Strana 13

Marketing & Media

Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
03/2023

Časopis Marketing & Media je prestižním a vlivným oborovým médiem. Věnuje se byznysové komunikaci, reklamě a médiím. Každý týden přináší exkluzívní rozhovory se zajímavými osobnostmi z branže a s těmi, kteří zodpovídají za marketingové rozpočty. Obsahem inspiruje, odhaluje trendy a podporuje kritickou diskuzi.
- Strana 1
  SOUTĚŽ JAKO NOČNÍ
  MŮRA PRO BRAND
  Výběr nejslavnějších
  selhání spotřebitelských
  soutěží vČesku ive světě
  adopad na image značek.
  str. 6–7
  BUDOUCNOST STOJÍ
  NA RETENCI
  Věrnostní systémy rmám
  pomáhají bojovat sdopady
  inace. Investice do
  podpory loajality rostou.
  str. 8–13
  NEJSME REDAKTOŘI,
  ŘÍKÁME SI TVŮRCI
  Šéfredaktorka Heyfomo
  Karolína Čumriková
  otvorbě generace Z
  pro generaci Z.
  str. 22–23
  KRIZÍ JE TŘEBA SE
  PROINVESTOVAT
  HANA
  KOVÁŘOVÁ
  03
  16. ledna 2023
  125 Kč / 5,94 €
- Strana 2
  Zvýhodněná cena vstupenek
  právě v prodeji
  23. ročník konference
  FORUM MEDIA
  Pořadatelé aodborní partneři:
  www.forummedia.cz
  FM_inz_MAM_210x280_save-the-date_zvyhodnene_vstupenky-2023.indd 1FM_inz_MAM_210x280_save-the-date_zvyhodnene_vstupenky-2023.indd 1 13.01.2023 11:2213.01.2023 11:22
- Strana 3
  03
  Číslo týdne
  44 %
  vydavatelů, šéfredaktorů, ředitelů mediálních domů či lídrů
  digitálních oddělení tvrdí, že nejsou zcela přesvědčení o svých
  obchodních vyhlídkách na letošní rok, necelá pětina si pak
  do nového roku moc nevěří. Vyplývá to z nové studie Reuters
  Institutu, která proběhla v 53 zemích.
  ZADAVATELÉ A ZNAČKY
  ZADAVATELÉ A ZNAČKY
  PŘEDSTAVÍME ÚPLNĚ NOVOU
  PROPOZICI ZNAČKY
  Rok 2023 bude klíčový, říká Hana
  Kovářová, ředitelka komunikace
  astrategie brandu Komerční banky.
  str. 14 –15
  ZADAVATELÉ A ZNAČKY
  SLAVNÁ SOUTĚŽNÍ SELHÁNÍ:
  KDO SI NIČIL VLASTNÍ BRAND?
  Kouzlo spotřebitelských soutěží tkví
  ve zvyšování povědomí o značce.
  Mohou však přinést i dost problémů.
  KDO NEINVESTUJE DO
  RETENCE, BUDE MÍT PROBLÉM
  Rostoucí inace nutí lidi šetřit,
  akvizice zákazníků se prodražuje.
  Podporu loajality musí řešit všichni.
  str. 6–7
  str. 8 –13
  ZADAVATELÉ A ZNAČKY
  TO NEJLEPŠÍ, CO PŘINESL
  VELETRH CES V LAS VEGAS
  Více než 100 tisíc účastníků nalákaly
  obrazovky, chytrá zařízení, headsety
  pro VR i nové nástroje pro adtech.
  str. 20 –21
  MÉDIA A TRH
  ČUMRIKOVÁ: POMÁHALI JSME
  BLESKU ROZJET TIKTOK
  Tvořit obsah pro generaci Z znamená
  rozumět sociálním sítím. I proto se
  Heyfomo dělí v CNC o své know-how.
  str. 22–23
  KREATIVITA A KAMPANĚ
  BLÍŽÍ SE REKLAMNÍ PŘEHLÍDKA
  ROKU, CÍLÍ NA REKORD
  Třicetivteřinový spot během Super
  Bowlu bude za sedm milionů dolarů.
  Zadavatelé se oně itak perou.
