GAME OF THRONES IS ALSO A BATTLE FOR MARKET SHARE – AND ADVERTISERS KNOW IT. FANTASY-INSPIRED CAMPAIGNS PROVE A SUCCESS

2. 10. 2026 | 9 min read The ambitious book saga A Song of Ice and Fire by American author George R. R. Martin served as the inspiration for the series Game of Thrones. What began as a relatively modest project evolved within a few years into one of the most powerful cultural products of the modern era – and this is precisely where its extraordinary value for the world of marketing lies. The series, whose popularity has been leveraged by numerous global brands in their campaigns, celebrated its 15th anniversary this April.

ADVERTISING REWRITES HISTORY: CLEOPATRA IS PORTRAYED AS A SEDUCTIVE BEAUTY IN TELEVISION COMMERCIALS, BUT IN REALITY, SHE PROBABLY HAD A PROMINENT NOSE AND CHIN

30. 7. 2026 | 9 min read More than two thousand years have passed since her death, yet she remains one of those historical figures whose image is still instantly recognisable across cultures, making her highly appealing to creatives in the advertising industry. Rather than depicting the real Egyptian ruler, advertisers draw on the image of a seductive queen surrounded by luxury, an image shaped over the centuries by Roman propaganda, art and Hollywood. Her lover Julius Caesar has also enjoyed a successful advertising career. Let us explore how television advertising transforms famous figures from antiquity into comic heroes, brand ambassadors and users of modern services.

BRAND BATTLES: FAST-FOOD OUTLETS MCDONALD’S, BURGER KING AND KFC USE PROVOCATION, TECHNOLOGY AND EMPHASIS ON TRADITION

27. 3. 2025 | 10 min read Competition is fierce in the fast-food sector. Each brand has completely different weapons in its arsenal. What advertising strategies are the global giants using to keep the competition at bay?

PLAYFUL CONSISTENCY: THE SECRET TO SUPER EFFECTIVE ADVERTISING

12. 3. 2025 | 5 min read In advertising, we often over-emphasize the importance of novelty—the newer, the sexier, right? Wrong!