Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

14/2023

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

    AGENTURA ROKU
    UKÁZALA TROFEJE
    Soutěž MAM pro reklamní
    a digitální agentury
    představila podobu cen,
    udělí je už 12. dubna.
    str. 6
    OVLÁDNE I ROZHLAS
    UMĚLÁ INTELIGENCE?
    Konferenci Radiodays
    Europe poprvé hostila
    Praha. Jaké trendy
    vládnou rádiu a audiu?
    str. 8–11
    JE RETAIL NA ZMĚNY
    PŘIPRAVEN?
    Jak projít těžkými roky
    skokových změn, radí
    obchodníkům 29. ročník
    Retail Summitu.
    str. 22–23
    NABÍDKU CHCEME
    PERSONALIZOVAT
    ZUZANA
    GRINČOVÁ
    14
    3. dubna 2023
    125 Kč / 5,94
  • Strana 2

    Tento rok slame již 25 let činnosti v Čes republice
    Tento rok slame již 25 let činnosti v Čes republice
    .
    . V polygrafii ofsetového a digitálního tisku
    jsme ušli dlouhou cestu a vždy s jasným cílem – být nejlepší. V kvalitě tisku vždy o krok napřed.
    Od žného tiskového formátu až po největší XXL tiskové technologie.
    Od žného tiskového formátu až po největší XXL tiskové technologie.
    D&S Design Prague,
    D&S Design Prague, člen skupiny Gerin, je spolehlivým dodavatelem tiskovin ve špičkové kvalitě. Nejjemnější
    tiskové rastry současnosti (FM stochastika) v celé formátové škále polygrafické výroby, vysoce jakost
    světlostálé barvy zaručujídlouhodobě prozářený tisk, výstupy pod polygrafickou normou ISO 12647.
    Katalogy, brožury, prospekty, výroční zprávy, časopisy, mapy, plakáty A0/B0 i XXL. Outdoorové tiskoviny:
    oboustranné
    oboustranné citylighty, billboardy, megaboardy. POS stojany, veškeklasické i XXL POS/POP produkty.
    D&S Design Prague, s.r.o.
    www.gerin.cz
    NĚKDO NAD KVALITOU V TISKU IMHOUŘÍ OKO.
    PRO TY OSTATNÍ, JSME TU MY!
    PRO TY OSTATNÍ, JSME TU MY!
    JIŽ 25 LET.
    JIŽ 25 LET.
    PERFEKTNÍ KVALITA TISKU – ZÁKLADNÍ KÁMEN PROFESIONÁLNÍ MARKETINGOVÉ KOMUNIKACE.
    PERFEKTNÍ KVALITA TISKU – ZÁKLADNÍ KÁMEN PROFESIONÁLNÍ MARKETINGOVÉ KOMUNIKACE.
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  • Strana 3

