LEGO CELEBRATES ITS 90TH ANNIVERSARY, HERE ARE ITS MOST SUCCESSFUL CAMPAIGNS
11. 8. 2022 The Danish toy icon is also trying to rebuild the world for the better with its marketing. It uses animation, life-size models or even feature films. LEGO celebrated its 90th anniversary on June 10. Founded by carpenter Ole Kirk Kristiansen, the Danish icon gradually innovated from wooden toys to the building set systems we know… Continue reading LEGO CELEBRATES ITS 90TH ANNIVERSARY, HERE ARE ITS MOST SUCCESSFUL CAMPAIGNS
CAN BRANDS GROW EVEN IN TIMES OF INFLATION?
11. 8. 2022 The Czech republic is experiencing its highest inflation since 1993. People’s wallets are getting emptier and brands are in an extremely difficult situation for the umpteenth time in the last twenty years. Companies are naturally trying to cut as much of the ever-shrinking market as possible – with the vast majority focusing mainly on bargain… Continue reading CAN BRANDS GROW EVEN IN TIMES OF INFLATION?
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.
PRODUCT PLACEMENT WORKS BEST IN COMBINATION WITH ADS
5. 8. 2022 Using 30-second ad slots in tandem with product placement can significantly increase key metrics, from sales to website visits, according to research. A study* by BEN, a firm working in the product placement field, tied ad and product integration exposure to brands to actions taken by consumers within the following two weeks. Marketing Brew detailed the… Continue reading PRODUCT PLACEMENT WORKS BEST IN COMBINATION WITH ADS
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
BACK 2 SCHOOL! HOW DOES THE NEW SCHOOL YEAR START IN THE WORLD OF (NOT ONLY) TV ADVERTISING?
1. 8. 2022 For some brands, the Back 2 school season is one of the most exposed times of the year. What do the successful television commercials that have helped shape the phenomenon tell us about Back 2 school marketing?
THE NEW LIFE OF THE LIVING ROOM AKA ALL EYES ON THE BIG SCREEN
1. 8. 2022 Recent years have accelerated the growth of media consumption on a global scale - especially when it comes to home use, as our living rooms have become the epicenter of a whole new lifestyle. What does this mean for advertisers and broadcasters themselves, and how can they use it to their advantage? This was the aim of the current research “New Life of the Living Room”, which was jointly carried out by smartclip a RTL AdConnect.
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
FIVE KEY PRIORITIES FOR DELIVERING EFFECTIVE ADVERTISING
23. 7. 2022 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 FIVE KEY PRIORITIES FOR DELIVERING EFFECTIVE ADVERTISING
IS THERE A CRISIS COMING? LET THE COMMERCIALS RUN!
21. 7. 2022 Want more market share? Arm yourself with patience and do nothing at all with your marketing budget. Because during a recession, all you have to do is just hang in there and your brand will grow. Why is that? When the recession hits and others start cutting their advertising budgets, your share of voice (SOV)… Continue reading IS THERE A CRISIS COMING? LET THE COMMERCIALS RUN!
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
ICONIC RIVALRIES THAT HAVE WRITTEN THE HISTORY OF MARKETING
18. 7. 2022 Without the battles of Pepsi vs. Coca-Cola, McDonald’s vs. Burger King and KFC, Adidas vs. Nike, the world of advertising would have missed out on many interesting moments. While history is full of competing brands, few compare to the battles between beverage giants Pepsi and Coca-Cola that began in the century before last and have… Continue reading ICONIC RIVALRIES THAT HAVE WRITTEN THE HISTORY OF MARKETING
TV DELIVERS ONE OF THE HIGHEST AND MOST CONSISTENT LEVELS OF ATTENTION TO ADVERTISING
15. 7. 2022 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 TV DELIVERS ONE OF THE HIGHEST AND MOST CONSISTENT LEVELS OF ATTENTION TO ADVERTISING
IT MAY BE TAINTED, BUT DON’T UNDERESTIMATE THE POWER OF BRAND LOVE
6. 7. 2022 Although the concept of ‘brand love’ was overused and went out of fashion, it remains an insightful way to consider consumers’ attitudes towards brands. “You do realise that this is fantastically untrendy research?” I explained to the team from Savanta, when they approached me to give the launch speech for their 2022 Most Loved Brand Award. “To… Continue reading IT MAY BE TAINTED, BUT DON’T UNDERESTIMATE THE POWER OF BRAND LOVE
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
USA STUDY: DIVERSE ADS INCREASE PURCHASE INTENT
27. 6. 2022 Advertising that embraces diversity and representation leads to a greater likelihood of product recommendation and purchase, according to a new survey of consumers in the US and UK. Why it matters Diversity and inclusion is an issue of profound ethical importance, and must be treated as such by advertisers. As an additional benefit, good moral practice… Continue reading USA STUDY: DIVERSE ADS INCREASE PURCHASE INTENT
CONSUMERS WANT HUMOUR FROM BRANDS, BRANDS OFTEN FEAR IT
27. 6. 2022 Up to 72% of consumers would choose a brand with a sense of humour over its competitors. However, most advertisers are afraid of being funny. People appreciate a sense of humour, even in brand marketing communications. Funny brands are preferred by 91% of consumers and 72% prefer them over their dry competitors. However, even so,… Continue reading CONSUMERS WANT HUMOUR FROM BRANDS, BRANDS OFTEN FEAR IT
‘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
