CUSTOMER CONFIDENCE IN COMPANIES IS AT AN ALL-TIME LOW, AI WOULD TAKE ADVANTAGE OF YOUNGER

1. 12. 2024 | 3 min read According to Salesforce research, AI is increasing the demands on brands. People would prefer AI over a human when shopping, especially for faster service.

THE WORLD IS CHANGING TOO FAST, PEOPLE LOOK TO BRANDS FOR REASSURANCE

28. 11. 2024 | 5 min read Global trends that also affect Czech consumers include an emphasis on localism, environmental protection and comprehensive health care.

SOCIAL RESPONSIBILITY IS FINE, BUT CZECHS WANT QUALITY ABOVE ALL

25. 11. 2024 | 3 min read Up to 64% of Czechs do not care whether a brand is ethically or socially responsible, they want quality products, according to a recent study by Ipsos.

TRENDS FOR 2025 BY KANTAR: FROM “WOKE” BRANDS TO “TOTAL” VIDEO

6. 11. 2024 | 4 min read The top 10 trends that will influence marketing in the next year and beyond have been presented by Kantar. It addresses the limits of innovation, generative AI and the demands of retail media.

COCA-COLA BRINGS THE MAGIC OF CHRISTMAS AND CONTINUES THE WORLD NEEDS MORE SANTAS CAMPAIGN

5. 11. 2024 | 4 min read Coca-Cola continues its "The World Needs More Santas" campaign this year, inspiring kindness and generosity through small acts of kindness or unforgettable experiences at the Christmas truck roadshow, which this year will also offer visitors a glimpse of Lapland.

TRANSFORMERS HAVE BEEN ENTERTAINING AUDIENCES FOR 40 YEARS. TV ADVERTISING INSPIRED BY THE PHENOMENON HAS ALSO BEEN SUCCESSFUL

17. 10. 2024 | 6 min read It was 1984 when the Transformers brand was born, founded by American toy manufacturer Hasbro and Japanese brand Takara Tomy. The battle between the Autobots and the Decepticons was about to begin - in comics, innovative toys, films, and various TV shows. Even in TV advertising.

BRAND MANAGEMENT: CREATIVITY HELPS THE BRAND, BUT REQUIRES COURAGE

11. 10. 2024 | 8 min read Even the things we can't quantify can be important for building brands, according to keynote speaker John Hegarty at this year's Brand Management Conference.

PRIMA HAS WON THE SUPERBRANDS AWARD. IT IS AWARDED TO THE BEST BRANDS ON THE CZECH MARKET

7. 10. 2024 | 2 min read This year, the prestigious Superbrands awards, which are given to the best brands on the Czech market, were awarded again in Prague's Slovanský dom. Only brands with exceptional quality and customer trust can win these awards. Among this year's winners is Prima TV, which has won the title for the ninth time.

T-MOBILE IS THE MOST VALUABLE EUROPEAN BRAND, ROLEX IS THE STRONGEST

18. 9. 2024 | 2 min read Brand Finance has compiled this year's rankings for European brands. Deutsche Telekom is the highest value brand, Rolex is the strongest brand.

JINGLE IS STILL ONE OF THE BRAND’S STRONGEST ASSETS

13. 9. 2024 | 4 min read It's not just the logo that's a brand's differentiating asset, the jingle is still one of its strongest, according to new research.

NADA: ADVERTISING INVESTMENTS HELPED RATE TO HIGHER KNOWLEDGE

10. 9. 2024 | 2 min read Research company NADA examined the relationship between the level of advertising investment and brand awareness in the Betting and Lotteries category.

ANIMATED TV ADVERTISING ADDS A DIFFERENT DIMENSION TO TOURISM

30. 8. 2024 | 7 min read In the tourism industry, animations are truly invaluable. They allow travel agencies, airlines, and online platforms to break free from copycat advertising, transport viewers to a magical world of imagination and emotion, and make them want to sit down at their computer and book a tour or flight immediately.