    03
    Číslo týdne
    3 tuny
    plastové fólie a 186 tun papíru ušetří společnost dm do konce
    roku 2023 díky zrušení adresného zasílání zákaznického
    magazínu Active Beauty. Společnost tak pokračuje v redukci
    dopadů své činnosti na životní prostředí.
    Inzerce
    MÉDIA A TRH
    KOMUNITA
    ZÁKAZNÍCI CHTĚJÍ ZMĚNU,
    ALE BEZ VELKÉ NÁMAHY
    Jak měnit brand, rozjet udržitelné
    aktivity apřipravit kreativu, která
    funguje, radí BrandHunters Oine.
    str. 14 –15
    ZADAVATELÉ A ZNAČKY
    S PERSONALIZACÍ NABÍDKY
    UBYDE MASOCH KAMPANÍ
    Veškerý přístup stavíme na insightech
    získaných zdat, říká Zuzana Grinčová,
    šéa marketingu společnosti Tesco.
    AI ROZHLASEM MILOVANÁ
    I NENÁVIDĚNÁ
    Konference Radiodays Europe ostře
    nasvítila téma umělé inteligence
    vrozhlase. Odezvy byly bouřlivé.
    str. 12 –13
    str. 8 –11
    ZADAVATELÉ A ZNAČKY
    ZE ZNAČKY DÁME JÍDLO SE
    NOVĚ STÁVÁ FOODORA
    Chceme vybudovat jeden „lovebrand“
    napříč Evropou, říká Adam Kolesa,
    CEO českého zastoupení společnosti.
    str. 18
    ZADAVATELÉ A ZNAČKY
    FIRMY BY MĚLY ZISKY VRACET
    DO SPOLEČNOSTI
    Co mají dělat podniky, kterým se
    daří iběhem krize, poradil PR Mixer
    pořádaný Asociací public relations.
    str. 19
    KOMUNITA
    HUMOR V REKLAMĚ JE SKVĚLÝ,
    JEN MUSÍ BAVIT CMO I CEO
    Občas je těžší ochránit koncept při
    schvalování, než ho vymyslet, říkají
    Pleskot aCox zagentury Hullabaloo.
    str. 20 –21
    Foto na titulní straně: BOHUMIL POSPÍŠIL
    Tohle jsem nečekala. Nečekala
    jsem, že se všichni ukážou (přijel
    iJosef, Jakub…) aže do toho pů-
    jdou skutečně naplno. Většinu po-
    rotců Agentury roku sice zm,
    některé znich až moc dlouho
    na to, jak si ty roky neochotně
    ipoušm, ale přesto jsem byla
    překvapená.
    Ochota porotců udělat si
    vnabitých programech jeden den
    volno, být od rána do odpoledne
    zavřený vmalé kavárně (VŠKK
    aDomečku, děkuju!) apouze „za
    bábovku“ vzít na sebe zodpověd-
    nost za výsledek projektu, který
    se týká celého reklamního trhu,
    mě přesvědčila, že to, co vMAMu
    děláme, má smysl.
    Aikdyž teď budou všichni
    říkat, že to bylo strááášně pří-
    jemné, tak debaty nebyly úplně
    vrukavičkách. Právě proto se
    nedalo užádné kategorie na
    začátku vlastně říct, jak to celé
    dopadne. Někde jsme se přeli víc,
    někdy to bylo spíše přemýšlivé…
    Každopádně výsledek je právě
    kvůli tomu hodnot. Že nebyl
    zadarmo. Aaž oznámíme příští
    týden vítěze, uvidíte sami, jestli
    by to byly také ve volby. Sroz-
    hodováním nám všem opravdu
    moc pomohla data, okterá jsme
    se mohli opřít akterá diskvaliko-
    vala zhodnocení „pocitovky“
    šetření Atmoskopu.cz, Nielsenu,
    Behavia aHavel & Partners byla
    knezaplacení. Já jsem sizhod-
    nocení vletošním ročníku pro ty
    daí odnesla tyto úkoly: být ještě
    ísnější, ještě přesnější aješ
    více slidmi mluvit. Na tom jsme
    se ale shodli všichni. Moc vám
    milí porotci Agentury roku—
    děkuji, vaší práce anápadů si
    nesmírně vážím.
    Aihšeným agenturám
    posílám za všechny hodnotitele
    vzkaz: to, že je něco zdarma,
    neznamená, že to lze odáknout.
    Promiňte mi ostřejší výraz, ale
    řada přihšek nebyla dobrá,
    aitom by stačilo jen otrochu
    více snahy, informací… Do další-
    ho ročku se pokusíme změnit
    itohle klepšímu. Těšit se můžete
    už teď.
    Radana Čecho
    šéfredaktorka
    Zdarma, ale ne
    zadarmo
    EDITORIAL
  • Strana 4

