PERSONAL FINANCE DOESN’T HAVE TO BE BORING. TV ADS REPEATEDLY DEBUNK THIS MYTH

8. 9. 2025 Who says financial literacy is boring? It may seem like an unexciting topic – numbers, savings, budgets – but despite that, it has become one of the liveliest genres in television advertising. Sometimes it takes a serious tone, other times it relies on humour or emotion, but it always aims at one thing: to show that money isn’t a distant world of experts but an everyday reality for all of us. These stories demonstrate that advertising can do more than sell – it can teach us to reflect on values, responsibility, and the future. And the marketing of global financial institutions has been proving this for decades.

DIMINISHED “AURA” WORRIES AMERICAN BRANDS TRADING AROUND THE WORLD

5. 9. 2025 American brands are accustomed to the glow of their native country around the world, but in a newly contentious international situation, brands are having to adapt to a more problematic political and cultural context. Why Brand USA matters US soft power remains, as it continues to top Brand Finance’s Global Soft Power Index, but there are signs of movement: in June a Morning Consult poll found that international opinions of the US were in retreat while China’s favourability is in the ascendant.

L’ORÉAL UNCOVERS NEW INSIGHTS FOR EFFECTIVE BEAUTY ADS

3. 9. 2025 L’Oréal worked with Google and research partner Sundogs to analyse 5,000 YouTube ads and found that moving beyond category conventions can drive measurable gains: replacing product-led formats, for example, with richer, character-driven storytelling boosted engagement by 55%.

THE SCHOOL YEAR BEGINS IN AUGUST ON TV SCREENS. WHAT DO EDUCATIONAL ADS TELL US ABOUT SOCIAL VALUES – AND ABOUT OURSELVES?

30. 8. 2025 Television campaigns focused on education no longer promote only crayons, backpacks and university brochures. Instead, they have become a tool for presenting universal social values, parental ambitions and cultural identity. From Target’s musical spectacle in the US to the digital revolution of India’s Byju’s to the film-style public campaign of the French Ministry of Education, education is now more than just a product in advertising. In the Czech environment, we are still keeping our feet on the ground, but this may be a call for positive change.

ADS ARE LOUD, FLASHY, AND IN-YOUR-FACE. EXCEPT THESE ONES

25. 8. 2025 Brands like Whisker, Calm, and Angel Soft are using ad breaks to offer moments of relief from overstimulation.

NOSTALGIA LEVEL: MAX. HOW DO RETRO ADS WIN CUSTOMERS’ HEARTS?

25. 8. 2025 Memories of the good old days are both enjoyable and highly impactful – something brands eagerly leverage in their marketing. Nostalgia is one of the major marketing trends of 2025 and can connect consumers with the past, evoke positive emotions and create a deeper relationship with the brand. Advertisements referring to the popular culture of past decades, retro visuals or iconic slogans act as a kind of time machine, transporting viewers back to moments stored deep in their memory. Some brands, such as Coca-Cola, Nintendo and Volkswagen, have long relied on nostalgia and made it a key part of their identity. In times of rapid technological progress and uncertainty, retro marketing offers a safe haven – and an effective way to reach different generations. How do companies draw inspiration from the past, and why does this approach work so well?

THE MOST VALUABLE FOOD BRAND IS NESTLÉ, NON-ALCOHOLIC COCA-COLA

20. 8. 2025 Brand Finance has compiled the latest brand value rankings for the food, soft drinks and dairy segments.

SUPERMAN CAN BOOST A BRAND’S SUPERPOWERS. ALL IT TAKES IS TV ADVERTISING

31. 7. 2025 A new adaptation of Superman has hit theatres. Naturally, its premiere is accompanied by a wave of advertising campaigns. The iconic comic book hero offers a strong emotional impact and a universally understood symbol of good, which allows advertisers to increase brand visibility and associate their products with positive values.

