THEME OF THE MONTH: CREATIVITY

The digital age brings many simplifications. But they don’t always mean a shift for the better. Orlando Wood, CEO of System 1 and author of the award-winning books Lemon and Look Out, points out that advertising effectiveness has been declining since 2006. This is mainly due to the way creatives have been gripped by the media, which since the start of the millennium has increasingly moved away from narrative storytelling towards a generic concepts without faces and emotions.

However, audiences are turning away from such advertising, which reflects how the left hemisphere of the brain works – it is directed ‘inwards’, which  makes it increasingly difficult for the ad to be seen and to capture the viewers attention. Thats why almost 75 % of online ads do not deliver the results they are expected to. And it’s precisely by connecting the dots on the creative – emotion – attention – effectiveness line.

“We need to create a spectacle to open the eyes and warm the hearts of those we want to persuade,” says Wood. It’s the large TV screen versus the phone screen that gives such advertising the space to shine.

Creativity plays one of the most important roles in delivering the results of advertising campaigns. So how should you design advertising in light of these findings to become more engaging and to help build brands?

And creativity plays one of the crucial roles in delivering the results of advertising campaigns. So how do we design advertising in light of these findings to engage and help build brands? Follow the creativity tag, under which we bring you the latest trends on this issue.

Karen Howe recently spoke about this too in a webinar for Canada’s ThinkTV. Check out the article from her talk.

ScreenVoice magazine uploaded an article dedicated to creativity in advertising too. See also a selection of inspiring articles in the “Read on the topic” section.

MORE ARTICLES ABOUT THIS TOPIC

NEW STUDY OUTLINES THE FOUR DRIVERS OF CREATIVE IMPACT

8. 12. 2024

Human connection, dynamic visuals and the successful integration of brand and product are among the main drivers of creative impact in advertising, new research has found. The study was published by Meta, the tech company which owns Facebook and Instagram, and also by analytics provider CreativeX, and research firm Kantar. Why creative effectiveness matters Creative… Continue reading THEME OF THE MONTH: CREATIVITY

AWARD-WINNING CAMPAIGNS ARE MORE LIKELY TO USE QUANTITATIVE PRE-TESTING

3. 12. 2024

More than half of winners in the IPA Effectiveness Awards are now using quantitative pre-testing, a trend that has been growing steadily over the past two decades. What’s happening More than four in ten entrants to the IPA Effectiveness Awards are using quant pre-testing – and 51% of winners. Previous analysis of the IPA Databank… Continue reading THEME OF THE MONTH: CREATIVITY

SEASONAL ADVERTISING VS EVERYDAY ADVERTISING

29. 11. 2024

Christmas isn’t just about decking the halls—it’s a global game-changer for sales and advertising. In the UK, festive ads alone drove an impressive £85 billion in seasonal sales last year, with a quarter of total ad spend dedicated to spreading holiday cheer. But with the rise of creative competition, are brands putting too much stock… Continue reading THEME OF THE MONTH: CREATIVITY

WORKING IN THE MEDIA: HOW TO MAKE IT IN A DYNAMIC INDUSTRY?

26. 11. 2024

Working in the media is perfect for those who don’t want to be bored. A dynamic and creative field that attracts people with an eye for detail and a thirst for knowledge. Every day is different, full of new challenges and opportunities. As a media professional, you’ll be in the thick of the action, getting… Continue reading THEME OF THE MONTH: CREATIVITY

WHY ADVERTISERS NEED TO UNDERSTAND ‘CHANNEL RISK’

25. 11. 2024

When seeking to identify the optimal media mix for a campaign, advertisers need to be aware not just of the typical ROI of each channel, but also the likelihood that it will deliver to that level – that’s the risk element. What is channel risk? The Profit Ability 2 report from Thinkbox explains that every… Continue reading THEME OF THE MONTH: CREATIVITY

FROM THE COMPETITION ADCE TAKES THE BRONZE TRIAD FOR BEER FROM THE AIR

25. 11. 2024

The “Beer from the Air” campaign, created by Triad Prague for Radegast, won bronze at the ADCE competition. Art Directors Club of Europe (ADCE) has announced the winners of the 33rd ADCE Awards – Best of European Design and Advertising. Of the four Czech finalists, only agency Triad Prague turned its nomination into a bronze… Continue reading THEME OF THE MONTH: CREATIVITY

EFFIE GAVE OUT SIX GOLDS, NO GRAND PRIX

14. 11. 2024

This year’s edition of the Effie advertising effectiveness competition has its winners. The award for the absolute best campaign, the Grand Prix, was not awarded this year. The main prize, the Grand Prix, of this year’s Effie advertising competition, which recognises the effectiveness of advertising campaigns, was not awarded by the jury. This is despite… Continue reading THEME OF THE MONTH: CREATIVITY

CREATIVITY AWARD IN EFFIE CZECH REPUBLIC: SPECIAL ART DIRECTORS CLUB AWARD FOR EPIC LEGO PRIZE FROM KREATIV GANG

12. 11. 2024

This year’s edition of Effie, the competition for the most effective advertising, has many new features. One of them is the presentation of the Art Directors Club Award on the Effie stage during the Forum Media 2024 conference. This year, Art Directors Club (ADC) awarded the most creative campaigns in the Effie Czech Republic competition… Continue reading THEME OF THE MONTH: CREATIVITY

MUSTARD AND MCCANN NOMINATED FOR THE EUROPEAN FINALS

4. 11. 2024

Two Czech campaigns from agencies McCann and Mustard have reached the final of the European Effie competition. The European Association of Communication Agencies (EACA) has published the horlist of the Effie Europe competition, with a total of 82 entries. Two of them are also from the Czech Republic. In the category Best of Europe: Positive… Continue reading THEME OF THE MONTH: CREATIVITY

ITV’S GEN AI SOLUTION HELPS BOOST TV ADVERTISING AND SMALL BUSINESS GROWTH

18. 10. 2024

In September 2024, ITV launched an innovative solution aimed at making TV advertising more accessible to small and medium-sized enterprises (SMEs). By leveraging the power of Generative AI (GenAI), ITV is expanding its commercial creative production services to remove the perceived barriers associated with the cost of making ads for TV. This innovation allows new-to-TV… Continue reading THEME OF THE MONTH: CREATIVITY

CZECHS TAKE GRAND PRIX AND SEVEN OTHER PRIZES FROM GOLDEN DRUM

14. 10. 2024

Grand Prix from the Golden Drum festival was taken by McCann Prague agency, adding five more awards. Leo Burnett and MSL were also successful. Czech agencies brought home a total of eight awards from the Golden Drum festival, which took place on 9 and 10 October in Portorož, Slovenia, including one Grand Prix. This was… Continue reading THEME OF THE MONTH: CREATIVITY

SYSTEM1: THE SECRETS OF SUCCESSFUL TV ADVERTISING: PERSEVERANCE AND CONSISTENCY

7. 10. 2024

Advertising on TV is costly and can be risky, especially for newcomers to the medium, but a new analysis of 500 ads proves that perseverance and consistency are an effective combination for getting results.  The research – a partnership between creative effectiveness platform System1 and broadcaster ITV – forms the basis of Break Through, a guide… Continue reading THEME OF THE MONTH: CREATIVITY