MARKETING TRENDS 2026: WHY IS TRUST MORE IMPORTANT THAN THE AMOUNT OF CONTENT?

10. 2. 2026 How can you succeed in an era when artificial intelligence is producing a flood of content, while consumers are more distrustful and protective of their data? Experts answered this question at the WPP Media webinar. They presented key trends that will shape marketing in 2026. According to them, the future does not belong to the… Continue reading MARKETING TRENDS 2026: WHY IS TRUST MORE IMPORTANT THAN THE AMOUNT OF CONTENT?

MARK RITSON: CZECH MARKETING KNOWS WHAT TO DO AT CHRISTMAS. BUT IN JANUARY, IT FORGETS.

4. 2. 2026 Marketing expert Mark Ritson focused his commentary on Czech Christmas campaigns and how January campaigns are failing. Mark Ritson’s commentary was provided to MediaGuru.cz by the Proficio agency, which accompanied it with a commentary by Jan Kurel. We are publishing both texts. Yes, I know. Christmas is long gone. Weeks have passed since the holidays… Continue reading MARK RITSON: CZECH MARKETING KNOWS WHAT TO DO AT CHRISTMAS. BUT IN JANUARY, IT FORGETS.

IAB: U.S. AD SPEND TO SPIKE BY 9.5% IN 2026 AS AI POWERS MARKETING EFFORTS AND LINEAR TV DECLINES

28. 1. 2026 AI has become the defining force shaping marketing priorities in 2026, with advertisers rapidly embedding the technology across planning, activation, and measurement, IAB reported. The Interactive Advertising Bureau (IAB) has released a new study predicting 9.5% year-over-year growth in U.S. ad spend, accelerated by major cyclical events like the mid-term elections and Olympics. Its annual… Continue reading IAB: U.S. AD SPEND TO SPIKE BY 9.5% IN 2026 AS AI POWERS MARKETING EFFORTS AND LINEAR TV DECLINES

THE IMPORTANCE OF SMALL AND MEDIUM-SIZED INFLUENCERS IS GROWING

23. 1. 2026 Audience size is no longer the main measure of success, and the importance of small and medium-sized influencers is growing. The year 2025 brought significant changes to influencer marketing. Audience size is no longer the main measure of success, reach is declining due to algorithm changes, and brands are focusing on long-term collaborations. At the… Continue reading THE IMPORTANCE OF SMALL AND MEDIUM-SIZED INFLUENCERS IS GROWING

OVERVIEW OF EVENTS IN MARKETING IN 2025

31. 12. 2025 AI has become an integral part of marketing this year, but brands are also relying on other innovations. The year has come and gone, and it’s time to recap what has made its mark on marketing in the domestic market. Artificial intelligence has already become a standard in marketing work, brands are increasingly emphasizing chatbots… Continue reading OVERVIEW OF EVENTS IN MARKETING IN 2025

THE ALPHA GENERATION: WHAT BRANDS ARE WINNING WITH THEM AND WHAT ARE THEY LOOKING FOR?

10. 12. 2025 Research agency ResSolution Group has presented its extensive study on Generation Alpha. It maps their habits, behaviours, buying and media preferences and perceptions of advertising. Generation Alpha, i.e. children born after 2010, are growing up in a world connected by digital technology and social networks. This generation is the first to be born “with a… Continue reading THE ALPHA GENERATION: WHAT BRANDS ARE WINNING WITH THEM AND WHAT ARE THEY LOOKING FOR?

CONSUMERS IN 2026 WILL BE FULL OF PARADOXES, PREDICTS DENTSU

4. 12. 2025 Half of consumers are trying to minimize screen time, according to the agency’s new trends report. Marketers are facing a paradox as consumers both embrace artificial intelligence and simultaneously have a strong desire for a more traditional, unplugged lifestyle. Despite over half of consumers, 53%, using AI in their daily lives, 50% are trying to… Continue reading CONSUMERS IN 2026 WILL BE FULL OF PARADOXES, PREDICTS DENTSU

GENERATION Z AND MARKETING: GAMIFICATION, WELLBEING AND DEEPER MEANING

3. 12. 2025 Generation Z plays a significant role in today’s marketing and media. That is why it was the focus of this year’s conference, which was held on 26 November by the Department of Marketing Communications at the School of Creative Communication. This year’s marketing conference at the College of Creative Arts was entitled Generation Z, Marketing… Continue reading GENERATION Z AND MARKETING: GAMIFICATION, WELLBEING AND DEEPER MEANING

