CANnual report 2022: trend radar. The latest in advertising, media and consumer behavior in Central and Eastern Europe
weCAN Communications
(2022), 125 pp., many graphs
"The CANnual Report 2022 follows a slightly different editorial concept than before. Since 2016, the publication featured one central topic which all creative agencies wrote about. This year however, weCAN experts write about twelve of the hottest topics in communication across the region. Five of the most influential consumer trends are also featured in the country chapters along with the articles about TikTok, e-commerce, Gen Z – and the war-torn Ukrainian market." (wecan.net)
Contents
Media, advertising, and consumer behavior trends of central and eastern europe in 2021, 4
Digital technologies and their social impact in the CEE region in the next decade, 22
Media market: the last seconds of normalcy at time of war: the Ukrainian media industry, 26
Media market: a reluctant post-pandemic recovery. Employer branding in the Czech Republic: the power of strategy, 34
Media market: more expenditure, less income. Service design in the Hungarian marketing sector: thinking is hard, 42
Media market: a tamed pandemic. Tiktok in Poland: will Tiktok overtake Google? 50
E-commerce in Slovakia: the most improved sector of the year, 58
Media market: a record year. Advertising in Serbia: killing creativity is the new paradigm, 66
Media market: older, fewer, but better off. Gen z in Croatia: how well do we understand them? 74
Media market: growth despite uncertainty and turbulence; social and environmental awareness in Bulgarian marketing: a new level of brand-consumer-society relationship, 82
Media market: back on track. Branding in Slovenia: forecasting the future of brands, 90
Media market: internet's reach surpassed TV's in the Baltics, 98
Media market: post-pandemic recovery and more; women in advertising in Romania: objectifying women's bodies is no longer an option for brands, 108
Bosnia and Herzegovina: Media market: back to business-as-usual. Influencer marketing in Bosnia and Herzegovina: the peak is yet to come, 116
Digital technologies and their social impact in the CEE region in the next decade, 22
Media market: the last seconds of normalcy at time of war: the Ukrainian media industry, 26
Media market: a reluctant post-pandemic recovery. Employer branding in the Czech Republic: the power of strategy, 34
Media market: more expenditure, less income. Service design in the Hungarian marketing sector: thinking is hard, 42
Media market: a tamed pandemic. Tiktok in Poland: will Tiktok overtake Google? 50
E-commerce in Slovakia: the most improved sector of the year, 58
Media market: a record year. Advertising in Serbia: killing creativity is the new paradigm, 66
Media market: older, fewer, but better off. Gen z in Croatia: how well do we understand them? 74
Media market: growth despite uncertainty and turbulence; social and environmental awareness in Bulgarian marketing: a new level of brand-consumer-society relationship, 82
Media market: back on track. Branding in Slovenia: forecasting the future of brands, 90
Media market: internet's reach surpassed TV's in the Baltics, 98
Media market: post-pandemic recovery and more; women in advertising in Romania: objectifying women's bodies is no longer an option for brands, 108
Bosnia and Herzegovina: Media market: back to business-as-usual. Influencer marketing in Bosnia and Herzegovina: the peak is yet to come, 116
