THEME OF THE MONTH: CREATIVITY

ADC: MCCANN IS AGENCY OF THE EVENING, SAVAGE WINS GOLDEN TORCH

The ADC Creative Awards have announced their winners. McCann Prague received the highest number of points in the 32nd edition of the competition, while Leonard Savage took home the Golden Torch. The winners of the 32nd annual local competition for creativity in commercial communication, the ADC Czech Creative Awards, have been announced. The awards were… Continue reading THEME OF THE MONTH: CREATIVITY

FOKTOVÁ AND BRICHTA TO JOIN THIS YEAR’S GOLDEN DRUM JURY

Nikola Foktová and Aleš Brichta will represent Czech creatives on the jury at this year’s Golden Drum festival. The international creativity festival Golden Drum has announced the juries and section presidents for its 31st edition. This year, two Czech creatives will also be on the jury – in the Craft Drum section, the submitted works… Continue reading THEME OF THE MONTH: CREATIVITY

LIKE AWARD OF GENERATION Z GOES TO THE “NENASADITELNÝ PRSTEN” CAMPAIGN

The winner of the Like Generation Z award at the ADC Awards was the “Nenasaditelný prsten” campaign created by Leo Burnett for Prague Pride. For the third time, multimedia students studying economics at the University of Economics in Prague have chosen the winner of the Like Generation Z award at the ADC Awards. The award… Continue reading THEME OF THE MONTH: CREATIVITY

THERE ARE 118 WORKS ON THE ADC AWARDS SHORTLIST, LED BY VML AND MCCANN

The ADC Czech Creative Awards already know their finalists. In total, there are 118 entries on the shortlist, with VML and McCann having the highest number of entries. After three days of intense jury evaluation, ADC, the organizer of the 32nd ADC Czech Creatie Awards, announces this year’s shortlist – out of 270 entries, 118… Continue reading THEME OF THE MONTH: CREATIVITY

CREATIVITY INCREASES THE CHANCES OF INNOVATION TO SUCCEED

Most innovations are currently failing, but creative communication can contribute to their success, writes Kristián Hloušek from Marketup. When Apple introduced the first generation iPod music player in 2001, there were already a number of competitors on the market. Yet within two years, the new product had already captured more than a third of the… Continue reading THEME OF THE MONTH: CREATIVITY

OMNICONNECT: EMOTIONS ARE AN UNTAPPED RESOURCE IN ADVERTISING

Another edition of the OmniConnect conference took place, with high-ranking representatives of Omnicom’s network agencies in attendance. The emphasis on emotional connection with audiences is proving crucial to the long-term success of brands. Yet, in today’s advertising world, the rational side of decision-making receives overwhelming attention. “But the future of business depends on how we… Continue reading THEME OF THE MONTH: CREATIVITY

YOUNG LIONS: MOST PRIZES GO TO YOUNG PEOPLE FROM DENTS, WMC GREY AND ZARAGUZA

The seventeenth edition of the Young Lions development competition for young industry professionals has given out its prizes. This year’s seventeenth edition of Young Lions, a creative competition and training programme for young communications professionals up to and including 30 years of age, has announced the winners in each category. Seventy teams entered this year’s… Continue reading THEME OF THE MONTH: CREATIVITY

DESPITE A LARGER LOGO, PEOPLE DON’T ASSOCIATE AN AD WITH A BRAND

For many brands, branding is all about a bigger logo and name, but that’s not enough, says Arnad Debia, Global Creative Development Director at Ipsos. Brands nowadays very often stick to a guaranteed formula in their creative. Car manufacturers have their type of advertising, beer companies have theirs, and the downside is that within the… Continue reading THEME OF THE MONTH: CREATIVITY

LAST YEAR, THE ADS FOR DOVE AND THE CZECH PHILHARMONIC RESONATED THE MOST AMONG CZECHS

The Dove and Czech Philharmonic advertisements scored the highest among Czech consumers last year, but Fio banka, Benu and ČAP also scored, according to an Ipsos analysis. Quality advertising that can reach its audience not only works with creative experiences that are deeply etched in the memory, but is empathetic enough to evoke a feeling… Continue reading THEME OF THE MONTH: CREATIVITY

THREE TIPS ON HOW TO ENGAGE CUSTOMERS WITH ADVERTISING AND NOT BURN THE BUDGET

There are several ways to get viewers’ attention with your creative without having to invest millions, writes Votějch Prokeš of Behavio. Seven to eight million dollars. That’s roughly how much a 30-second ad slot at halftime of the US Super Bowl cost in 2025. And that’s not counting the cost of producing the spot itself.… Continue reading THEME OF THE MONTH: CREATIVITY

ADC EXTENDS THE DEADLINE FOR ENTRIES TO THE ADC AWARDS

Art Directors Club is extending the deadline for entries to this year’s ADC Awards by one week. Art Directors Club (ADC) is extending the deadline for entries to this year’s ADC Czech Creative Awards by one week. Creatives, agencies and studios have until 7 March 2025 to register their projects. “We want to give creatives… Continue reading THEME OF THE MONTH: CREATIVITY

GOOD ADS DON’T WEAR OUT. CONSISTENCY IS A GOOD ALLY FOR BRANDS

Marketers’ biggest vice is their impatience and need for change. But sometimes it’s better to leave things as they are. Why? System1’s research shows that advertising consistency is a major contributor to brand growth. Resisting the temptation to change the advertising once we get bored is not easy for marketers, but it’s worth it. Consistency… Continue reading THEME OF THE MONTH: CREATIVITY

WHO ‘WON’ THE ADVERTISING SUPER BOWL? IT DEPENDS

Budweiser, Lay’s, T-Mobile and Nike could all claim to have “won” the advertising Super Bowl – depending on who you ask and what was being measured. These were winning brands according to some Monday morning post-game analyses. The Super Bowl is a blue-chip advertising occasion as brands can reach what is far and away the… Continue reading THEME OF THE MONTH: CREATIVITY

YOUNG LIONS OPENS REGISTRATION, ADDS COMMUNITY AND YEAR-ROUND DEVELOPMENT

This year marks the seventeenth year of the Young Lions competition and development program, adding a community focused on developing and connecting young communications professionals throughout the year. Young Lions is a creative competition and training program for young communications professionals up to and including age 30 that accelerates their development and careers. Winners receive… Continue reading THEME OF THE MONTH: CREATIVITY

THINKING ABOUT LAUNCHING A NEW PRODUCT DURING THE BIG GAME?

For marketers with a new product to promote, few media destinations are as appetizing as the Super Bowl, which offers a unique opportunity to reach the biggest TV audience of the year. But is launching a new product on one of the biggest game days of the year really worth the $7 million-plus price tag… Continue reading THEME OF THE MONTH: CREATIVITY

WHAT VALUE ARE YOU CREATING FOR YOUR CUSTOMERS?

Creativity has a pivotal role to play in value creation, but today we need a broader definition of creativity – one that enshrines the belief that “it’s only creative if it creates value” and views the whole brand through the lens of customer experience. Why value matters Customers are the life blood of a business.… Continue reading THEME OF THE MONTH: CREATIVITY

ADC CZECH CREATIVE AWARDS STARTS ITS 32. ANNUAL

The ADC Czech Creative Awards is now accepting Early Birds entries. The 32nd edition of the ADC Czech Creative Awards, organised by the Czech Art Directors Club, has kicked off. The competition is now accepting Early Birds entries. The deadline for regular entries is 31 January, the extended deadline will run throughout February. “In the… Continue reading THEME OF THE MONTH: CREATIVITY

HOW TO CONQUER THE CHALLENGING YEAR 2025? DON’T FORGET CREATIVITY, ORIGINALITY AND WIT!

What will this year be like from a marketing perspective? In the first issue of the twenty-fifth edition of MAM, marketers from brands such as Komerční banka and Notino, as well as representatives of the media sector, reveal their predictions, expectations, plans and tasks. Almost none of the interviewees doubt that this year will be… Continue reading THEME OF THE MONTH: CREATIVITY

NEW STUDY OUTLINES THE FOUR DRIVERS OF CREATIVE IMPACT

Human connection, dynamic visuals and the successful integration of brand and product are among the main drivers of creative impact in advertising, new research has found. The study was published by Meta, the tech company which owns Facebook and Instagram, and also by analytics provider CreativeX, and research firm Kantar. Why creative effectiveness matters Creative… Continue reading THEME OF THE MONTH: CREATIVITY

FROM THE KITCHEN RIGHT ONTO THE SCREEN. WHAT IS THE SECRET INGREDIENT FOR BRANDS WORKING WITH POPULAR CHEFS?

The stars of the culinary world no longer dazzle with their creations on the plate – they also become icons who inspire advertising and shape trends. Combining their talent, charisma, and strong brands not only brings innovation in marketing but also a new perspective on how gastronomy can influence our everyday lives. How can combining… Continue reading THEME OF THE MONTH: CREATIVITY

AWARD-WINNING CAMPAIGNS ARE MORE LIKELY TO USE QUANTITATIVE PRE-TESTING

More than half of winners in the IPA Effectiveness Awards are now using quantitative pre-testing, a trend that has been growing steadily over the past two decades. What’s happening More than four in ten entrants to the IPA Effectiveness Awards are using quant pre-testing – and 51% of winners. Previous analysis of the IPA Databank… Continue reading THEME OF THE MONTH: CREATIVITY

SEASONAL ADVERTISING VS EVERYDAY ADVERTISING

Christmas isn’t just about decking the halls—it’s a global game-changer for sales and advertising. In the UK, festive ads alone drove an impressive £85 billion in seasonal sales last year, with a quarter of total ad spend dedicated to spreading holiday cheer. But with the rise of creative competition, are brands putting too much stock… Continue reading THEME OF THE MONTH: CREATIVITY

WORKING IN THE MEDIA: HOW TO MAKE IT IN A DYNAMIC INDUSTRY?

