITS TO MAKE A RETAIL MESSAGE FEEL LIKE ENTERTAINMENT

24. 2. 2026 This campaign connected Bauhaus’s retail messaging to a major national television event. In Finland, municipal and regional elections feature hours-long results TV programmes that track vote counting as results come in. Bauhaus (a major home improvement retailer) partnered with the biggest national broadcaster, Sanoma, to create branded entertainment within this format, using “price” as the… Continue reading USING ELECTION NIGHT VIEWING HABITS TO MAKE A RETAIL MESSAGE FEEL LIKE ENTERTAINMENT

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

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

THE STATE OF PERFORMANCE TV IN 2026

6. 2. 2026 Attention is the hardest thing to buy. And everyone else is bidding too. People are scrolling, skipping, swiping, and split-screening their way through the day. Which is exactly why TV stands out. It offers a rare, uninterrupted moment where your audience is truly paying attention. Performance TV combines the power of TV advertising with the… Continue reading THE STATE OF PERFORMANCE TV IN 2026

CAMPAIGNS SEE BETTER BUSINESS EFFECTS WHEN THEY INCREASE BRAND TRUST

3. 2. 2026 Advertising that amplifies brand trust can have an outsized impact on traditional markers of commercial success, including growth in sales, market share or profit, according to new analysis from the IPA. Commercial campaigns in the IPA Effectiveness Databank that recorded large increases in brand trust reported an average of 65% more large business effects than… Continue reading CAMPAIGNS SEE BETTER BUSINESS EFFECTS WHEN THEY INCREASE BRAND TRUST

HOW TO EXTEND THE LIFE OF SUPER BOWL ADS

25. 1. 2026 Read about creating messages that resonate with consumers well beyond the Big Game. Super Bowl advertising is a major test of creative effectiveness. It commands extraordinary investment and attention, yet the lessons that matter most aren’t about one night of buzz; they’re about consistent, brand‑building that works both in the moment and afterward for an… Continue reading HOW TO EXTEND THE LIFE OF SUPER BOWL ADS

KUBA S NOVOU PODCAST: NOVA IS PART OF EVERYDAY LIFE. WE ARE NOW BRINGING IT BACK MORE TO THE PEOPLE

1. 11. 2025 The Cuba with Nova podcast continues! This time you will learn more about the so-called brand managers – who are they, what is their job and how is it related to the Nova brand? Kateřina Karlinová also reveals interesting facts from the Den s Nova roadshow and which series Nova viewers like the most. The… Continue reading KUBA S NOVOU PODCAST: NOVA IS PART OF EVERYDAY LIFE. WE ARE NOW BRINGING IT BACK MORE TO THE PEOPLE

FROM BRANDING TO ACTION: BEST PRACTICES FOR USING QR CODES IN PERFORMANCE CTV

12. 9. 2025 At the most recent NewFronts, TV manufacturers Samsung and LG and Fox-owned streaming service Tubi all talked about integrating QR codes into their ad offerings. The technology, which grew in prominence to provide menus and other information during COVID-19, is making a marketing comeback. Will QR codes really be the tech that finally makes TV… Continue reading FROM BRANDING TO ACTION: BEST PRACTICES FOR USING QR CODES IN PERFORMANCE CTV

REACH, BRANDING AND TRUST: THE REASON WHY MORE AND MORE BRANDS THAT ORIGINALLY PREFERRED SOCIAL NETWORKS ARE ADVERTISING ON TV

3. 8. 2025 More and more brands that have been primarily in the digital world are now advertising on TV. In doing so, they are not only reaching new target groups, but also investing in brand building, which is a real driver of growth. These include Kapten & Son, Duolingo and Snocks. You can’t do it without TV… Continue reading REACH, BRANDING AND TRUST: THE REASON WHY MORE AND MORE BRANDS THAT ORIGINALLY PREFERRED SOCIAL NETWORKS ARE ADVERTISING ON TV

BRAND LOVE SCALES—SO STOP SETTLING FOR BEING LIKED

29. 7. 2025 Here’s the brutal truth: Being liked by your customer isn’t enough. It never was. In today’s hyperfragmented, emotionally detached, swipe-right world, a “like” is the most overused and least valuable currency in the brand economy. And yet, too many brands are stuck chasing clicks instead of connection. It’s basically the friend zone—and if your brand’s stuck in… Continue reading BRAND LOVE SCALES—SO STOP SETTLING FOR BEING LIKED

DEFENDING MARKETING, AI, CREATIVITY AND BRAND BUILDING. THE #HOLKYZMARKETINGU CONFERENCE IS COMING

22. 6. 2025 How to build a strong brand from scratch? How to change the internal perception of marketing from an expense to an investment? And how to use AI in advertising without killing creativity? These are the questions that will be answered first-hand at the #HolkyzMarketingu conference. The fourth annual event, organised by the educational marketing platform… Continue reading DEFENDING MARKETING, AI, CREATIVITY AND BRAND BUILDING. THE #HOLKYZMARKETINGU CONFERENCE IS COMING

ADVERTISING DELIVERS NEARLY 3X RETURN ON INVESTMENT

12. 6. 2025 Companies that invest 3% of their revenue in advertising see an 8.7% contribution to total sales – a near 3x ROI, according to Gain Theory.  A new report from the marketing effectiveness consultancy, “Measure, Thrive, Optimize: How to Demonstrate Advertising’s Value and Boost Growth”, is based on an analysis of 75 company-market combinations across multiple… Continue reading ADVERTISING DELIVERS NEARLY 3X RETURN ON INVESTMENT

MORE THAN JUST PROMOTION: HOW ADVERTISING CAN CREATE VALUE

31. 5. 2025 Advertising can do much more than just increase sales. Brand support is and will continue to be a valuable tool that enriches the lives of both people and brands – starting with creating an emotional connection, through premium pricing, to embedding the brand within culture. Sometimes it seems like the only task of advertising today… Continue reading MORE THAN JUST PROMOTION: HOW ADVERTISING CAN CREATE VALUE

STUDY WARC: WHAT MARKETERS NEED TO KNOW ABOUT RAISING BRAND AWARENESS

30. 5. 2025 Brand awareness might be seen as a “fuzzy” metric – it doesn’t help that it’s often used as a proxy for “top-of-funnel” goals, for example – but it can be a valuable goal in itself and a success indicator for marketers, boosting both ROAS and sales. A new WARC Strategy report, What’s working in raising… Continue reading STUDY WARC: WHAT MARKETERS NEED TO KNOW ABOUT RAISING BRAND AWARENESS