THREE TRENDS THAT WILL FUNDAMENTALLY AFFECT MARKETING IN 2026

1. 12. 2025 Artificial intelligence, authenticity and an agile approach to communications are three key elements that will shape marketing in the years to come. These are the conclusions of an analysis presented by Panasonic Connect, based on discussions and observations at the This is Marketing event. The combination of technology – particularly AI – with authentic messaging… Continue reading THREE TRENDS THAT WILL FUNDAMENTALLY AFFECT MARKETING IN 2026

STUDY AUSTRALIA: THE OTHER HALF OF THE ATTENTION EQUATION

1. 11. 2025 We’ve all become obsessed with attention as a media metric. As marketers, we’ve spent the past few years fixated on measuring how long people look at our ads, how engaged they are, and which channels deliver the most eyeball time. But we’re missing something fundamental: before anyone can pay attention to your ad, they first… Continue reading STUDY AUSTRALIA: THE OTHER HALF OF THE ATTENTION EQUATION

BINET AND DAVIS: MARKETERS WATCH ROI, BUT BUDGET SIZE IS MORE IMPORTANT

17. 10. 2025 Larger budgets have eight times more impact on effectiveness than focusing on campaign return on investment (ROI). That’s according to new research from the IPA, led by Les Binet and Will Davis. The new research reveals a disconnect between what really drives marketing effectiveness and what marketers believe. That’s one of the conclusions of new… Continue reading BINET AND DAVIS: MARKETERS WATCH ROI, BUT BUDGET SIZE IS MORE IMPORTANT

COMPANIES WANT MORE FROM MARKETING THAN CAMPAIGNS, RESEARCH SHOWS

2. 10. 2025 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. The survey of more than 100 companies with in-house marketing teams found that 76% of respondents attribute responsibility for… Continue reading COMPANIES WANT MORE FROM MARKETING THAN CAMPAIGNS, RESEARCH SHOWS

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

26. 9. 2025 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. 83.5% of marketers believe that creativity is the key to advertising performance, but only 58.5% of respondents agree within their team on exactly what good creative is. That’s according… Continue reading CREATIVITY IS IMPORTANT, BUT WHAT DOES GOOD CREATIVITY ACTUALLY MEAN?

CZECH INTERNET FORUM DISCUSSES THE IMPACT OF AI ON THE MEDIA

22. 9. 2025 AI is shifting media, marketing and the way we create and consume content. Speakers at the 20th edition of the conference will highlight the challenges facing the digital world and offer strategies for responding to them. Twenty years of innovations that have changed media, marketing and audience behavior, and now a new wave is coming… Continue reading CZECH INTERNET FORUM DISCUSSES THE IMPACT OF AI ON THE MEDIA

YOUNGER MARKETERS OPEN TO INCREASING RADIO, TV AD BUDGETS

21. 9. 2025 “Younger marketing people may be more inclined to favor nothing but social media,” notes Matt Sunshine, CEO at The Center for Sales Strategy. Yet, while they do favor social media, Sunshine finds they may be interested in their older counterparts in good ol’ traditional, linear media channels. That finding was shared in a “Chart of the Week”… Continue reading YOUNGER MARKETERS OPEN TO INCREASING RADIO, TV AD BUDGETS

THE MAJORITY OF THE POPULATION DISTRUSTS PAID INFLUENCER PROMOTION

17. 9. 2025 Paid promotion by influencers is trusted by 39% of those who have an opinion on such posts. But more than three-fifths do not trust such promotion, according to research by ResSolution Group. The majority of the population (61%) do not trust paid promotion by influencers, ResSolution Group research shows. Specifically, 54% tend to distrust such… Continue reading THE MAJORITY OF THE POPULATION DISTRUSTS PAID INFLUENCER PROMOTION

THE FENIX AWARDS WILL BE ANNOUNCED ON 2. OCTOBER

15. 9. 2025 The 12th annual Fenix Awards gala will be held on October 2. The Fenix Awards are changing the date of their 12th annual awards gala. It will now take place on October 2, in Prague’s SaSaZ. The shortlist will be published on 25 September. The competition is shifting from an industry competition focused on marketing… Continue reading THE FENIX AWARDS WILL BE ANNOUNCED ON 2. OCTOBER

UNBOXING THE FUTURE: TURNING SWEEPSTAKES INTO AN IMMERSIVE AR EXPERIENCE

11. 9. 2025 In summer 2025, RTL AdAlliance in Austria reimagined the traditional sweepstakes by transforming it into an interactive Augmented Reality experience. Instead of waiting for a prize in a physical package sent to be to the winners, participants could place a virtual gift box in their own living room via smartphone and unbox it themselves. What… Continue reading UNBOXING THE FUTURE: TURNING SWEEPSTAKES INTO AN IMMERSIVE AR EXPERIENCE