Working in the media is perfect for those who don’t want to be bored. A dynamic and creative field that attracts people with an eye for detail and a thirst for knowledge. Every day is different, full of new challenges and opportunities. As a media professional, you’ll be in the thick of the action, getting… Continue reading THEME OF THE MONTH: CREATIVITY

WHY ADVERTISERS NEED TO UNDERSTAND ‘CHANNEL RISK’

When seeking to identify the optimal media mix for a campaign, advertisers need to be aware not just of the typical ROI of each channel, but also the likelihood that it will deliver to that level – that’s the risk element. What is channel risk? The Profit Ability 2 report from Thinkbox explains that every… Continue reading THEME OF THE MONTH: CREATIVITY

FROM THE COMPETITION ADCE TAKES THE BRONZE TRIAD FOR BEER FROM THE AIR

The “Beer from the Air” campaign, created by Triad Prague for Radegast, won bronze at the ADCE competition. Art Directors Club of Europe (ADCE) has announced the winners of the 33rd ADCE Awards – Best of European Design and Advertising. Of the four Czech finalists, only agency Triad Prague turned its nomination into a bronze… Continue reading THEME OF THE MONTH: CREATIVITY

EFFIE GAVE OUT SIX GOLDS, NO GRAND PRIX

This year’s edition of the Effie advertising effectiveness competition has its winners. The award for the absolute best campaign, the Grand Prix, was not awarded this year. The main prize, the Grand Prix, of this year’s Effie advertising competition, which recognises the effectiveness of advertising campaigns, was not awarded by the jury. This is despite… Continue reading THEME OF THE MONTH: CREATIVITY

CREATIVITY AWARD IN EFFIE CZECH REPUBLIC: SPECIAL ART DIRECTORS CLUB AWARD FOR EPIC LEGO PRIZE FROM KREATIV GANG

This year’s edition of Effie, the competition for the most effective advertising, has many new features. One of them is the presentation of the Art Directors Club Award on the Effie stage during the Forum Media 2024 conference. This year, Art Directors Club (ADC) awarded the most creative campaigns in the Effie Czech Republic competition… Continue reading THEME OF THE MONTH: CREATIVITY

MUSTARD AND MCCANN NOMINATED FOR THE EUROPEAN FINALS

Two Czech campaigns from agencies McCann and Mustard have reached the final of the European Effie competition. The European Association of Communication Agencies (EACA) has published the horlist of the Effie Europe competition, with a total of 82 entries. Two of them are also from the Czech Republic. In the category Best of Europe: Positive… Continue reading THEME OF THE MONTH: CREATIVITY

ITV’S GEN AI SOLUTION HELPS BOOST TV ADVERTISING AND SMALL BUSINESS GROWTH

In September 2024, ITV launched an innovative solution aimed at making TV advertising more accessible to small and medium-sized enterprises (SMEs). By leveraging the power of Generative AI (GenAI), ITV is expanding its commercial creative production services to remove the perceived barriers associated with the cost of making ads for TV. This innovation allows new-to-TV… Continue reading THEME OF THE MONTH: CREATIVITY

CZECHS TAKE GRAND PRIX AND SEVEN OTHER PRIZES FROM GOLDEN DRUM

Grand Prix from the Golden Drum festival was taken by McCann Prague agency, adding five more awards. Leo Burnett and MSL were also successful. Czech agencies brought home a total of eight awards from the Golden Drum festival, which took place on 9 and 10 October in Portorož, Slovenia, including one Grand Prix. This was… Continue reading THEME OF THE MONTH: CREATIVITY

SYSTEM1: THE SECRETS OF SUCCESSFUL TV ADVERTISING: PERSEVERANCE AND CONSISTENCY

Advertising on TV is costly and can be risky, especially for newcomers to the medium, but a new analysis of 500 ads proves that perseverance and consistency are an effective combination for getting results.  The research – a partnership between creative effectiveness platform System1 and broadcaster ITV – forms the basis of Break Through, a guide… Continue reading THEME OF THE MONTH: CREATIVITY

THE GOLDEN DRUM FINAL IS MCCANN, LEO BURNETT AND MSL

A dozen nominations were received by Czech agencies McCann Prague, Leo Burnett and MSL at this year’s Golden Drum competition. This year’s 30th edition of the Golden Drum festival, which takes place 9 and 10 October in Portorož, Slovenia, has released its shortlists. Among the Czech agencies, McCann Prague, which scores points with its work… Continue reading THEME OF THE MONTH: CREATIVITY

RITSON’S 10-STEP GUIDE TO ‘STAND ON THE SHOULDERS’ OF ADVERTISING EFFECTIVENESS GIANTS

We’ve entered a golden age for advertising effectiveness, but not enough marketers are taking advantage of all the work done by the giants of the field, says Mark Ritson, speaking at Marketing Week’s Festival of Marketing. Advertising effectiveness has been “completely revolutionised” over the past 15 years, with marketers having more tools at their disposal… Continue reading THEME OF THE MONTH: CREATIVITY

THE MARVEL PHENOMENON: COMICS AND TV ADVERTISING IS A GREAT DUO

The popularity of comic book characters makes it possible to create attractive and visually powerful ads, and brands and creative agencies are well aware of this. Which ones are successfully riding the Marvel wave with a comic book theme?

CONTENTX: HOW TO FIND A BALANCE BETWEEN AI AND HUMAN CREATIVITY

The ContentX conference will seek answers to the questions of how content marketing will be affected by the advent of artificial intelligence and what lies ahead for content creation, management and evaluation. Imagine a world where every article is tailored to your interests, where every visual and video content is so personalized that you feel… Continue reading THEME OF THE MONTH: CREATIVITY

TV ADS AND FASHION: ART AT THE SERVICE OF FASHION BRANDS

Fashion, art, and advertising are a triangle of creative worlds that influence and inspire each other. TV ads that combine the prestige of works of art with the individuality of fashion brands have the chance to impress with their originality and freshness. Fashion draws from art not only aesthetic elements such as colours, shapes, and… Continue reading THEME OF THE MONTH: CREATIVITY

TV CAMPAIGNS MUST BE INNOVATIVE. HOW TO DO IT?

The innovativeness of TV campaigns can be increased by using advanced advertising solutions on multiple TV platforms. By taking a proactive approach, marketers can keep up with the market and anticipate future changes, which is essential to maintain their position as an industry leader. Taking an agile approach to precision targeting and audience engagement using… Continue reading THEME OF THE MONTH: CREATIVITY

THE WORLD OF EFFECTIVE CHRISTMAS ADS BY JON EVANS

While it may be too early to start putting up the Christmas tree, decorating, and shopping for Christmas presents, the ideal time to think about Christmas campaigns is the earlier the better, according to Jon Evans, Chief Customer Officer at System1. In his seminar, The Gift of Great Christmas Creative, he looked at the principles… Continue reading THEME OF THE MONTH: CREATIVITY

GOLDEN DRUM EXTENDS DEADLINE TO 4 SEPTEMBER

The Golden Drum Festival is extending the deadline for applications for this year’s festival to September 4. The Young Drummers competition is open until 9 September. This year’s 30th edition of the Golden Drum festival, which will take place on 9 and 10 October in Portorož, Slovenia, has extended its deadline. Entries for the competition… Continue reading THEME OF THE MONTH: CREATIVITY

TOP-PERFORMING TV ADS OFFER BRIGHT COLORS, CREATIVITY, COMEDY, ACCORDING TO EDO REPORT

TV advertising analytics and measurement firm EDO has released its rankings of the most effective TV ads across 15 industries for the first half of 2024, offering valuable insights into what drives consumer engagement. Newcomers are making waves. Magic Spoon’s “Tastiest Revolution” ad outperformed the Food and Beverage average by 1,633%, proving innovative creative allows… Continue reading THEME OF THE MONTH: CREATIVITY

ART IN ADVERTISING: A FEW TONES CAN CHANGE EVERYTHING. CLASSICAL MUSIC IS A TIME-PROVEN CHOICE

Mozart and Wagner, Strauss or Vivaldi. In their desire to captivate the audience and evoke emotions, advertisers and the creative agencies they approach do not hesitate to draw on the proven history of music. Advertising without music is like heaven without stars. And why not capitalise on the fame of the oldest artists? Music and… Continue reading THEME OF THE MONTH: CREATIVITY

STUDY USA: CTV COMMERCIALS DELIVER MORE ATTENTION THAN OTHER DIGITAL VIDEO FORMATS

Yahoo, Omnicom, Amplified Intelligence team up for study. Commercials on connected TV deliver more attention and better business outcomes than other forms of digital video advertising, according to new research. The research comes as advertisers pour money formerly earmarked for broadcast and cable TV into CTV. The IAB this week forecast that spending on CTV… Continue reading THEME OF THE MONTH: CREATIVITY

