THE SECRET TO SURVIVING A RECESSION? KEEP ADVERTISING – HERE’S HOW

5. 8. 2022 | 7 min read One popular disinfectant brand came under scrutiny in September of 2020 for launching ads that glorified a return to the office — at a time when many people were still quarantining or enjoying work-from-home life.

BACK 2 SCHOOL! HOW DOES THE NEW SCHOOL YEAR START IN THE WORLD OF (NOT ONLY) TV ADVERTISING?

1. 8. 2022 | 16 min read The summer holidays have once again swung into their second half practically in the blink of an eye. With their inevitable end, it’s time to once again take charge of the responsibilities that many will find unavoidable in September. This is a reality for school children and students in particular, but for the younger ones it also affects their parents. All of this is a signal to advertising campaigners, for whom the Back 2 school season is one of the most exposed times of the year. Not participating is essentially a sin that shall be punished. Nor is participating poorly an entirely profitable strategy. What do the successful television commercials that have helped shape the phenomenon tell us about Back 2 school marketing?

THE NEW LIFE OF THE LIVING ROOM AKA ALL EYES ON THE BIG SCREEN

1. 8. 2022 | 12 min read Recent years have accelerated the growth of media consumption on a global scale - especially when it comes to home use, as our living rooms have become the epicenter of a whole new lifestyle. What does this mean for advertisers and broadcasters themselves, and how can they use it to their advantage? This was the aim of the current research “New Life of the Living Room”, which was jointly carried out by smartclip a RTL AdConnect.

STORYTELLING EXPERT FRANK ROSE ON NARRATIVE THINKING IN A DIGITAL AGE

26. 7. 2022 | 15 min read Technology has turned the whole world into storytellers by giving us new means and new motives to share our tales. Journalist and author Frank Rose discusses how stories shape our reality and how to navigate narratives in a digital world.

FIVE KEY PRIORITIES FOR DELIVERING EFFECTIVE ADVERTISING

23. 7. 2022 | 3 min read WARC today releases ‘Anatomy of Effectiveness: 2022 Edition’, a white paper giving brand marketers, advertising agencies and media owners a fresh perspective on the five key building blocks of effectiveness.

IS THERE A CRISIS COMING? LET THE COMMERCIALS RUN!

21. 7. 2022 | 2 min read Want more market share? Arm yourself with patience and do nothing at all with your marketing budget. Because during a recession, all you have to do is just hang in there and your brand will grow. Why is that?

I’LL HUFF, AND I’LL PUFF, AND I’LL… BOOST AD EFFECTIVENESS

19. 7. 2022 | 6 min read Think of the most enduring folktales to have been passed down through generations. Fables such as The Three Little Pigs, Goldilocks and the Three Bears and Billy Goats Gruff. What do all these stories have in common?

ICONIC RIVALRIES THAT HAVE WRITTEN THE HISTORY OF MARKETING

18. 7. 2022 | 9 min read Without the battles of Pepsi vs. Coca-Cola, McDonald’s vs. Burger King and KFC, Adidas vs. Nike, the world of advertising would have missed out on many interesting moments.

TV DELIVERS ONE OF THE HIGHEST AND MOST CONSISTENT LEVELS OF ATTENTION TO ADVERTISING

15. 7. 2022 | 3 min read Research by Finecast and Amplified Intelligence shows that the platform has the largest impact on how much UK consumers pay attention to your ad

IT MAY BE TAINTED, BUT DON’T UNDERESTIMATE THE POWER OF BRAND LOVE

6. 7. 2022 | 10 min read Although the concept of ‘brand love’ was overused and went out of fashion, it remains an insightful way to consider consumers’ attitudes towards brands.

THE BEST CAMPAIGNS OF THE LAST DECADE

30. 6. 2022 | 4 min read Here's a roundup of the spots that won the Cannes Lions' Titanium Grand Prix for boundary-breaking projects with groundbreaking creative. 2012: Nike + FuelBand by R/GA New York for Nike To engage customers more, Nike introduced the FuelBand a decade ago, a wristband that translated the effects of any activity into a NikeFuel indicator. The latter helps people compare results equally, for example, no matter how differently their bodies burn calories. This encouraged people to be competitive and motivated, as well as accessing services on the Nike+ platform, which was free to users of the wristband.

USA STUDY: DIVERSE ADS INCREASE PURCHASE INTENT

27. 6. 2022 | 2 min read Advertising that embraces diversity and representation leads to a greater likelihood of product recommendation and purchase, according to a new survey of consumers in the US and UK. Why it matters Diversity and inclusion is an issue of profound ethical importance, and must be treated as such by advertisers. As an additional benefit, good moral practice also seemingly translates into tangible business results. Findings from the study Matterkind, the activation intelligence provider owned by holding company IPG, surveyed 3,000 consumers in the US and 1,000 people in the UK. It found:

CONSUMERS WANT HUMOUR FROM BRANDS, BRANDS OFTEN FEAR IT

27. 6. 2022 | 2 min read Up to 72% of consumers would choose a brand with a sense of humour over its competitors. However, most advertisers are afraid of being funny.

‘DON’T BE AFRAID OF CONSISTENCY’: MARKETERS ON THE DRIVING FACTORS BEHIND EFFECTIVE ADVERTISING

24. 6. 2022 | 6 min read The marketers behind two highly effective Marmite and Aldi ads explain what it takes to build a creatively effective campaign.

RITSON’S RECESSION PLAYBOOK: 9 STEPS MARKETERS SHOULD TAKE TO SURVIVE THE DARK TIMES AHEAD

21. 6. 2022 | 15 min read From retaining a long-term view and the importance of excess share of voice to making strategic changes to positioning and saying no to failure, Mark Ritson spells out how brands can navigate recession.

IN A WORLD OF INSTANT GRATIFICATION, DON’T FORGET THE POWER OF ANTICIPATION

17. 6. 2022 | 5 min read As humans, we have a natural urge for instant gratification – the temptation to forego a long-term, future benefit, to obtain an immediate and often less rewarding one. It’s a concept that brands have leveraged with aplomb using technological and product innovation, coupled with bold marketing activity. As such, we find ourselves living in the epitome of a ‘Need it Now, Have it Now’ world. From Getir delivering groceries in just minutes, to on-demand manicures in the home with a click, the list is endless. And broadcasters also understand that we struggle to wait or limit our exposure - which is why between them, Channel 4, ITV, Sky, and the BBC now host hundreds upon hundreds of box sets ready to stream. But instant novelty doesn’t always work for everyone Indeed, inspired by TV and cinema, an increasing number of brands find themselves commissioning film-quality episodic branded content as part of their marketing activity. This mode of content has now become the norm, particularly when you look at the alcohol category, such as Stella, Fosters and Estrella.

BYRON SHARP: MARKETERS STILL DON’T UNDERSTAND HOW ADVERTISING WORKS

9. 6. 2022 | 3 min read According to the head of the Ehrenberg-Bass Institute, brands complicate their situation when they can't draw on their own data and base marketing on impressions.

PRE ENTERS TV FOR THE FIRST TIME WITH A CAMPAIGN

9. 6. 2022 | 2 min read In its first ever TV campaign, Pražská energetika is betting on a fairy tale story.