Strana 2

Marketing & Media

Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
05/2023

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
  BĚHEM KRIZE JE LEPŠÍ
  SPOJOVAT SÍLY
  Budeme silným hlasem
  podpory odvětví jako
  pilíře ekonomiky, říká
  nová prezidentka AKA.
  str. 6
  PROČ JE PROBLÉM
  PŘIZNAT SPOLUPRÁCI
  Zatímco inuenceři se
  stovkami tisíc sledujících
  pravidla dodržují, ti menší
  placené spolupráce tutlají.
  str. 8–11
  BOOM VIRTUÁLNÍ
  REKLAMY VE SPORTU
  Virtuální reklamní plochy
  ve vysílání využívá NHL
  ivelké fotbalové ligy. Kdy
  se jich dočkáme vČesku?
  str. 14–15
  BUDOU ZA NÁS
  MLUVIT ČÍSLA
  DALIBOR
  ŠAJAR
  05
  30. ledna 2023
  125 Kč / 5,94 €
- Strana 2
  mestoprobyznys.cz
  DATECH
  MĚSTO
  PRO
  BYZNYS
  POSTAVTE
  ROZHODNUTÍ NA
  Město pro byznys jako zdroj
  informací pro rozvoj měst
  Podporujeme otevřený dialog zástupců
  měst, podnikatelů ainvestorů
  MPB-2023_inz_210x280_MAM.indd 1MPB-2023_inz_210x280_MAM.indd 1 27.01.2023 10:3027.01.2023 10:30
- Strana 3
  03
  Číslo týdne
  83 %
  lidí je nespokojeno s tím, že v internetovém obchodě nemohou
  uplatnit věrnostní kartu jako v kamenné pobočce. Vyplývá to
  z průzkumu Zásilkovny a agentury Acomware (N=1000, 15+).
  65 procent lidí v něm také přiznalo, že hned v kamenné prodejně
  hledají lepší cenu, 37 procent pak nákup dokončí jinde.
  TÉMA
  ZADAVATELÉ A ZNAČKY
  VIRTUÁLNÍ REKLAMA V NHL
  MĚNÍ IN-GAME MARKETING
  Dobře vypadá aznačkám umožňuje
  lépe oslovit sportovnídiváky. Kdo
  ovirtuální reklamě uvažuje vČesku?
  str. 14 –15
  KOMUNITA
  AKA BUDE SILNÝM HLASEM
  Jak posune Asociaci komunikačních
  agentur spolu snovou ředitelkou
  Kateřinou Hrubešovou, přibližuje
  nová prezidentka Petra Jankovičová.
  INFLUENCER MARKETING
  BEZ OZNAČENÍ
  Sociální sítě jsou plné nepřiznaných
  placených spoluprací a situace se
  nijak nelepší.
  str. 6
  str. 8 –11
  ZADAVATELÉ A ZNAČKY
  LEDECKÁ JE PRO KÄSTLE
  GLOBÁLNĚ SILNÁ TVÁŘ
  Závodní lyžování je součástí cesty, jak
  se stát přední prémiovou značkou,
  říká CEO Kästle Alexander Lotschak.
  str. 18 –19
  ZADAVATELÉ A ZNAČKY
  PEPSI SI CHCE ZÍSKAT
  GENERACI Z NOVOU ZNAČKOU
  Sázka na generační marketing se
  nevždy vyplatí. Kde je hranice mezi
  úspěchem anezdarem inovací?
  str. 20 –21
  ONLINE A SOCIAL
  APLIKACÍ SE NIKDY NESTÁHLO
  VÍCE, ÚTRATY ALE KLESAJÍ
  Také vsegmentu mobilní zábavy
  spotřebitelé šetří, do nákupů aplikací
  poprvé zasáhla inace.
  str. 22 –23
  Foto na titulní straně: BOHUMIL POSPÍŠIL
  Vpátek, kdy jsme uzavírali aktu-
  ální vydání Marketing & Media,
  nemohlo být ještě ovýsledku
  prezidentských voleb rozhodnu
  -
  to. Ale itak je toho, očem minulý
  týden rozhodl, na jeden malý
  marketingově -mediální rybník
  poměrně dost. Prosvištíme si
  to. Za prvé: Art directors club je
  ojednoho člena chudší anikdo
  nesmutní. Nám to málem urvalo
  dráty od webu, atak doufáme, že
  nám na stole nepřistanou nová
  „kápéíčka“ návštěvnosti. Museli
  bychom být snad Krejčím zPana
  -
  my, abychom dosáhli na prémie.