  str. 24 –25
  Foto na titulní straně: BOHUMIL POSPÍŠIL
  Vdobě čtení těchto řádků už
  bude zřejmé, jaké dva kandidáty
  poslali občané České republiky
  do cílové rovinky souboje oprezi
  -
  denstký úřad. Nemůžu se ovšem
  nepozastavit nad provedením
  předvolebních televizních debat.
  Dát dohromady formát, kde se
  objeví všichni, kdo nemají reál
  -
  nou šanci na zvolení, aseparé pak
  trojici favoritů, asi není šťastné.
  Kdyby to byla Grand Prix for
  -
  mule 1, tak by přece také divákům
  nikdo neprodával exkluzivní
  lístky na souboj závodníků od
  čtvrtého místa dál, ale závod by
  jely všechny monoposty součas
  -
  ně. Debatu trojice favoritů si den
  před volbami vtelevizi Nova ne
  -
  nechaly ujít bezmála dva miliony
  diváků. Podle vyjádření sázko
  -
  vých kanceláří provází letošní
  volbu rekordní zájem sázkařů,
  očekává se ivysoká volební účast,
  což je jedině dobře.
  Volič samozřejmě nemůže být
  ochuzen ovýkřiky deklarova
  -
  né podpory od celebrit, herců
  adalších známých osobností pro
  toho či onoho kandidáta. Záplava
  rádobyvtipných dezinformač
  -
  ních postů otom, kdo odstupuje,
  případně koho ztábora protiv
  -
  níků volí, se dala čekat, bohužel
  je neváhali sdílet ani někteří
  kandidáti. Uvidíme, co přinesou
  dva týdny před druhým kolem,
  snad se hnojomety nerozběhnou
  příliš naplno.
  Před týdnem proběhl také
  veletrh spotřební elektroniky
  CES vLas Vegas, kde byly kvidění
  vedle novinek vpodobě obřích
  televizorů, laptopů nebo nosi
  -
  telných zařízení také například
  BWM, které umí měnit barvy,
  elektronické krmítko pro ptáčky,
  ale iřada produktů pro virtuál
  -
  ní realitu ametaverse. Hodně
  se tam řešily inástroje anové
  technologie pro adtech amartech
  segment.
  Možné smrákání nad tuzem
  -
  skou esportovou scénou nazna-
  čil krok týmu eSuba, který se
  rozhodl zrušit svůj CS:GO tým.
  Sútlumem ekonomiky avětší
  obezřetností zpohledu investic
  nečeká znančního pohledu ani
  další týmy zrovna klidný rok. Po
  covidové bublině růstu sledo
  -
  vanosti tak dochází kurčitému
  vystřízlivění.
  Pavel Hejkrlík
  redaktor
  Formule pro jiný
  závod
  EDITORIAL
- Strana 4
  04
  Svodka
  E-mail Restart, největší
  konference zaměřená na e-mail
  marketing, proběhne 25.ledna
  vPraze vkině Dlabačov. Vedle
  několika přednášek nabídne ipět
  případových studií advě panelo
  -
  vé diskuse. Akci pořádá agentura
  Taste ve spolupráci sLukášem
  Balkem aspolečností Ecomail.
  Pirátství v ČR se podle
  analýzy distribuční společnos
  -
  ti Axocom meziročně zvýšilo
  o160procent.
  Publicis Groupe zvítězila
  vtendrech na mediální stra
  -
  tegii značky Kiehl’sadigitální
  komunikaci pro značku Garnier
  ze skupiny L’Oréal. Vpřípadě
