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.
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AGENTURA ROKUUKÁZALA TROFEJESoutěž MAM pro reklamnía digitální agenturypředstavila podobu cen,udělí je už 12. dubna.str. 6OVLÁDNE I ROZHLASUMĚLÁ INTELIGENCE?Konferenci RadiodaysEurope poprvé hostilaPraha. Jaké trendyvládnou rádiu a audiu?str. 8–11JE RETAIL NA ZMĚNYPŘIPRAVEN?Jak projít těžkými rokyskokových změn, radíobchodníkům 29. ročníkRetail Summitu.str. 22–23NABÍDKU CHCEMEPERSONALIZOVATZUZANAGRINČOVÁ143. dubna 2023125 Kč / 5,94 €Strana 2
Tento rok slavíme již 25 let činnosti v České republiceTento rok slavíme již 25 let činnosti v České republice.. V polygrafii ofsetového a digitálního tiskujsme ušli dlouhou cestu a vždy s jasným cílem – být nejlepší. V kvalitě tisku vždy o krok napřed.Od běžného tiskového formátu až po největší XXL tiskové technologie.Od běžného 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. Nejjemnějšítiskové rastry současnosti (FM stochastika) v celé formátové škále polygrafické výroby, vysoce jakostnísvětlostálé barvy zaručující dlouhodobě prozářený tisk, výstupy pod polygrafickou normou ISO 12647.Katalogy, brožury, prospekty, výroční zprávy, časopisy, mapy, plakáty A0/B0 i XXL. Outdoorové tiskoviny:oboustrannéoboustranné citylighty, billboardy, megaboardy. POS stojany, veškeré klasické i XXL POS/POP produkty.D&S Design Prague, s.r.o.www.gerin.czNĚKDO NAD KVALITOU V TISKU PŘIMHOUŘÍ 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.230215_EURO_210x280_CONEY_25YEARs.indd 1230215_EURO_210x280_CONEY_25YEARs.indd 1 17.02.2023 11:54:1917.02.2023 11:54:19Strana 3
03Číslo týdne3 tunyplastové fólie a 186 tun papíru ušetří společnost dm do konceroku 2023 díky zrušení adresného zasílání zákaznickéhomagazínu Active Beauty. Společnost tak pokračuje v redukcidopadů své činnosti na životní prostředí.InzerceMÉDIA A TRHKOMUNITAZÁKAZNÍCI CHTĚJÍ ZMĚNU,ALE BEZ VELKÉ NÁMAHYJak měnit brand, rozjet udržitelnéaktivity apřipravit kreativu, kteráfunguje, radí BrandHunters Oine.str. 14 –15ZADAVATELÉ A ZNAČKYS PERSONALIZACÍ NABÍDKYUBYDE MASOVÝCH KAMPANÍVeškerý přístup stavíme na insightechzískaných zdat, říká Zuzana Grinčová,šéa marketingu společnosti Tesco.AI ROZHLASEM MILOVANÁI NENÁVIDĚNÁKonference Radiodays Europe ostřenasvítila téma umělé inteligencevrozhlase. Odezvy byly bouřlivé.str. 12 –13str. 8 –11ZADAVATELÉ A ZNAČKYZE ZNAČKY DÁME JÍDLO SENOVĚ STÁVÁ FOODORAChceme vybudovat jeden „lovebrand“napříč Evropou, říká Adam Kolesa,CEO českého zastoupení společnosti.str. 18ZADAVATELÉ A ZNAČKYFIRMY BY MĚLY ZISKY VRACETDO SPOLEČNOSTICo mají dělat podniky, kterým sedaří iběhem krize, poradil PR Mixerpořádaný Asociací public relations.str. 19KOMUNITAHUMOR V REKLAMĚ JE SKVĚLÝ,JEN MUSÍ BAVIT CMO I CEOObčas je těžší ochránit koncept přischvalování, než ho vymyslet, říkajíPleskot aCox zagentury Hullabaloo.str. 20 –21Foto na titulní straně: BOHUMIL POSPÍŠILTohle jsem nečekala. Nečekalajsem, že se všichni ukážou (přijeliJosef, Jakub…) aže do toho pů-jdou skutečně naplno. Většinu po-rotců Agentury roku sice znám,některé znich až moc dlouhona to, jak si ty roky neochotněpřipouštím, ale přesto jsem bylapřekvapená.Ochota porotců udělat sivnabitých programech jeden denvolno, být od rána do odpolednezavřený vmalé kavárně (VŠKKaDomečku, děkuju!) apouze „zabábovku“ vzít na sebe zodpověd-nost za výsledek projektu, kterýse týká celého reklamního trhu,mě přesvědčila, že to, co vMAMuděláme, má smysl.Aikdyž teď budou všichniříkat, že to bylo strááášně pří-jemné, tak debaty nebyly úplněvrukavičkách. Právě proto senedalo užádné kategorie nazačátku vlastně říct, jak to celédopadne. Někde jsme se přeli víc,někdy to bylo spíše přemýšlivé…Každopádně výsledek je právěkvůli tomu hodnotný. Že nebylzadarmo. Aaž oznámíme příštítýden vítěze, uvidíte sami, jestliby to byly také vaše volby. Sroz-hodováním nám všem opravdumoc pomohla data, okterá jsmese mohli opřít akterá diskvaliko-vala zhodnocení „pocitovky“—šetření Atmoskopu.cz, Nielsenu,Behavia aHavel & Partners bylaknezaplacení. Já jsem sizhod-nocení vletošním ročníku pro tydalší odnesla tyto úkoly: být ještěpřísnější, ještě přesnější aještěvíce slidmi mluvit. Na tom jsmese ale shodli všichni. Moc vám—milí porotci Agentury roku—děkuji, vaší práce anápadů sinesmírně vážím.Apřihlášeným agenturámposílám za všechny hodnotitelevzkaz: to, že je něco zdarma,neznamená, že to lze odáknout.Promiňte mi ostřejší výraz, aleřada přihlášek nebyla dobrá,apřitom by stačilo jen otrochuvíce snahy, informací… Do další-ho ročníku se pokusíme změnititohle klepšímu. Těšit se můžeteuž teď.Radana ČechovášéfredaktorkaZdarma, ale nezadarmoEDITORIALStrana 4
