Strana 4

Marketing & Media

Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
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
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  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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