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

9. 8. 2022 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.

THE SECRET TO SURVIVING A RECESSION? KEEP ADVERTISING – HERE’S HOW

5. 8. 2022 One popular disinfectant brand came under scrutiny in September of 2020 for launching ads that glorified a return to the office — at a time when many people were still quarantining or enjoying work-from-home life. Of course, their marketing team was under a lot of pressure to keep sales up during an economic downturn. But… Continue reading THE SECRET TO SURVIVING A RECESSION? KEEP ADVERTISING – HERE’S HOW

HOW TO REACH CONSUMERS WATCHING BOTH LINEAR AND STREAMING TV

26. 7. 2022 Using connected TV to go after cord-cutters is only part of the story Ask most ad buyers about the advantage of using connected TV (CTV) to achieve “incremental reach” and they’re likely to tell you that it’s all about cord-cutters — reaching those people who will never be reached on linear TV. What they don’t… Continue reading HOW TO REACH CONSUMERS WATCHING BOTH LINEAR AND STREAMING TV

STORYTELLING EXPERT FRANK ROSE ON NARRATIVE THINKING IN A DIGITAL AGE

26. 7. 2022 Technology has turned the whole world into storytellers by giving us new means and new motives to share our tales. Journalist and author Frank Rose discusses how stories shape our reality and how to navigate narratives in a digital world. Frank Rose has been telling stories professionally his whole life. He has written about New… Continue reading STORYTELLING EXPERT FRANK ROSE ON NARRATIVE THINKING IN A DIGITAL AGE

I’LL HUFF, AND I’LL PUFF, AND I’LL… BOOST AD EFFECTIVENESS

19. 7. 2022 Think of the most enduring folktales to have been passed down through generations. Fables such as The Three Little Pigs, Goldilocks and the Three Bears and Billy Goats Gruff. What do all these stories have in common? The answer? They set an expectation, repeat this expectation and then finally, break it. Indeed, a 2009 study by Jeffrey… Continue reading I’LL HUFF, AND I’LL PUFF, AND I’LL… BOOST AD EFFECTIVENESS

DEMYSTIFYING CTV IN THE UK

5. 7. 2022 Thinkbox’s Matt Hill examines the world of CTV and explores why the UK is a hard market to crack. There’s a lot happening in the world of CTV. A lot of stories, stats, and forecasts. With so much noise it can be hard to pick out the tune. And this is a shame because CTV… Continue reading DEMYSTIFYING CTV IN THE UK

THE BEST CAMPAIGNS OF THE LAST DECADE

30. 6. 2022 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 THE BEST CAMPAIGNS OF THE LAST DECADE

‘DON’T BE AFRAID OF CONSISTENCY’: MARKETERS ON THE DRIVING FACTORS BEHIND EFFECTIVE ADVERTISING

24. 6. 2022 The marketers behind two highly effective Marmite and Aldi ads explain what it takes to build a creatively effective campaign. Consistency, relevance and strong branding are all essential to build creatively effective advertising campaigns, the marketers behind Aldi’s ‘A Christmas Carrot’ and Marmite’s ‘Flippin Tasty’ ads have revealed. Both ads have been deemed highly effective from… Continue reading ‘DON’T BE AFRAID OF CONSISTENCY’: MARKETERS ON THE DRIVING FACTORS BEHIND EFFECTIVE ADVERTISING

RITSON’S RECESSION PLAYBOOK: 9 STEPS MARKETERS SHOULD TAKE TO SURVIVE THE DARK TIMES AHEAD

21. 6. 2022 From retaining a long-term view and the importance of excess share of voice to making strategic changes to positioning and saying no to failure, Mark Ritson spells out how brands can navigate recession. With the tasteless timing of a drunk hitting on a widow at her husband’s funeral, marketers are in Cannes this week as… Continue reading RITSON’S RECESSION PLAYBOOK: 9 STEPS MARKETERS SHOULD TAKE TO SURVIVE THE DARK TIMES AHEAD

MESSAGE TO AGENCIES: EXCELLENT COMMUNICATION MAKES SENSE

3. 6. 2022 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 MESSAGE TO AGENCIES: EXCELLENT COMMUNICATION MAKES SENSE

CAN YOU ACHIEVE LONG AND SHORT AT THE SAME TIME? USUALLY, NO

26. 5. 2022 It’s appealing to fulfil brand and sales objectives in one execution, but they’re so different that you’ll probably fail at both. There is almost no debate about the veracity of The Long and the Short of It. Les Binet and Peter Field’s master work is the perfect exemplar of marketing ‘bothism‘. Sure, there are a… Continue reading CAN YOU ACHIEVE LONG AND SHORT AT THE SAME TIME? USUALLY, NO

SEX, BRAINS, AND ADVERTISING

26. 5. 2022 At Brainy Bar 10, experts discussed the neuroscience behind the idea of the gendered brain, and the importance of external messaging and stimuli to the establishment of gender – Sam Peña-Taylor reports. “If the outside world is telling you something about yourself, it’s going to have a profound effect on your behaviour,” explains Gina Rippon, professor… Continue reading SEX, BRAINS, AND ADVERTISING

WHY SERIOUS TIMES CALL FOR FUNNY ADVERTISING

24. 5. 2022 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 WHY SERIOUS TIMES CALL FOR FUNNY ADVERTISING

SUSTAINABILITY SHOULDN’T BURDEN CONSUMERS WITH GUILT OR EXPENSE

22. 5. 2022 In his first interview since becoming Unilever’s global personal care CMO, he details how the consumer goods giant is evolving hygiene products into wellness products and is embedding sustainability in its brands while facing growing local competition. Unilever’s Samir Singh: Sustainability shouldn’t burden consumers with guilt or expense With the world emerging unevenly from a… Continue reading SUSTAINABILITY SHOULDN’T BURDEN CONSUMERS WITH GUILT OR EXPENSE

BRAND PURPOSE CAN HAVE A BUSINESS EFFECT

21. 5. 2022 Firms that decide to communicate socially beneficial topics must select carefully the area they want to focus on. A link between a topic and a brand that is not credible will backfire on the brand. That was the issue discussed at the Communication Summit. Brands that focus on non-commercial and non-profit projects as part of their… Continue reading BRAND PURPOSE CAN HAVE A BUSINESS EFFECT

DO NOT DROWN IN MEDIOCRITY

28. 4. 2022 The right brand experience is a competitive advantage for brands, says Jiří Jón. The study entitled State of Brand Experience in the Czech Republic (refer to MAM 14/2022) by Ogilvy Consulting and GroupM showed that local companies should work on the set up of brand experience (BX). Jiří Jón, the head of Ogilvy Consulting and… Continue reading DO NOT DROWN IN MEDIOCRITY

HOW STRATEGISTS SHOULD DEPLOY EMOTIONAL INTELLIGENCE

21. 4. 2022 Stategists may be known for their intellectual chops but the very best use empathy in several different ways in order to build deeper, better communications, writes We Are Social CSO Harvey Cossell. For time immemorial strategists have been seen as the smart ones, the bright ones, the intelligent ones. And as I heard in one… Continue reading HOW STRATEGISTS SHOULD DEPLOY EMOTIONAL INTELLIGENCE

EASTER MARKETING IDEAS THAT WORK

14. 4. 2022 This list of unusual Easter marketing ideas will get you inspired for the season. Easter eggs make up 10% of annual chocolate spending in the UK. That’s a delicious chunk of revenue for food brands. We’ll go through what you can take from these examples to create a brilliant Easter marketing campaign. Younger generations are… Continue reading EASTER MARKETING IDEAS THAT WORK