07/2023

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
ZÁKULISÍ KAMPANÍ NA
PŘÍŠTÍHO PREZIDENTA
Experti ztýmů Petra Pavla
aDanuše Nerudové na
konferenci Dobojováno!
odhalili trumfy ipřešlapy.
str. 6–9
KDO ZAPLATÍ
ZA ALIBISMUS?
Firmy sponzorující Český
olympijský výbor řeší jeho
negativní postoj k bojkotu
Her kvůli účasti Rusů.
str. 10–14
OPĚT SE ROZJELY
REKLAMNÍ BOMBY
Na spotech pro americký
Super Bowl značky zase
nešetřily. Které trendy
podle nich fungují?
str. 24–25
LEPŠÍ MĚŘENÍ
ZATÍM NEMÁME
JIŘÍ
HRABÁK
07
13. února 2023
125 Kč / 5,94 €
Strana 2
vskk.cz
Dny otevřených dveří:
23. 2., 23. 3., 20. 4., 8. 6., 7. 9. 2023
VYSOKÁ
ŠKOLA
KREATIVNÍ
KOMUNIKACE
graﬁ cké
studio
typograf
kampaň
novinářka
reklama
komunikace
Jedna škola,
stovky
příležitostí
designérka
Strana 3
03
Číslo týdne
32 min.
je podle aktuálního Media projektu průměrná doba věnovaná
čtení jednoho vydání deníků (deníky zdarma 22 minut). U ča-
sopisů je to podle periodicity 48 až 51 minut na vydání. Nejvíce
času tráví čtenáři s ICT tituly, časopisy o vědě, technice, zajíma-
vostech a cestování a zpravodajskými týdeníky (přes hodinu).
ZADAVATELÉ A ZNAČKY
KOMUNITA
ODPOVĚDNOST BUDE
HODNOTIT PŘÍSNÁ POROTA
VAgentuře roku udělíme speciální
ocenění za snahu ozměnu vpřístupu
kpřírodě ispolečnosti.
str. 16 –17
KREATIVITA A KAMPANĚ
TAKOVOU PREZIDENTSKOU
KAMPAŇ UŽ NEZAŽIJEME
Týmy Danuše Nerudové aPetra Pavla
odkrývají přípravy strategie, boj
strolly itrauma ze sítí amédií.
JEDEN PROTI VŠEM. ZNAČKY
V OHROŽENÍ KVŮLI BOJKOTU
Jak se staví sponzoři českých
olympioniků kmožnosti návratu
ruských sportovců pod pět kruhů?
str. 6 –9
str. 10 –14
MÉDIA A TRH
ZÁKLADNÍ POSLECHOVOST
RÁDIA ZŮSTANE ANALOGOVÁ
Vláda může analogové vysílání zrušit,
až někdo přijde na využítí FM pásma,
říká ředitel Rádia Impuls Jiří Hrabák.
str. 18 –19
ONLINE A SOCIAL
ZAČAL SOUBOJ
O BUDOUCNOST VYHLEDÁVÁNÍ
Microsot iApple chtějí nabourat
dominanci Googlu ve vyhledávání
apřisvojit si miliardy zreklamy.
str. 23
KREATIVITA A KAMPANĚ
TRENDY, KTERÉ OVLÁDLY
REKLAMNÍ PŘEHLÍDKU ROKU
Značky pro spoty na Super Bowl
nešetřily penězi ani kreativitou. Čím
se může marketing inspirovat?
str. 24 –25
Foto na titulní straně: BOHUMIL POSPÍŠIL
Moskevský stadion vLužnikách,
26dní po konci zimní olympiády
vPekingu, 22dní po začátku
ruské invaze na Ukrajinu. Na
podiu mezi záplavou vlajek stojí
devět ruských sportovců. Na krku
jim visí olympijské medaile, na
bundách mají logo olympijských
kruhů ahned vedle něj stuhou
vyvedené písmeno Z. Symbol prá
-
vě probíhající vojenské agrese.
