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

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

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

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

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

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

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

xyz

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