  kosmetické značky Kiehl’sstřídá
  Publicis mediální agenturu METS
  (GroupM). Publicis, který se už
  přes deset let stará onadlinkovou
  komunikaci značky Garnier, pod
  sebe získal ikomunikaci na sítích
  Facebook, Instagram, TikTok či
  YouTube.
  Kiwi.com vnávaznosti na
  uvedení nové brandové identity
  vříjnu minulého roku přidává
  ke svým stávajícím komunikač
  -
  ním kanálům poprvé unás také
  televizní reklamu. Na stanicích
  Discovery Channel, vybraných
  kanálech Prima Group TV aÓčko
  či Seznam TV od ledna běží spoty
  na „Kiwi-kód“, zaměřené na
  mladší cestovatelské publikum.
  Agentura Mindsqua-
  red
  bude vletošním roce
  zajišťovat tvorbu mediální
  strategie, plánování anákup
  OOH, rádia aprintu pro největší
  českou dovážkovou službu Dáme
  jídlo. Jednička mezi dovážkovými
  službami hledala partnera sod
  -
  povídající datovou expertízou
  aschopností přicházet skreativ
  -
  ními řešeními.
  Meta zpřísní od února pravidla
  pro cílení reklamy na teenagery.
  Nově reklamy nepůjde cílit podle
  pohlaví, ale pouze podle věku
  alokace. Od března navíc plánuje
  zavést rozšíření ovládacích prvků
  do aplikací, díky kterým si budou
  moci teenageři nastavit, zda
  VÝBĚR ZPRÁV
  Z UPLYNULÉHO TÝDNE
  UDÁLOSTI
  POHLEDEM REDAKCE
  MARKETING & MEDIA
  Místo rande
  lusknutí prsty
  Po dvou letech mění Direct
  pojišťovna koncept komunikace.
  Nápadníky znevydařených rande
  od YYY agency, vnichž se společ
  -
  nost srovnávala skonkurencí jako
  „konečeně normální pojišťov
  -
  na“, nahradilo lusknutí prsty od
  agentury B&T. Už se objevuje na
  kanálech Prima či online.
  „Chtěli jsme jasný, zapamato
  -
  vatelný prvek, který vystihne,
  proč jsme vůbec jako pojišťovna
  na světě. Víme, že lidé nad po
  -
  jištěním nechtějí přemýšlet, jen
  potřebují, aby šlo všechno rychle
  ahladce. Zkrátka, že je všechno
  jako lusknutím prstu,“ uvedl šéf
  Directu Michal Řezníček.
  Koncept rande byl podle po-
  jišťovny zábavný, ale pro některé
  diváky bylo sdělení hůř pocho
  -
  pitelné. Podle šéy marketingo-
  vého týmu Nely Maťašeje vedle
  toho koncept „snapsurance“ lépe
  komunikuje hodnoty rmy ito,
  proč existuje. První spoty nové
  kampaně produkovala společ
  -
  nost Procoma arežírovalo je duo
  Novák & Nyuen (Tomáš Bláha
  aViet Duong). Klíčové vizuály
  vytvořil fotograf Pavel Hejný.
  Esuba rozpustila
  část týmu
  Kompletní sestava týmu eSuba
  pro hru CS:GO byla dána na pře
  -
  stupovou listinu. „Dopad ekono-
  miky našich klíčových partnerů
  na rok 2023 má bezprostřední
  vliv ina naše hospodaření.
  Rozhodnutí, která jsme vrámci
  managementu museli učinit, byla
  Svět podle MAM
  Direct mění koncept, nové logo Spořky,
  střízlivění esportu aboj oředitele ČT
  
