INSIGHTS FROM THE 2024 CANNES CREATIVE EFFECTIVENESS LIONS WINNERS

7. 8. 2024 | 2 min read Consistency, simplicity and tapping into fandoms at scale are the keys to creative effectiveness success, according to a new WARC report, Creative Effectiveness Lions – Insights from the 2024 winners. What it’s about The report, which is available exclusively to WARC subscribers, analyses the entries and has insights into the jury’s deliberations to provide a commentary on the themes from the work, unearth what makes a campaign both creative and effective, and offer a behind-the-scenes view of the strategies that lead to winning in this category. Why the 2024 winners matter John Bizzell, WARC’s awards lead, explains that the 2024 Creative Effectiveness Lions jury set themselves a mission to “seek causality in every case” – with clear evidence that the campaign had directly caused business impact.

WITH TV EVOLVING, WHAT GOES INTO A REMARKABLE AD TODAY?

7. 8. 2024 | 5 min read TV can offer attention, trust and emotional clout. Coincidentally, these are also the foundations of a good story — just make sure that story is a short one.

THE AD THAT GETS YOU ON THE ROAD IS THE RIGHT ONE. THE PRIMARY REQUIREMENT IS ORIGINALITY

6. 8. 2024 | 9 min read It is not easy to create an advertisement that gets people up from their chairs, makes them head to the nearest travel agency and book a trip, or keeps them glued to their laptops where they spend hours looking for accommodation and trips in the advertised destination. The ability to stand out amongst a plethora of adverts teeming with stunning shots of dreamy landscapes, showcasing fantastic sights, and offering enticing adventures requires the utmost creativity and originality.

THE INFLUENCE OF MEDIA PSYCHOLOGY ON ADVERTISING

31. 7. 2024 | 5 min read Advertising has long been influenced by the principles of psychology. With the application of the discipline of media psychology, this influence has deepened and become more nuanced.

BRANDS ARE NOT FULLY MEETING CONSUMERS’ DESIRE TO BE FANS

28. 7. 2024 | 3 min read Fans would be, but brands are not exploiting the potential enough, according to research by APRA and NMS.

OLYMPIC FESTIVAL BEGINS, LURES FANS FOR DOZENS OF SPORTS

26. 7. 2024 | 5 min read Along with the start of the Summer Olympics, the Olympic Festival starts at Lake Most, where individual sports and partners are presented.

SIMPLY FRESH LAUNCHES ITS FIRST TV CAMPAIGN WITH A SUMMER COMPETITION

25. 7. 2024 | 2 min read Simply Fresh summer campaign includes the bagel and sandwich brand's first ever spots created with WMC Grey.

A GOLD MEDAL FOR ADVERTISING DOESN’T HAVE TO BE UTOPIA! SYSTEM1 GIVES ADVICE AND A HELPING HAND

24. 7. 2024 | 6 min read Not only athletes deserve to stand on the winners’ podium. Making an Olympic ad that catches the eye, is memorable, and generates amazing sales results is also worth a medal, at least an imaginary one.

ART IN ADVERTISING: ALFONS MUCHA PROMOTED FAMOUS BRANDS THROUGH TENDER FEMALE BEAUTY

23. 7. 2024 | 7 min read If Alfons Mucha had been born into the present day as a creative, media agencies would probably have fought over him. After all, even in his time he worked for the most important brands and promoted a variety of products, such as biscuits, champagne, instant soups, rum, chocolate, bicycles, or cigarette papers. Even today, he is a role model for many artists. And the Pilsner Urquell brand has been so inspired by him that it has incorporated him into its television advertising.

OLYMPICS COMING UP, PARTNERS LAUNCH THEIR ACTIVATIONS

23. 7. 2024 | 6 min read On Friday 26 July, the Summer Olympics will kick off in Paris. The Czech Olympic Team partners have prepared thematic campaigns and other activities.

RITUALS HELP BRANDS STRENGTHEN THEIR RELATIONSHIP WITH CONSUMERS

22. 7. 2024 | 3 min read Brands that manage to incorporate a ritual into their products and services are able to establish a closer emotional relationship with consumers.

