HOW MARKETERS CAN UNLOCK THE POWER OF RITUALS

16. 7. 2024 | 3 min read New research from MSQ, the global creative, media & technology group, and WARC explores the role of rituals, how they uncover truths behind human behaviour, and why brands need to understand the powerful opportunity behind becoming a more fixed part of a person’s life.

THE ALPHA GENERATION WILL GIVE LESS IN ADVERTISING TO CELEBRITIES AND ATHLETES

15. 7. 2024 | 3 min read The technical prowess of the alpha generation presents a new challenge for brands. Celebrities and athletes in advertising appeal to them less than content creators.

ART IN ADVERTISING: ARTVERTISING HAS A LONG HISTORY AND REPRESENTS A WIN-WIN SITUATION FOR ADVERTISERS AND ARTISTS

11. 7. 2024 | 5 min read Art and advertising are two seemingly separate categories but in fact, they are incredibly close to each other.

RECORD INTEREST OF BRANDS IN THE CZECH REPUBLIC, 20 BRANDS ENTERED THE MARKET IN THE FIRST HALF OF THE YEAR

9. 7. 2024 | 3 min read A record 20 brands entered the domestic retail market in the first six months of this year, most often cosmetics and gastronomic concepts.

STUDY USA: IT’S NOT THE ADS, IT’S HOW THEY’RE DELIVERED, NEW FREEWHEEL STUDY FINDS

6. 7. 2024 | 4 min read A new study from FreeWheel, Comcast’s ad-tech unit, found that it’s not commercials that viewers dislike. Rather, it’s the way ads are handled that hurts their experience.

FOOTBALL EURO IN ADVERTISING: ENGLAND IS BEST IN EUROPE AT LEAST SOMEWHERE

24. 6. 2024 | 5 min read The group stage of the European football championship is reaching its climax and just as the Czech team's performance has not brought much joy so far, creativity is also lacking on the part of local brands. That's also why it's more interesting to look elsewhere in Europe to see what football campaigns have emerged.. Adidas – Hey, Jude The wish for all of England, articulated by the traditional prayer "Football's Coming Home", which reflects the desire to end the 58-year wait for a winning trophy, appears in a number of campaigns there. These are in many cases among the best of what has been produced for the Euros this year. Including an Adidas spot by New York agency Johannes Leonardo. On the one hand, years of disappointment, on the other, hope placed in a new generation led by Jude Bellingham. And as a logical bonus, the Beatles' "Hey, Jude" strumming the emotional chord (the ad is part of Adidas' global "You Got This" campaign).

WHEN FAITH PRECEDES CREATIVITY: FIVE EXAMPLES OF WORLD RELIGIONS MEETING MARKETING

21. 6. 2024 | 13 min read 21 June is not only the first day of summer, it is also International Yoga Day. Yoga is seen as a priceless gift of ancient Indian tradition, embodying the unity of mind and body and the harmony between man and nature. Yoga is not only a physical exercise but also a discovery of a sense of oneness of oneself, the world, and nature. Yoga is part of an ancient practice that has its roots in Hinduism, but it is often not only Hinduism that is making its way into the modern world of advertising thanks to today’s trendy movement. In today’s article, we will therefore look at whether two diametrically opposed concepts, religion and marketing, might accidentally meet.

STUDIE USA: NEW RESEARCH SHOWS AUDIENCES SEEK OUT AUTHENTIC CROSS-CULTURAL CONTENT

20. 6. 2024 | 5 min read Discerning viewers and shoppers want brands to help expand their global horizons and foster a sense of community, according to a wide-reaching Amazon Ads report.

APPLE IS THE FIRST BRAND WORTH OVER A TRILLION DOLLARS

12. 6. 2024 | 3 min read The Kantar BrandZ ranking of the world's most valuable brands has been dominated for the third time by Apple, which has reached a historic milestone with a value of over a trillion dollars. It is followed by technology brands Google, Microsoft and Amazon.

LGBTQIA+ COMMUNITY SUPPORTS BRANDS THAT SUPPORT THEM

2. 6. 2024 | 3 min read The LGBTQIA+ community is under legislative pressure across the US. A Horowitz study shows why brands should support them. Horowitz Research has released pretty strong consumer information showing that brands that support the LGBTQIA+ community do see a solid payoff.

WHEN TRADITION AND INNOVATION GO HAND IN HAND. TEA CULTURE MARKETING HAS LONG RELIED ON BOTH TRADITIONAL ANCHORING AND POP CULTURE OVERLAP

6. 5. 2024 | 12 min read It is time to dust off your fanciest tea sets - International Tea Day is fast approaching and on 21 May 2024, the world will celebrate the cultural legacy of one of history’s greatest inventions. Tea culture varies from region to region around the world, as do preferred varieties and folk traditions. But whatever your favourite variation, the tea industry counts you in. Nowadays, it is really easy to get lost in the flood of loose, bagged, and iced teas, each with its own unique flavour and story. It is just as easy to get lost in the marketing campaigns designed to promote them, which would be a shame as there are some real gems to be found among them.

