Tag: creativity
TURNING TRUSTED TV MOMENTS INTO BOOK SALES BY LINKING ATTENTION TO CLEAR PLACES TO BUY
20. 2. 2026 Standaard Boekhandel is a Belgian book retailer. It wanted to make reading feel relevant again at a time when many people spend more time with other entertainment. The brand also wanted its bookstores to stay strong places for discovery, where people browse and find new titles, not only pick up a book they already decided to buy.
A MARRIAGE PROPOSAL TO BELGIUM’S HOME BREWERS
17. 2. 2026 Belgium is famous for its hundreds of beer varieties, microbreweries, and passionate home brewing community. Grimbergen, a well-respected abbey beer brand owned by Alken Maes Brewery, wanted to shift how consumers perceived them. Rather than being seen as simply a reliable beer choice, the brand wanted to build a deeper emotional connection with consumers. The challenge was to engage beer lovers authentically and strengthen brand love in Flanders (the Dutch-speaking region of Belgium) through genuine innovation rather than traditional advertising. Description Ads & Data Brand Studio developed a campaign concept called “Brouw Met Mij” (Brew With Me), a Dutch phrase that sounds like “Trouw Met Mij” (Marry Me). The creative team of Ads & Data Brand Studio embraced this wordplay fully, framing the entire campaign as a symbolic marriage between the brand and consumers. The brewing process became a courtship, the collaboration a wedding celebration, and the resulting beer the “first offspring” of this collaboration.
ADC CZECH CREATIVE AWARDS ANNOUNCES JURIES
13. 2. 2026 | 3 min read This year's 33rd edition of the ADC Czech Creative Awards 2026 announces the composition of its juries.
WHAT GIVES A SUPER BOWL AD SHELF LIFE IN 2026
10. 2. 2026 | 4 min read For decades, the price tag to advertise during the Super Bowl has been justified by access to a centralized audience. As attention disperses across platforms and star power extends to creators, marketers are rethinking how Super Bowl investments translate into consumer recall.
MARK RITSON: CZECH MARKETING KNOWS WHAT TO DO AT CHRISTMAS. BUT IN JANUARY, IT FORGETS.
4. 2. 2026 | 8 min read Marketing expert Mark Ritson focused his commentary on Czech Christmas campaigns and how January campaigns are failing.
STARTUPJOBS TRANSFORMED THE MOVEMENT FORWARD INTO ACTION IN A NEW ADVERTISEMENT
3. 2. 2026 | 4 min read The StartupJobs career portal is launching a campaign created entirely using artificial intelligence. The advertisement visually embodies the platform's main motto, which is moving forward. The marketing agency Ydeal participated in the creation, combining more than nine AI tools in the production of the spot. The campaign is running on social networks and online.
WHEN BRANDS BECOME CHARACTERS: TRANSFORMING PRODUCT PLACEMENT INTO ENTERTAINMENT
30. 1. 2026 ProSieben and Joyn broke new creative ground with The Masked Singer Germany, transforming traditional product placement into something unprecedented. Seven.One Media worked with Playmobil to create a partnership where the brand did not just sponsor the program or place products within it – instead, the brand became a competing character. The Playmobil Pirate mask sang, performed, and competed alongside celebrities in one of Germany’s most-watched entertainment shows.
YOUNG LIONS 2026 COMPETITION KICKS OFF, REGISTRATION OPENS
30. 1. 2026 | 3 min read The eighteenth edition of the Young Lions CZ competition for young creators is kicking off. Building on last year's changes, it aims to serve as a year-round community and development platform again this year.
CREATIVE AND MEDIA TOGETHER DRIVE ADVERTISING IMPACT
28. 1. 2026 | 3 min read Creative quality and media support together explain 60.1% of the business results generated by advertising, according to The Creative Dividend, a new book published by System1 and Effie. Why joined-up thinking matters Creative and media are often siloed endeavours within the advertising process. Making sure creative work has emotional resonance is undoubtedly vital, as is reaching consumers through the right mix of media channels. But thinking about these activities in a connected, coordinated way ultimately leads to the strongest returns. Media and creative’s combined power While creative quality and media support are responsible for just over 60% of advertising’s business impact on average, The Creative Dividend found clear variation by category.
AI IN ADVERTISING IS NOT THE HOLY GRAIL. IT SAVES TIME, BUT THE QUALITY IS LACKING.
28. 1. 2026 | 8 min read Artificial intelligence is gradually replacing some of the manual work done by advertising creators, but it cannot replace human creativity and thinking, said Jan Suda, assessing the current situation at the Marketing Meeting conference.
HOW TO EXTEND THE LIFE OF SUPER BOWL ADS
25. 1. 2026 | 8 min read Read about creating messages that resonate with consumers well beyond the Big Game.
YOUR BRAND SHOULD SHOW UP EARLY TO BE RELEVANT DURING SUPER BOWL LX
22. 1. 2026 | 5 min read For a short time during the Super Bowl, everyone is paying attention to the same thing. Reporters, creators, athletes and brands all show up knowing that the story won’t be confined to the field.
AKA AND ADC LAUNCH THE INITIATIVE SÍLA NÁPADU
20. 1. 2026 | 3 min read The industry initiative Síla nápadu aims to open a discussion on the importance of creative ideas in marketing communications and to involve agencies, advertisers and the media in this discussion.
ADC AWARDS 2026 ACCEPTING APPLICATIONS UNTIL THE END OF FEBRUARY
9. 1. 2026 | 3 min read The ADC Awards competition is now accepting entries for this year's competition with the slogan "ADC Awards are the new CAPTCHA".
HOW CAN ADVERTISING RECAPTURE ITS APPEAL AND DRIVE BUSINESS RESULTS? BESIDES CREATIVITY, THE KEY FACTORS ARE EMOTION, DISTINCTIVENESS, AND CONSISTENCY
19. 12. 2025 | 6 min read New research by System1 and Effie Worldwide shows that advertising is losing effectiveness. However, the study also reveals how effectiveness can be increased again. While outstanding creative is one of the essential prerequisites, it is not enough on its own. Advertising needs to return to three simple yet often neglected principles: emotion, distinctiveness and consistency, according to a webinar entitled The Creative Dividend.
CZECHS WON SEVEN AWARDS AT THE ADC*E AWARDS
23. 11. 2025 | 2 min read The Czech participation in the international ADC*E Awards competition recorded a record result - seven awards.
BRAND FAME: HOW BRANDS CAN BREAK THROUGH AND BE PROFITABLE
10. 11. 2025 | 5 min read In an advertising-saturated world, the brands that succeed are those that become part of the culture. According to Darko Silajdžić of McCann Prague, the path to brand fame leads through emotion, creativity and relevant activations that respond to customer needs.