DON’T SHELVE THAT CHRISTMAS IDEA TOO SOON, STUDIES SUGGEST

6. 12. 2023 | 4 min read A growing body of evidence indicates that ideas and advertisements enjoy a much longer shelf life than many have assumed, with vintage favourites like Coca-Cola’s Holidays Are Coming and Aldi’s Kevin the Carrot outperforming the market – so it may be time to rethink how to approach Christmas. Why wear-out matters There is no evidence to suggest that ads become less effective as they age, but it may feel like they do, especially when as a brand or an agency professional you are watching the same piece of creative for the millionth time by mid-October.

CHRISTMAS SPECIAL: THE MOST FELINE-FANTASTIC CHRISTMAS ADS

4. 12. 2023 | 7 min read A Christmas ad must be emotional. An overly commercial approach during the holiday season can backfire for marketers. Each brand approaches the task of bringing emotions into its Christmas campaigns in its own way. Best practices include children, touching stories and, of course, animals. While one might expect exclusively cuddly puppies, frosty little birds, or adorable bears in Christmas ads, many feature cats as the main characters. Why is that, do you think?

STUDY UK: FOCUS ON ATTENTION, CREATIVE AND SPEED IN ADVERTS

30. 11. 2023 | 3 min read Attention, creativity and speed are the three most important factors driving brand return on investment, according to an advertising effectiveness study.

CHRISTMAS SPECIAL: THE BEST IN CHRISTMAS ADS OR THE MAGICAL ELIXIR OF FESTIVE EMOTIONS

27. 11. 2023 | 6 min read The Christmas atmosphere is unique and irresistible, deeply tied to powerful emotions. People are eager to open their hearts - and wallets -while searching for the most beautiful gifts for their loved ones. Companies that strike an emotional chord through their Christmas campaigns have wide-open doors to viewers and thus, potential customers. Our Christmas series of articles will explore various highlights and “bests” of Christmas TV ads.

RMB’S SLICE: WHERE INNOVATION AND EXPLORATION FUEL THE NEXT-LEVEL BRANDED CONTENT

20. 11. 2023 RMB, the Belgian media sales house, is dedicated to transforming its business to make it more resilient with a focus on innovation, exploration, and sustainability. Nevertheless, they feel under pressure from the new players in the market. As a result, in 2022, as an addition to the creative solutions unit launched in 2018 known as Flash, RMB decided to develop a new brand named Slice. This new department serves as a nexus, bringing together brands and content creators such as streamers streamers, YouTubers, gamers, etc. Jointly, they develop next-level branded content for clients. About Slice Officially inaugurated in March 2023, Slice represents an ecosystem that brings together brands and young Belgian content creators. Equipped studios, strategically placed within RMB’s offices, include a lounge room, an audio room, a beauty room, a green room, and a gaming room, expediting the production process. RMB contributes its client relationships and expertise as a sales house. The objective is to facilitate connections between advertisers and innovative Belgian content creators, fostering exceptional long-term collaborations based on shared values and authenticity.

HOW CAN TV ADVERTISING DRIVE GROWTH BEYOND ‘PERFORMANCE’ B2B MARKETING?

13. 11. 2023 | 5 min read We spoke to Matt Hill, Director of Research & Planning at Thinkbox, the marketing body for TV in the UK who help advertisers get the best out of today’s TV. We explore exciting opportunities for companies to reach targetted, localised businesses through low-cost TV ads.

AVOIDING ‘BETTER YESTERDAYS’: THE TRAP OF NOSTALGIA

3. 11. 2023 | 4 min read Nostalgia is a comforting temptation for consumers and brands, explains Trajectory’s Tom Johnson, but there is greater opportunity to be found by looking ahead.

USE MORE VOICES TO SELL PRODUCTS IN VIDEO ADS

3. 11. 2023 | 3 min read The persuasive power of a video ad can be enhanced when its spoken narration uses more voices, finds a new research paper.

WHY COKE LEANED ON ITS HERITAGE THIS YEAR TO CREATE SANTA-LADEN AD

2. 11. 2023 | 6 min read We catch up with Coca-Cola’s global head of creative strategy to hear how the soda brand thinks there’s a little Father Christmas in all of us.

UPPER FUNNEL ACTIVITY TAKES TEN MONTHS TO PAY OFF

2. 11. 2023 | 2 min read Brands that are still spending in upper funnel after ten months experience greater efficiencies versus those who ceased the activity after three, new research shows.