Je neuvěřitelné, že se onece
-
lý rok později, kdy vLuhanské
oblasti probíhá masivní ruská
ofenzíva, musíme bavit otom,
jestli mají ruští sportovci starto
-
vat za rok apůl na Hrách vPaříži.
Ne, nemají. Ikdyž se Mezinárodní
olympijský výbor snaží najít ces
-
ty, jak tam neutrální Rusy aBělo-
rusy bez vlajky, hymny anáklo-
nosti vůči režimům procpat.
Jak ale máme ty „hodné“
rozeznat? Že nedávají lajky pod
příspěvky Vladimíra Putina? Že
se vboxerském ringu omluví
ukrajinskému soupeři za každou
ránu? Já bych se přimlouval za
řešení kajakáře Vavřince Hradil
-
ka: „Maximálně bych pustil ty,
kteří by reprezentovali tým pod
jménem ‚No war, fuck Putin‘.
Český olympijský výbor měl
šanci zaujmout silné stanovisko.
Pomohlo by snížit pravděpodob
-
nost, že zatímco budou na Ukra-
jinu dál padat bomby, vPaříži bu-
dou vyhrávat medaile sportovci
invazní armády. Nebo aspoň při
-
pustit možnost bojkotu jako zcela
krajní varianty. Místo toho si čeští
olympionici jejím kategorickým
odmítnutím tak zmenšili hřiště,
že se možná vjeho zúžených
mantinelech umlátí. Podobnost
scovidovou olympiádou vTokiu
není náhodná.
Vhlavním tématu tohoto čísla
jsme oslovili všechny partnery
olympijského výboru. Jsem
nesmírně rád, že se našel aspoň
jeden, který otevřeně řekl, že
jsou na světě důležitější věci, než
účast na olympiádě. Ato říkám
svědomím toho, že jsem 13let
působil jako sportovní novinář.
Snad to dojde, nebo dodá
odvahu, idalším značkám. Ruští
sportovci jsou integrální součástí
tamní propagandy, což před týd
-
nem pochopil inejlepší český ho-
kejista David Pastrňák (či ten, kdo
mu spravuje sítě). Instagramová
fotka sAlexandrem Ovečkinem,
věrným sluhou Putina, byla pro
jeho brand přílišným rizikem.
Petr Žaloudek
redaktor
Hodnoty jsou
víc než medaile
EDITORIAL
Strana 4
04
Svodka
Shoptet oznámil partnerství
skreativní agenturou Made by
Vaculik, která se postará ostrate
-
gii akreativu pro všechny značky
Shoptetu vČesku, na Slovensku
ivMaďarsku.
Unilever investoval 114 milio-
nů dolarů do biotechnologického
stratupu Geno. Chtějí nahradit
deriváty palmového oleje aropné
deriváty ve výrobcích skupiny.
AKA pořádá workshop Udrži-
telná transformace vmarketingo-
vé komunikaci, při němž 27.úno-
ra vprostorách OMG přiblíží, jaké
výzvy aktuálně čekají komuni
-
kační byznys nejen vsouvislosti
sreportingem ESG.
Young Lions, soutěž
mladých talentů zmarketingu
akomunikace, přijímá registrace
do dalšího ročníku. Přihlášky je
možné posílat do 3.března. Soutěž
se uskuteční od 24. do 31.března.
Škoda Auto rozšířila spolu-
práci se Socialsharks. Agentura
vyhrála tendr pro Škodu Kariéra
na správu sociálních sítí pro per
-
sonální oblast atvorbu strategií
spřesahem do dalších kanálů.
Penny dokončil moderniza-
ci prodejní sítě, do níž řetězec
investoval přes 1,5 miliardy korun
scílem vytvořit příjemnější
prostředí asnížit energetickou
náročnost prodejen.
