TAKE ME BACK: THE POWER OF NOSTALGIA IN ADVERTISING

22. 6. 2023 | 9 min read 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.

CREATIVE IS BIGGEST PROFITABILITY LEVER, BRAND SIZE TOP FACTOR

21. 6. 2023 | 3 min read 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 marketing body for commercial TV in the UK.

STUDY USA: REPRESENTATION IS A DECIDING FACTOR IN CHOOSING WHAT TO WATCH

21. 6. 2023 | 4 min read But some groups like Hispanics remain dramatically underrepresented in the top 50 TV shows, according to Samba TV.

BRANDING, MUSIC AND AVOIDING THE PERILS OF PURPOSE – CREATIVE EFFECTIVENESS UNPACKED

20. 6. 2023 | 4 min read The craft and conditions to drive greater creative effectiveness were explored by experts at an event hosted by TV marketing body Thinkbox.

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 | 14 min read On 16 June, the american musical Grease will celebrate its 45th anniversary. Although it is a film that is the epitome of american pop culture of that time, after its release in cinemas, it won fans all over the world, including the Czech republic. And what is even more extraordinary - the strength of the fan base continues to grow today. So it is no wonder that when T-mobile decided to reminisce about this popular musical at this year’s Super Bowl, it received enthusiastic reactions and discussions about what is next for Grease. Can appropriately targeted marketing herald the revival of an unforgettable phenomenon in this situation? And what about the legacy of Grease in the marketing world - are companies trying to make the most of it?

BRANDZ: APPLE REMAINS THE MOST VALUABLE BRAND AHEAD OF GOOGLE

14. 6. 2023 | 1 min read 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.

NETFLIX’S ‘WEDNESDAY,’ HBO’S ‘THE LAST OF US’ ON YOUTUBE’S LIST OF TOP 10 ADS FOR 2023

9. 6. 2023 | 2 min read 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.

MILAN ŠTEINDLER, THE ICON OF CZECH PROVOCATIVE ADVERTISING

6. 6. 2023 | 5 min read The Czech humorist was born in Prague in 1957. He is a well-known comedian who firstly became famous mainly for his acting roles. You may know him for example from the films Kopytem sem, kopytem tam, Vrát se do hrobu, Díky za každé nové ráno or from the series Česká soda. He is also a co-founder of the Sklep Theatre. However, he is also no stranger to the world of advertising - he works as a screenwriter and director. He studied directing at FAMU in Prague. However, during his studies he already worked at the Barrandov Film Studios as an assistant director. He has many successful TV commercials to his credit. For example, he is behind the spots for Fidorka or the campaigns for the CLEVER brand, where he presents effective scientific experiments. He is also the author of the children series Z deníku žáka 3.B aneb Edudant a Francimor. His work is characterized by a humorous touch and tends towards recession and light provocation. FIDORKA AND MISCHIEF Milan Šteindler has directed several spots for the Fidorka brand. Despite the fact that, as usual, they were mainly based on exaggeration and humour, these were not among the most provocative and were accepted by the Czech audience - both laymen and professional - without protest, unlike other films from Šteindler's workshop. This series of spots was created in cooperation with the Havas Prague agency and appeared on television in 2008.

THE MARKETING PSYCHOLOGY BEHIND CELEBRITY ENDORSEMENTS

5. 6. 2023 | 6 min read Celebrity endorsements sell products, even when the star outshines the brand. In a new study, Wharton experts use neuroscience to understand consumer decision-making.

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

3. 6. 2023 | 15 min read Most of us are probably able to figure out what information the creators of each television spot are trying to convey to us when watching TV. We can tell when they’re using well-intentioned hyperbole and we can equally tell when they’re trying to sell us ideas that aren’t quite our own. But there are those among us who don’t yet have that ability - children, of course. For some businesses, children are the main target group they are trying to reach with their marketing. The very concept of advertising aimed at a group of people with limited capacity for critical thinking and analytical reasoning is also bound by many regulations or unwritten rules. Marketers are entering a thin ice where the main question is - what is still allowed and what is already over the line?

MOOD MATTERS: REACHING TV VIEWERS AT THE RIGHT MOMENT

30. 5. 2023 | 8 min read 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.

EXPERTS STUMPED BY ‘AD TURING TEST’ /

30. 5. 2023 | 4 min read 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’.

NEW EMOTIONAL BRAND METRICS FOR DARK TIMES

29. 5. 2023 | 2 min read Measuring brand metrics that inspire human emotions could sit alongside standard business metrics in future, says a new report from the Wunderman Thompson agency.

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

25. 5. 2023 | 5 min read Ivan Zachariáš is one of the most successful Czechs in the world of advertising. He has created ads for major world-renowned companies including Stella Artois, Land Rover and Adidas. He is also the director for jingles for the International Film Festival in Karlovy Vary. He has also worked on feature films, including the drama Pustina (Wasteland), the series Bez vědomí (The Sleepers) and the feature film Konec světa (The End of the World). A good commercial can be done for any product Ivan Zachariáš has been inclined to filming and directing since his student days. He graduated from the Department of Documentary Filmmaking at FAMU in Prague and some of his short films have achieved considerable success. For example, Mulit, a 2003 parody of Bollywood films, is part of the collection of the Museum of Modern Art in New York.

BEHAVIOURAL SCIENCE IS NOT A STRAITJACKET FOR CREATIVES AND PLANNERS

23. 5. 2023 | 16 min read 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.

HOW TO INCREASE REACH BY 15% FOR FREE!

19. 5. 2023 | 2 min read 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 100% of category buyers, so all P&G brands will simply have to be accessible to all consumers. There’s a straightforward business case, with disabled consumers around the world commanding an estimated $8 trillion in spending power. And that’s quite apart from the emotional connections brands can make with consumers who frequently feel left out and unnoticed. Takeaways

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

18. 5. 2023 | 5 min read 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.

WHAT MILLENNIAL PARENTING CAN TELL US ABOUT GEN ALPHA

17. 5. 2023 | 2 min read 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.