WHEN FASHION SLOWS DOWN: HOW CAN BRANDS COMMUNICATE SUSTAINABILITY WITHOUT OVERUSING WORDS LIKE ‘ECO’ AND ‘GREEN’

25. 7. 2025 Slow fashion is no longer just a manufacturing philosophy – it is becoming a new language of fashion communication. Whereas seasonal trends once dominated advertising, today more and more brands are leaning towards a calmer, more thoughtful narrative. Instead of products, they present stories; instead of sales, they show manufacturing processes. Campaigns feature documentary aesthetics, quiet activism and artistic installations. Sustainability is not just a theme here, but also a form of expression – based on authenticity, a relationship with clothing and respect for time. This is where the inspiration for marketers lies: that less can mean more if a brand decides to speak clearly, honestly and with confidence in the intelligence of its audience. H&M – Conscious Collection (2011) Swedish clothing company H&M is considered one of the leaders in the global fast fashion scene, so it comes as no surprise that, like other companies in a similar position, it faced growing criticism for its negative environmental footprint with the arrival of the new century. The long-term Conscious Collection campaign, first launched in 2011, thus fulfils two key objectives: firstly, it responds to the criticism, and secondly, it seeks to appeal to new generations of customers who think fundamentally differently about sustainability than their predecessors. As part of this campaign, H&M launches a collection made from sustainable materials every year, seeking to demonstrate that even fast fashion can be conscious. Visually, the campaign draws on the aesthetics of high fashion editorials and haute couture: the spots are dominated by detailed shots of textures, slow-motion images of the production process and natural motifs that contrast with the modern cut of the clothing. Over time, the basic collection has been complemented by the premium Conscious Exclusive line, which relies on short fashion films featuring leading international models such as Giedrė Dukauskaitė and Rianne Van Rompaey for its promotion. H&M clothing is commonly perceived as an affordable alternative, and with these campaigns, the company is trying to show that it can offer something more.

WHAT DOES MARKETING SCIENCE ADVISE SMALL BRANDS TO DO, AND WHY SHOULD THEY STICK TO IT?

23. 7. 2025 You have a great product, there's no doubt about that. People who try it come back to you. You have good reviews. But still, no one really knows you. How is that possible, and what can you do about it? This dilemma is faced by many smaller and emerging brands, writes Vojtěch Prokeš.

STUDY USA: MARKETERS ARE TERRIBLE AT JUDGING THE FAME AND UNIQUENESS OF THEIR BRAND ASSETS SAYS EBI RESEARCH

22. 7. 2025 Marketers risk significant blind spots if they use their intuition to judge their branding, but working as a group and deploying consumer research offers a way forward, according to new research from the Ehrenberg-Bass Institute.

CZECHS LIKE BRAND MASCOTS, BUT THEY DON’T CONVINCE THEM TO BUY

11. 7. 2025 Brand mascots are generally liked by Czechs in advertisements, but they don't usually convince them to buy, according to the results of a representative survey by MNForce.

SUMMER-FLAVOURED TV ADS: THE MOST SPARKLING REFRESHMENT FOR THE HOTTEST DAYS

10. 7. 2025 Hot summers are perfect for advertising all kinds of drinks and other refreshments. What advertising strategies do the most famous brands choose, and which summer adverts are the most appealing?

BREATHTAKING ADVERTISING: DINOSAURS IN AD SPOTS INSPIRED BY JURASSIC WORLD

7. 7. 2025 Eager dinosaur fans have just witnessed the premiere of the new film Jurassic World: Rebirth. This event has once again stirred interest in one of the most iconic film franchises of all time. Jurassic Park is not only a phenomenon for dinosaur enthusiasts but also an endless source of inspiration for the advertising industry. This is especially true when it comes to the impressive special effects that brought prehistoric creatures to life.

PRODUCT PLACEMENT CAN TRULY BOOST THE BRAND

1. 7. 2025 Broadcasters and marketers are offering more and more opportunities for creative brand integration into their formats. This brings a range of benefits for all parties involved, as shown by the research.

WHY A BRAND’S CSR REPUTATION SHOULD DETERMINE ITS USE OF AI

30. 6. 2025 Researchers test the extent to which a brand’s reputation for social good balances out the negative associations of using AI-generated ads

16 BRANDS ENTERED THE CZECH MARKET THIS YEAR, INCLUDING WOOLWORTH AND BLUKIDS

27. 6. 2025 In the first half of the year, 16 new brands entered the Czech market, dominated by fashion and gastronomy.

SUMMER-FLAVOURED TV ADS — WHEN BRANDS RIDE THE WAVE OF VACATION VIBES AND CHILL

26. 6. 2025 Success in summer requires more than just the right product. It is important to understand that people live differently during the summer. They move from their living rooms outdoors, spend more time away from home, and consume media differently. They think less, feel more, and shop much more impulsively. They respond to ads that evoke atmosphere and emotion, radiating authenticity, ease, and a natural connection to the summer feel.