30TH ANNIVERSARY GOLDEN DRUM HAS PUBLISHED ITS PROGRAMME, ONLY A FEW DAYS LEFT FOR APPLICATIONS

Marketing & Media will be in Portorož, Slovenia, again this year from 9-10 October as a media partner of the festival and will bring you the highlights of the event in a special edition. What can you look forward to in the programme? Katie Sterling from WARC will be the first to perform as part… Continue reading THEME OF THE MONTH: CREATIVITY

INSIGHTS FROM THE 2024 CANNES CREATIVE EFFECTIVENESS LIONS WINNERS

Consistency, simplicity and tapping into fandoms at scale are the keys to creative effectiveness success, according to a new WARC report, Creative Effectiveness Lions – Insights from the 2024 winners. What it’s about  The report, which is available exclusively to WARC subscribers, analyses the entries and has insights into the jury’s deliberations to provide a commentary on the… Continue reading THEME OF THE MONTH: CREATIVITY

JOHN HEGARTY: THE WORLD OF ADVERTISING AS SUCH IS TERRIBLY BORING

The world of advertising in general is boring, but the ten percent that get it right are amazing. That’s why when I create, I look around, says legendary advertising creator John Hegarty. Few people have as much experience in marketing as he does. He has been on the global advertising scene for more than 60… Continue reading THEME OF THE MONTH: CREATIVITY

ADVERTISING CREATOR JOHN HEGARTY PERFORMS IN PRAGUE FOR THE FIRST TIME

He was the only person to receive an award from the Queen for advertising. This year Sir John Hegarty will perform in Prague for the first time. The legendary campaigns for brands such as Levi’s, Johnnie Walker, Axe and Audi from the 1980s and 1990s, whose claims are still remembered today and many of us… Continue reading THEME OF THE MONTH: CREATIVITY

LESS THAN A MONTH LEFT FOR GOLDEN DRUM ENTRIES

The 30th annual creative competition is now open for entries. The winners will be presented on 10 October in Portorož. Creative and media agencies, producers, commissioners or even marketing communications experts can now submit entries to the Golden Drum creative competition that were launched between 22 August 2023 and 21 August this year. The deadline… Continue reading THEME OF THE MONTH: CREATIVITY

A GOLD MEDAL FOR ADVERTISING DOESN’T HAVE TO BE UTOPIA! SYSTEM1 GIVES ADVICE AND A HELPING HAND

Not only athletes deserve to stand on the winners’ podium. Making an Olympic ad that catches the eye, is memorable, and generates amazing sales results is also worth a medal, at least an imaginary one. “Go for gold with advertising that has a passion for sport, entertains and inspires audiences, and draws attention to your… Continue reading THEME OF THE MONTH: CREATIVITY

ART IN ADVERTISING: ALFONS MUCHA PROMOTED FAMOUS BRANDS THROUGH TENDER FEMALE BEAUTY

If Alfons Mucha had been born into the present day as a creative, media agencies would probably have fought over him. After all, even in his time he worked for the most important brands and promoted a variety of products, such as biscuits, champagne, instant soups, rum, chocolate, bicycles, or cigarette papers. Even today, he… Continue reading THEME OF THE MONTH: CREATIVITY

OLYMPICS ADVERTISING: HOW TO STRIKE GOLD WITHOUT JUMPING THROUGH HOOPS

The Olympics is a global phenomenon that captures the attention of audiences, brands and advertisers worldwide. With over three billion viewers tuning in for the 2020 Tokyo Games and similar numbers expected for the upcoming 2024 Paris Summer Olympics, brands have an exceptional opportunity to connect with a vast, diverse audience. What makes the Olympics… Continue reading THEME OF THE MONTH: CREATIVITY

TOP ADS HAVE DISTINCT EMOTIONAL TRAITS

Ads from top-performing campaigns typically have a distinct emotional profile, according to new research by DAIVID, the creative effectiveness measurement platform, and WARC. Ian Forrester, the CEO of DAIVID, revealed the findings of this analysis in a session on the Creative Impact track at the Cannes Lions International Festival of Creativity. “Emotions are the key… Continue reading THEME OF THE MONTH: CREATIVITY

VAN GOGH, DA VINCI, AND PICASSO WOULD BE SURPRISED OR FAMOUS WORLD ARTWORKS IN ADVERTISING

What do Da Vinci, Van Gogh, Picasso, or Vermeer have in common? Apart from being the authors of the most famous paintings of all time, they are the artists whose works are often used in advertising in a thousand different ways. The works are not only interesting and original but they also add a touch… Continue reading THEME OF THE MONTH: CREATIVITY

AI MAKES INDIVIDUALS MORE CREATIVE BUT DIMINISHES CREATIVITY OF GROUP, STUDY FINDS

Simultaneously offering great potential alongside a grave threat to creative work, AI is touted to change the creative industries profoundly – a new study from researchers at University College London and the University of Exeter based on LLMs to help short story writers finds that less naturally creative people within the group studied were able… Continue reading THEME OF THE MONTH: CREATIVITY

THE GREENPRINT USA WEBINAR: SUSTAINABLE ADVERTISING ALONE WILL NOT CONVINCE CONSUMERS. ADVERTISERS NEED TO FOCUS ON SIX KEY POINTS.

Sustainability is a topic that resonates around the world. The media industry is no exception. Modern consumers are increasingly aware of environmental issues and tend to prefer brands that commit to sustainable practices. Advertisements that emphasise sustainability can engage these consumers and increase their brand loyalty. On the other hand, ads can also serve as… Continue reading THEME OF THE MONTH: CREATIVITY

LES BINET: AVOID PUSHING BRAND AND PERFORMANCE AT THE SAME TIME

Both brand building and performance advertising are vital for growth, but it’s a mistake to try to do two jobs at once, argues effectiveness expert Les Binet. Brands that try to combine brand advertising with performance are at risk of “getting in people’s way” and detracting from the job to be done, says Adam&eveDDB group… Continue reading THEME OF THE MONTH: CREATIVITY

ART IN ADVERTISING: ARTVERTISING HAS A LONG HISTORY AND REPRESENTS A WIN-WIN SITUATION FOR ADVERTISERS AND ARTISTS

Art and advertising are two seemingly separate categories but in fact, they are incredibly close to each other. Artvertising, which is – as the name suggests – an effective combination of the commercial world of advertising and the realm of art, has amazing potential for stakeholders in the media environment. It provides brands with original… Continue reading THEME OF THE MONTH: CREATIVITY

BAUHAUS, BIRELL AND MASTERCARD REACH THE CZECHS WITH THEIR ADVERTISING

Of the 60 ads selected last year, Bauhaus, Birell and Mastercard resonated most with Czechs, according to Ipsos. Advertising is good when it is effective. According to Ipsos, three pillars are important for effective advertising creative – creative experience, empathy and proximity, as well as a creative idea. In terms of these pillars, Czech consumers… Continue reading THEME OF THE MONTH: CREATIVITY

CREATIVE FACTORS HAVE A HIGH IMPACT ON ADVERTISING EFFECTIVENESS

Creativity is one of the most important factors in advertising, says Simon Tunstill of Thinkbox, commenting on a new UK study by Accelero. Brand size and creativity are the biggest profit multipliers, the UK economic consultancy’s study concludes. And it was the issue of creativity that Simon Tunstill focused on in his presentation, Creative Drivers… Continue reading THEME OF THE MONTH: CREATIVITY

CANNES BRONZE GOES TO ČAP, MCCANN AND HERO & OUTLAW

The Czech campaign “National Day without Haste”, prepared for the Czech Association of Insurance Companies by McCann and Hero & Outlaw, was the top winner at Cannes Lions. For the third time in a row, the campaigns of the Czech Association of Insurance Companies (ČAP), under which the agencies McCann Prague and Hero & Outlaw… Continue reading THEME OF THE MONTH: CREATIVITY

ALL ADS DON’T HAVE TO BE THE SAME, THAT’S THE CONCLUSION OF THE CANNES LIONS FESTIVAL

The last day of the Festival of Creativity shone a light on the problems of the industry, how to fix them, but also on the success of Barbie. The last day of the Cannes Lions Festival of Creativity started on an optimistic note, giving the audience in the Lumière Hall a reminder of the phenomenally… Continue reading THEME OF THE MONTH: CREATIVITY

STUDIE USA: NEW RESEARCH SHOWS AUDIENCES SEEK OUT AUTHENTIC CROSS-CULTURAL CONTENT

Discerning viewers and shoppers want brands to help expand their global horizons and foster a sense of community, according to a wide-reaching Amazon Ads report. International audiences want brands to represent global culture by embracing diversity and depicting people in nuanced and respectful ways. As detailed in a new Amazon Ads report, “From Ads to… Continue reading THEME OF THE MONTH: CREATIVITY

DPG MEDIA AND GAIA’S UNITED EFFORT TO FIGHT PUPPY MILLS

Puppy mills, where dogs are bred for profit with little regard for their welfare, remain a troubling issue. To combat this, GAIA, a Belgian non-profit organisation dedicated to animal rights, partnered with Integreate by DPG Media to launch an impactful media campaign. This campaign not only raised significant awareness but also earned prestigious awards, including… Continue reading THEME OF THE MONTH: CREATIVITY

