WHY ADVERTISING WILL NEVER DIE
23. 5. 2022 The ‘advertising is dead’ myth is especially bizarre because advertising has never been more alive. We have never had a wider, more varied array of options and opportunities available in advertising.
SUSTAINABILITY SHOULDN’T BURDEN CONSUMERS WITH GUILT OR EXPENSE
22. 5. 2022 In his first interview since becoming Unilever’s global personal care CMO, he details how the consumer goods giant is evolving hygiene products into wellness products and is embedding sustainability in its brands while facing growing local competition. Unilever’s Samir Singh: Sustainability shouldn’t burden consumers with guilt or expense With the world emerging unevenly from a… Continue reading SUSTAINABILITY SHOULDN’T BURDEN CONSUMERS WITH GUILT OR EXPENSE
BRAND PURPOSE CAN HAVE A BUSINESS EFFECT
21. 5. 2022 Firms that decide to communicate socially beneficial topics must select carefully the area they want to focus on. A link between a topic and a brand that is not credible will backfire on the brand. That was the issue discussed at the Communication Summit. Brands that focus on non-commercial and non-profit projects as part of their… Continue reading BRAND PURPOSE CAN HAVE A BUSINESS EFFECT
CREATIVITY IN ADVERTISING CAMPAIGNS: AN INDISPENSABLE INGREDIENT IN THE RECIPE FOR SUCCESS AND IMMORTALITY
8. 5. 2022 Creative advertising campaigns are simply the most reliable tool available to marketers, which is why it’s a shame that today’s examples are outnumbered by those that don’t have much originality. Does this mean that creativity is dead? Not in the slightest - in fact, it’s quite the opposite.
WILLINGNESS TO PAY EXTRA FOR A SOCIALLY RESPONSIBLE BRAND IS GROWING
4. 5. 2022 After declining during the pandemic, willingness to pay extra for a socially responsible brand is on the rise again. For 44 % of Czechs, social responsibility is important when shopping. Up to 57 % are willing to pay extra for an environmentally friendly product or a product where a portion of sales goes to a… Continue reading WILLINGNESS TO PAY EXTRA FOR A SOCIALLY RESPONSIBLE BRAND IS GROWING
BIOPARTY ZEMANKA CAMPAIGNS ON TV FOR THE FIRST TIME
4. 5. 2022 Founder Jan Zeman became the face of the first television campaign of the Zemanek Brickworks. At the beginning of May, Biopekárna Zemanka entered television for the first time with the campaign “Biscuits one poem”. Jan Zeman, the owner of the company, became the face of the advertising spot in verse. With the new campaign, which… Continue reading BIOPARTY ZEMANKA CAMPAIGNS ON TV FOR THE FIRST TIME
WHY MARKETERS ARE RETURNING TO TRADITIONAL ADVERTISING
29. 4. 2022 Traditional advertising is alive, heading for growth for the first time in a decade. The authors explain seven factors driving this trend, including the ability of traditional ads to break through digital clutter.
NEW FAMILY VIEWING DYNAMICS GIVE RISE TO A MODERN-DAY HEIRLOOM
29. 4. 2022 In a world rapidly filling with NFTs, crypto and metaverse musings, high-value possessions are not always tangible. Instead, digital attachments are just as sentimental as physical ones. This love for all things virtual is giving rise to a new kind of family heirloom, one that is fluid, ever-lasting and crosses multiple generations — the entertainment… Continue reading NEW FAMILY VIEWING DYNAMICS GIVE RISE TO A MODERN-DAY HEIRLOOM
DO NOT DROWN IN MEDIOCRITY
28. 4. 2022 The right brand experience is a competitive advantage for brands, says Jiří Jón. The study entitled State of Brand Experience in the Czech Republic (refer to MAM 14/2022) by Ogilvy Consulting and GroupM showed that local companies should work on the set up of brand experience (BX). Jiří Jón, the head of Ogilvy Consulting and… Continue reading DO NOT DROWN IN MEDIOCRITY
HOW TODAY’S TV DRIVES BRANDS?
