Strana 4

Marketing & Media

Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
09/2023

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
  E ‑SHOPY SE LIDEM
  PŘIBLÍŽÍ ZNAČKOU
  Jak budovat brand, který
  pomůže přežít krizi, radili
  odborníci na veletrhu
  Czech On ‑line Expo.
  str. 6–8
  ZMĚNY V MÉDIÍCH
  JSOU NEVYHNUTELNÉ
  Na prahu nejistoty
  aprudkých zvratů stojí
  podle dat WARC celý
  mediální průmysl.
  str. 9
  EU A USA MĚNÍ SVĚT
  INTERNETU
  Mezinárodní deklarace
  mění online prostředí.
  Dopady dokumentů jsou
  legislativní itechnologické.
  str. 10–13
  VĚTŠINĚ ZNAČEK
  CHYBÍ ODVAHA
  JIŘÍ
  BURIAN
  09
  27. února 2023
  125 Kč / 5,94 €
- Strana 2
- Strana 3
  03
  Číslo týdne
  25 %
  zákazníků nakupujících na dm online shopu volí jako způsob
  doručení expresní vyzvednutí. Svůj nákup tak mohou
  vyzvednout již za 90 minut od zaplacení objednávky v jimi
  zvolené prodejně dm. Služba šetří čas, snižuje spotřebu
  obalového materiálu i negativní vliv dopravy na životní prostředí.
  Pro nákupy mohou zákazníci využít také aplikaci Moje dm.
  Inzerce
  ONLINE A SOCIAL
  MÉDIA A TRH
  MÉDIA ČEKÁ TRUBULENTNÍ
  ROK, ZMĚNÁM NEJDE BRÁNIT
  Na prahu nejistoty aprudkých zvratů
  stojí podle nejnovějších dat WARC
  celý mediální průmysl.
  str. 9
  ZADAVATELÉ A ZNAČKY
  E-SHOPŮM POMŮŽE ZDOLAT
  KRIZI SILNÁ ZNAČKA
  Vybudování brandu trvá, jestli ji
  někdo slibuje rychle, vyražte s ním
  dveře, zaznělo na Czech On-line Expo.
  INTERNET SE POSOUVÁ
  K DECENTRALIZACI
  Online prostředí se mění pod
  rukama. Unijní regulace ukazují, jak
  bude vypadat budoucnost internetu.
  str. 6 –8
  str. 10 –13
  ZADAVATELÉ A ZNAČKY
  ZADAVATELŮM VĚTŠINOU
  CHYBÍ KURÁŽ, BOJÍ SE O ČÍSLA
  Nejhorší je, když chce klient vtextu
  charakteristiku produktu, říká
  skladatel atextař Jiří Burian.
  str. 14 –15
  KREATIVITA A KAMPANĚ
  ZÁŠKOLÁČEK BYL
  NEJOBLÍBENĚJŠÍ
  Nielsen a ČNP ve spolupráci s AKA
  zjištovaly, jaké reklamy sosobností
  Češi hodnotí nejlépe.
  str. 16 –17
  KREATIVITA A KAMPANĚ
  POLITICKÝ MARKETING NENÍ
  TEMNOU STRANOU SÍLY
  Nemorálním praktikám předvolebních
  kampaní zabrání tlak společnosti,
  říkají experti na komunikaci.
  str. 18
  Foto na titulní straně: BOHUMIL POSPÍŠIL
  Uplynul jeden rok od vpádu
  ruských vojsk na Ukrajinu aválka
  stále zuří, mír je vnedohled
  -
  nu. Ruská agrese přiměla loni
  na jaře stovky nadnárodních
  společností, agentur aorganizací
  okamžitě řešit řadu provozních,
  ale ireputačních rizik. Pro vedení
  amajitele naprosté většiny znich
  to bylo poprvé, co si uvědomili,
  že musejí být vedle byznysových
  překážek připraveni také na
  geopolitická napětí, nejistoty
  azvraty. Čím dříve si budou
  rmy schopné vytvořit něco jako
  podnikovou zahraniční politi
  -
  ku, tím lépe. Měly by mít jasnou
  představu osvé toleranci vůči
  politickým rizikům různého typu
  atu zhmotnit vkrizovém scénáři,
  ato nejen komunikačním, ale
  iprovozním, aseznámit sním
  akcionáře adalší „stakeholdery“
  včetně zaměstnanců. Soukromý
  sektor se totiž ukázal jako silný
  nástroj zahraničí politiky, přímo
  ekonomickou zbraní, obzvláště
  když ruský trh začaly opouštět
  ikonické značky. Ty, co se vRus
  -
  ku rozhodly zůstat (kminulému
  týdnu bylo vseznamu, který
  spravuje Yale School of Manage-
  ment, 242 rem aznaček) se
  musejí smířit sneustálým tlakem
  ze strany médií, veřejnosti, vlád.
  Je to tak dobře apolevovat by
  neměl. Na druhou stranu rychlá
  opuštění ruského trhu vyvolala
  řadu otázek, například týkajících
  se závazků vůči zaměstnancům.
  Velice rizikovou oblastí se uká
  -
  zala být kybernetická bezpeč-
  nost rem, akdyž už nic jiného,
  zkušenosti sruskými sabotážemi
  avytvářením kybernetického
  chaosu, by je měly přimět květší
  zodpovědnosti adůraznější
  komunikaci avzdělávání zaměst
  -
  nanců vtéto oblasti. Značkám to
  může dost zachránit zadek.
  Aco Rusko jako značka? Na
  reputačním žebříčku se během
  jednoho roku propadla z27. na
  58. místo (Ipsos). Měla by být na
  konci, ale tam už je Botswana
  (59.) aPalestina (60.).
  Je rok od začátku války, války,
  která mimo jiné způsobila to, že
  nyní tři čtvrtiny lidí na světě vědí
  alespoň něco málo oUkrajině
  (Ipsos). Vzpomínáte si ještě na
  záměnu Česka sČečnou vameric
  -
  kých médiích před deseti lety po
  útocích na mezinárodním mara
  -
  tonu vBostonu? Než se dostat do
  povědomí lidí otřesným utrpe
  -
  ním, to raději, ať to zůstane tak.
  Radana Čechová
  
