Můžeme mít spoustu správných a přesných dat, můžeme je analyzovat, interpretovat. Jen bychom přitom stále měli mít na mysli slavnou větu Davida Abbota: Shit that arrives at the speed of light is still shit when it gets there. Co kreativita dokáže? Dá se bez ní budovat značka? Dá se něčím nahradit? Čím? Proč se kreativita vyplatí?

2. Disclaimer
*Boomer
*Třešničkavprogramu užbyladopoledne
*“Zmínit System1 a jejich Star Rating“
*Tonejlepšínakonec teprvebude

3. PREZENTACE CONTAGIOUS
BRAND RESTART
Značka, kreativa a data

4. „Shit that travels at the
speed of light is still shit
when it gets there“
David Abbott

5. Source / Amplified Intelligence 2022
85%
veškeréreklamyjepod“attentionmemorythreshold”

7. Behavio

8. 1/ BRAND MARKETING
2/ KEJSKY

9. Chat GPT
1. Increased Brand Awareness: According to a study by the Association of National Advertisers (ANA),
creative advertising leads to a significant increase in brand awareness and recall, compared to more
straightforward campaigns.
2. Improved Engagement: A report by the IPA showed that creative advertising is 40% more effective
in terms of consumer engagement compared to less imaginative campaigns.
3. Higher Return on Investment (ROI): A study by Nielsen found that campaigns rated as "highly creative"
generated a 23% higher return on investment (ROI) than campaigns rated as "less creative.“
4. Increased Purchase Intent: Research by Millward Brown found that creative advertising
campaigns are more likely to generate a positive impact on consumer purchase intent,
compared to generic campaigns.
5. Longer Campaign Recall: A report by Adweek found that creative advertising campaigns are
remembered for an average of 6.2 months, compared to 3.5 months for more straightforward
campaigns.
These findings show that creativity in advertising can have a significant impact on brand success,
and that brands that prioritize creativity are more likely to see improved business results.

10. 1.Target Audience: The target audience for Brand Concept is young and middle-aged consumers,
who value convenience, simplicity, and affordability in their home appliances.
2.Brand Message: The brand message for Brand Concept is “Cleverly designed for life", which emphasizes the ease of use,
affordability, and user-friendly design of their products.
3.Communication Channels: The following channels will be used to communicate the brand message:
a. Social Media: Brand Concept will use social media platforms such as Facebook, Instagram, and Twitter
to reach its target audience. This channel will be used to share product information, testimonials, and promotions.
b. Website: Brand Concept's website will be a hub of information about the brand and its products.
The website will feature product descriptions, specifications, and reviews.
c. Online Advertising: Brand Concept will use online advertising channels such as Google AdWords,
Facebook Ads, and display advertising to reach its target audience.
d. Influencer Marketing: Brand Concept will partner with influencers in the home appliances industry to help spread
T the brand's message.
e. In-Store Marketing: Brand Concept will use in-store marketing to reach customers who are shopping for home appliances.
This could include product demonstrations, product information displays, and special promotions.
4.Key Metrics: To measure the success of the communication plan, Brand Concept will track the following metrics:
a. Website traffic and conversions
b. Social media engagement (likes, comments, shares)
c. Influencer campaign performance
d. Online advertising campaign performance
e. In-store marketing campaign performance
5.Budget: The budget for the communication plan will be determined based on the target audience reach
and the communication channels used. It is recommended to allocate a significant portion of the budget
to digital channels, as this is where the target audience is most active.
Chat GPT

12. “I predict that technology will
eventually replace all but the
most creative and nuanced of
tasks. Hopefully, this is a nudge to
us all.
Creativity has always been – and
always will be – our most
essential currency.”
John Mescall, GCD, McCann Worldwide

13. 1/ BRAND MARKETING
2/ KEJSKY
… a kde je KREATIVITA?

14. Naším cílem je efektivita,
naší strategií je
kreativita
Sir John Hegerty

15. KiaProCeed

16. 1/Kia ProCeed se sportovním nádechem vám nabídne všestrannost a
prostornost kombi ve spojení s atraktivní elegancí kupé.
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Kia ProCeed - váš nový automobil snů.

17. 20 let
rozdíl
John Long, global CD LG

25. A…?

26. Manageři nezabíjejí kreativitu záměrně.
Přesto to dělají. Vedení snahou
o produktivitu, efektivitu a kontrolu.
How to kill creativity, profesorka Teresa M. Amabile, Harvard Business review

27. Kreativita =
Jed
Bolest
Agónie

28. Bolest
Odmítnutí
Odměna

29. BRAND MARKETING
&
KEJSKY

30. Coinbase/Lesstalk,moreBitcoin

32. / 20 mil návštěv během 60s
/ 445k new sign-ups
/ 14 mld media impressions
/ +300% brand consideration

33. Liquiddeath
We’re just a funny beverage company who hates corporate
marketing as much as you do. Our evil mission is to make people
laugh and get more of them to drink more water more often, all
while helping to kill plastic pollution.

38. / Založeno 2018
/ Prodeje 2O19: 4 mil USD
/ Prodeje 2022: 120 mil USD
/ Valuace 2023 700 mil USD
/ Počet impresí 20+ mld/rok

39. BlessYourF*ngCooch/EOS/

40. ‘I’m about to tell you
the secret of how to
bless your f*ing
cooch.’
Carly Joy
@killjoy / TikTok

42. BMW
HofmeisterKink

44. / 2,5 milionů personalizovaných
emailů
/ Open rate 42,2%

45. Heinzkečup
‘It’s not a stain. It’s a statement.’ and ‘A stain isn’t a reason to get
rid of clothes, it just adds flavour to your fit!’

47. / 1,5 miliardy impresí
/ Engagement rate 583% nad
benchmarkem
/ Kolekce vyprodána

48. Myšlenka na závěr

49. Kreativita