  Ještě že tu není moře.
  Zadruhé: ADC sepíše kodex
  pro politickou reklamu. Strašení
  válkou už bylo na všechny motýle
  priveľa. Jiná sdružení také „pod
  -
  niknou kroky“. Kdo se bude chtít
  inspirovat, bude se moci začít
  rozehřívat už za rok před volbami
  do Senátu, Evropského parla
  -
  mentu ado krajských zastupitel-
  stev. Kdo na kodexy kašle… toho
  budeme opět na webu (čistě ne
  -
  zištně) protežovat. Ajen bokem:
  skutečně jsme pro iniciaci vzniku
  podobného kodexu či pravidel
  potřebovali zajít tak daleko?
  Za třetí: některé televize zjis
  -
  tily, že mají raději zůstat utoho,
  co jim jde nejlépe, dále natáčet
  seriály abez předchozí důkladné
  přípravy nedělat „státotvorná“
  témata. Pomineme -li výkon
  moderujícího, tak ta podprahov
  -
  ka vpodobě ruské trikolóry na
  virtuální stěně se fakt povedla!
  Chápeme, vprůběhu už se to
  změnit nedalo, jasnačka, co je
  virtuální, to je navždy. Tak jen
  pro příště správně je (odshora):
  bílá, modrá, červená. Ne, dělám
  si srandu. Modrá je dole. Prostě
  nepoužívejte plaménky vprezi
  -
  dentské vlajce osamoceně ana-
  hodile, státní znak obtékají kolem
  dokola, začátek mají vlevo.
  Za čtvrté: nálové soupeření
  toho, který umí česky aje mu
  rozumět, atoho, kterému není
  rozumět ani slovensky, zastínilo
  jiné dvě volby. Valná hromada
  Asociace komunikačních agentur
  si zvolila novou ředitelku anovou
  prezidentku, včele profesního
  sdružení budou dvě ženy— Kate
  -
  řina Hrubešová aPetra Jankovi-
  čová, tedy ta, která mluví česky
  aje jí rozumět, ata, které je rozu
  -
  mět ive slovenštině. Za MAM jim
  držíme palce aptáme se: nějaká
  ta úprava politické reklamy od
  vás taky přibude?
  Přeji vám inspirativní
  čtení apro jistotu: červená je
  uprostřed.
  Radana Čechová
  
  šéfredaktorka
  Bílá, modrá,
  červená. Nebo?
  EDITORIAL
- Strana 4
  04
  Svodka
  Asko – Nábytek ukázal
  nového maskota — digitální číslo
  jedna Red One Man. Rozšířila
  také kampaně vtelevizi aroz
  -
  hlase díky přesunu investic ze
  zrušených letáků.
  Wolt navázal spolupráci se
  Shoptetem ae-shopům nabízejí
  možnost integrace rozvážkové
  služby Wolt Drive. Během první
  -
  ho týdne možnost využily desítky
  obchodníků včele sAmbiente.
  Angry Beards, značka
  pánské kosmetiky, spustila svou
  první televizní reklamu. Animo
  -
  vaný spot od Knowlimits se podle
  rmy vysílá po 22. hodině acílí
  na „chlapy skoulema“.
  Lidl je největším inzerentem
  mezi řetězci, když podle spo
  -
  lečnosti Nielsen Admosphere
  investoval do reklamy 2,7 miliar
  -
  dy korun vceníkových cenách.
  Následují ho Kauand, Albert,
  Billa aPENNY Market.
  Marketup má za sebou
  úspěch vtendru společnosti E.ON
  na správu online kampaní. Střídá
  tak agenturu Acomware.
  PKN Orlen, skupina pod
  niž spadá isíť Orlen Benzina,
  navázala pro letošní rok vrámci
  závodní série Formule 1 spolu
  -
  práci sitalským týmem Scuderia
  AlphaTauri. Pro skupinu je to už
  pátý ročník sponzoringu F1.
  Rada ČTK vypsala výběrové
  řízení na nového generálního ře
  -
  ditele. Přihlášky mohou zájemci
  posílat do 22.února, veřejné sly
  -
  šení kandidátů proběhne 21.břez-
  na. Nový ředitel by se měl ujmout
  funkce 10.června, kdy končí
  funkční období Jiřímu Majstrovi,
  který už nebude kandidovat.