FORUM MEDIA 2024: INTRODUCING THE FIRST ELEVEN INTERNATIONAL SPEAKERS

Artificial intelligence as an aid to communication, research and the fight against disinformation – these are the main topics of this year’s annual MAM conference. The deadline for the largest domestic industry conference for marketing, communications and media professionals is still five months away, but we can already look forward to great presentations by the… Continue reading THEME OF THE MONTH: CREATIVITY

TV NOVA HAS EXPANDED THE GRAPHIC INJECTION OPTIONS

Sponsors may now take advantage of the wider graphic possibilities for sponsorship messages and injections on TV Nova. TV Nova has upgraded its graphic manual for sponsorship messages and injections: producers can use a wider range of graphic options for sponsorship injections. The injection now can be not only horizontal, but also vertical, so that… Continue reading THEME OF THE MONTH: CREATIVITY

THE RECIPE FOR THE MAGIC COCKTAIL FOR BRAND SUCCESS BY KAREN HOWE: BRILLIANT CREATIVE AND TELEVISION

TV is the media channel of choice for top brands. One of the reasons is that it provides unrivalled access to consumers of all ages, including the elusive group of 18-34 year olds. Karen Howe, global award-winning creative director and member of the Cannes Lions advisory board, focused her brand magic webinar on some of… Continue reading THEME OF THE MONTH: CREATIVITY

YOUNG LIONS KNOWS THE WINNER.

The judges and organisers of the competition for young creatives in the communications industry have announced the winners of this year’s national round of the Young Lions competition. The Czech round of the Young Lions competition for young creatives in the communications sector has announced the winners. For the first time this year, the winners… Continue reading THEME OF THE MONTH: CREATIVITY

HOW TO MAKE EFFECTIVE TRAVEL ADS?

Looking for fresh ideas on how to create ads for your travel business? In this article, we’ll explore tourism advertisement, focusing on what really resonates with the viewers. We’ll share a selection of creative ideas and insights for marketers looking to kickstart their travel campaigns. Features of Engaging Travel Ads Creating ads that grab attention… Continue reading THEME OF THE MONTH: CREATIVITY

FLE MEDIA AWARDS 2024 OPENS FOR ENTRIES

The 19th edition of the Fle Media Awards (Flema), a competition for innovative use of media and creative approaches to media investment planning, is now open. Flemedia launches the 19th Fle Media Awards (Flema), a competition for innovative use of media and creative approach to media investment planning. The competition is open to authors of… Continue reading THEME OF THE MONTH: CREATIVITY

GOLDEN DRUM IS ACCEPTING APPLICATIONS, CELEBRATING ITS 30TH ANNIVERSARY THIS YEAR

The International Festival of Creativity Golden Drum, of which MAM is a media partner and which will take place again this year in October in Portorož, Slovenia, is calling for applications from agencies. The Golden Drum competition is open to creative, digital and media agencies, commissioners, design studios and media houses to submit work that… Continue reading THEME OF THE MONTH: CREATIVITY

AUTHORS OF EVERYDAY LIFE. ARE THE “ANONYMOUS” CREATORS OF TV ADS GETTING THE RECOGNITION THEY DESERVE?

The word "author" automatically creates a kind of aura of uniqueness around itself. But what is it really like with authorship and auteurism in TV advertising? And which famous directors even signed some of the ads?

ADVERTISERS WASTE BILLIONS ON CONTENT THAT ISN’T ACTIVATED

More than half of new content produced annually by brands is never published, according to an AI-powered analysis from CreativeX, translating to as much as $100bn spent on unused assets. That figure is based on a study which estimated the average F500 company could be wasting at least $25m a year on unused creative assets;… Continue reading THEME OF THE MONTH: CREATIVITY

STUDY USA: FREEWHEEL SHOWS HOW TO BUILD A BETTER AD BREAK (CES 2024)

2 minutes or less per pod boosts improves impact and viewer experienceg FreeWheel, Comcast’s ad tech company, released new research that points to ways the TV business can build commercial breaks that provide a better viewer experience and more effectiveness for advertisers. Research, done with MediaScience, found that keeping breaks — known in the business… Continue reading THEME OF THE MONTH: CREATIVITY

CANAL+ BRAND SOLUTIONS’ INNOVATIVE AI ADVERTISING CAMPAIGN FOR AUDI CREATES A WINTER WONDERLAND ON SCREENS

In a groundbreaking move that seamlessly combines technology, creativity, and automotive innovation, the creative entity of Canal+ Brand Solutions recently unveiled a captivating advertising campaign for the new Audi SQ8 Sportback e-tron and its e-quattro technology. The French-based team, in collaboration with Re-Mind PHD, Brand Content Fuse, and Canal Brand Factory, introduced an innovative television… Continue reading THEME OF THE MONTH: CREATIVITY

WHY DOES MOST ADVERTISING FAIL TO GET ATTENTION?

Once again, Tom Roach has produced an excellent, evidence-based review of an essential problem facing advertisers: how to get attention. His answer is creativity. People would rather not be exposed to advertising, so creativity provides the means to get their scarce attention. However, there are a couple of points implied in his article that I… Continue reading THEME OF THE MONTH: CREATIVITY

BRAND CHARACTERS BEAT CELEBRITIES IN SUPER BOWL ADS

A new study shows that brand characters out-perform celebrities in Super Bowl ads, though few brands use that approach. Super Bowl advertisers are shortchanging their brands by relying so heavily on celebrities, according to new research from System1 Group. System1 tested consumers’ emotional reactions to Super Bowl ads of the past four years (2020-2023) and… Continue reading THEME OF THE MONTH: CREATIVITY

ATTENTION METRICS: MEDIA & SPORTS, HEALTH & PHARMA, EDUCATION SCORE HIGHEST, STUDY FINDS

DoubleVerify, which sees more than 65 billion impressions weekly, on Tuesday released its first global report on attention metrics from the DV Attention Lab. The Q3 2023 report — spearheaded by Daniel Slotwiner, senior vice president of attention at DoubleVerify — measured the difference in average performance across industries, driven by varied media strategies and… Continue reading THEME OF THE MONTH: CREATIVITY

MEDIAR CHOICE: TOP 10 CZECH ADVERTISING CAMPAIGNS OF 2023

Server Mediar.cz presents an annual selection of the best ads from the Czech environment. For the ninth year in a row, experienced Czech creatives evaluated domestic campaigns week after week in the Advertising Cathedral. Here are the top ten ads they liked the most in the past year. Would you vote the same way as… Continue reading THEME OF THE MONTH: CREATIVITY

WRONG ADS SERVE TO THE WRONG CONSUMER 1 IN 3 TIMES

Agencies report that the wrong ad creative is served to the wrong consumer nearly one in every three times, according to new research. The joint study from Advertiser Perceptions and Claravine fielded in August analyzed the impact of not having a data standards and a strategy in place. It showed how advertisers and agencies struggle… Continue reading THEME OF THE MONTH: CREATIVITY

OUT-OF-HOME ADS CONSISTENT WITH TV ASSETS ACHIEVE 2X MORE BRAND RECALL

System1, the Creative Effectiveness Platform, and JCDecaux UK, the UK leader in Out-of-Home advertising, today revealed its latest research based on viewers’ emotional response data captured via the new OOH in situ Test Your Ad platform created in partnership with JCDecaux. Festive OOH ads matching TV campaigns are twice as effective at branding, scoring 62%… Continue reading THEME OF THE MONTH: CREATIVITY

CHRISTMAS SPECIAL: THE MOST ANIMATED CHRISTMAS ADS

The Christmas season is a time when the battle for consumer attention requires maximum effort. Animated adverts are among the most powerful marketing tools in every brand’s arsenal. Animation allows creatives to showcase greater imagination and originality, which is crucial in standing out in a highly competitive environment. Let’s take a look at advertisements that… Continue reading THEME OF THE MONTH: CREATIVITY

CHRISTMAS SPECIAL: THE MOST STAR-STUDDED CHRISTMAS ADS

It’s undeniable that celebrities can be a powerful tool in television advertising. Who wouldn’t want to look like the famous Kate Moss in jeans? A well-known personality can draw a lot of attention to a brand. Celebrity marketing simply works, and this is especially true for Christmas commercials. According to international statistics, the use of… Continue reading THEME OF THE MONTH: CREATIVITY

COCA-COLA CHERISHES ITS SANTA CLAUS. HOW DID ONE OF THE MOST INFLUENTIAL MARKETING “ALLIANCES” IN HISTORY TAKE SHAPE?

Although Christmas in the Czech republic is mainly associated with the Christ child, it is not possible to ignore the global popularity of the american Father Christmas, Santa Claus. And in fact, if we take into account the historical context of shaping the image of this character, we are much closer to Santa in our… Continue reading THEME OF THE MONTH: CREATIVITY

CHRISTMAS SPECIAL: THE MOST TOUCHING ADS

Tears welling up is nothing unusual during the holiday season. Alongside festive decorations and omnipresent holiday music, the tender mood can also be attributed to a heightened sense of togetherness we experience during Advent and Christmas. More than ever, we think about those we have lost and those in need of our help. That’s why… Continue reading THEME OF THE MONTH: CREATIVITY

CONSUMERS DON’T GET TIRED OF ADS, ONLY MARKETERS DO

Data shows there’s no such thing as advertising ‘wear-out’, so save your new campaign budget and spend it on making your current ads effective for longer. We live in a fantastic marketing era where the rubrics of advertising effectiveness are known by more marketers, with more data and more certainty than ever before. We’ve never… Continue reading THEME OF THE MONTH: CREATIVITY

CHRISTMAS BY “UNUSUAL” HEROES. HOW HAS CHRISTMAS ADVERTISING MOVED FROM NOSTALGIA TO MODERNITY?

