Tag: Campaign
CHANNEL 4 SALES TURNS EXISTING TV ADS INTO ENHANCED STREAMING FORMATS
2. 10. 2026 Channel 4 Sales launched Enhance in June 2026, the broadcaster’s new suite of CTV streaming ad formats. Enhance amplifies advertisers’ existing TV ads with a range of creative formats and dynamic targeting capabilities; each creative format is designed to deliver against clear KPIs and shine a spotlight on key campaign messages. Advertisers can build on creative they already own instead of needing to produce a separate ad.
INTERNATIONAL COFFEE DAY: THE HISTORY OF COFFEE AND COFFEE-FLAVOURED TV COMMERCIALS
1. 10. 2026 | 10 min read The aroma of freshly ground coffee, the first sip in the morning, a short break during a busy working day, or meeting friends over a cup of espresso. For millions of people, coffee is an everyday ritual. But it is also a major global commodity and a source of livelihood. This is what International Coffee Day, celebrated on 1 October, reminds us of. Coffee has also secured a firm place in the world of advertising, where for decades it has symbolised energy, comfort, togetherness and a relaxed lifestyle. In creative television commercials, an ordinary cup becomes the hero of stories filled with the irresistible aroma of coffee – stories that make us want to get up and head straight for the coffee machine.
TV NOVA IS FOCUSING ON THE MENTAL HEALTH OF PARENTS AND CHILDREN IN ITS ‘LET’S TALK TOGETHER’ CAMPAIGN
30. 9. 2026 | 2 min read Nova TV has launched a new awareness campaign, ‘Let’s Talk Together’, which highlights the importance of parents’ mental health in supporting their children’s psychological wellbeing. The project includes TV adverts, a podcast featuring Kristina Kloubková and Jan Vojtek, and a website with practical resources and contact details for specialist support.
ZLATÝ KLINEC: GRAND PRIX OF SLOVAK ADVERTISING GOES TO NOVEMBER 17 CAMPAIGN
2. 9. 2026 | 10 min read The Slovak Zlatý klinec competition has announced the winners of its 2026 edition. The Grand Prix went to the Ďakujeme 17. novembru campaign by Made by Vaculik. Telekom became the most successful advertiser, while MUW Saatchi & Saatchi retained its Agency of the Evening title.
HOW DPG MEDIA TURNS THE BACKSTAGE OF A PRIME-TIME MUSIC SHOW INTO A RETAIL ENGINE
17. 8. 2026 In a category where retailers typically compete on price and visibility, Albert Heijn, the supermarket retailer, chose a different path. Together with DPG Media, the brand moved beyond traditional sponsorship to become an essential part of the story of the prime-time music show Lift You Up on VTM.
AQUALAND MORAVIA SCORES A HIT ON WATCHTIME. A SPOT FROM CROATIA REACHED 1.8 MILLION PEOPLE
3. 8. 2026 | 3 min read At a time when feeds are flooded with fast-paced cuts, generic formats and AI-generated visuals, Aqualand Moravia has opted for the opposite approach. Instead of Czechs heading to the seaside, it shows Croatians setting off on holiday to Moravia – a simple twist on the stereotype that defies expectations.
FIFA 2026: HOW THIS YEAR’S ADS CELEBRATE FANS WITH HUMOUR, SELF-DEPRECATION AND FOOTBALL PATHOS
7. 7. 2026 | 5 min read For brands in the advertising industry, the Football World Cup has often been a celebration of successes or individual star players. The MAM editorial team has selected six striking adverts that show this trend is changing. The focus is now shifting to the fans – through humour, irony, pathos and fan rituals.
THE CAMPAIGN FOR THE FILM VELKÝ VLASTNECKÝ VÝLET WON SILVER AT THE CANNES LIONS
2. 7. 2026 | 3 min read The only Czech campaign awarded at this year’s Cannes Lions festival was the communication campaign for the documentary film Velký vlastenecký výlet. The project, produced by Punk Film with support from the creative workshop Fun House, the Leo Prague agency and other teams from Publicis Groupe, won a Silver Lion.