Munipolis, síť pro komunikaci
obcí, úřadů irem přímo sobča
-
ny, hlásí přes 770 tisíc zaregistro-
vaných Čechů a2700městaobcí.
Její obrat díky tomu loni přesáhl
45 milionů korun.
Adform, integrovaná reklam-
ní platforma, uzavřela partner-
ství sorganizací Scope3, předním
zdrojem dat oemisích vdoda
-
vatelském řetězci. Inzerenti tak
budou mít šanci snižovat svou
uhlíkovou stopu.
Tomas Arsov, značka salo-
nu svlastní vlasovou kosmetikou,
navázala spolupráci se SeenMedia
PR. Brand s10. výročím na trhu
zvyšuje investice do marketingu.
VÝBĚR ZPRÁV
Z UPLYNULÉHO TÝDNE
UDÁLOSTI
POHLEDEM REDAKCE
MARKETING & MEDIA
Kampaň na
oslavu 30 let ČR
Úřad vlády České republiky
spustil komunikační kampaň
k30. výročí existence samostatné
České republiky. Od 6.února je
kvidění vtelevizi, tisku, rozhlasu
avonline prostoru ina sítích
apoběží do 19.března2023.
Kampaň vyšla na 9,5 milionu
korun, přičemž přes devět
milionů mířilo na nákup médií
rmou Lion Communications.
Vkampani se objevují milníky,
úspěchy ikomunikace hodnot,
na nichž stojí česká společnost.
„Jejím cílem je ukázat hodnotové
ukotvení iúspěchy, jichž jsme
jako země dosáhli za prvních
30let existence samostatné České
republiky,“ uvádí se na stránkách
vlády. Vláda za videa zaplatila jen
necelých 300 tisíc korun atak
se vní objevují záběry zvideo
-
bank namísto obyvatel Česka. Ve
spotech se tak objevují senioři,
které zahraniční rma použila
kreklamě na doplňky stravy. Na
stránce 30let.vlada.cz je spuštěna
fotogalerie mapující významné
okamžiky, které ovlivnily každo
-
denní život asnimiž jsou spojeny
silné vzpomínky.
Digitál dál
výrazně roste
Útraty vdigitálním obchodu
dosáhly loni podle zprávy 2023
State of Digital Commerce Report
společnosti Comscore přes bilion
Svět podle MAM
Vládní kampaň zfotobank, digitál jede,
John Lewis tendruje a Blesk dál vede

Unilever dal
loni kvůli
inaci, atím
pádem rychle
stoupajícím
cenám výrobků
na marketing
abrand reklamu
o500 milionů
eur více
Zdroj: VLADA ČR
ZPRÁVY
Strana 5
ADC-awards_inzerce-2_210x99
Registrace otevřeny
do 28. 2. 2023
adcawards.cz
dolarů. Meziročně šlo o21pro-
cent lepší výsledek ahistorický
rekord. Vposledním čtvrtletí
roku pak dosáhl podíl maloob
-
chodních útrat spotřebitelů přes
mobilní telefony 40 procent,
útraty tak překonaly inákupy
prostřednictvím počítačů.
Na vzestupu je ioblast social
commerce. Podle Comscore
vzrostlo zapojení vrámci spon
-
zorovaného obsahu maloob-
chodníků o153% na Facebooku
a175% na Instagramu. TikTok
zaznamenal obrovský nárůst,
vroce 2022 dosáhl 12,1miliardy
zhlédnutí, což je o407% více než
vroce 2020.
Evropský tendr
C&A vyhrála
Mediaplus
Ve výběrovém řízení oděvní znač-
ky C&Auspěla mediální agentura
Mediaplus International. Vyhrála
vsouboji sdalšími čtyřmi kon
-
kurenty. Postará se tedy omedi-
ální strategii, plánování anákup
vsedmnácti evropských trzích
včetně České republiky. Agentura
bude rovněž byznysovým partne
-
rem ve snaze C&Atransformovat
se zklasického kamenného řetěz
-
ce kvícekanálovému přístupu,
kde se mají kombinovat návštěv
-
nost 1 300obchodů iwebu,
online aoine média, brandové
avýkonnostní kampaně, rovněž
globální ilokální přístup.
