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

10. 12. 2025 | 4 min read 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.

CONSUMERS IN 2026 WILL BE FULL OF PARADOXES, PREDICTS DENTSU

4. 12. 2025 | 4 min read Half of consumers are trying to minimize screen time, according to the agency’s new trends report.

GENERATION Z AND MARKETING: GAMIFICATION, WELLBEING AND DEEPER MEANING

3. 12. 2025 | 14 min read 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.

THREE TRENDS THAT WILL FUNDAMENTALLY AFFECT MARKETING IN 2026

1. 12. 2025 | 4 min read 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 and agile behaviour forms the basis of effective marketing. Companies that embrace these three principles will be better prepared for the variability of the market and the expectations of modern consumers, summarises Sandra Bähr, Content & System Specialist at Panasonic TOUGHBOOK.

STUDY AUSTRALIA: THE OTHER HALF OF THE ATTENTION EQUATION

1. 11. 2025 | 5 min read 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 must be willing to receive it.

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.

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

17. 10. 2025 | 4 min read 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.

MARKETING TODAY IS FULL OF DATA, BUT IT IS STILL ABOUT EMOTIONS, IDEAS AND COURAGE

15. 10. 2025 | 21 min read Today, practically anyone can create a campaign. The only difference lies in quality, says Petra Jankovičová, President of the AKA and CEO of Triad Prague.

NEW BRAND MEASUREMENT LINKS MARKETING AND FINANCIAL METRICS

9. 10. 2025 | 12 min read In the following interview, Mary Kyriakidi of Kantar explains a new approach to brand measurement that delivers daily, AI-assisted data and transforms marketing into a strategic decision-making asset.

DON’T JUST EVALUATE ADVERTISING — TAKE A BROADER VIEW OF MARKETING

2. 10. 2025 | 10 min read Assessing the results of advertising campaigns alone is not enough. Marketing must be viewed more broadly, says Sorin Patilinet, who came to Prague for the Brand Management conference.

COMPANIES WANT MORE FROM MARKETING THAN CAMPAIGNS, RESEARCH SHOWS

2. 10. 2025 | 3 min read 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.

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.

CZECH INTERNET FORUM DISCUSSES THE IMPACT OF AI ON THE MEDIA

22. 9. 2025 | 4 min read 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.

YOUNGER MARKETERS OPEN TO INCREASING RADIO, TV AD BUDGETS

21. 9. 2025 | 1 min read “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.

THE MAJORITY OF THE POPULATION DISTRUSTS PAID INFLUENCER PROMOTION

17. 9. 2025 | 2 min read 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 FENIX AWARDS WILL BE ANNOUNCED ON 2. OCTOBER

15. 9. 2025 | 1 min read The 12th annual Fenix Awards gala will be held on October 2.

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 had long been a static object suddenly became playful and memorable, blending digital advertising with real-world interaction.

FORUM MEDIA CONFERENCE HAS PUBLISHED ITS PROGRAMME

10. 9. 2025 | 1 min read Forum Media is the largest event on marketing, communication and business in the Czech Republic. This year it takes place on 25 November at the O2 universum.