  šéfredaktorka
  Co se značky
  za rok naučily
  EDITORIAL
- Strana 4
  Slavnostní vyhlášení
  soutěže proběhne v prostorách
  Václaváku 22 v Praze.
  od 19 h
  Vstupenky objednávejte na
  POZNEJTE
  AGENTURU ROKU
  12. 4.
  2023
  Odborní garanti: Partneři:Pořadatel soutěže:
  www.mam.cz/agenturaroku
  AR_inz_210x280_vstupenky.indd 1AR_inz_210x280_vstupenky.indd 1 24.02.2023 10:4524.02.2023 10:45
  04
  Svodka
  Tendr na výběr produkce ná-
  sledujících dvou ročníků festivalu
  Ekolm za sedm milionů korun
  bez DPH vypsalo ministerstvo
  životního prostředí. Přihlášky
  je možné posílat do 13.března
  prostřednictvím portálu Národní
  elektronický nástroj.
  Prix Bohemia Radio,
  festival vyhlašovaný Českým
  rozhlasem, přijímá do 14.dubna
  přihlášky autorů původní rozhla
  -
  sové apodcastové tvorby.
  Visa Czech Top Shop
  ocenila vítězné prodejny pro rok
  2022, vhlavní kategorii zákaznic
  -
  kého zážitku uspěl Ski aBike Cen-
  trum Radotín, vkategorii Česko
  platí kartou Kuchyně 4 you acena
  čtenářů Newstream.cz zamířila
  do Mototechny Drive.
  PPF, jíž patří mediální skupina
  CME se 43 televizními kanály
  včetně skupiny Nova, získala
  podíl 9,1 procenta ve společnosti
  ProSiebenSat.1 Media. Je jejím
  druhým největším akcionářem.
  Stada Pharma si na
  komunikační strategii vybrala
  Best Communication. Agentura
  se stará ioPR pražské zážitkové
  expozice Pilsner Urquell: The
  Original Beer Experience.
  Agentura Eﬀectix mezi-
  ročně zvýšila obrat o30 procent
  na 106 milionů korun, tým se
  zdvojnásobil na takřka 80 lidí,
  starají se ovíce než 120 klientů.
  ADC Czech Creative Awards
  udělí ve spolupráci sgenerálním
  partnerem YouTube speciální
  cenu za využití sítě vkampaních.
  Echo Media, vydavatel
  Týdeníku Echo aprovozovatel
  Echo24.cz, vykázal ziskové hospo-
  daření druhý rok po sobě (400 tisíc
  korun při tržbách 42,7milionu).
  Unipress, tiskárna vTurno-
  vě, instaluje solární panely. Díky
  úspoře 2,5 milionu korun na
  energiích chce být konkurence
  -
  schopnější.
  VÝBĚR ZPRÁV
  Z UPLYNULÉHO TÝDNE
  UDÁLOSTI
  POHLEDEM REDAKCE
  MARKETING & MEDIA
  Tahanice o Radu
  ČT a ČRO
  Ve Sněmovně měli tento týden
  napilno. Proběhla dvě zasedání,
  vnichž poslanci projednávali
  novelu zákona oRadě ČT aČRo.
  Podle návrhu má obsazovat třeti
  -
  nu míst vRadách Senát. Radě ČT
  také stoupne počet členů na 18.
  Po 4,5 hodině středečního
  jednání se opozici podařilo
  proces zdržet dostatečně dlouho
  na to, aby se jednání přesunulo
  na pátek. Schůze se neobešla bez
  výhružek. Poslankyně zHnutí
  ANO, Jaroslava Pokorná Jerma
