ART DIRECTORS CLUB ANNOUNCES THE THIRD CREATIVE EXPRESS

5. 11. 2025 | 2 min read ADC is launching the next edition of the Creative Express Czech Slovakia competition for young talents aged 21 to 28.

WHEN AN ALTERNATIVE CEASES TO BE AN ALTERNATIVE. WHY PLANT-BASED MARKETING SHOULD INSPIRE THE REST OF THE MARKET

3. 11. 2025 | 12 min read World Vegan Day is now behind us — and today it serves as a reminder not only of growing interest in sustainability, but also of a transformation in the language of advertising itself. Plant-based brands have shown that communication does not need to be built on guilt or activism. It is far more effective to talk about taste, habit, and choice. Campaigns that only recently targeted a narrow group of the already convinced have become fully fledged examples of modern brand communication. What they have in common is simplicity, a positive tone, and the ability to translate an ethical issue into an everyday context. Plant-based products no longer represent an alternative, but a new way of thinking about marketing itself. An alternative becomes a vision of the future In 2020, the American company Beyond Meat decided to completely overhaul its existing marketing strategy. The goal was to promote plant-based meat as a product suitable for mainstream consumers. This also involved a shift away from a narrative based on moralising (“you must”) toward one emphasising choice (“what if”). The result was the company’s first-ever nationwide television commercial, “What If We All Go Beyond?”, which aired in the United States on 3 August 2020 on Spectrum SportsNet during a game between the Los Angeles Lakers and the Utah Jazz.

GEN AI CREATIVE FINDS GROWING ACCEPTANCE

1. 11. 2025 | 3 min read The use of Gen AI in advertising is growing as attitudes shift across clients, creatives and consumers, but greater openness to the tech doesn’t mean there won’t be strings attached.

VML, MCCANN AND ZARAGUZA TAKE HOME THE PRIZE FROM THE GOLDEN DRUM

24. 10. 2025 | 1 min read The International Golden Drum Festival has announced the winners of its competition. Gold went to VML, silver to McCann and bronze to Zaraguza.

SNOOP DOGG TURNS 53 — AND STILL PROVES AUTHENTICITY IS THE BEST MARKETING

20. 10. 2025 | 12 min read On 20 October, Snoop Dogg celebrated his 53rd birthday — calmly, humorously, and with the effortless detachment that has become his trademark. The rapper who helped define the sound of West Coast gangsta rap in the 1990s has become a living brand and a cultural institution. His voice, style, and irony long ago crossed the boundaries of music, transforming him into a figure who can sell sneakers, food delivery, or an entire philosophy of life with equal ease. For marketers, Snoop Dogg is the perfect example of authenticity in practice. In every campaign, he preserves his own rhythm, language, and humour — he never pretends to be something he is not. And that is precisely why his commercials still feel alive even years later: they are not ads about Snoop, but ads that speak in his voice. Cool Comfort Snoop’s public image has always been tied to a generous dose of unrestrained hedonism. Over time, the rapper became the voice of pleasure, comfort, and laid-back perspective — a persona that has been used in more than one advertising campaign. In these campaigns, Snoop usually appears as the viewer’s guide and as an ambassador for products guaranteed to make life more enjoyable. A textbook example of this stylisation is undoubtedly the Did Somebody Say campaign for the food delivery service Just Eat (known in other countries as Menulog or Grubhub). It is a model example of how high-quality food-delivery marketing should be done.

HORROR ENTERTAINING CONSUMERS: TV ADS INSPIRED BY DRACULA

18. 10. 2025 | 8 min read Halloween, the beloved season full of ghosts and ghouls, is just around the corner. Who doesn’t know Dracula, for example? Marketers are well aware of the global fame of the legendary vampire, and they’ve been using his iconic image and vampire symbolism to boost sales for decades — and for good reason. His image is instantly recognisable and universally understood. Now, with the release of the new film Dracula: A Love Tale, the vampire theme is back in the spotlight. It brings suspense, exaggeration, and humour to campaigns, and has the power to appeal to audiences of all ages. For advertisers, it’s a great opportunity to stand out and leave a lasting impression on viewers.

INTERACTIVE ADS ARE BECOMING A CORNERSTONE OF CTV ADVERTISING

16. 10. 2025 | 2 min read Interactivity is becoming a key driver of growth for connected TV (CTV) advertising as the format evolves alongside shifting audience preferences.

FORUM MEDIA 25 CONFERENCE IS COMING UP. WHAT WILL THE EFFIE STAGE BRING?

14. 10. 2025 | 3 min read The Effie Stage at this year's Forum Media 2025 international conference will provide an opportunity to look at data on marketing effectiveness and be inspired by the best European and domestic projects. For the second time, the Effie Stage will announce the Effie Czech Republic shortlist and the winners of the Art Directors Club special award.