MAY THE FORCE BE WITH ADVERTISERS OR STAR WARS IN TV ADVERTISING

4. 5. 2024 | 9 min read International Star Wars Day, which is celebrated on 4 May, is irrefutable evidence of the worldwide enthusiasm, or craze, for the iconic Star Wars series. It is therefore quite understandable that the Star Wars theme was seized upon by marketers soon after its first cinema release. They unerringly sniffed out a great business opportunity. And as you can see, the popularity of the Star Wars theme in TV commercials has not waned even after more than four decades.

NEW ATTENTION RESEARCH FROM FRENCH TV TRADE BODY SNPTV

18. 4. 2024 SNPTV, the trade body representing TV sales houses in France, embarked on a journey to unravel the mysteries of audience attention within the ever-evolving landscape of TV and video advertising. In an era marked by unprecedented fragmentation in media consumption, understanding the attention of consumers has emerged as a key metric for advertisers. With an average of 1200 units of advertising stimuli bombarding consumers daily, the quest to stand out amidst the noise has become increasingly important for brands across all sectors.

STUDY UK: WHAT BRITS WANT FROM BRANDS: GOOD DEALS AND REWARDS

9. 4. 2024 | 2 min read There has been a sharp rise in the proportion of consumers who feel that being rewarded for loyalty is an important way for brands to help support society during difficult economic times.

EASTER HUNT FOR THE BEST AD? IT PAYS MARKETERS TO RESPECT TRADITION – IDEALLY WITH AN INNOVATIVE PLOT TWIST

1. 4. 2024 | 12 min read Although Easter is primarily a Christian holiday, it is infallibly a huge event in the world of marketing and television advertising. In particular, retail chains, food companies and candy makers of all kinds cannot miss it. Every year they come up with a fresh batch of campaigns brimming with eggs, bunnies and every other possible symbol of the spring holidays. If you haven’t had a big dose of sweets yet, watch out! Today, you will be reading mostly about lots of chocolate. Cadbury - Clucking Bunny (1983-???) Easter is associated with traditions and the same is true of its imprint in television advertising. One such tradition was established by Cadbury almost forty years ago when the British company introduced its Easter Bunny on TV screens. The bunny brings the legendary Creme Eggs, one of the iconic products of the global chocolatier, into stores year after year. The original advert’s content was relatively simple - basically just a couple of shots of the bunny making strange noises followed by a basket full of Creme Eggs. But the most important is what came after that. Cadbury decided to build on the inconspicuous advert. In the years that followed, the firm came with the message that all other animals desperately wanted to be like the Cadbury bunny but couldn’t. The real masterstroke came later when the company decided to run a viewer poll each Easter where customers could vote on which animal would be the Easter Bunny for that year. Last year, it was a cat from Boise, Idaho, USA; this year, voters chose a raccoon. For Cadbury it means that their marketing idea still survives after many decades, getting the variations that the consumer wants and making the launch of the new spot a major Easter event.

BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL

22. 3. 2024 Rai Pubblicità’s ‘Value Planning’ initiative, showcased at egta’s MIM (Market Intelligence Meeting) in Madrid, aims to bridge the gap between the values reflected in media content and the evolving values of our society. This unique approach represents a significant step forward in understanding how audience values intersect with Rai’s editorial content. Developed in collaboration with GfK and linked to Mediasoft planning and evaluation tools, this initiative aims to allow clients to select Rai programmes and ad breaks that align closely with their brand ethos and communication goals.

THE EFFECTIVENESS OF BROADCAST SPONSORSHIP: CHANNEL 4 SALES’ SPONSORSHIP ROCKS

21. 3. 2024 In a landscape where brand safety and transparency are paramount concerns within the media industry, Channel 4 Sales has recently unveiled the results of its exclusive Sponsorship Rocks study. This comprehensive analysis provides compelling insights for brands navigating the complex world of advertising.

THE FRIENDLIEST DAY OF THE YEAR IS HERE. GUINNESS BREWERY ON ST. PATRICK’S DAY PROVES TIME AND TIME AGAIN THAT EVERYONE HAS AT LEAST A DROP OF GREEN BLOOD IN THEM

17. 3. 2024 | 14 min read Your favourite pub may soon be turning green too, as 17 March is fast approaching and with it comes the exuberant celebrations of the friendliest holiday of the year, St Patrick's Day. Every year it's a big event in the marketing world too - and while typically Irish brands obviously dominate with their campaigns, it's certainly not an occasion they've usurped for themselves. In fact, a certain sense of 'Irishness' has long been defined not just by nationality, but more importantly by a specific mindset and belief in certain shared values. Yet there is one brand to which we owe the popularisation of this idea - and that is why it is impossible to celebrate St Patrick's Day without the name of one of the world's oldest breweries being mentioned at least once.