EMOTION IN ADVERTISING AND THE ROLE OF MUSIC
30. 6. 2023 Emotion is at the heart of effective advertising and music is critical to emotional delivery. So, how can you ensure music conveys the right emotions in your advertising? Kantar’s Creative Effective Awards give us the opportunity to put the spotlight on the role of emotion in effective advertising. One of the five themes amongst our… Continue reading EMOTION IN ADVERTISING AND THE ROLE OF MUSIC
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
LGBTQ+ REPRESENTATION IN ADS IS SEVERELY LACKING, GLAAD AND KANTAR REPORT FINDS
26. 6. 2023 Just 3% of more than 400 ads from 2022 had LGBTQ+ representation. Advertisers are failing to properly represent LGBTQ+ people in ads, according to a new report, which comes as inclusivity within marketing is facing increased scrutiny amid heightened political tension. The study—the first of its kind from a partnership between GLAAD and Kantar—includes an… Continue reading LGBTQ+ REPRESENTATION IN ADS IS SEVERELY LACKING, GLAAD AND KANTAR REPORT FINDS
WHIZ! BANG! BOOM! ENERGETIC ADS HOLD VIEWERS’ ATTENTION
23. 6. 2023 Louder, busier commercials are the new norm. And they seem to be working. A shiny car speeds down a mountain road. Marathon runners dash through the finish line. James Bond throws punches, races through busy city streets, and saves the day, all while wearing a certain watch. If you feel like TV commercials have become… Continue reading WHIZ! BANG! BOOM! ENERGETIC ADS HOLD VIEWERS’ ATTENTION
WHAT TO DO WHEN YOU HAVE NO BUDGET
22. 6. 2023 Achieving big things on a small budget is possible. Here are four things to consider. We are living through a golden age of evidence-based marketing. From the godfathers of effectiveness Peter Field and Les Binet, to the work of the Ehrenberg-Bass Institute and the training provided by Mark Ritson on his Mini MBA in Marketing,… Continue reading WHAT TO DO WHEN YOU HAVE NO BUDGET
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
CREATIVE IS BIGGEST PROFITABILITY LEVER, BRAND SIZE TOP FACTOR
21. 6. 2023 Updated research into the factors affecting advertising profitability finds that brand size and creative quality have grown in importance as online life has matured. Why it matters Paul Dyson, founder of Accelero consulting, emphasised that creativity is still “by some way” the main lever at a marketers’ disposal, during a recent talk at Thinkbox, the… Continue reading CREATIVE IS BIGGEST PROFITABILITY LEVER, BRAND SIZE TOP FACTOR
STUDY USA: REPRESENTATION IS A DECIDING FACTOR IN CHOOSING WHAT TO WATCH
21. 6. 2023 But some groups like Hispanics remain dramatically underrepresented in the top 50 TV shows, according to Samba TV. A new analysis from Samba TV has found that cast diversity is a key factor in deciding what to watch and that some groups, notably Hispanic and Asian audiences, are underrepresented in the top 50 TV programs… Continue reading STUDY USA: REPRESENTATION IS A DECIDING FACTOR IN CHOOSING WHAT TO WATCH
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
GREASE CELEBRATES FORTY-FIVE YEARS. HOW HAS THE ICONIC MUSICAL MADE ITS MARK IN THE HISTORY OF TV ADVERTISING AND WHAT DOES THE FUTURE HOLD?
16. 6. 2023 On June 16, the American musical Grease will celebrate the 45th anniversary of its theatrical release. What is the legacy of Grease in the marketing world?
BRANDZ: APPLE REMAINS THE MOST VALUABLE BRAND AHEAD OF GOOGLE
14. 6. 2023 Apple is the world’s most valuable brand, according to the BrandZ 100 Most Valuable Brands in the World ranking compiled by research company Kantar. Top 10 brands in the BrandZ 100 Most Valuable Brands in the World, source. Apple is the world’s most valuable brand, followed by Google and Microsoft, which overtook Amazon for third… Continue reading BRANDZ: APPLE REMAINS THE MOST VALUABLE BRAND AHEAD OF GOOGLE
NETFLIX’S ‘WEDNESDAY,’ HBO’S ‘THE LAST OF US’ ON YOUTUBE’S LIST OF TOP 10 ADS FOR 2023
9. 6. 2023 A Peacock ad starring Kevin Hart also made the cut, as did a star-studded spot for Bulgari featuring Zendaya and Anne Hathaway. What makes for a successful commercial on YouTube? It helps to be a streaming service. On Monday, the Google-owned video platform released its 2023 Ads Leaderboard, which highlights the top 10 ads that have… Continue reading NETFLIX’S ‘WEDNESDAY,’ HBO’S ‘THE LAST OF US’ ON YOUTUBE’S LIST OF TOP 10 ADS FOR 2023
MILAN ŠTEINDLER, THE ICON OF CZECH PROVOCATIVE ADVERTISING
6. 6. 2023 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.
THE MARKETING PSYCHOLOGY BEHIND CELEBRITY ENDORSEMENTS
5. 6. 2023 Celebrity endorsements sell products, even when the star outshines the brand. In a new study, Wharton experts use neuroscience to understand consumer decision-making. Whether it’s Cindy Crawford gulping down a Pepsi, Shaquille O’Neal hawking Icy Hot, or Daniel Craig dancing his way through a Belvedere Vodka ad, famous people are good at selling stuff. Companies… Continue reading THE MARKETING PSYCHOLOGY BEHIND CELEBRITY ENDORSEMENTS
CHILD-ORIENTED ADVERTISING OR THE BALANCE BETWEEN REGULATIONS AND ETHICS. WHAT ARE THE RULES OF THIS COMPLEX MARKETING DISCIPLINE?
3. 6. 2023 For some business sectors, children are the main target group. However, the main question is - what is still allowed and what is already over the line while addressing kids via advertising?
MOOD MATTERS: REACHING TV VIEWERS AT THE RIGHT MOMENT
30. 5. 2023 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 MOOD MATTERS: REACHING TV VIEWERS AT THE RIGHT MOMENT
EXPERTS STUMPED BY ‘AD TURING TEST’ /
30. 5. 2023 A panel of experienced marketing professionals struggled to tell ads made by students from those generated by AI in a competition pitched as the first ‘ad Turing test’. The panel of 16 brand and advertising experts – which included R/GA’s global CCO, Tiffany Rolfe, and Brandtech Group CCO, Mark D’Arcy – were shown 10 poster… Continue reading EXPERTS STUMPED BY ‘AD TURING TEST’ /
NEW EMOTIONAL BRAND METRICS FOR DARK TIMES
29. 5. 2023 Measuring brand metrics that inspire human emotions could sit alongside standard business metrics in future, says a new report from the Wunderman Thompson agency. The age of re-enchantment suggests that emotional KPIs that measure “heart swells, goose bumps, jaw drops, spine tingles, and more” will become increasingly important as people look for brands to bring… Continue reading NEW EMOTIONAL BRAND METRICS FOR DARK TIMES
