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

IN DEFENCE OF BRAND STORYTELLING

11. 4. 2022 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 IN DEFENCE OF BRAND STORYTELLING

WHAT IS TV AND DOES THAT MATTER?

5. 4. 2022 No one normal worries about the definition of TV because they have lives to lead, energy bills to weep over, and hot takes on Will Smith to have. But there is one group who should care about what it means, argues Matt Hill. Apple TV won best picture at the Oscars. You can watch YouTube… Continue reading WHAT IS TV AND DOES THAT MATTER?

FOR CTV ADS TO SUCCEED, THINK NEW, NOT OLD

1. 4. 2022 The television industry is in the midst of a slow-yet-inevitable migration from linear delivery to digital… one that will dramatically change the current landscape for advertisers, programmers and viewers alike. For advertisers, this shift to digital is opening up new and better ways of targeting audiences, delivering ads to them and measuring the results. But… Continue reading FOR CTV ADS TO SUCCEED, THINK NEW, NOT OLD

BRING ON THE TECHNICOLOUR!

23. 3. 2022 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 BRING ON THE TECHNICOLOUR!

IF YOU WANT ATL MEDIA TO WORK HARD, YOU MUST WORK HARD TOO

15. 3. 2022 Measure what is key for each channel and don’t get led on by fancy metrics that don’t do anything for your media objective. You have defined your target audience, you know your budgets and you know what you want to achieve. That is a great start. But don’t stop there if the budget you have, or… Continue reading IF YOU WANT ATL MEDIA TO WORK HARD, YOU MUST WORK HARD TOO

A THIRD OF ADS USE HUMOUR AND THIS IS IN DECLINE

15. 3. 2022 One-third of ads use some form of humour and those that do are more effective. An overview of humour in advertising: Humour is used more often in TV (37%) and YouTube (30%) advertising but is less popular in print/outdoor (15%) and website ads (12%). One-third of ads use some form of humour and those that… Continue reading A THIRD OF ADS USE HUMOUR AND THIS IS IN DECLINE

THE PSYCHOLOGY OF MARKETING TO THE HYPER-STRESSED

15. 3. 2022 Many consumers no longer have the same cognitive resources for decision-making. For two years, consumers in the U.S. have been struggling to adapt to a new normal, whatever that may mean. The result has been massive stress. A March 2021 survey by the American Psychological Association that showed Americans were more stressed than ever before. Almost… Continue reading THE PSYCHOLOGY OF MARKETING TO THE HYPER-STRESSED

CREATIVE ADVERTISING IS IN CRISIS

11. 3. 2022 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 CREATIVE ADVERTISING IS IN CRISIS

OPINION: IS DIGITAL MEDIA KILLING TV ADVERTISING?

8. 3. 2022 When we think about digital media, we are mainly considering social media platforms, websites and streaming services. TV advertising tends to feel very different, perhaps because it has been around for so long. But don’t mistake it for an outdated service. Adverts on the television hold more potential than you may realize, and are certainly… Continue reading OPINION: IS DIGITAL MEDIA KILLING TV ADVERTISING?

5 BEST DIGITAL MARKETING CAMPAIGNS OF ALL TIME

7. 3. 2022 We list the best digital marketing campaigns to help you find your next great marketing idea. The best digital marketing campaigns capture attention: Times Square with digital advertising billboards at dusk One of the best ways to find inspiration for your marketing initiatives is to look back at some of the best digital marketing campaigns… Continue reading 5 BEST DIGITAL MARKETING CAMPAIGNS OF ALL TIME

WHY FOCUSING ON THE ENTIRE MARKETING FUNNEL IS KEY FOR LONG-TERM BRAND GROWTH

2. 3. 2022 Following the COVID-19 outbreak in early 2020, brands of all sizes and across every industry reduced their marketing budgets, with many pausing or downsizing their brand awareness efforts to save capital. Brands then concentrated their bandwidth and remaining resources on engaging and maintaining existing customers rather than winning over new ones. Because they inspire immediate… Continue reading WHY FOCUSING ON THE ENTIRE MARKETING FUNNEL IS KEY FOR LONG-TERM BRAND GROWTH

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

2. 3. 2022 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 PRINCIPLES OF CREATIVE EFFECTIVENESS OR WHAT IS ‘GOOD CREATIVE’ ANYWAY?