CHRISTMAS SPECIAL: THE MOST STAR-STUDDED CHRISTMAS ADS

17. 12. 2023 It’s undeniable that celebrities can be a powerful tool in television advertising. Who wouldn’t want to look like the famous Kate Moss in jeans? A well-known personality can draw a lot of attention to a brand. Celebrity marketing simply works, and this is especially true for Christmas commercials. According to international statistics, the use of… Continue reading CHRISTMAS SPECIAL: THE MOST STAR-STUDDED CHRISTMAS ADS

SCREENVOICE TOP 12 CHRISTMAS CAMPAIGNS 2023

15. 12. 2023 The year has come and gone, and famous and lesser-known brands have come out with their long-awaited Christmas campaigns, which unmistakably draw us into the pre-Christmas spirit and put us in the mood for a genuine festive atmosphere. Christmas advertising campaigns are not mere commercial sales efforts, although inspiration at a time when the hunt… Continue reading SCREENVOICE TOP 12 CHRISTMAS CAMPAIGNS 2023

ADS CAN STRESS PEOPLE OUT, ESPECIALLY AROUND THE HOLIDAYS. HERE’S HOW BRANDS CAN CHANGE THAT.

13. 12. 2023 If you feel your nerves tighten a bit when you hear the sound of holiday bells jingling in a TV ad, you’re not alone. According to Healthline, 62% of Americans describe their stress levels as “very elevated” or “somewhat elevated” during the holiday season – and only 10% say it’s a stress-free time of year… Continue reading ADS CAN STRESS PEOPLE OUT, ESPECIALLY AROUND THE HOLIDAYS. HERE’S HOW BRANDS CAN CHANGE THAT.

COCA-COLA CHERISHES ITS SANTA CLAUS. HOW DID ONE OF THE MOST INFLUENTIAL MARKETING “ALLIANCES” IN HISTORY TAKE SHAPE?

11. 12. 2023 Although Christmas in the Czech republic is mainly associated with the Christ child, it is not possible to ignore the global popularity of the american Father Christmas, Santa Claus. And in fact, if we take into account the historical context of shaping the image of this character, we are much closer to Santa in our… Continue reading COCA-COLA CHERISHES ITS SANTA CLAUS. HOW DID ONE OF THE MOST INFLUENTIAL MARKETING “ALLIANCES” IN HISTORY TAKE SHAPE?

CHRISTMAS SPECIAL: THE MOST TOUCHING ADS

10. 12. 2023 Tears welling up is nothing unusual during the holiday season. Alongside festive decorations and omnipresent holiday music, the tender mood can also be attributed to a heightened sense of togetherness we experience during Advent and Christmas. More than ever, we think about those we have lost and those in need of our help. That’s why… Continue reading CHRISTMAS SPECIAL: THE MOST TOUCHING ADS

BRANDS TO SPEND RECORD £9.5BN ON CHRISTMAS ADVERTISING

9. 12. 2023 Media inflation set to lift ad spend by 4.8% this Christmas, according to Advertising Association and Warc data. Advertisers are expected to spend a record £9.5bn this Christmas season, according to data from the Advertising Association and Warc, a 4.8% increase on the same period last year largely attributed in part to inflation. Brands have… Continue reading BRANDS TO SPEND RECORD £9.5BN ON CHRISTMAS ADVERTISING

CONSUMERS DON’T GET TIRED OF ADS, ONLY MARKETERS DO

8. 12. 2023 Data shows there’s no such thing as advertising ‘wear-out’, so save your new campaign budget and spend it on making your current ads effective for longer. We live in a fantastic marketing era where the rubrics of advertising effectiveness are known by more marketers, with more data and more certainty than ever before. We’ve never… Continue reading CONSUMERS DON’T GET TIRED OF ADS, ONLY MARKETERS DO

CHRISTMAS BY “UNUSUAL” HEROES. HOW HAS CHRISTMAS ADVERTISING MOVED FROM NOSTALGIA TO MODERNITY?

8. 12. 2023 Christmas advertising has changed over the years and Santa Claus has been replaced by strange and somewhat unusual heroes...

TOOLKIT: MARKETERS GEAR UP FOR A BRIGHTER 2024

7. 12. 2023 Despite very real concerns about the economy, the majority of marketers around the world are optimistic and expect business to be better next year than this, according to a new WARC report. The Voice of the Marketer 2024 is a deep dive into The Marketer’s Toolkit survey data of 1,400+ marketers worldwide. Key findings Marketers are optimistic despite economic worries… Continue reading TOOLKIT: MARKETERS GEAR UP FOR A BRIGHTER 2024

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

6. 12. 2023 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… Continue reading DON’T SHELVE THAT CHRISTMAS IDEA TOO SOON, STUDIES SUGGEST

CHRISTMAS SPECIAL: THE MOST FELINE-FANTASTIC CHRISTMAS ADS

4. 12. 2023 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… Continue reading CHRISTMAS SPECIAL: THE MOST FELINE-FANTASTIC CHRISTMAS ADS

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

30. 11. 2023 Attention, creativity and speed are the three most important factors driving brand return on investment, according to an advertising effectiveness study. The study, called The Triple Opportunity of Attention, was carried out by Rob Brittain, Orlando Wood and Professor Karen Nelson-Field and combines data from the ACA Effectiveness Database with attention metrics from Amplified Intelligence… Continue reading STUDY UK: FOCUS ON ATTENTION, CREATIVE AND SPEED IN ADVERTS

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

27. 11. 2023 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… Continue reading CHRISTMAS SPECIAL: THE BEST IN CHRISTMAS ADS OR THE MAGICAL ELIXIR OF FESTIVE EMOTIONS

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

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

13. 11. 2023 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. 1) In recent times, targeted advertising on platforms like LinkedIn,… Continue reading HOW CAN TV ADVERTISING DRIVE GROWTH BEYOND ‘PERFORMANCE’ B2B MARKETING?

AVOIDING ‘BETTER YESTERDAYS’: THE TRAP OF NOSTALGIA

3. 11. 2023 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. The pull of nostalgia is powerful. It’s one reason why the Coca-Cola ‘holidays are coming’ Christmas advert is among the nation’s favourites, and part of the appeal of Burger King’s new… Continue reading AVOIDING ‘BETTER YESTERDAYS’: THE TRAP OF NOSTALGIA

USE MORE VOICES TO SELL PRODUCTS IN VIDEO ADS

3. 11. 2023 The persuasive power of a video ad can be enhanced when its spoken narration uses more voices, finds a new research paper. Hearing different voices narrate a persuasive message grabs the attention of consumers and boosts their willingness to pay. The authors of the study called this the ‘voice numerosity effect’. This effect continues to… Continue reading USE MORE VOICES TO SELL PRODUCTS IN VIDEO ADS

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

2. 11. 2023 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. Coca-Cola has had a longstanding affiliation with Santa Claus, ever since he appeared in its holiday ads in the 1920s. This year, its festive offering draws on that association,… Continue reading WHY COKE LEANED ON ITS HERITAGE THIS YEAR TO CREATE SANTA-LADEN AD