Kdo se postará
o John Lewis?
Britský obchodní řetězec John
Lewis společně spartnerským
Waitrose překvapivě vyhlásil
výběrové řízení na kreativní
agenturu. Ta by se měla posta
-
rat obudoucí strategii včetně
ikonických vánočních kampaní,
na které každoročně čeká celý
reklamní svět.
Jedno je jasné, londýnská
Adam&EveDDB, to nebude.
Agentura, která obdivované spoty
John Lewis tvořila 14let (od roku
2015 iWaitrose), včetně dodnes
oblíbeného „nadšeného Edgara“
zroku 2019 (na fotograi), se ten
-
dru sdíky odmítla zúčastnit.
Svýběrem agentury part
-
nerským řetězcům pomáhá
poradenská společnost Oyster
-
catchers. Tendr byl vyhlášen jen
krátce poté, co se změnilo vedení
marketingu uobou řetězců.
UJohn Lewis se do jeho čela letos
vúnoru postavila Charlotte Lock,
uWaitrose před měsícem Nathan
Ansell.
Na trhu se také spekuluje, že
partnerské řetězce mohou měnit
komunikační strategii, která do
-
sud spoléhala právě na vánoční
komunikaci smenší podporou
během letních měsíců. Zároveň
jsou John Lewis iWaitrose pod
tlakem kvůli konkurenci diskon
-
tů ae -shopů.
Nad deníky tráví
čtenáři 32 minut
Nejčtenějším deníkem je Blesk,
nejposlouchanějším rádiem
Radiožurnál. Čerstvé výsledky
výzkumů Media projekt aRadio-
projekt nepřinesly revoluci.
Celkový dosah tištěných titulů
včeské populaci činí 83 procent.
Lídrem novinového trhu zůstává
Blesk s647 tisíci čtenáři denně,
druhou pozici zaujímá MF Dnes
(407 tisíc), když si drží konstantní
odstup. Blesk je nejčtenější vde
-
seti krajích, Praha patří bezplat-
nému deníku Metro, Jihomorav-
ský kraj MF Dnes aOlomoucký
kraj regionálnímu Deníku.
Výzkum čtenosti zároveň
poprvé změřil průměrnou dobu
strávenou stištěnými tituly
iprůměrný počet kontaktů. Nad
placenými deníky čtenáři tráví
32minut, nad časopisy 50minut.
Nejvíce pozornosti dokáží získat
čtrnáctideníky aměsíčníky,
jejichž četbou (ato iopakovanou)
někteří čtenáři tráví ivíce než
čtyři hodiny. Nejvyšší průměr
-
ný počet kontaktů pak logicky
zaznamenávají programové tituly
(6,4 kontaktu), deníky zazna
-
menávají 2,4 kontaktu, časopisy
3,8kontaktu.
Stabilní výsledky přineslo
iměření poslechovosti rádií.
Nejposlouchanější stanicí zůstává
Radiožurnál (denní poslechovost
861 tisíc posluchačů), který si
upevnil pozici před Impulsem
(697 tisíc). Za vedoucí dvojicí je
dvojblok Evropa 2 (649 tisíc) aRá
-
dio Blaník (645 tisíc). Podle dat
zveřejněných vysílateli dosáhly
čisté investice do rádiové reklamy
za rok 2022 hodnoty 1,63 miliardy
korun, což je nejlepší výsledek
vhistorii jejich zveřejňování (od
roku 2016).
Inzerce
Zdroj: JOHN LEWIS
ZPRÁVY
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Marketing & Media

Marketing & Media

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