Christmas advertising has changed over the years and Santa Claus has been replaced by strange and somewhat unusual heroes...

DON’T SHELVE THAT CHRISTMAS IDEA TOO SOON, STUDIES SUGGEST

A growing body of evidence indicates that ideas and advertisements enjoy a much longer shelf life than many have assumed, with vintage favourites like Coca-Cola’s Holidays Are Coming and Aldi’s Kevin the Carrot outperforming the market – so it may be time to rethink how to approach Christmas. Why wear-out matters There is no evidence to suggest that ads become less… Continue reading THEME OF THE MONTH: CREATIVITY

CHRISTMAS SPECIAL: THE MOST FELINE-FANTASTIC CHRISTMAS ADS

A Christmas ad must be emotional. An overly commercial approach during the holiday season can backfire for marketers. Each brand approaches the task of bringing emotions into its Christmas campaigns in its own way. Best practices include children, touching stories and, of course, animals. While one might expect exclusively cuddly puppies, frosty little birds, or… Continue reading THEME OF THE MONTH: CREATIVITY

JOHN LEWIS’ 2023 CHRISTMAS AD: NEW AGENCY, NEW TRADITIONS

The first Christmas campaign for John Lewis created by Saatchi & Saatchi delivers a new message about adapting to change. John Lewis has ditched the ‘thoughtful giving’ strategy that has underpinned its Christmas campaigns for 14 years in favour of a message about embracing new traditions. The retailer’s 2023 Christmas ad is the first created… Continue reading THEME OF THE MONTH: CREATIVITY

STUDY UK: FOCUS ON ATTENTION, CREATIVE AND SPEED IN ADVERTS

Attention, creativity and speed are the three most important factors driving brand return on investment, according to an advertising effectiveness study. The study, called The Triple Opportunity of Attention, was carried out by Rob Brittain, Orlando Wood and Professor Karen Nelson-Field and combines data from the ACA Effectiveness Database with attention metrics from Amplified Intelligence… Continue reading THEME OF THE MONTH: CREATIVITY

CHRISTMAS SPECIAL: THE BEST IN CHRISTMAS ADS OR THE MAGICAL ELIXIR OF FESTIVE EMOTIONS

The Christmas atmosphere is unique and irresistible, deeply tied to powerful emotions. People are eager to open their hearts – and wallets -while searching for the most beautiful gifts for their loved ones. Companies that strike an emotional chord through their Christmas campaigns have wide-open doors to viewers and thus, potential customers. Our Christmas series… Continue reading THEME OF THE MONTH: CREATIVITY

TOOLKIT: HOW MARKETERS WILL USE AI IN 2024

The vast majority of marketers are planning to engage with generative AI tools, according to research in the Marketer’s Toolkit 2024, as artificial intelligence proliferates ever more into day-to-day applications. Over half (58%) of respondents to the Marketer’s Toolkit survey report feeling “cautiously progressive” on the technology, as they use new AI tools to experiment… Continue reading THEME OF THE MONTH: CREATIVITY

AVOIDING ‘BETTER YESTERDAYS’: THE TRAP OF NOSTALGIA

Nostalgia is a comforting temptation for consumers and brands, explains Trajectory’s Tom Johnson, but there is greater opportunity to be found by looking ahead. The pull of nostalgia is powerful. It’s one reason why the Coca-Cola ‘holidays are coming’ Christmas advert is among the nation’s favourites, and part of the appeal of Burger King’s new… Continue reading THEME OF THE MONTH: CREATIVITY

“WHAT’S YOUR FAVOURITE BANNER AD?” SAID NO ONE EVER: WHY CREATIVES STILL LOVE TV

Marketers are reportedly falling out of love with TV – but what do creatives think about the future of the medium? When someone is asked what their favourite ad is they will almost certainly refer to a TV spot. TV is an advertising medium that can leave a long-lasting impression on a person and is… Continue reading THEME OF THE MONTH: CREATIVITY

HOW TO IMPROVE ADVERTISING PAYBACK

Advertisers need to understand the different levers they can pull to improve ROI and to identify where resources should be put to maximise returns, reveals new research on the drivers of advertising profitability. In a WARC Spotlight on Drivers of Brand Growth, Paul Dyson, co-founder of Accelero, updates his previous study from 2014 to include… Continue reading THEME OF THE MONTH: CREATIVITY

WHAT NEW RESEARCH REVEALS ABOUT SLOGANS

According to dictionary.com the word slogan is defined as “a distinctive cry, phrase, or motto of any party, group, manufacturer, or person; catchword or catch phrase.” In marketing and advertising parlance there are no shortage of definitions: “A short phrase used in advertising campaigns to generate publicity and unify a company’s marketing strategy.” “A short… Continue reading THEME OF THE MONTH: CREATIVITY

THE GRAND FINALE OF THE ROUND-THE-WORLD TV ADVERTISING JOURNEY: WORLD RECORDS AND CURIOSITIES

Our summer trip around the world in search of TV advertising is over. Let’s take a look at the ads that have earned a spot in the Guinness World Records or are so peculiar that they have crossed not only country borders but also the earth’s borders. Yes, you guessed right, we will take a… Continue reading THEME OF THE MONTH: CREATIVITY

POSITIVE ENVIRONMENTAL IMAGES MOTIVATE PEOPLE TO TAKE ACTION

If you want to motivate a consumer about an ongoing environmental issue, it’s better to use a positive image – for example, a smiling tree or smiling Earth – than to be a doomsayer.  That’s according to a study in the Journal of Academic Research which examined the use of anthropomorphism in motivating people about environmental issues.… Continue reading THEME OF THE MONTH: CREATIVITY

THINKBOX: CREATIVITY IS THE BIGGEST ADVERTISING PROFITABILITY MULTIPLIER WITHIN OUR CONTROL

What drives advertising profitability? Back in 2014, Dyson, founder of the econometric consultancy Data2Decisions, conducted an analysis which revealed the advertising drivers of profitability (itself an update of work done in 2006). The data showed that brand size was the biggest driver. Second came creative execution, which was by far the single most important element… Continue reading THEME OF THE MONTH: CREATIVITY

MNTM SELECTION: HOLIDAY ADS THAT WARM THE HEART

The holiday season may be far ahead, but there’s no time to waste in planning for it. Each month, QuickFrame by MNTN compiles a selection of the best ad creatives whose concepts have resonated with audiences. And now is a good time to take a look at a few favorite holiday ads from the past… Continue reading THEME OF THE MONTH: CREATIVITY

THE “MAPPING THE IMPACT” STUDY REVEALED A SIGNIFICANT LINK BETWEEN CONTEXT, CREATIVE ELEMENTS AND THE EFFECT OF TV ADVERTISING

German company Screenforce has recently revealed the results of its new study “Mapping the Impact”. The research looked at whether the situation the viewer is currently in and the elements used in an ad spot can have an impact on the effect of a TV ad.

THE DRIEST HUMOR, THE MOST TOUCHING STORIES AND THE BEST CHRISTMAS COMMERCIALS. THAT’S TV ADVERTISING IN THE UK

UK TV spots are winning awards around the worlds. And rightfully so. British creatives are pouring out some interesting ideas and are able to play both the poignant and the humorous notes. This is evidenced by the large number of awards that British brands took home from this year’s Cannes Lions 2023 International Festival of… Continue reading THEME OF THE MONTH: CREATIVITY

DISCOVER HOW YOUR BRAND’S STORYTELLING TRANSFORMS ITS POSITIONING.

Every brand has a story to tell — a narrative that breathes life into its purpose, values, and aspirations. In the realm of brand positioning, this narrative becomes the driving force behind success. It holds the key to connecting with consumers, establishing a unique position in the market, and leaving an indelible mark in the… Continue reading THEME OF THE MONTH: CREATIVITY

COMING UP WITH A TV AD BASED ON A JOKE IS NOT EASY. THE MARKETING BATTLE IS FOUGHT OVER THE BEST POSSIBLE PUNCHLINE

The first of July is the International Day of Jokes, so we hope you didn't forget to have a good laugh this past weekend. If you didn't, maybe you will smile with one of the ads that are universally appreciated for their ingenious, witty and well-constructed punchlines.

LONG TAGLINES USING ‘RARE’ WORDS ARE MOST MEMORABLE BUT LEAST LIKED, STUDY REVEALS

Brands need to determine whether they want their slogan to be remembered or liked, as new research shows the most memorable brand slogans are often the least liked. Trying to stand out from the crowd with an effective brand slogan is something that can cause even the best marketers many a sleepless night. But it… Continue reading THEME OF THE MONTH: CREATIVITY

FROM NEW YORK TO MANILA: TV ADVERTISING AROUND THE WORLD

In our summer series of articles, we will travel around the world to see TV advertising and its specifics in different countries.