  Jakkoliv
  jednání Marka
  Wollnera zřejmě
  neneslo znaky
  trestného činu,
  jeho páteční
  odchod zastaví
  poškozování
  dobrého jména
  České televize
  Zdroj: DIRECT POJIŠŤOVNA
  ZPRÁVY
- Strana 5
  05
  jedna znejtěžších vcelé historii
  eSuby,“ hodnotí vociálním vy
  -
  jádření CEO týmu Bersen Hoxha.
  Tempo, jakým rostou náklady na
  provoz, je totiž neúprosné atržby
  asponzorské peníze nestačí. Esu
  -
  ba se soustředí pouze na dva nej-
  populárnější tituly, LOL aCS:GO
  (stýmem juniorů) ana zefektiv
  -
  nění fungování organizace.
  Velký spěch
  s malou novelou
  Druhým čtením vPoslanecké
  sněmovně prošla malá novela
  mediálního zákona. Jejím cílem je
  zapojit Senát do výběru členů rad
  veřejnoprávních médií, navýšit
  počet členů Rady ČT z15 na 18,
  nebo změnit systém volby (iodvo
  -
  lání) ředitelů ČT aČRo zdvoutře-
  tinové většiny na nadpoloviční.
  Právě blížící se volba gene
  -
  rálního ředitele ČT, která podle
  čerstvě schváleného harmono
  -
  gramu odstartuje 15.února zahá-
  jením výběrové řízení askončí
  7.června prezentací užší pětice
  kandidátů snáslednou volbou,
  přihrává opozičním stranám
  argumenty, že pětikoalice tlačí
  novelu, aby volba proběhla podle
  nových pravidel výhodných pro
  vládní strany.
  Podle místopředsedy Rady ČT
  Vlastimila Ježka však současné
  rozložení sil vkontrolním orgánu
  spěje kpatu, kdy bude pro jaké
  -
  hokoliv kandidáta obtížné získat
  10z15hlasů potřebných ke zvo
  -
  lení. Přijetí novely, snížení kvóra
  adoplnění radních by situaci
  odblokovalo, což je patrně idů
  -
  vod, proč se malá novela přijímá
  vdobě, kdy už vzniká ita velká
  řešící hospodaření veřejnopráv
  -
  ních médií.
  Česká
  spořitelna má
  nové logo
  Česká spořitelna po pěti letech
  mění logo aspouští kampaň
  „Jsme první, kdo se stará ovaše
  nanční zdraví“. Chce #silnější 
  -
  nance klientů irem. Banka sled-
  novou kampaní poprvé ukázala
  inovované bílé logo avizuální
  podobu vycházející zdigitálního
  bankovnictví George. Upravuje
  ho poprvé po pěti letech, ale
  změna vizuální identity má pro
  banku větší význam.
  „Jde onejzásadnější změnu vi
  -
  zuální podoby Spořitelny od roku
  1989, která zároveň reprezentuje
  naše strategické směřování od
  banky zaměřené na prodeje
  produktů aslužeb ke společnosti,
  která se stará onanční zdraví
  klientů,“ říká Monika Hovorková,
  která je ve Spořitelně zodpověd
  -
  ná za značku amarketing.
  Kreativní aprodukční část
  kampaně zajišťuje reklamní
  agentura VMLY&R. „Závazky
  chápeme jako silná asebevědo
  -
  má sdělení, která fungují sama
  osobě. Proto jsme vsadili na
  čistou typograckou komuni
  -
  kaci, která nám navíc dala dost
  prostoru pro prezentaci nových
  barev České spořitelny,“ říká
  Tomáš Novotný, výkonný krea
  -
  tivní ředitel VMLY&R. Lednová
  kampaň „Jsme první, kdo se
  stará ovaše nanční zdraví“ stojí
  na komunikaci čtyř veřejných zá
  -
  vazků, které reprezentují ambici
  Spořitelny zvýšit nanční zdraví
  jejích více než dvou milionů
  primárních bankovních klientů.
  Součástí strategie je též nový
  koncept poradenství, na jehož
  základě jsou bankéři hodnoceni
  také podle toho, zda zvyšují
  nanční zdraví klientů. Kampaň
  běží vprůběhu ledna vrámci
  širokého spektra mediatypů.
  Země letákům
  zaslíbená
  Do Kauandu pro máslo, do Lidlu
  pro mléko, do Alberta pro mouku.
  Téměř třetina respondentů výzku
  -
  mu Leaet Insight agentury Inco-
  mind, který se zaměřil na akční le-
  táky, přiznala toto chování. Tedy
  že neváhá navštívit více obchodů,
  aby pořídila zboží vakci.
