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

MILAN ŠTEINDLER, THE ICON OF CZECH PROVOCATIVE ADVERTISING

6. 6. 2023 Milan Šteindler has become known to the Czech audience and professionals in the field of production and directing for his inventive humour and the lightness he brings to advertising and his works in general.

THE MARKETING PSYCHOLOGY BEHIND CELEBRITY ENDORSEMENTS

5. 6. 2023 Celebrity endorsements sell products, even when the star outshines the brand. In a new study, Wharton experts use neuroscience to understand consumer decision-making. Whether it’s Cindy Crawford gulping down a Pepsi, Shaquille O’Neal hawking Icy Hot, or Daniel Craig dancing his way through a Belvedere Vodka ad, famous people are good at selling stuff. Companies… Continue reading THE MARKETING PSYCHOLOGY BEHIND CELEBRITY ENDORSEMENTS

CHILD-ORIENTED ADVERTISING OR THE BALANCE BETWEEN REGULATIONS AND ETHICS. WHAT ARE THE RULES OF THIS COMPLEX MARKETING DISCIPLINE?

3. 6. 2023 For some business sectors, children are the main target group. However, the main question is - what is still allowed and what is already over the line while addressing kids via advertising?

MOOD MATTERS: REACHING TV VIEWERS AT THE RIGHT MOMENT

30. 5. 2023 Reaching people in positive moods can boost the likelihood that people notice, like and believe our ads. So why do so many marketers ignore its power? Joanna Stanley looks at the behavioural science behind mood, and offers ideas to optimise your next campaign. In the story of the Good Samaritan, a Jewish man is attacked… Continue reading MOOD MATTERS: REACHING TV VIEWERS AT THE RIGHT MOMENT

EXPERTS STUMPED BY ‘AD TURING TEST’ /

30. 5. 2023 A panel of experienced marketing professionals struggled to tell ads made by students from those generated by AI in a competition pitched as the first ‘ad Turing test’. The panel of 16 brand and advertising experts – which included R/GA’s global CCO, Tiffany Rolfe, and Brandtech Group CCO, Mark D’Arcy – were shown 10 poster… Continue reading EXPERTS STUMPED BY ‘AD TURING TEST’ /

NEW EMOTIONAL BRAND METRICS FOR DARK TIMES

29. 5. 2023 Measuring brand metrics that inspire human emotions could sit alongside standard business metrics in future, says a new report from the Wunderman Thompson agency. The age of re-enchantment suggests that emotional KPIs that measure “heart swells, goose bumps, jaw drops, spine tingles, and more” will become increasingly important as people look for brands to bring… Continue reading NEW EMOTIONAL BRAND METRICS FOR DARK TIMES

IVAN ZACHARIÁŠ, THE CZECH WHO CONQUERED THE WORLD WITH HIS ADVERTISING

25. 5. 2023 Ivan Zachariáš is one of the most successful Czechs in the world of advertising. He has shot for major companies, including Stella Artois, Land Rover and Adidas.

BEHAVIOURAL SCIENCE IS NOT A STRAITJACKET FOR CREATIVES AND PLANNERS

23. 5. 2023 Richard Shotton is an expert in the practical application of behavioural science. He talks to Contagious about why friction should come first, why agencies should apply biases laterally rather than literally, and more. Richard Shotton became interested in behavioural economics after reading about the 1964 killing of Kitty Genovese and the bystander effect in The Tipping… Continue reading BEHAVIOURAL SCIENCE IS NOT A STRAITJACKET FOR CREATIVES AND PLANNERS

HOW TO INCREASE REACH BY 15% FOR FREE!

19. 5. 2023 Most brands are missing a trick by failing to include audio descriptions of ads for visually impaired consumers, or closed captions for those with hearing difficulties – yet 15% of the population has some form of these two disabilities.  Why it matters It’s the stated aim of Procter & Gamble’s chief brand officer to reach… Continue reading HOW TO INCREASE REACH BY 15% FOR FREE!

IN GRAPHIC DETAIL: GAMERS ARE WARMING UP TO IN-GAME ADS

18. 5. 2023 The in-game advertising industry has grown in fits and starts, with some advertisers balking at the current lack of premium inventory available in the space. But new data from Comscore shows that more gamers than ever are ready and willing to consume ads alongside their games. Marketers have long been wary about entering the gaming… Continue reading IN GRAPHIC DETAIL: GAMERS ARE WARMING UP TO IN-GAME ADS

WHAT MILLENNIAL PARENTING CAN TELL US ABOUT GEN ALPHA

17. 5. 2023 Millennial parents are first-generation digital natives and are bringing their understanding of digital life to bear in their approach to parenting, a new report says. Raising Gen Alpha: How Millennial Parenting is Impacting the Next Generation is the result of a year-long study by insights company Beano Brain, based on more than 200 hours of… Continue reading WHAT MILLENNIAL PARENTING CAN TELL US ABOUT GEN ALPHA