ADVERTISING TRENDS: HOW TO WIN IN A DIGITAL WORLD

Kantar’s Creative Effectiveness Awards celebrate the world’s most creative and effective ads, and we reveal what makes them so great. Today’s fast-moving digital world presents challenges for marketers and their agencies. So, what makes an ad creative and effective in an ever-evolving digital landscape? Getting your creative right in a multichannel environment is challenging, and… Continue reading THEME OF THE MONTH: CREATIVITY

TAKE ME BACK: THE POWER OF NOSTALGIA IN ADVERTISING

Ads that use nostalgia are powerful and more likely to go viral, so why is it rarely used? Find out how nostalgia in advertising can help connect with people on a deeper, more emotional level. Agile Market ResearchAdvertising Media & CommunicationBrandMedia The emotions that come with nostalgia can be as extreme as they are diverse.… Continue reading THEME OF THE MONTH: CREATIVITY

BRANDING, MUSIC AND AVOIDING THE PERILS OF PURPOSE – CREATIVE EFFECTIVENESS UNPACKED

The craft and conditions to drive greater creative effectiveness were explored by experts at an event hosted by TV marketing body Thinkbox. “It’s clear that creativity is, by some way, the biggest lever at a marketer’s disposal.” This according to Paul Dyson, co-founder of effectiveness consultancy Accelero Consulting. It’s often been claimed that creativity has… Continue reading THEME OF THE MONTH: CREATIVITY

MARKETERS NEED TO GET BETTER AT LINKING CREATIVITY TO BUSINESS METRICS

Ninety-two percent of marketers can find it difficult to tie creativity to commercial return – a shocking statistic which puts the industry at a major disadvantage when it comes to making the case to the board for continued investment in difficult economic times. That’s one of the major findings in a new report* from LIONS,… Continue reading THEME OF THE MONTH: CREATIVITY

GET RID OF THE 11 THINGS HOLDING YOUR CREATIVITY BACK NOW

At the end of last week, Thinkbox unveiled the results of an investigation by Laurence Green, one of the UK’s most respected advertising strategists and creative leaders. He conducted a total of 34 in-depth interviews with agency and client executives. The interviews took place in April and May this year and involved companies such as… Continue reading THEME OF THE MONTH: CREATIVITY

MILAN ŠTEINDLER, THE ICON OF CZECH PROVOCATIVE ADVERTISING

Milan Šteindler has become known to the Czech audience and professionals in the field of production and directing for his inventive humour and the lightness he brings to advertising and his works in general.

MOOD MATTERS: REACHING TV VIEWERS AT THE RIGHT MOMENT

Reaching people in positive moods can boost the likelihood that people notice, like and believe our ads. So why do so many marketers ignore its power? Joanna Stanley looks at the behavioural science behind mood, and offers ideas to optimise your next campaign. In the story of the Good Samaritan, a Jewish man is attacked… Continue reading THEME OF THE MONTH: CREATIVITY

IVAN ZACHARIÁŠ, THE CZECH WHO CONQUERED THE WORLD WITH HIS ADVERTISING

Ivan Zachariáš is one of the most successful Czechs in the world of advertising. He has shot for major companies, including Stella Artois, Land Rover and Adidas.

BEHAVIOURAL SCIENCE IS NOT A STRAITJACKET FOR CREATIVES AND PLANNERS

Richard Shotton is an expert in the practical application of behavioural science. He talks to Contagious about why friction should come first, why agencies should apply biases laterally rather than literally, and more. Richard Shotton became interested in behavioural economics after reading about the 1964 killing of Kitty Genovese and the bystander effect in The Tipping… Continue reading THEME OF THE MONTH: CREATIVITY

LES BINET’S FIVE KEYS TO MAXIMISING PROFIT IN TOUGH TIMES

Despite the threat of recession, marketers are not powerless to drive growth, as a new video series from the renowned effectiveness expert explains. Brands today face the combined threats of high inflation, increasing advertising costs and limited business investment – but marketers still have weapons in their armoury to fight back. In a new series… Continue reading THEME OF THE MONTH: CREATIVITY

THE LEGENDARY MASCOT AND THE FEAR OF EXCESS CONSUMER GOODS OR TV ADVERTISING IN SOCIALIST CZECHOSLOVAKIA

Television broadcasting celebrated its seventieth anniversary in early May. Let's reminisce, what were the beginnings of advertising in the then Czechoslovakia?

WHAT THE EFFECTIVE 100 CAN TELL US ABOUT COMMERCIAL SUCCESS

Commitment to brand purpose, tech innovation and breaking category norms lead to commercial success, a new report from WARC Creative finds. WARC Rankings: Lessons from the Effective 100 looks at the strategies and approaches of some of the world’s most awarded campaigns for effectiveness from 2022, ranked in this year’s Effective 100. Why it matters… Continue reading THEME OF THE MONTH: CREATIVITY

SUCCESSFUL USE OF MUSIC IN ADS

From the latest chart-topping hits from Taylor Swift and Beyoncé to classic rock songs of the 1980s and 90s to jazzy Frank Sinatra tunes and soothing Beatles melodies, there are many songs that make a lasting mark on us. In many ways, music influences culture and vice versa. So it’s no surprise that advertisers tap… Continue reading THEME OF THE MONTH: CREATIVITY

TV ADS PRODUCE GREATER EFFECTS ON ADDRESSABLE AUDIENCES

TV ads elicit more positive reactions and greater short- and long-term business impact among addressable audiences, new research claims.

ADVERTISING AS A DREAM FACTORY: CLAUDE C. HOPKINS, FOUNDER OF MODERN ADVERTISING

Claude C. Hopkins is known as the man who laid the foundations of modern advertising. And quite literally – the book with the same title is probably his most important work. He worked as an advertising creator and copywriter in the first half of the 20th century, when television was still in its infancy. The… Continue reading THEME OF THE MONTH: CREATIVITY

THE FATHER OF ADVERTISING DAVID OGILVY

There’s probably no one in the advertising world who hasn’t heard of David Ogilvy. How did he make commercial communications history? And what is his contribution to the world of advertising?

WHY TV ADVERTISING NEEDS TO INSPIRE IF IT’S TO RESONATE

If brands want to cut through the noise of an ever-busier media landscape, their content needs to make an emotional connection with the audience Why TV advertising needs to inspire if it’s to resonate “Emotion in ads is more important than it’s ever been,” said Vicky Handley, brand and communications lead at Lloyd Banking Group.… Continue reading THEME OF THE MONTH: CREATIVITY

STUDY USA: WHICH BEER BRANDS WON WITH MUSIC IN 2022?

Songtradr’s new Music of Beer report pours out plenty of insights around the most effective music choices for beer ads, Super Bowl success and which brands picked right in 2022. The data shows Heineken was the most strategic in its sonic decision-making, while Guinness… may be unfit to drive (at least when it comes to… Continue reading THEME OF THE MONTH: CREATIVITY

THE KING OF CONTROVERSY OLIVIERO TOSCANI

The series of advertising creators, which we are presenting to mark the sixth anniversary of AKTV, presents important authors in the advertising sphere. Today, you will read about an inspiring creative who was not afraid to break boundaries and enriched the advertising field with many non-advertising topics. It’s Oliviero Toscani. Toscani was born on 28… Continue reading THEME OF THE MONTH: CREATIVITY

SHOCK THERAPY ADVERTISING. WHEN DID IT WORK AND WHEN DID THE CREATIVES GO TOO FAR?

Attention is a concept that is used in the marketing world today and every day. The ability to capture the viewer's attention is the cornerstone of success if you want to build a brand and stay ahead of the competition. One way to grab attention is to shock.

CREATIVITY ABSOLUTELY AFFECTS THE SUCCESS OF ADVERTISING.

Reviewing nearly 500 TV campaigns, Nielsen found 47% of ad-driven sales were dependent on the creative. But creativity without a strategy is a recipe for disaster. A powerful duo: creativity and relevance. Highly creative campaigns are significantly more effective than less creative campaigns. Not only do they improve attention and memorability, but they also increase positive… Continue reading THEME OF THE MONTH: CREATIVITY

THE GREATS OF TELEVISION ADVERTISING OR HOW LEGENDS MADE AND BROKE THE RULES

Many factors influence the world of television advertising. Whether it is the evolution of society, the era, technological possibilities or the specific mentality of consumers in different countries, the human factor is also inevitable. The way in which media promotion is done is also influenced by the creators.

