08

Why reach is more important than explanation of benefits.

/ 3 min read

Marketers often spend a lot of time trying to focus their communications on key attributes of their product and explain to people the ways in which their product is better, to persuade them that it would be a more suitable choice than a competing product. As Byron Sharp already stated in his book Marketing: “They therefore very easily fall into the trap of seeing their job as trying to change buyers’ attitudes.”

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Experiential marketing and the Creativity Festival.

/ 3 min read

At the ADCE European Creativity Festival, the public encounters creatives and agencies who are ADCE members in their country, and who have also received honors for their campaign or advertisement. These are the only conditions that make it possible to advance and compete for the prestigious ADCE awards, which are awarded by a jury of art directors from various countries.

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07

Why Experiential Is The Emerging Tactic In Marketing.

/ 5 min read

When we first set out to find the reason a third of the world's largest marketers are planning to spend 21-50 percent of their budgets on experiential marketing in the next few years (Freeman Global Brand Experience Study, 2017), we had only a vague idea of where we were going. Then, a new world opened to us and overcame our natural suspicions. It is a world of campaigns so appealing that people enthusiastically share them.

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06

Trends That Move Brands.

/ 5 min read

Statistics showing advertising over-saturation and low confidence in advertising messages are caused by conformity. Media churn out similar - and therefore wholly predictable - presentations of brand benefits at us. They keep repeating the same message, increasingly fiercely: how they have improved the product and innovated the service, and how great we'll feel with them. They seem to have overlooked the fact that our attention has shifted from the brands that offer themselves to the brands that attract us through their activities. Hand on heart. How many times have you found yourself looking at a banner, a spot, or an advertisement and said, “I want to experience that too. Who's behind it?”

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