04SvodkaČSOB Stavební spořitelnamění po 30 letech branding, mas-kota vpodobě lišky střídá chame-leon. Skupina ČSOB tím naplňujestrategii jednotné značky, pod nížnabízí všechny produkty aslužby.Air Bank se stala vítězemprůzkumu 100 nejlepších zákaz-nických zkušeností v Česku, kterýkaždoročně sestavuje KPMG Čes-ká republika na základě 50 tisícklientských hodnocení.Notino si vtendru na mediálníagenturu pro 14 evropských trhůvybrala Publicis Groupe. Prodlu-žuje kontrakt se svým stávajícímpartnerem, s nímž spolupracujejiž od roku 2018.DDB Prague se po dvouapůl letech opět stává členemAsociace komunikačních agentur(AKA). Chce se věnovat proble-matice reklamy jako nákladovépoložky azískávání talentů.Médea Jaromíra Soukupaodvrátila další insolvenční návrh,který na ni tentokrát podalyČeská televize aMedia Club zeskupiny Prima. Podle něj jimměla dlužit 30 milionů korun.Kinobox k30. výročí inovovalsvou webovou platformu, kteráoslovuje milion unikátních uživa-telů měsíčně. Chce nabízet důleži-té informace zlmového světainapojení na streamovací platfor-my. Během dubna přinese stovkylmů ke zhlédnutí zdarma.Google loni odstranil 5,4mili-ardy závadných reklam. Ve Zprá-vě obezpečnosti reklam za rok2022 jako klíčová témata uvádíochranu před podvody, boj protidezinformacím, reakce na válkuna Ukrajině či bezpečnost dětí.Mastercard ve společnékampani sNovým Prostoremukazuje, že nyní lze za dobročin-ný časopis zaplatit ikartou.Savencia Fromage & Dairyspustila celoroční kampaň odPublicis Groupe ke 100. výročísvé značky Král sýrů.VÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNEUDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIAAgentura rokuzveřejnilashortlistyČasopisem Marketing & Mediavyhlášená soutěž Agentura rokuzveřejnila všechny shortlistyvčetně hlavní kategorie. Šancizískat trofej Agentura roku majíMcCann Prague, Ogilvy, SymbioDigital, Triad Advertising aVCCPPraha. Oocenění Volba klinetůsoupeří McCann Prague, OgilvyaTriad Advertising.„Ze zasedání poroty soutěžeAgentura roku si odnáším přede-vším pocit, že se Radaně Čechovépodařilo dát dohromady základplatformy, která je připravenáposunout obor dál, ocenit, co sepovedlo,“ uvedla Lucie Vlčko-vá zNielsenu, která zasedalavhlavní porotě azastupovalarmu Nielsen coby odbornéhopartnera soutěže, který dodávaldo hodnocení stejně jako Behaviovýsledky šetření mezi zadavateli.Dalšími odbornými partnery jsouAtmoskop.cz, advokátní kancelářHavel & Partners aAsociacespolečenské odpovědnosti.Všechny shortlisty soutěženajdete na webových stránkáchmam.cz/agenturaroku. Přes ně simůžete koupit rovněž vstupenkyna slavnostní večer, během něhožbudou 12.dubna představenivítězové soutěže.Stopněte AI,žádají osobnostiSpoluzakladatel Applu Steve Woz-niak, šéf Tesly, Twitteru aSpaceXElon Musk nebo CEO Getty ImagesCraig Peters votevřeném dopisežádají ozastavení experimentůse stále silnějšími modely uměléinteligence. Spolu sdalšími osob-nostmi se přidali ktéměř dvěmatisícům profesorů, výzkumníkůišéfů rem, kteří se často věnují AIči rozvoji strojového učení.Podle nich AI může přinéstzásadní změny pro život naZemi aúměrně tomu by měl býtplánován postup, což se bohuželneděje. „Žádáme proto všechnylaboratoře AI, aby okamžitě poza-stavili na minimálně šest měsícůtrénink systémů silnějších nežGPT4,“ píše se vdopise.Signatáře straší, že AI už jevobecných činnostech konku-renceschopná sčlověkem, atakbychom se měli ptát, jestli by-chom měli AI nechat nahrazovatlidskou práci ajestli neriskujemeztrátu kontroly nad vývojem civi-lizace. Podle otevřeného dopisuby silné systémy umělé inteligen-ce měly být rozvíjeny až ve chvíli,kdy si „budeme jisti, že dopadyjejich spuštění budou pozitivníarizika zvládnutelná“.Svět podle MAMAgentura roku představila nominace,vědce a osobnosti straší AINakresletezpaměti našelogo, vyzvalaPepsi. Lidé sivzpomněli, alena variantu ze70. a80. let.Atak se brandod podzimupřevleče domoderního retraZPRÁVYStrana 5
Slavnostní vyhlášenísoutěže proběhne v prostoráchVáclaváku 22 v Praze.od 19 hVstupenky objednávejte naPOZNEJTEAGENTURU ROKU12. 4.2023Odborní garanti: Partneři:Pořadatel soutěže:www.mam.cz/agenturarokuAR_inz_210x280_vstupenky_QR.indd 1AR_inz_210x280_vstupenky_QR.indd 1 29.03.2023 11:0729.03.2023 11:07Strana 6
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