  Brand Restart 2023,
  konference pořádaná agenturou
  Taste, se letos uskuteční 16.února
  vkině Dlabačov vPraze azaměří
  se na téma značek adat.
  Rohlik.cz rozšířil privátní
  značku Yutto orostlinné nápoje
  vbio kvalitě, cenou se snaží blížit
  živočišnému mléku.
  VÝBĚR ZPRÁV
  Z UPLYNULÉHO TÝDNE
  UDÁLOSTI
  POHLEDEM REDAKCE
  MARKETING & MEDIA
  Miliardový
  obsah Prima+
  Česká streamovací služba pro
  celou rodinu. Tak zní denice vi
  -
  deotéky Prima+, kterou televizní
  skupina spustí 8.února. Do roku
  2025 plánuje do obsahu pod hla
  -
  vičkou Prima+ Originals nainves-
  tovat přes miliardu korun.
  Na rozdíl od Voyo skupiny
  Nova bude mít konkurenční
  SVOD služba tři úrovně před
  -
  platného. Zdarma sreklamou
  bude kdispozici jen omezený
  počet titulů kopírující současnou
  nabídku iPrima.cz. Za 99 korun
  měsíčně uživatelé dostanou
  poloviční množství reklamy, více
  než 2000 českých izahraničních
  titulů, produkci Prima+ Originals
  ipředpremiéry pořadů lineární-
  ho vysílání. Kompletní službu bez
  reklam získají diváci za 149 korun
  měsíčně, což je o10 korun méně,
  než kolik činí předplatné Voyo.
  Prima má vtuto chvíli vyro
  -
  bených 13 seriálů, které budou
  postupně nasazovány. Na úvod
  chystá tituly Sedm schodů kmoci
  od Josefa Klímy, komediální seri
  -
  ál Bodyguardi adetektivní seriál
  Půlnoční zpověď. Na každý týden
  je plánována premiéra dvou dílů
  nových seriálů ana měsíční bázi
  zařazování dalších novinek.
  AKA má nové
  vedení
  Valná hromada Asociace komu-
  nikačních agentur (AKA) zvolila
  ve čtvrtek 26.ledna jednomyslně
  nové vedení. Po Marku Hlavicovi,
  který AKA vedl po tři funkční
  období do konce roku 2022, se
  Svět podle MAM
  Prima spustí videotéku, AKA si zvolilo
  nové vedení akonec Marka Prchala
  
  Navzdory
  moratoriu
  na volební
  průzkumy
  vzrostly volební
  preference
  Deníku N během
  prezidentské
  kampaně
  na 27 tisíc
  předplatitelů
  Zdroj: FTV PRIMA
  ZPRÁVY
- Strana 5
  Inzerce
  In-store design
  a modulární
  stojany
  Eko
  Low cost
  Illuminated
  Interactive
  Jsme výrobci In-store designu a prodejních stojanů.
  Jde to lehce:
   Nastavíme fungující strategii
   Vytvoříme kreativní designový návrh
   Nízké ceny přímého výrobce
  Realizace největšího rebrandingu v ČR přinesla meziroční nárůst tržeb o 35 % (síť drogerií Teta).
  www.moris.cz
  Nárůst tržeb až
  35
  %
  na další tři roky stala výkonnou
  ředitelkou Kateřina Hrubešová.
  Ta se vmédiích adigitálním
  prostředí pohybuje přes 25let,
  začínala jako novinářka, ale věno
  -
  vala se též PR amarketingu. Mezi
  lety 2006 a2020 vedla odbornou
  asociaci sdružující internetová
  média adigitální agentury SPIR.
  Od května2021 do února2022
  byla výkonnou ředitelkou Nadač
  -
  ního fondu nezávislé žurnalistiky
  (NFNŽ).
  „AKA je díky standardizaci ve
  -
  dení nyní připravena na změny,
  které se vbudoucnosti projeví
  nejen vkreativním akomuni
  -
  kačním průmyslu, ale vcelém
  hospodářství,“ uvedla pro MAM
  Kateřina Hrubešová. Nejde podle
  ní jen ozměny vyvolané válkou
  na Ukrajině anáslednou ekono
  -
  mickou krizí, ale například také
  orostoucí vliv umělé inteligence
  či sílící důraz na udržitelnost
  aprincipy ESG.
