BRANDS NEED TO MARRY HUMOUR AND PURPOSE

11. 7. 2023 System1 testing of Cannes Film Lions winners suggests that humour is once again becoming an important element of advertising, partly at the expense of purpose. While just one award fitted the purpose-driven description, over half the winners (52%) of Cannes Film Lions in 2023 were intentionally funny, up from 43% last year. But the same… Continue reading BRANDS NEED TO MARRY HUMOUR AND PURPOSE

DISCOVER HOW YOUR BRAND’S STORYTELLING TRANSFORMS ITS POSITIONING.

9. 7. 2023 Every brand has a story to tell — a narrative that breathes life into its purpose, values, and aspirations. In the realm of brand positioning, this narrative becomes the driving force behind success. It holds the key to connecting with consumers, establishing a unique position in the market, and leaving an indelible mark in the… Continue reading DISCOVER HOW YOUR BRAND’S STORYTELLING TRANSFORMS ITS POSITIONING.

TV ADVERTISING IN THE USA: HUMOUR, CELEBRITIES AND THE SUPER BOWL

4. 7. 2023 Nearly 124 million TV households, more than 14,000 advertising agencies, tens of billions of dollars invested in broadcast advertising, and the Super Bowl as a gold mine for TV spots. The USA just thinks big. Let us take a look at TV advertising in the United States in the past and today. Do you know… Continue reading TV ADVERTISING IN THE USA: HUMOUR, CELEBRITIES AND THE SUPER BOWL

COMING UP WITH A TV AD BASED ON A JOKE IS NOT EASY. THE MARKETING BATTLE IS FOUGHT OVER THE BEST POSSIBLE PUNCHLINE

3. 7. 2023 The first of July is the International Day of Jokes, so we hope you didn't forget to have a good laugh this past weekend. If you didn't, maybe you will smile with one of the ads that are universally appreciated for their ingenious, witty and well-constructed punchlines.

LONG TAGLINES USING ‘RARE’ WORDS ARE MOST MEMORABLE BUT LEAST LIKED, STUDY REVEALS

2. 7. 2023 Brands need to determine whether they want their slogan to be remembered or liked, as new research shows the most memorable brand slogans are often the least liked. Trying to stand out from the crowd with an effective brand slogan is something that can cause even the best marketers many a sleepless night. But it… Continue reading LONG TAGLINES USING ‘RARE’ WORDS ARE MOST MEMORABLE BUT LEAST LIKED, STUDY REVEALS

FROM NEW YORK TO MANILA: TV ADVERTISING AROUND THE WORLD

1. 7. 2023 In our summer series of articles, we will travel around the world to see TV advertising and its specifics in different countries.

EMOTION IN ADVERTISING AND THE ROLE OF MUSIC

30. 6. 2023 Emotion is at the heart of effective advertising and music is critical to emotional delivery. So, how can you ensure music conveys the right emotions in your advertising? Kantar’s Creative Effective Awards give us the opportunity to put the spotlight on the role of emotion in effective advertising. One of the five themes amongst our… Continue reading EMOTION IN ADVERTISING AND THE ROLE OF MUSIC

ADVERTISING TRENDS: HOW TO WIN IN A DIGITAL WORLD

29. 6. 2023 Kantar’s Creative Effectiveness Awards celebrate the world’s most creative and effective ads, and we reveal what makes them so great. Today’s fast-moving digital world presents challenges for marketers and their agencies. So, what makes an ad creative and effective in an ever-evolving digital landscape? Getting your creative right in a multichannel environment is challenging, and… Continue reading ADVERTISING TRENDS: HOW TO WIN IN A DIGITAL WORLD

LGBTQ+ REPRESENTATION IN ADS IS SEVERELY LACKING, GLAAD AND KANTAR REPORT FINDS

26. 6. 2023 Just 3% of more than 400 ads from 2022 had LGBTQ+ representation. Advertisers are failing to properly represent LGBTQ+ people in ads, according to a new report, which comes as inclusivity within marketing is facing increased scrutiny amid heightened political tension. The study—the first of its kind from a partnership between GLAAD and Kantar—includes an… Continue reading LGBTQ+ REPRESENTATION IN ADS IS SEVERELY LACKING, GLAAD AND KANTAR REPORT FINDS

WHIZ! BANG! BOOM! ENERGETIC ADS HOLD VIEWERS’ ATTENTION

23. 6. 2023 Louder, busier commercials are the new norm. And they seem to be working. A shiny car speeds down a mountain road. Marathon runners dash through the finish line. James Bond throws punches, races through busy city streets, and saves the day, all while wearing a certain watch. If you feel like TV commercials have become… Continue reading WHIZ! BANG! BOOM! ENERGETIC ADS HOLD VIEWERS’ ATTENTION