GEN AI CREATIVE FINDS GROWING ACCEPTANCE

1. 10. 2025 | 3 min read The use of Gen AI in advertising is growing as attitudes shift across clients, creatives and consumers, but greater openness to the tech doesn’t mean there won’t be strings attached. What’s happening

A GREAT BRAND CAN BE BUILT FROM LOTS OF LITTLES, SAYS GRACE KITE

29. 9. 2025 | 8 min read The media landscape is more fragmented than ever. Consumers spend time across dozens of platforms, and their attention is divided into brief, sometimes fleeting moments. At the Cannes creativity festival, Grace Kite—an economist, founder of Magic Numbers and Vice-President at Analytic Partners—showed that there was no need for pessimism and that this development did not necessarily pose a threat to brands. Quite the opposite: fragmentation can become an opportunity and a route to growth. Her presentation, How Can You Build a Big Brand from Lots of Littles?, demonstrated that a brand can be built through brief, seemingly minor interactions—provided that they are considered in aggregate.

EFFECTIVENESS IS BUILT ON CONSISTENCY AND CREATIVITY, EMERGED FROM THE CREATIVE IMPACT DISCUSSION FORUM AT THE CANNES LIONS FESTIVAL

26. 9. 2025 | 11 min read At the Cannes Lions Festival, leading marketers, prominent creatives, and representatives from research agencies come together each year to explore the relationships between creativity, consistency, and effectiveness. This year, as part of the Creative Impact discussion forum, they focused on finding ways to maintain brand consistency in an uncertain and ever-changing environment, leverage creators and new technologies, and improve customer experience. The takeaway? Consistency is a creative superpower that can protect brand value and increase brand strength over the long term.

CREATIVITY IS IMPORTANT, BUT WHAT DOES GOOD CREATIVITY ACTUALLY MEAN?

26. 9. 2025 | 2 min read Up to 85% of marketers believe that creativity is the key to success, but only 59% know what good creativity actually means, according to the survey.

WOOD AND HEGARTY: ADVERTISING NEEDS A NEW CREATIVE REVOLUTION

25. 9. 2025 | 5 min read Creativity is essential for business growth, and its importance is increasing in the age of AI. Agencies and CMOs have the opportunity to become drivers of creativity and strategic partners to company leadership, as emphasised in a webinar featuring John Hegarty and Orlando Wood.

ORLANDO WOOD AND SIR JOHN HEGARTY ON HOW CREATIVITY FUELS BRAND GROWTH

24. 9. 2025 | 2 min read This year marks a symbolic anniversary - 150 years since the first documented use of the word creativity in English. Historian Adolphus William Ward used the term in 1875 in reference to William Shakespeare's "poetic creativity".

ORLANDO WOOD INTERVIEW: WHY ADVERTISING NEEDS SHOWMANSHIP AGAIN – AN INTERVIEW WITH ORLANDO WOOD

2. 9. 2025 | 4 min read A leading voice in advertising effectiveness, Orlando Wood has transformed the industry’s understanding of how creativity drives commercial success. As Chief Innovation Officer at System1 and an Honorary Fellow of the IPA, he has studied more than 26,000 ads and authored the acclaimed books Lemon and Look Out. His award-winning research has shown why showmanship matters more than ever in an age of AI, streaming, and short-termism. We asked him to share his views on the enduring principles of effective advertising, the future role of television, and how brands can rediscover the creativity that fuels long-term growth.

SUMMER-FLAVOURED TV ADVERTISING: AD SPOTS FILLED WITH SUN, SEA AND CHEERFUL VIBES ENCOURAGE SHOPPING

2. 9. 2025 | 6 min read Summer has come to an end, but even a few rays of sunshine can keep the summer mood alive. The flood of summer-themed TV commercials is gradually fading, and so is the effort by brands to tap into the specific consumer behaviour typical of the warmest season of the year—one devoted to experiences and relaxation.

BEHIND THE WACKY AND WHIMSICAL REVIVAL OF MCDONALDLAND

31. 8. 2025 | 6 min read The nostalgic campaign continues a strategy rooted in fan truths, which is paying off for McDonald's.

THE SCHOOL YEAR BEGINS IN AUGUST ON TV SCREENS. WHAT DO EDUCATIONAL ADS TELL US ABOUT SOCIAL VALUES – AND ABOUT OURSELVES?

30. 8. 2025 | 13 min read Television campaigns focused on education no longer promote only crayons, backpacks and university brochures. Instead, they have become a tool for presenting universal social values, parental ambitions and cultural identity. From Target’s musical spectacle in the US to the digital revolution of India’s Byju’s to the film-style public campaign of the French Ministry of Education, education is now more than just a product in advertising. In the Czech environment, we are still keeping our feet on the ground, but this may be a call for positive change.