26. 4. 2022 Do you know how today’s TV drives brands? Egta and The Global TV Group asked 23 CEOs, Director-Generals and Presidents of TV companies and ad sales companies to share their views on the many facets of today’s TV. Some aspects are widely recognised, others are yet to be discovered. These key insights are now freely… Continue reading HOW TODAY’S TV DRIVES BRANDS?
HOW STRATEGISTS SHOULD DEPLOY EMOTIONAL INTELLIGENCE
21. 4. 2022 Stategists may be known for their intellectual chops but the very best use empathy in several different ways in order to build deeper, better communications, writes We Are Social CSO Harvey Cossell. For time immemorial strategists have been seen as the smart ones, the bright ones, the intelligent ones. And as I heard in one… Continue reading HOW STRATEGISTS SHOULD DEPLOY EMOTIONAL INTELLIGENCE
IN DEFENCE OF BRAND STORYTELLING
11. 4. 2022 Storytelling increasingly feels like a dirty word in marketing circles, connoting a flippant, regressive or trivial approach to the business of selling things. But marketers abandon it at their peril. In Steven Pinker’s latest book Rationality, the Harvard psychologist asserts that ‘rationality ought to be the lodestar for everything we think and do’ and holds… Continue reading IN DEFENCE OF BRAND STORYTELLING
ADS MOST POWERFUL WITH EXISTING CUSTOMERS
8. 4. 2022 ATTITUDES TO ADVERTISING CONSUMER SENTIMENT NORTH AMERICA (GENERAL REGION) Sixty-one percent of North American shoppers are more likely to continue purchasing a brand they already use in response to ads, versus just 7% who prefer to acquire a new brand or ones they are yet to try after being exposed to these messages. That was… Continue reading ADS MOST POWERFUL WITH EXISTING CUSTOMERS
WOLT TO LAUNCH ITS FIRST TV CAMPAIGN
5. 4. 2022 Wolt, the courier service delivering food, launches a campaign “The Joy of Food Delivered” (“Radost z jídla doručena”). Wolt, the Finnish online courier service for the delivery of food and retail goods, has been operating on the Czech market since 2018. Now, it launches a new campaign entitled The Joy of Food Delivered. For the first time, the… Continue reading WOLT TO LAUNCH ITS FIRST TV CAMPAIGN
WHAT IS TV AND DOES THAT MATTER?
5. 4. 2022 No one normal worries about the definition of TV because they have lives to lead, energy bills to weep over, and hot takes on Will Smith to have. But there is one group who should care about what it means, argues Matt Hill. Apple TV won best picture at the Oscars. You can watch YouTube… Continue reading WHAT IS TV AND DOES THAT MATTER?
HOW TO GET LUCKY
5. 4. 2022 What bearing does luck have on advertising, asks Faris Yakob, who finds in a recent book – ‘Go Luck Yourself’ by Andy Nairn – a form of resilience that looks for what is possible with a rigorous examination of the situation. Do you feel lucky? Well, do you, brands? One of the systemic problems with… Continue reading HOW TO GET LUCKY
FOR CTV ADS TO SUCCEED, THINK NEW, NOT OLD
1. 4. 2022 The television industry is in the midst of a slow-yet-inevitable migration from linear delivery to digital… one that will dramatically change the current landscape for advertisers, programmers and viewers alike. For advertisers, this shift to digital is opening up new and better ways of targeting audiences, delivering ads to them and measuring the results. But… Continue reading FOR CTV ADS TO SUCCEED, THINK NEW, NOT OLD
STUDY: BRANDS ARE DROWNING IN A SEA OF SAMENESS, THEY CAN SURPRISE ONLY A THIRD OF PEOPLE
30. 3. 2022 Only a third of Czech consumers can recall a unique brand, according to a study by Ogilvy Consulting and GroupM. Consumers are increasingly engaging with brands through their own experiences, not through communication. It is the brand experience that is key to success today, when brands are increasingly drowning in a sea of sameness, making… Continue reading STUDY: BRANDS ARE DROWNING IN A SEA OF SAMENESS, THEY CAN SURPRISE ONLY A THIRD OF PEOPLE