HOW TO MARKET FOR THE HOLIDAYS

Whether it is Valentine’s Day, Christmas, Ramadan or even Single’s Day, the holidays continue to be a time of big spending, and as such, a period of ambitious advertising. But amid growing economic uncertainty and shocking shifts in consumer behavior, the advertising industry can’t just return to business as usual. No, marketers, it’s time to… Continue reading THEME OF THE MONTH: CREATIVITY

A CONVERSATION WITH CHATGPT ON ADVERTISING AND CREATIVITY

Some headlines would have you believe that OpenAI’s ChatGPT can do anything – copywriter Alex Hamilton used the tool to come up with a new brand idea and a launch spot: this is what he (and it) came up with. I wanted to put AI to the test and see if it could create the… Continue reading THEME OF THE MONTH: CREATIVITY

BRAND-BUILDING ADS BOOST SHORT-TERM SALES, AND NOW YOU CAN PROVE IT

Ten years since The Long and the Short of It was published, new evidence shows that while sales-driven ads deliver few long-term effects, brand advertising achieves both. Everyone in marketing has heard about The Long and the Short of It (TLATSOI) and its authors Peter Field and Les Binet. But, as their grand theory reaches… Continue reading THEME OF THE MONTH: CREATIVITY

SIX TRENDS FROM THE IPA EFFECTIVENESS AWARDS

From long-term brand-building activity to short-term activations that deliver on more immediate goals, a new WARC report, based on the 2022 IPA Effectiveness Awards, demonstrates how marketers can rise to current challenges. WARC has analysed the metadata of the winning entries to drill down into the themes and trends that are driving marketing success and… Continue reading THEME OF THE MONTH: CREATIVITY

THE MOST POPULAR ADS ON U.S. YOUTUBE IN 2022

The US YouTube has published its ten most popular ads for 2022, including videos from Amazon and BMW USA, as well as trailers for new movies and TV shows. Amazon Amazon’s 90-second spot stars Scarlett Johansson and Colin Jost, who humorously show what would happen during an average day if Alexa could read minds. The… Continue reading THEME OF THE MONTH: CREATIVITY

MARK RITSON: HOW BRANDS CAN SURVIVE THE RECESSION AND EMERGE STRONGER

How should brands behave during a recession to get their company out of it in the best shape possible? Watch "Ritson on recession" webinar.

KIM PORTRATE ON CREATIVITY IN 2023

If the economists are on the money, we’re set for a roller coaster ride in 2023. There will be the ups: inflation, interest rates and maybe your blood pressure as you’re reading this. And the downs: house prices, consumer confidence and, based on what we’re all reading, Twitter. Even if we dodge a full-blown recession,… Continue reading THEME OF THE MONTH: CREATIVITY

WHY MARKETERS NEED TO OPTIMISE MEDIA INVESTMENT IN THE COST-OF-LIVING CRISIS

The cost-of-living crisis presents marketers with perhaps an even bigger challenge than the pandemic. They will need to optimise media investment, writes Azerion’s Paul Lowrey. Marketers have certainly had their work cut out negotiating the ups and downs of the past two years, but arguably we’re now entering the biggest challenge the industry has faced.… Continue reading THEME OF THE MONTH: CREATIVITY

67% OF CONSUMERS PREFER AD-SUPPORTED STREAMING OPTIONS TO AD-FREE ONES?

While subscription video on demand (SVOD) has become a streaming mainstay, ad-supported video (AVOD) is the hot new trend. But challenges abound in the rapidly evolving streaming landscape, with disjointed, uncurated and impersonal ad experiences. The question is: What’s holding up AVOD progress and why is the consumer experience still overlooked? This new study from… Continue reading THEME OF THE MONTH: CREATIVITY

WHY METAPHORS IN ADS CONTRIBUTE TO BETTER MEMORABILITY

As consumers are exposed to thousands of advertisements daily, researchers have sought to understand what makes people remember certain brands better than they remember others. Metaphors like Carvana’s vending machines and taglines like “Red Bull gives you wings” have increasingly become a powerful way for marketers to communicate brand attributes. In this study, we sought… Continue reading THEME OF THE MONTH: CREATIVITY

THE MYTH OF “UNNECESSARY” MARKETING. WHY DOES IT PAY FOR COMPANIES TO INVEST IN PROMOTION IN TIMES OF ECONOMIC RECESSION?

Experts agree that you absolutely must advertise during a recession. What are the values that should not be missing in advertising in a difficult period? And what are some specific examples of TV ads that can be expected to be successful with viewers?

ADS FOR THE RIGHT BRAIN ARE MORE EFFECTIVE BUT THERE ARE FEWER OF THEM

ADS ACTIVATING THE RIGHT HEMISPHERE OF THE BRAIN ARE MORE EFFECTIVE AND attract MORE ATTENTION, BUT THEY DIMINISH OVER TIME. THIS WAS one of The findings presented by ORLANDO WOOD AT THE BRAND MANAGEMENT CONFERENCE In today’s post-pandemic world of economic uncertainty, ads should be created with wit, charm and human vitality. “In a time… Continue reading THEME OF THE MONTH: CREATIVITY

CREATING MEMORABLE CHARACTERS IN ADVERTISING

How character fluent devices support long-term brand building?  From Churchill the bulldog to the Pillsbury Doughboy to Tony the Tiger, there are many classic characters that brands have leveraged over the years. However, over the last two decades, there has been a decline in the use of these distinctive assets in advertising. According to Orlando… Continue reading THEME OF THE MONTH: CREATIVITY

GENDER EQUALITY IN AVERTISING – HOW TO BREAK FREE OF STEREOTYPES

4 strategies that can improve brand relationships and increase ROI When it comes to gender equality in media and advertising, great strides have been made over the last several years. Thanks to effective initiatives from organizations including the Association of National Advertisers and Geena Davis Institute, women are better represented in advertising and portrayed in… Continue reading THEME OF THE MONTH: CREATIVITY

HOW ADVERTISING CREATIVE STRATEGY IMPACTS SALES

Contagious digests the most interesting and relevant research from the world of advertising and beyond, because there’s just too much to read and too little time. The Impact of Advertising Creative Strategy on Advertising Elasticity / By Filippo Dall’Olio (Brock University) and Demetrios Vakratsas (McGill University). Published in the Journal of Marketing. Give it to… Continue reading THEME OF THE MONTH: CREATIVITY

WHEN MUSIC IS THE LAST STEP TO PERFECTION: THE WORLD’S TOP 10 ADS THAT BET ON THE POWER MUSIC

Although it may seem at first glance that visual play the primary role in TV advertising, this is not so true. Music is one of the essential ingredients for success. The following ten examples show the creative possibilities of working with music in advertising. All of them are united by the fact that they have an unquestionable place in the golden fund of television advertising.

SERIOUSLY FUNNY: CAN HUMOUR HELP BRANDS THROUGH AN ECONOMIC CRISIS?

Why should brands look on the bright side of life even in the darkest of times? According to research, people remember information better if they perceive it as humorous. Let's take a look at five brands that use humour to present their brands and summarise why it works.

CREATIVE ADS MAKE YOU FORGET BORING ONES

The power of creative advertising: creative ads impair recall and attitudes toward other ads / Creative ads aren’t just more memorable and likeable, they make regular ads less memorable and likeable. Prior research had already established that people are less likely to recall and like regular ads when they are shown alongside creative ads. In… Continue reading THEME OF THE MONTH: CREATIVITY

FIVE KEY PRIORITIES FOR DELIVERING EFFECTIVE ADVERTISING

WARC today releases ‘Anatomy of Effectiveness: 2022 Edition’, a white paper giving brand marketers, advertising agencies and media owners a fresh perspective on the five key building blocks of effectiveness. Much has changed since WARC published the first Anatomy of Effectiveness in 2019, David Tiltman, SVP Content, WARC, observes: “We’ve had a pandemic that saw… Continue reading THEME OF THE MONTH: CREATIVITY

TV DELIVERS ONE OF THE HIGHEST AND MOST CONSISTENT LEVELS OF ATTENTION TO ADVERTISING

Research by Finecast and Amplified Intelligence shows that the platform has the largest impact on how much UK consumers pay attention to your ad Finecast, a leading addressable TV provider, has today announced the results of its research into the role of attention across TV advertising, which shows that the platform on which an ad… Continue reading THEME OF THE MONTH: CREATIVITY

THE BEST CAMPAIGNS OF THE LAST DECADE

Here’s a roundup of the spots that won the Cannes Lions’ Titanium Grand Prix for boundary-breaking projects with groundbreaking creative. 2012: Nike + FuelBand by R/GA New York for Nike To engage customers more, Nike introduced the FuelBand a decade ago, a wristband that translated the effects of any activity into a NikeFuel indicator. The latter helps people compare… Continue reading THEME OF THE MONTH: CREATIVITY

IN A WORLD OF INSTANT GRATIFICATION, DON’T FORGET THE POWER OF ANTICIPATION

As humans, we have a natural urge for instant gratification – the temptation to forego a long-term, future benefit, to obtain an immediate and often less rewarding one. It’s a concept that brands have leveraged with aplomb using technological and product innovation, coupled with bold marketing activity. As such, we find ourselves living in the epitome of a ‘Need… Continue reading THEME OF THE MONTH: CREATIVITY

MESSAGE TO AGENCIES: EXCELLENT COMMUNICATION MAKES SENSE

Most advertisers agree that an excellent communication activity can return up to 20 times more value for money than an average one. The Association of Communication Agencies (AKA) together with Nielsen Admosphere have completed another wave of research, mapping the development of values in the marketing communication sector in the Czech Republic. Their survey indicates… Continue reading THEME OF THE MONTH: CREATIVITY

WHY QR CODES ARE THE FUTURE OF CREATIVE ADVERTISING

While they aren’t a new phenomenon, Coinbase’s SuperBowl ad applied a novel approach to something many are exploring: QR codes. The no-context QR code ad, which was so successful that it generated more traffic than the company’s app could handle, was likely a once-in-a-lifetime tactic to engage viewers in one of the most challenging advertising environments:… Continue reading THEME OF THE MONTH: CREATIVITY

CREATIVITY IN ADS MATTERS MORE THAN EVER

Every marketer and brand these days has a little black box of tricks that they can use in advertising technology: animated ads, ad trackers, rich media with video and audio, high-impact playable ads. The list goes on. But while the technology gets more sophisticated, the experience for consumers has arguably gotten much worse. That’s because technology’s… Continue reading THEME OF THE MONTH: CREATIVITY

WHY SERIOUS TIMES CALL FOR FUNNY ADVERTISING

The world is a serious place right now, says Lucky Generals’ head of special ops, Paul Mallon, but that’s no reason why brands should be afraid to be funny Around 143 million mammals got torched in those Australian bush fires a couple of years back. No great giggles to be found there. We bounced to… Continue reading THEME OF THE MONTH: CREATIVITY

CREATIVITY IN ADVERTISING CAMPAIGNS: AN INDISPENSABLE INGREDIENT IN THE RECIPE FOR SUCCESS AND IMMORTALITY

Creative advertising campaigns are simply the most reliable tool available to marketers, which is why it’s a shame that today’s examples are outnumbered by those that don’t have much originality. Does this mean that creativity is dead? Not in the slightest - in fact, it’s quite the opposite.