OLYMPICS ADVERTISING: HOW TO STRIKE GOLD WITHOUT JUMPING THROUGH HOOPS

22. 7. 2024 | 4 min read The Olympics is a global phenomenon that captures the attention of audiences, brands and advertisers worldwide. With over three billion viewers tuning in for the 2020 Tokyo Games and similar numbers expected for the upcoming 2024 Paris Summer Olympics, brands have an exceptional opportunity to connect with a vast, diverse audience.

49% OF CONSUMERS BELIEVE THEY CAN DISTINGUISH BETWEEN TRADITIONAL AND AI ADS ON CTV

22. 7. 2024 | 3 min read 49% of consumers are confident they can distinguish ads generated by AI versus traditional methods, with nearly half (49%) stating they do not care whether an ad was made using AI or traditional methods as long as it looks authentic.

TOP ADS HAVE DISTINCT EMOTIONAL TRAITS

19. 7. 2024 | 2 min read Ads from top-performing campaigns typically have a distinct emotional profile, according to new research by DAIVID, the creative effectiveness measurement platform, and WARC.

PREPARATIONS ARE DRAWING TO A CLOSE. THE SUMMER OLYMPIC GAMES ARE ALWAYS A CHALLENGE NOT ONLY FOR THE ATHLETES BUT ALSO FOR THE MARKETING DEPARTMENTS OF THE PARTNERS

19. 7. 2024 | 13 min read We are just days away from the start of the most spectacular sporting event of this year. The 2024 Summer Olympics in Paris are just around the corner and preparations are reaching their peak on all fronts. Fans are already studying the schedule, searching for the streaming platforms that will offer them the best coverage of each event. The athletes go into the finals after often more than a year of intensive preparation. Organisers are making the final touches and reassuring the public that they have done their utmost in terms of security to ensure the smooth running of the Games. And what about the Olympic team partners? Their marketing departments are racing to see who can put together the most creative campaign full of hope, motivation, and positive sportsmanship with the help of national heroes. The same applies to the Czech Olympic Committee and its most important sponsors. How have they managed this discipline during the past Olympics and what have they prepared for us this year? Czech Olympic Committee - Living London like John Cleese (2012) Traditionally, the Czech Olympic Committee, as the main carrier of the Olympic message in the country, airs its TV advertisements in the run-up to the Olympics. In 2012, it managed to engage a truly exclusive partner – British actor John Cleese, best known as a former member of the legendary comedy group Monty Python, and neurotic hotel manager Basil Fawlty from the Britcom Fawlty Towers. The campaign featured several spots in which Cleese takes the role of the viewer’s guide to Olympic and traditional London. Of course, he provides basic information on red phone booths, the five o’clock tea tradition, and a basic English language lesson. The COC has launched a total of ten spots featuring John Cleese, and interestingly, the actor has made one condition for his participation – that he will be actively involved in the scripting of all the adverts. The result is a unique campaign with an international star actor who excels in the art of dry British humour, which would be difficult to imitate by an exclusively Czech creative team. Czech fans couldn’t have asked for a better invitation to London.

VAN GOGH, DA VINCI, AND PICASSO WOULD BE SURPRISED OR FAMOUS WORLD ARTWORKS IN ADVERTISING

18. 7. 2024 | 11 min read What do Da Vinci, Van Gogh, Picasso, or Vermeer have in common? Apart from being the authors of the most famous paintings of all time, they are the artists whose works are often used in advertising in a thousand different ways. The works are not only interesting and original but they also add a touch of prestige to an advertising message and, of course, strike a positive chord with a visually familiar element. After all, who doesn’t know the Mona Lisa?

HOW CAN BRANDS EFFECTIVELY REACH THE OLYMPIC AUDIENCE WITH CONNECTED TV ADVERTISING?

17. 7. 2024 | 6 min read With Paris 2024 just around the corner, Martin Wexler, (SVP channel partnerships at Acxiom), outlines why brands are putting connected TV (CTV) at the center of their Olympic marketing strategies. He also explains what you can do to achieve medal-worthy performance from your CTV campaigns.

REPORT: 49% SHOPPERS LIKELY TO SEARCH FOR ITEM AFTER SEEING ON TV

17. 7. 2024 | 3 min read Innovid, a software platform for the creation, delivery, measurement and optimisation of advertising across connected TV (CTV), linear TV, and digital, released CTV x Commerce 2024: Data-Driven Insights to Reach Shoppers with CTV Advertising.