  Data potvrzují, že Češi milují
  cenové akce atři čtvrtiny znich
  chodí do obchodů cíleně kvůli
  nim. Zboží podle letáku nakoupí
  alespoň občas 86 procent respon
  -
  dentů. Mezi nimi převažují ti,
  kteří nakupují podle jednoho či
  několika mála oblíbených letáků.
  Ačkoliv se obchodní řetězce
  snaží řešit růst výrobních nákla
  -
  dů příklonem kdigitalizaci letá-
  ků, dominantní část zákazníků
  na ni není připravena. Papírovou
  formu preferují stále 64 procenta
  znich. Vintenzitě distribuce ví
  -
  tězí vsegmentu FMCG Kauand,
  což může být idůvodem, proč
  jeho leták spotřebitelé využívají
  pro účely nákupu nejčastěji.
  Inzerce
  Zdroj: ČESKÁ SPOŘITELNA
  si přejí určitého typu reklamy
  nechat zobrazovat méně.
  Generální ředitel(ka)
  ČT
  pro období let 2023 až 2029
  se bude volit letos 7.června.
  Kandidáti se mohou hlásit do
  17.dubna2023. Nový ředitel by
  se ujal své funkce od 1.10.2023.
  Mandát stávajícího generálního
  ředitele ČT Petra Dvořáka, který
  je ve vedení televize od roku 2011,
  vyprší na konci letošního září.
  Dvořákzatím neoznámil, jestli
  bude znovu kandidovat.
  Seznam.cz letos prostřed-
  nictvím nového programu
  Seznam Grant areklamního sys
  -
  tému Sklik poskytne prostor pro
  zviditelnění dvacítce neziskových
  organizací. Každá znich bude
  mít možnost po celý rok využívat
  reklamní plochu vhodnotě deset
  tisíc korun měsíčně. Do projek
  -
  tu se mohou zapojit idigitální
  agentury anabídnout neziskov
  -
  kám bezplatnou správu jejich
  kampaní.
  PHNX Awards, čtvrtý roč-
  ník soutěže na oslavu kreativity
  pořádané společností Adforum,
  otevřel do 1.dubna okno pro
  přihlášky, vstup do soutěže je
  zdarma. Shortlist bude oznámen
  17. dubna avyhlášení proběhne
  online 16.května; letošní novin
  -
  kou je vyhlášení The PHNX Grand
  Prix for Peace.
  Novými členy APRA
  jsou agentury Pepr Consulting,
  Insighters aSvengali. APRA díky
  tomu dosáhla historicky největ
  -
  šího počtu členů, momentálně
  sdružuje 24 českých izahranič
  -
  ních PR agentur působících na
  tuzemském trhu.
  Gerety Awards, soutěž
  hodnotící reklamní kreativitu
  ženskýma očima, je otevřena
  pro přihlášky pro pátý ročník.
  Nově mohou zájemci zasílat práce
  týkající se strategie a„emerging
  commerce“.
  Data.ai vydala studii State
  of Mobile 2023, podle níž útraty
  za mobilní reklamu vloňském
  roce představovaly 336 miliard
  dolarů, meziročně o14 procent
  více. Lidé si pak podle studie loni
  stáhli 255 miliard nových apli
  -
  kací avtržištích aplikací utratili
  167miliard dolarů.
  Lions, společnost pořádající
  festival kreativity Cannes Lions,
  jehož 70. ročník se letos usku
  -
  teční od 19. do 23.června, začala
  prodávat vstupenky. Ceny se po
  -
  hybují od 955 eur pro studenty po
  9995 eur za platinovou variantu.
  SkyShowtime, nová
  evropská streamovací služba
  amerických skupin Paramount
  aComcast, oznámila akvizici
  lokálního obsahu HBO Max.
  ZPRÁVY
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Marketing & Media

03/2023

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Papírové ubrousky otevřely cestu k lidem

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AI mění nejen kreativní proces, ale i roli marketérů

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Se Suchým únorem roste i zájem o nealko alternativy

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V krizi nemáte moc prostoru vymýšlet nějaké zázraky

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Krátkodobý pohled značkám škodí

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