NEW FAMILY VIEWING DYNAMICS GIVE RISE TO A MODERN-DAY HEIRLOOM

In a world rapidly filling with NFTs, crypto and metaverse musings, high-value possessions are not always tangible. Instead, digital attachments are just as sentimental as physical ones.  This love for all things virtual is giving rise to a new kind of family heirloom, one that is fluid, ever-lasting and crosses multiple generations — the entertainment… Continue reading THEME OF THE MONTH: CREATIVITY

IN DEFENCE OF BRAND STORYTELLING

Storytelling increasingly feels like a dirty word in marketing circles, connoting a flippant, regressive or trivial approach to the business of selling things. But marketers abandon it at their peril. In Steven Pinker’s latest book Rationality, the Harvard psychologist asserts that ‘rationality ought to be the lodestar for everything we think and do’ and holds… Continue reading THEME OF THE MONTH: CREATIVITY

TV ADVERTISING IN THE DIGITAL AGE: STILL AN EFFECTIVE MEDIUM THAT IS OPEN TO NEW INFLUENCES

Although the position of the internet was growing dynamically the impact of TV as a medium was not decreasing. Today, we are living in a streaming era which is again significantly changing the rules. However, it would be too simplified to say that linear TV and advertising have nothing to offer.

HOW TO GET LUCKY

What bearing does luck have on advertising, asks Faris Yakob, who finds in a recent book – ‘Go Luck Yourself’ by Andy Nairn – a form of resilience that looks for what is possible with a rigorous examination of the situation. Do you feel lucky? Well, do you, brands? One of the systemic problems with… Continue reading THEME OF THE MONTH: CREATIVITY

BRING ON THE TECHNICOLOUR!

There’s a scene in Kenneth Branagh’s Oscar-worthy Belfast where the film’s young hero Buddy is taken to the cinema to see the 1968 musical fantasy Chitty Chitty Bang Bang. Branagh’s movie is beautifully, brutally monochrome but the CCBB clip appears in its original glorious Technicolour, flooding the screen with warmth and transporting the Belfast audience –… Continue reading THEME OF THE MONTH: CREATIVITY

THE CTV/OTT ADVERTISING INDUSTRY: WHAT LIES AHEAD IN 2022

The explosive growth of Connected TV or CTV adspend is attracting new players and Unruly’s Lee Smith looks at how this will impact the issues of content, services and technology for the platform. 2021 was a record year in terms of ad spending and 2022 is set to witness even more growth, with the global… Continue reading THEME OF THE MONTH: CREATIVITY

CTV ADVERTISERS ARE BETTING QR CODES AREN’T JUST A FAD

Beyond the attention at the Super Bowl, TV marketers see QR codes as the golden ticket for measurement and conversions When a bright-colored square floated on people’s TV screen on Super Bowl Sunday, some viewers might have rolled their eyes, but they weren’t confused. More than 20 million people knew to direct their phones toward their… Continue reading THEME OF THE MONTH: CREATIVITY

CREATIVE ADVERTISING IS IN CRISIS

The author of this article is Orlando Wood, Chief Innovation Officer at System1. The following text is a summary of his book Lemon, which has sparked a positive reaction and seems to have struck a chord with advertisers, agencies (planners and creatives), media owners and broadcasters. It seems to be the start of something new.… Continue reading THEME OF THE MONTH: CREATIVITY

HOW MARKETERS ARE LEVERAGING CREATIVE REFRESH FOR CTV SUCCESS

Marketing teams are prioritizing the creative refresh as they work to drive video and CTV campaign performance. This process of updating ad creatives based on consumer engagement and response metrics differs from practices such as dynamic creative optimization, which focuses more on creating multiple variations of different ad units. The changes that come with a… Continue reading THEME OF THE MONTH: CREATIVITY

IN ADVERTISING, THE PANDEMIC IS (MOSTLY) OVER

After promoting masks and social distancing, advertising creative is officially moving on. Ads are often aspirational. So it’s no wonder the pandemic has all but disappeared from them this year. Long gone are ads encouraging social distancing from major brands like Coca-Cola and McDonald’s. Few are the spots featuring people masked up inside crowded indoor… Continue reading THEME OF THE MONTH: CREATIVITY

PRINCIPLES OF CREATIVE EFFECTIVENESS OR WHAT IS ‘GOOD CREATIVE’ ANYWAY?

We have ways of testing creative, ways of measuring its effectiveness, but what do we actually know about how to make creative and effective advertising? asks Faris Yakob. The cultural pendulum swings back and forth, that which was neglected comes to the fore. As clients and agencies look to get ahead of the dramatic changes… Continue reading THEME OF THE MONTH: CREATIVITY

CMOS SHARE LESSONS ALL MARKETERS CAN TAKE FROM SUPER BOWL ADVERTISING

The Super Bowl and its run-up represent the premier advertising event in our industry. According to Nielsen, 19 of the 20 all-time most-watched single network broadcast spots were an NFL Championship Game. However, if we’re being honest, Super Bowl advertising is the bastion of the one percent. Very few CMOs will ever lead teams producing… Continue reading THEME OF THE MONTH: CREATIVITY

THE BIG BANG: CREATIVE AND MEDIA’S SURPRISING SECOND MARRIAGE

Creative and media are finally getting back together. Just not in the way we imagined it would. In the last week of 2021, TikTok was confirmed as the biggest website on the planet, while Minecraft content on YouTube hit a trillion views.  Online creators are building individual publishing powerhouses and vibrant communities in an explosion… Continue reading THEME OF THE MONTH: CREATIVITY

SORIN PATILINET AT COMMUNICATION SUMMIT 2021: UNRAVEL CUSTOMER EMOTIONS. IT’S THE PATH TO CREATIVE AND EFFECTIVE COMMUNICATION

What are the lessons from the thousands of ads Sorin Patilinet has researched for brands like Whiskas, Orbit, Snickers and M&M’S? Take a look at the neuroscience findings that suggest what to look out for when creating ads and how to make them effective. Communication Summit’s keynote speaker was Sorin Patilinet, Global Marketing Insights Director… Continue reading THEME OF THE MONTH: CREATIVITY

THE MOST EGG-CELLENT EASTER CAMPAIGNS

It’s almost the hoppiest time of year (excuse the bad pun), and while we will be spending our long weekend enjoying lots of chocolate, Easter is also a significant retail event and an invaluable opportunity to give your marketing strategy an extra boost. This year, Australians are forecasted to spend $8.6 billion on holidays, chocolates,… Continue reading THEME OF THE MONTH: CREATIVITY

TV IS AT THE HEART OF CREATIVE EFFECTIVENESS

In advertising, we have always known anecdotally that strong creativity leads to success, but there was little proof of the relationship until 2010, when the IPA, in association with Thinkbox, published ‘The link between creativity & effectiveness’ (updated in 2011). This was an analysis by the distinguished marketing consultant Peter Field of 435 campaigns over… Continue reading THEME OF THE MONTH: CREATIVITY

THE SCIENCE OF BRANDING: HOW BRANDS MAKE US “THINK DIFFERENT”

Brand exposure could have a profound effect on our behavior. In marketing, we talk a lot about brand. We all want to build brands that people connect with. Not just companies that sell things, but brands that move people to act—whether that be to vote, donate, buy, or support our cause in some way. And… Continue reading THEME OF THE MONTH: CREATIVITY

THE IMPORTANCE OF CREATIVITY IN ADVERTISING

The roots of advertising run deep. We’ve come a long way since William Caxton printed what would be described as Britain’s first advert in 1477. How grand it would be if advertising was still so simple. Nowadays, we have a bit more to contend with on the marketplace than ol’ Caxton. While this makes for a more exciting day… Continue reading THEME OF THE MONTH: CREATIVITY

WHY EMOTIONS IN ADVERTISING ARE THE KEY TO SUCCESS

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CREATIVITY IN ADVERTISING: WHEN IT WORKS AND WHEN IT DOESN’T

Do highly creative ads really inspire people to buy products? Studies have found that creative messages get more attention and lead to positive attitudes about the products, but there’s little evidence linking those messages to purchase behavior. To address this gap, Reinartz and Saffert developed a consumer survey approach that measures perceived creativity along five… Continue reading THEME OF THE MONTH: CREATIVITY