by Clément MAERTENS | May 22, 2026 | Business cases
The strategic response: the TV advertising paradox The TV Advertising Paradox did not begin as a creative idea in search of a problem. It emerged as the strategic response to what the market review revealed. At the centre of the response sat a contradiction that could...
by Clément MAERTENS | May 22, 2026 | Business cases
M6 Unlimited is building a simpler route into TV and streaming advertising for smaller and newer advertisers. Its offer combines a dedicated SME buying path through its future ad manager, lower entry budgets, support across strategy, creative production and...
by Aurelija | May 12, 2026 | Business cases
The Galaxy Z Fold7 is Samsung’s latest foldable smartphone, built around an Ultra Camera, AI features, and a screen large enough to make it feel closer to a tablet than a phone. It is a premium device with a price tag to match, aimed at Gen Z, an audience that...
by Aurelija | May 8, 2026 | Business cases
What is the most powerful way to build brand authority ? Stop advertising. Start educating. In a saturated natural health market, where 61% of French women already use plant-based products, Arkopharma faced a challenge that visibility alone could not solve. Their core...
by Clément MAERTENS | Apr 24, 2026 | Business cases
TV4 just launched its third attention study, comparing the viewing experience on its streaming service (TV4 Play) with YouTube’s big screen experience at home. It confirms once again the assumption that the streaming environment provided by a qualitative TV network...
by Clément MAERTENS | Apr 24, 2026 | Business cases
Context and objective In late 2024, ThinkTV New Zealand, under the leadership of Jacqueline Freeman, GM Communications, undertook a full market review to understand how television was being perceived, valued, and used across the New Zealand marketing ecosystem. This...
