STEVEN VAN BELLEGHEM: BRANDS FACE A NEW BATTLE FOR ACCESS TO CUSTOMERS

5. 10. 2026 | 5 min read According to Steven Van Belleghem, customer service that is available at any time and provides an immediate response will become the norm. This is because AI agents will take over some of the decision-making on behalf of consumers. At the Brand Management conference, he therefore advised marketers to focus not only on the effectiveness of technology, but also on building relationships and a sense of belonging with customers.

AI IN MARKETING PROVIDES SUPPORT AND INSIGHTS, BUT HUMAN SUPERVISION IS ESSENTIAL

4. 10. 2026 | 5 min read The greatest benefit of artificial intelligence does not lie in replacing experts, but in enabling good marketers, researchers and creative professionals to work faster, more efficiently and with more information than ever before. However, the technology itself will not solve marketing problems. Judgement and ultimate responsibility remain with people.

BRAND LOYALTY DOES NOT LEAD TO GROWTH; CUSTOMISABILITY AND AVAILABILITY ARE MORE IMPORTANT

2. 10. 2026 | 6 min read Brand love is something of an exception amongst consumers and does not, in itself, lead to increased purchasing behaviour. This was stated by Rachel Kennedy of the Ehrenberg-Bass Institute for Marketing Science at the Brand Management conference. According to the data presented, mental availability and strong distinctive elements are more important for brand growth.

THE RELATIONSHIP BETWEEN CLIENTS AND AGENCIES IS CHANGING IN THE AGE OF AI. HOW WILL THIS AFFECT THE COST OF LABOUR?

1. 10. 2026 | 4 min read Clients regard AI tools as accessible and see their greatest benefit in their use for specific marketing tasks. However, research by AKA and ResSolution Group also shows that, as automation increases, the question of the value of agency work is being raised once again, as was noted on the first day of the Brand Management conference.

DON’T JUST EVALUATE ADVERTISING — TAKE A BROADER VIEW OF MARKETING

2. 10. 2025 | 10 min read Assessing the results of advertising campaigns alone is not enough. Marketing must be viewed more broadly, says Sorin Patilinet, who came to Prague for the Brand Management conference.

COMPANIES WANT MORE FROM MARKETING THAN CAMPAIGNS, RESEARCH SHOWS

2. 10. 2025 | 3 min read Marketing directors are often co-responsible for the growth of companies. A third of respondents consider them key players. They should therefore focus more on growth strategies, according to research from Confess Research presented at Brand Management.

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.

JOHN HEGARTY: THE WORLD OF ADVERTISING AS SUCH IS TERRIBLY BORING

7. 8. 2024 | 13 min read The world of advertising in general is boring, but the ten percent that get it right are amazing. That’s why when I create, I look around, says legendary advertising creator John Hegarty.

ADVERTISING CREATOR JOHN HEGARTY PERFORMS IN PRAGUE FOR THE FIRST TIME

29. 7. 2024 | 5 min read He was the only person to receive an award from the Queen for advertising. This year Sir John Hegarty will perform in Prague for the first time.