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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Strana 27
Strana 28

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Marketing & Media

Marketing & Media

03/2023

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