FAQ ON BACK-TO-SCHOOL MARKETING: SPENDING, TIMING, AND THE EARLIER-EVERY-YEAR SEASON
26. 6. 2026 | 4 min read The back-to-school season is gaining momentum for retailers in 2026. It’s worth $85.42 billion in US retail sales, according to EMARKETER. And the season keeps starting earlier as price-conscious families spread purchases out across the summer. This FAQ covers the season's timeframe, top categories, and channel preferences, and how marketers should position campaigns in 2026. How big is back-to-school spending? Expected to hit $85.42 billion in US retail sales this year, back-to-school is accelerating 3.3% year-over-year, up from 2.5% annual growth in 2025, per EMARKETER. A full $53.06 billion will come from physical retail sales. Another $32.36 billion is expected from back-to-school season retail ecommerce sales. A big driver behind the season is college-bound students, whose families will spend $36.16 billion, up 3.9% YoY. Families with students in grades K-12 will spend $49.26 billion this back-to-school season, up a more modest 2.8% from 2025. College-bound students represent a 42.3% share of back-to-school retail sales, up from 39.9% in 2022. The season has expanded from backpacks, school supplies, and new outfits to include big-ticket electronics, dorm furniture, and other accessories for college life. When does back-to-school shopping actually start? The season begins earlier than most marketing calendars assume. Two-thirds (67%) of back-to-school shoppers had already begun purchasing by early July, per the NRF. Price anxiety drives the early start: 51% of back-to-school families said they were shopping earlier due to concerns about tariff-related price increases, per the same survey. The season now effectively opens in June, overlapping with mid-summer deal events like Prime Day, and stretches through September as college move-in dates arrive. For marketers, a campaign that launches in August reaches a market where most of the spending decisions are already made.
AN IMMERSIVE CANAL+ BRAND SOLUTIONS COLLABORATION FOR SKIN-CARE BRANDS WITH SENSITIVE STORIES TO TELL
26. 6. 2026 LA FACTORY, the creative studio of CANAL+ BRAND SOLUTIONS, produced “Marquer l’Invisible” (roughly, “Making the Invisible Visible”) as an immersive documentary-style piece for the skincare brand Avène.
WHEN A SMALL BRAND REACHES HALF THE NATION: WHAT DID THE TEST OF THREE CAMPAIGNS FROM THE ICE HOCKEY WORLD CHAMPIONSHIPS REVEAL?
10. 6. 2026 | 8 min read The research agency Behavio tested three ad campaigns that ran during the 2026 World Cup to find out what viewers actually took away from the adverts.
FERMATO IS HEADING TO TELEVISION. IN ITS FIRST MAJOR BRAND CAMPAIGN, IT IS FOCUSING ON ITS OWN LANGUAGE AND A SUMMER ATMOSPHERE
2. 6. 2026 | 3 min read The Czech brand FerMato is launching its first television brand campaign. It focuses primarily on promoting its flagship product – fermented dressings. The campaign will run from June on the Prima group’s channels and is based on a simple concept that plays on wordplay, a summer atmosphere and the personal involvement of the brand’s founder.
M6 UNLIMITED TESTS AI SPOT CREATION FOR SMALLER TV AND STREAMING ADVERTISERS
22. 5. 2026 M6 Unlimited is building a simpler route into TV and streaming advertising for smaller and newer advertisers. Its offer combines a dedicated SME buying path through its future ad manager, lower entry budgets, support across strategy, creative production and measurement.
ADC CZECH AWARDS: GRAND PRIX FOR KITKAT PHONE BREAK CAMPAIGN
29. 4. 2026 | 3 min read The Grand Prix at this year’s ADC Czech Creative Awards went to the “KitKat Phone Break” campaign by VML Prague.
NOT ALL IMPRESSIONS HAVE THE SAME VALUE: ATTENTION IS THE KEY TO EFFECTIVE VIDEO ADVERTISING
29. 4. 2026 | 6 min read One of the most promising developments in video advertising is the emergence of genuine cross-platform measurement—the ability to track impressions across all screens, platforms and devices. However, this progress also raises a fundamental question: are all the impressions combined into a single overall picture really equal? VAB challenges this assumption. Drawing on findings from various studies, it shows that the true value of video lies not in volume, but in attention. In this article, Screenforce summarises the main findings and recommendations.
THE CZECHS HAVE FIVE NOMINATIONS AT THE SABRE AWARDS
17. 4. 2026 | 1 min read The ‘Little Superheroes’ campaign by the organisation Pod svícnem has three nominations in the SABRE Awards finals, whilst Grayling has two.
O2 BRINGS EUROTEL’S LEGENDARY ADVERTISEMENT BACK TO LIFE WITH THE HELP OF AI
31. 3. 2026 | 6 min read To mark its 20th anniversary on the Czech market, O2 is reviving an old Eurotel advert with the help of AI. The new campaign combines nostalgia with modern technological possibilities.
WATER: THE ESSENCE OF LIFE AND A REWARDING THEME FOR TV ADVERTISING
22. 3. 2026 | 8 min read How many times a day do we turn on the tap without paying much attention to the water flowing from it… Water is something we take completely for granted. Yet all it takes is slowing down a little and realising just how essential it is to our lives. And that is precisely what World Water Day reminds us of every year. Unlike ordinary consumers, creative professionals are well aware of the importance of water and its powerful symbolism, which is why they so often draw on it in advertising. So today, on the occasion of World Water Day, we will take a look at water in television advertising—whether as a promoted product or as a motif that helps create atmosphere and underline the advertising message.