  Prezidentkou AKA pak byla
  zvolena Petra Jankovičová,
  spoluzakladatelka aspolu
  -
  majitelka oceňované pražské
  agentury Triad. Řízení agentury
  loni vdubnu předala Magdaléně
  Křížové aPetře Blažkové. Vsrpnu
  loňského roku se pak Jankovičová
  na čas postavila do čela marke
  -
  tingu start -upu Madmonq. Mezi
  lety 2020 a2022 byla též členkou
  prezidia AKA, kde se zaměřovala
  na etiku reklamy, udržitelnost
  avztahy agentur sklienty. (Roz
  -
  hovor sPetrou Jankovičovou si
  můžete přečíst na straně 6.)
  Robbie Williams
  zpívá pro Purinu
  Značka Purina, která patří pod
  skupinu Nestlé, předstvila novou
  kampaň, pro niž nazpíval píseň
  zpěvák Robbie Williams, který je
  tak novým hlasem animovaného
  maskota značky — kocoura Felixe.
  Kampaň knové řadě krmiv
  zdílny agentury AFG& (Avrett
  Free Ginsberg) je celoevropská
  aběží ivČeské republice. „Jsem
  fanouškem koček. Po pozorování
  jejich fascinujícího chování mohu
  sjistotou říct, že je skvělé být
  kočkou,“ uvedl kpísni „It’sGreat
  To Be aCat“ Williams.
  Slavný zpěvák si vreklamách
  zahrál už několikrát. Například
  před dvěma lety byl hrdinou glo
  -
  bální kampaně Pilsner Urquell ze
  skupiny Asahi. Vní se ho vrytmu
  písně „Let Me Entertain You“
  snažili napodobit různí imitátoři,
  než jim to Williams „natřel“ ze zá
  -
  znamu koncertního vystoupení.
  Vše doprovázel claim „originál
  nic nepřebije“.
  Mluvčí roku má
  ﬁnalisty
  PR Klub zveřejnil nalisty obo-
  rové soutěže Mluvčí roku 2022.
  Shortlisty vybrala odborná poro
  -
  ta zrekordních 256 nominací.
  Nominace vkategorii Nejlepší
  mluvčí veřejného aneziskového
  sektoru získali Miroslav Čepic
  -
  ký, Ladislav Dušek, Štěpánka
  Filipová, Jiří Fröhlich, Jiří Reichl
  aProkop Voleník. Mezi nalisty
  Nejlepšího mluvčího soukromého
  sektoru jsou Pavel Jína, Tomáš
  Kubík, Zdeněk Kovář, Kateřina
  Pavlíková, Jiří Peroutka aJana
  Ptačinská Jirátová. Za PR týmy
  jsou ve nále Česká spořitelna,
  ČT, České předsednictví vRadě
  Evropské unie 2022, Člověk vtís
  -
  ni, Hasičský záchranný sbor ČR,
  Institut klinické aexperimentální
  medicíny atým Petra Pavla.
  ADC vyloučil
  Marka Prchala
  Art Directors Club Czech Repub-
  lic se poprvé za 30let existence
  rozhodl vyloučit někoho ze svých
  řad — Marka Prchala, spoluau
  -
  tora komunikace prezidentské-
  ho kandidáta Andreje Babiše.
  Prchal podle ADC odmítl výzvu
  krezignaci, atak byl odvolán na
  mimořádné schůzi klubu.
  Členové klubu se zároveň
  zavázali ksestavení etického ko
  -
  dexu politické reklamy akinicio-
  vání odborného diskurzu, který
  by pomohl denovat hranice
  čestného apoctivého marketin
  -
  gu politických kampaní. Podle
  klubu na rozdíl od komerční ko
  -
  munikace nespadají pod žádný
  kontrolní orgán.
  Proti vedení prezidentské
  kampaně Babišovým týmem se
  vymezilo isdružení PR Klub.
  Podle něj by se lidé používající
  „nečestné anesportovní“ prakti
  -
  ky neměli nazývat profesionály.
  Chce navázat jednání okultivaci
  komunikace spolitickou repre
  -
  zentací aotom, zda vnímá potře-
  bu dodržovat pravidla hry, aby se
  jejich komunikační týmy mohly
  řadit mezi ty profesionální.
  Zdroj: PURINA CZSK
  ZPRÁVY
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- Strana 28
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