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

9. 10. 2023 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 “WHAT’S YOUR FAVOURITE BANNER AD?” SAID NO ONE EVER: WHY CREATIVES STILL LOVE TV

HOW TO IMPROVE ADVERTISING PAYBACK

21. 9. 2023 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 HOW TO IMPROVE ADVERTISING PAYBACK

WHAT NEW RESEARCH REVEALS ABOUT SLOGANS

18. 9. 2023 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 WHAT NEW RESEARCH REVEALS ABOUT SLOGANS

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

14. 9. 2023 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 THE GRAND FINALE OF THE ROUND-THE-WORLD TV ADVERTISING JOURNEY: WORLD RECORDS AND CURIOSITIES

POSITIVE ENVIRONMENTAL IMAGES MOTIVATE PEOPLE TO TAKE ACTION

12. 9. 2023 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 POSITIVE ENVIRONMENTAL IMAGES MOTIVATE PEOPLE TO TAKE ACTION

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

8. 9. 2023 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 THINKBOX: CREATIVITY IS THE BIGGEST ADVERTISING PROFITABILITY MULTIPLIER WITHIN OUR CONTROL

MNTM SELECTION: HOLIDAY ADS THAT WARM THE HEART

10. 8. 2023 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 MNTM SELECTION: HOLIDAY ADS THAT WARM THE HEART

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

14. 7. 2023 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

12. 7. 2023 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 THE DRIEST HUMOR, THE MOST TOUCHING STORIES AND THE BEST CHRISTMAS COMMERCIALS. THAT’S TV ADVERTISING IN THE UK

DISCOVER HOW YOUR BRAND’S STORYTELLING TRANSFORMS ITS POSITIONING.

9. 7. 2023 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 DISCOVER HOW YOUR BRAND’S STORYTELLING TRANSFORMS ITS POSITIONING.

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

3. 7. 2023 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

2. 7. 2023 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 LONG TAGLINES USING ‘RARE’ WORDS ARE MOST MEMORABLE BUT LEAST LIKED, STUDY REVEALS

FROM NEW YORK TO MANILA: TV ADVERTISING AROUND THE WORLD

1. 7. 2023 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

29. 6. 2023 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 ADVERTISING TRENDS: HOW TO WIN IN A DIGITAL WORLD

TAKE ME BACK: THE POWER OF NOSTALGIA IN ADVERTISING

22. 6. 2023 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 TAKE ME BACK: THE POWER OF NOSTALGIA IN ADVERTISING

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

20. 6. 2023 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 BRANDING, MUSIC AND AVOIDING THE PERILS OF PURPOSE – CREATIVE EFFECTIVENESS UNPACKED

MARKETERS NEED TO GET BETTER AT LINKING CREATIVITY TO BUSINESS METRICS

19. 6. 2023 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 MARKETERS NEED TO GET BETTER AT LINKING CREATIVITY TO BUSINESS METRICS

GET RID OF THE 11 THINGS HOLDING YOUR CREATIVITY BACK NOW

12. 6. 2023 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 GET RID OF THE 11 THINGS HOLDING YOUR CREATIVITY BACK NOW