WHAT TO DO WHEN YOU HAVE NO BUDGET

22. 6. 2023 Achieving big things on a small budget is possible. Here are four things to consider. We are living through a golden age of evidence-based marketing. From the godfathers of effectiveness Peter Field and Les Binet, to the work of the Ehrenberg-Bass Institute and the training provided by Mark Ritson on his Mini MBA in Marketing,… Continue reading WHAT TO DO WHEN YOU HAVE NO BUDGET

TAKE ME BACK: THE POWER OF NOSTALGIA IN ADVERTISING

22. 6. 2023 Ads that use nostalgia are powerful and more likely to go viral, so why is it rarely used? Find out how nostalgia in advertising can help connect with people on a deeper, more emotional level. Agile Market ResearchAdvertising Media & CommunicationBrandMedia The emotions that come with nostalgia can be as extreme as they are diverse.… Continue reading TAKE ME BACK: THE POWER OF NOSTALGIA IN ADVERTISING

CREATIVE IS BIGGEST PROFITABILITY LEVER, BRAND SIZE TOP FACTOR

21. 6. 2023 Updated research into the factors affecting advertising profitability finds that brand size and creative quality have grown in importance as online life has matured. Why it matters Paul Dyson, founder of Accelero consulting, emphasised that creativity is still “by some way” the main lever at a marketers’ disposal, during a recent talk at Thinkbox, the… Continue reading CREATIVE IS BIGGEST PROFITABILITY LEVER, BRAND SIZE TOP FACTOR

STUDY USA: REPRESENTATION IS A DECIDING FACTOR IN CHOOSING WHAT TO WATCH

21. 6. 2023 But some groups like Hispanics remain dramatically underrepresented in the top 50 TV shows, according to Samba TV. A new analysis from Samba TV has found that cast diversity is a key factor in deciding what to watch and that some groups, notably Hispanic and Asian audiences, are underrepresented in the top 50 TV programs… Continue reading STUDY USA: REPRESENTATION IS A DECIDING FACTOR IN CHOOSING WHAT TO WATCH

BRANDING, MUSIC AND AVOIDING THE PERILS OF PURPOSE – CREATIVE EFFECTIVENESS UNPACKED

20. 6. 2023 The craft and conditions to drive greater creative effectiveness were explored by experts at an event hosted by TV marketing body Thinkbox. “It’s clear that creativity is, by some way, the biggest lever at a marketer’s disposal.” This according to Paul Dyson, co-founder of effectiveness consultancy Accelero Consulting. It’s often been claimed that creativity has… Continue reading BRANDING, MUSIC AND AVOIDING THE PERILS OF PURPOSE – CREATIVE EFFECTIVENESS UNPACKED

GREASE CELEBRATES FORTY-FIVE YEARS. HOW HAS THE ICONIC MUSICAL MADE ITS MARK IN THE HISTORY OF TV ADVERTISING AND WHAT DOES THE FUTURE HOLD?

16. 6. 2023 On June 16, the American musical Grease will celebrate the 45th anniversary of its theatrical release. What is the legacy of Grease in the marketing world?

BRANDZ: APPLE REMAINS THE MOST VALUABLE BRAND AHEAD OF GOOGLE

14. 6. 2023 Apple is the world’s most valuable brand, according to the BrandZ 100 Most Valuable Brands in the World ranking compiled by research company Kantar. Top 10 brands in the BrandZ 100 Most Valuable Brands in the World, source. Apple is the world’s most valuable brand, followed by Google and Microsoft, which overtook Amazon for third… Continue reading BRANDZ: APPLE REMAINS THE MOST VALUABLE BRAND AHEAD OF GOOGLE

NETFLIX’S ‘WEDNESDAY,’ HBO’S ‘THE LAST OF US’ ON YOUTUBE’S LIST OF TOP 10 ADS FOR 2023

9. 6. 2023 A Peacock ad starring Kevin Hart also made the cut, as did a star-studded spot for Bulgari featuring Zendaya and Anne Hathaway. What makes for a successful commercial on YouTube? It helps to be a streaming service. On Monday, the Google-owned video platform released its 2023 Ads Leaderboard, which highlights the top 10 ads that have… Continue reading NETFLIX’S ‘WEDNESDAY,’ HBO’S ‘THE LAST OF US’ ON YOUTUBE’S LIST OF TOP 10 ADS FOR 2023