  -
  nová, například koalici sdělila, že
  pokud zákon ve stávající podobě
  projde Sněmovnou, obrátí se opo
  -
  ziční poslanci na Ústavní soud.
  Pravomoci obou institucí ne
  -
  jsou malé. Rady ČT aČRo mohou
  jmenovat aodvolávat generální
  -
  ho ředitele, schvalovat rozpočet
  azávěrečný účet veřejnopráv-
  ních medií.
  Novela do uzávěrky MAMu
  Sněmovnou neprošla.
  Minulý týden do obou rad při
  -
  byly nové tváře. Radní ČT doplní
  ředitel Městské knihovny vPraze
  Tomáš Řehák. Do Rady ČRo
  nastoupí editor znakladatelství
  Argo, Oldřich Vágner.
  Agentury dál
  porostou
  Podle výsledků za loňský rok se
  největším komunikačním holdin
  -
  gům dařilo, ipřes nejistý vývoj
  ekonomiky velké značky totiž
  pořád do marketingu investují.
  Relativně nejlépe šel rok skupi
  -
  ně Publicis, která reportovala me-
  ziroční nárůst tržeb o20procent
  na 298 miliard korun vpřepočtu.
  Její CEO Arthur Sadoun si chválil,
  že jde odruhý dvouciferný růst
  vřadě za sebou. O14, 4 procenta
  (na zhruba 184,5miliardy korun)
  pak meziročně vyrostly tržby hol
  -
  dingu Dentsu, který chce být dál
  „vpopředí transformace pomáha
  -
  jící utvářet společnost“.
  Největší komunikační skupina
  WPP dosáhla meziročního růstu
  o12,7procenta (na cca386mili
  -
  ard korun) ajejí CEO Mark Read
  neopomněl zmínit, že získala
  nový byznys vhodnotě šesti mili
  -
  ard liber iocenění za nejkreativ-
  nější společnost roku na Cannes
  Lions. Holding Interpublic se
  pochlubil zhruba polovičním
  růstem celkových tržeb o6,7pro
  -
  centa (na zhruba 244 miliard
  korun). Prakticky nezměněné
  zůstaly reportované tržby skupi
  -
  ny Omnicom (zhruba 319miliard
  korun), ač si chválila organický
  růst ozhruba 9,4procenta.
  Vočekávání organického růstu
  pro letošek se holdiny trefují do
  rozmezí tří až pěti procent.
  Svět podle MAM
  Sněmovna se pere o radní, agenturní
  holdiny porostou iletos
  
  AI má skvělé
  využití
  vmediálním
  byznysu,
  pomáhá najít
  cílové skupiny
  aměřit výsledky.
  Také zrychluje
  azlevňuje
  produkci,
  prohlásil Mark
  Read zWPP
  ZPRÁVY
- Strana 5
  Slavnostní vyhlášení
  soutěže proběhne v prostorách
  Václaváku 22 v Praze.
  od 19 h
  Vstupenky objednávejte na
  POZNEJTE
  AGENTURU ROKU
  12. 4.
  2023
  Odborní garanti: Partneři:Pořadatel soutěže:
  www.mam.cz/agenturaroku
  AR_inz_210x280_vstupenky.indd 1AR_inz_210x280_vstupenky.indd 1 24.02.2023 10:4524.02.2023 10:45
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Marketing & Media

09/2023

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