SCHOOL BELL RINGING: TELEVISION ADVERTISING HAS A BIG IMPACT ON WHAT IS PURCHASED AND WHERE TO SHOP BEFORE SCHOOL STARTS

28. 8. 2024 | 7 min read Many parents have been shopping for school supplies since May, according to a new online survey on the influence of TV on pre-school shopping. It reveals the factors that influence parents’ shopping behaviour.

CONTEXTUALLY RELEVANT ADS ARE MORE EFFECTIVE

22. 8. 2024 | 2 min read Contextual advertising can significantly impact campaign metrics across the purchase funnel. This is the finding of research conducted by VAB.

SOLVENT CZECHS LIKE TO HOLIDAY WITH A TRAVEL AGENCY. SEE WHAT YOU CAN DO TO APPEAL TO THEM IN YOUR TV ADVERTISING!

12. 8. 2024 | 5 min read Around 60% of Czechs go on domestic holidays every year, 45% go abroad. Although holidays are no longer exclusively associated with summer, summer is still the main season. Some people like to arrange everything themselves, others rely entirely on travel agencies, and some make a choice depending on circumstances. The current summer mood led us to the idea of looking at Czechs through the lens of holiday arrangements and we came up with one downright summer finding. Or more accurately, a travel finding.

UNDER THE FIVE OLYMPIC RINGS. GAME-CHANGING TV ADS

9. 8. 2024 | 12 min read The 2024 Summer Olympics in Paris are slowly heading towards the Closing Ceremony. As we already know, the Olympics are not only the pinnacle of professional athletes’ careers but also a very rewarding time for marketers to present their revolutionary ideas. World-renowned brands have always used and continue to use the emotional power of sport at Games time to spread positive values and connect people across continents. Olympic history is full of memorable ads that have not only defined global marketing but have also co-shaped the international Olympic movement. What are some of the most memorable ones? Coca-Cola – Celebrate Humanity (1996) When Atlanta, Georgia, hosted the 1996 Summer Olympics, it was widely expected that one of the largest global companies having its headquarters in the metropolis, Coca-Cola, would be heavily involved in the process. And indeed, the 1996 Olympic Games went down in marketing history as the “Coca-Cola Games”. The Coca-Cola Olympic City where some of the Olympic sports could be watched in virtual reality was clear evidence that the company, one of the oldest Olympic sponsors, was certainly not underestimating this opportunity. The company also launched its Celebrate Humanity campaign to mark the occasion and, predominantly, celebrate humanity and joy. The campaign’s message was presented through emotive stories and visuals that showed the athletes and their paths to success. The individual spots consisted of authentic footage from the Olympic Games, inspirational music and voiceovers, which were combined with images of the athletes and emotional moments from the Games. And, of course, localisation for each national market was an important element. The advertising spots were one of the most important elements of the campaign – they included inspirational quotes from athletes and worked with authentic footage from past Games. As a result, Celebrate Humanity has become an Olympic benchmark for Coca-Cola, and there is perhaps not a single Olympic ad that doesn’t take at least a small nod to this legendary campaign.

INSIGHTS FROM THE 2024 CANNES CREATIVE EFFECTIVENESS LIONS WINNERS

7. 8. 2024 | 2 min read Consistency, simplicity and tapping into fandoms at scale are the keys to creative effectiveness success, according to a new WARC report, Creative Effectiveness Lions – Insights from the 2024 winners. What it’s about The report, which is available exclusively to WARC subscribers, analyses the entries and has insights into the jury’s deliberations to provide a commentary on the themes from the work, unearth what makes a campaign both creative and effective, and offer a behind-the-scenes view of the strategies that lead to winning in this category. Why the 2024 winners matter John Bizzell, WARC’s awards lead, explains that the 2024 Creative Effectiveness Lions jury set themselves a mission to “seek causality in every case” – with clear evidence that the campaign had directly caused business impact.

WITH TV EVOLVING, WHAT GOES INTO A REMARKABLE AD TODAY?

7. 8. 2024 | 5 min read TV can offer attention, trust and emotional clout. Coincidentally, these are also the foundations of a good story — just make sure that story is a short one.