    04
    Svodka
    ČSOB Stavební spořitelna
    mění po 30 letech branding, mas-
    kota vpodobě lišky střídá chame-
    leon. Skupina ČSOB tím naplňuje
    strategii jednotné značky, pod níž
    nabízí všechny produkty aslužby.
    Air Bank se stala vítězem
    průzkumu 100 nejlepších zákaz-
    nických zkušeností v Česku, který
    každoročně sestavuje KPMG Čes-
    ká republika na základě 50 tisíc
    klientských hodnocení.
    Notino si vtendru na mediální
    agenturu pro 14 evropských trhů
    vybrala Publicis Groupe. Prodlu-
    žuje kontrakt se svým stávajícím
    partnerem, s nímž spolupracuje
    již od roku 2018.
    DDB Prague se po dvou
    al letech opět stává členem
    Asociace komunikačních agentur
    (AKA). Chce se věnovat proble-
    matice reklamy jako nákladové
    položky azískávání talentů.
    Médea Jaromíra Soukupa
    odvrátila další insolvenční návrh,
    který na ni tentokrát podaly
    Česká televize aMedia Club ze
    skupiny Prima. Podle něj jim
    měla dlužit 30 milionů korun.
    Kinobox k30. výročí inovoval
    svou webovou platformu, kte
    oslovuje milion unikátních uživa-
    telů měsíčně. Chce nabízet důleži-
    té informace zlmového světa
    inapojení na streamovací platfor-
    my. Během dubna přinese stovky
    lmů ke zhlédnutí zdarma.
    Google loni odstranil 5,4mili-
    ardy závadných reklam. Ve Zprá-
    vě obezpečnosti reklam za rok
    2022 jako klíčová témata uvádí
    ochranu před podvody, boj proti
    dezinformacím, reakce na válku
    na Ukrajině či bezpečnost dětí.
    Mastercard ve společné
    kampani sNovým Prostorem
    ukazuje, že nyní lze za dobročin-
    ný časopis zaplatit ikartou.
    Savencia Fromage & Dairy
    spustila celoroční kampaň od
    Publicis Groupe ke 100. výročí
    své značky Král sý.
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Agentura roku
    zveřejnila
    shortlisty
    Časopisem Marketing & Media
    vyhšená soutěž Agentura roku
    zveřejnila všechny shortlisty
    včetně hlavní kategorie. Šanci
    skat trofej Agentura roku mají
    McCann Prague, Ogilvy, Symbio
    Digital, Triad Advertising aVCCP
    Praha. Oocenění Volba kline
    soupeří McCann Prague, Ogilvy
    aTriad Advertising.
    „Ze zasedání poroty soutěže
    Agentura roku si odším přede-
    vším pocit, že se Radaně Čechové
    podařilo dát dohromady základ
    platformy, která je připravená
    posunout obor dál, ocenit, co se
    povedlo,“ uvedla Lucie Vlčko-
    vá zNielsenu, která zasedala
    vhlavní porotě azastupovala
    rmu Nielsen coby odborného
    partnera soutěže, který dodával
    do hodnocení stejně jako Behavio
    výsledky šeení mezi zadavateli.
    Dalšími odbornými partnery jsou
    Atmoskop.cz, advokátní kanceř
    Havel & Partners aAsociace
    společenské odpovědnosti.
    Všechny shortlisty soutěže
    najdete na webových stnkách
    mam.cz/agenturaroku. Přes ně si
    můžete koupit rovněž vstupenky
    na slavnostní večer, během něhož
    budou 12.dubna představeni
    vítězové soutěže.
    Stopněte AI,
    žádají osobnosti
    Spoluzakladatel Applu Steve Woz-
    niak, šéf Tesly, Twitteru aSpaceX
    Elon Musk nebo CEO Getty Images
    Craig Peters votevřeném dopise
    žádají ozastavení experimentů
    se stále silnějšími modely umě
    inteligence. Spolu sdalšími osob-
    nostmi se přidali ktéměř dvěma
    tisícům profesorů, výzkumníků
    išéfů rem, kteří se často věnují AI
    či rozvoji strojového učení.
    Podle nich AI může přinést
    sadní zny pro život na
    Zemi aúměrně tomu by měl být
    plánován postup, což se bohužel
    neděje. „Žádáme proto všechny
    laboratoře AI, aby okaitě poza-
    stavili na minilně šest měsíců
    trénink systémů silnějších než
    GPT4,“ píše se vdopise.
    Signatáře straší, že AI už je
    vobecných činnostech konku-
    renceschopná sčlověkem, atak
    bychom se měli ptát, jestli by-
    chom měli AI nechat nahrazovat
    lidskou práci ajestli neriskujeme
    ztrátu kontroly nad vývojem civi-
    lizace. Podle otevřeného dopisu
    by silné systémy umělé inteligen-
    ce měly být rozjeny až ve chvíli,
    kdy si „budeme jisti, že dopady
    jejich spuštění budou pozitivní
    arizika zvládnutelná“.
    Svět podle MAM
    Agentura roku představila nominace,
    vědce a osobnosti straší AI
    Nakreslete
    zpaměti naše
    logo, vyzvala
    Pepsi. Lidé si
    vzpomli, ale
    na variantu ze
    70. a80. let.
    Atak se brand
    od podzimu
    převleče do
    moderního retra
    ZPRÁVY
  • Strana 5

    Slavnost 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
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