“WHAT’S YOUR FAVOURITE BANNER AD?” SAID NO ONE EVER: WHY CREATIVES STILL LOVE TV

9. 10. 2023 | 10 min read Marketers are reportedly falling out of love with TV - but what do creatives think about the future of the medium?

LAW OR ETHICS? ADVERTISING BENEFITS FROM BOTH FORMS OF REGULATION SEAMLESSLY BUILDING ON EACH OTHER

5. 10. 2023 | 16 min read Many marketers come to a crossroads in their professional career where they have to evaluate whether their creative idea is suitable for public presentation or whether it is unnecessarily teetering on the edge of ethics and good taste. This is a decision on which the future of the promoted brand may depend, so it is 100% advisable to think twice. Fortunately, there are imaginary directives that roughly outline what is allowed and what is not. Generally speaking, this is the concept of ethical marketing, but it needs to be evaluated in some way both by states and by business and industry players. The Czech republic is no exception to this and advertising is thus limited by boundaries originating in public and private space. Let’s learn a lesson from the violation of the code of ethical advertising, taking a look at some of the spots that have been banned from the airwaves by the advertising council for various reasons. And let everyone get an idea of the concept of advertising that is already teetering on the imaginary edge. ARE WE LIVING IN THE ERA OF ETHICAL MARKETING? In the past, the issue of morality and ethics has led to the emergence of an industry with a specific focus - the so-called ethical marketing. The main idea is based on the simple premise that reputation is one of the basic intangible assets available to companies. Accordingly, great demands are placed on marketers, as they must bear in mind not only the protection of their own brand but also that of consumers, specific categories such as children or ethnic minorities, as well as society as a whole. Simply put, they take responsibility for ensuring that the brand they represent communicates honestly, accurately and with respect for human individuality and dignity.

STARTING TO LAUGH AGAIN. THE SLOW RETURN OF HUMOUR IN ADVERTISING

26. 9. 2023 | 6 min read New Kantar LINK+ data shows the power of humour in advertising across media channels for brands and highlights the importance of making consumers laugh out loud.

QR CODES ON TV COMMERCIALS: THE NEW NORMAL FOR RUNNING TV ADS

25. 9. 2023 | 11 min read Using QR codes on TV commercials allows brands to give an interactive engagement to their viewers by scanning the QR code that leads to online content.

NOSTALGIA MARKETING: A POWERFUL SOURCE OF EMOTION

25. 9. 2023 | 7 min read Nostalgia is in right now — and perhaps this is partly a reaction to the ever-evolving technocentric landscape we live in. Familiarity can be comforting and a source of positive memories from the past; so, in many ways, it's unsurprising that brands are harnessing nostalgia to evoke joy and connection for beloved brands, aesthetics, experiences, and media.

HOW TO IMPROVE ADVERTISING PAYBACK

21. 9. 2023 | 2 min read Advertisers need to understand the different levers they can pull to improve ROI and to identify where resources should be put to maximise returns, reveals new research on the drivers of advertising profitability.

STUDY UK: YOUNGER AUDIENCES WARY OF AD BOMBARDMENT

19. 9. 2023 | 2 min read Ad bombardment is the biggest driver of distrust in advertising and its importance has increased significantly for younger audiences over the last two years.

THE GRAND FINALE OF THE ROUND-THE-WORLD TV ADVERTISING JOURNEY: WORLD RECORDS AND CURIOSITIES

14. 9. 2023 | 8 min read Our summer trip around the world in search of TV advertising is over. Let’s take a look at the ads that have earned a spot in the Guinness World Records or are so peculiar that they have crossed not only country borders but also the earth’s borders. Yes, you guessed right, we will take a look into space. THE FIRST TV AD IN THE WORLD WITH A CZECH FOOTPRINT We have already written about the world’s first television advertisement for Bulova watches, which aired on 1 July 1941 on WBNT, in an article about TV advertising in the USA. However, you may not know that Czechia, or rather a Czech native, has a share in this first spot. In 1875, during the golden era of industrial development in America, a Czech immigrant Josef Bulova (born in Louny) opened a jewellery shop in the centre of New York. Soon after, he began to produce his own watches with his name on the dial. And it was at that moment that the history of a global brand started. Bulova’s watches not only made it to the moon but were also the first product ever to be featured in a television ad.