Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

17/2023

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

    MAM EXTRA:
    REKLAMA,
    POLYGRAFIE,
    OBALY
    TĚŽKÝ BOJ SPORTU
    O GENERACI Z
    Průzkumy hovoří jasně:
    mladé publikum sleduje
    sportovní přenosy výrazně
    méně než starší generace.
    str. 8–11
    KDO NEINOVUJE,
    BRZY TU NEBUDE
    Firmy chybují, když berou
    inovace jako jednorázové
    eventy. Je nutné se na ně
    soustředit trvale.
    str. 18–19
    S DEZINFORMACEMI
    TO BUDE JEŠTĚ TĚŽŠÍ
    Umělá inteligence zrychlí
    vznik fake news iútoků na
    značky. Jak na ně, poradila
    Brand Safety Academy.
    str. 20–21
    NEJLEPŠÍ JE
    DOPORUČENÍ
    ADAM
    LEBEDA
    17
    24. dubna 2023
    125 Kč / 5,94 €
    ISSN 1212-9496
  • Strana 2

    3D tisk
    teď frčí!
    Chcete pro své zákazníky
    a obchodní partnery originální
    reklamní předměty? Obraťte se na
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    inovací a 3D tisku. Proměníme vaši
    vizi ve 3D model a zajistíme
    i následnou výrobu.
    Špičková
    kvalita
    Rychlé
    dodání
    Konzultace
    zdarma
    Flexibilní platební
    podmínky
    Tiskneme již
    od 1 kusu
    info@sensio.cz
    www.sensio.cz
  • Strana 3

    03
    Číslo týdne
    Již 25
    prodejen dm disponuje plnicími stanicemi. Opakovaně použi-
    telné nádoby o objemu 1 nebo 1,5 litru lze naplnit ekologickými
    čisticími a pracími prostředky. Například naplněním 1,5 l lahve
    se ušetří 60 g plastu. Jedná se tak o významný krok společnosti
    dm v oblasti trvalé udržitelnosti.
    Inzerce
    MÉDIA A TRH
    ZADAVATELÉ A ZNAČKY
    HORŠÍ NEŽ DRAŽŠÍ PAPÍR JSOU
    PLÁNY NA VYŠŠÍ DPH NA KNIHY
    Díky lepší zákaznické zkušenosti
    zvyšujeme tržby asnižujeme náklady,
    říká Adam Lebeda zEuromedie.
    str. 14 –15
    MÉDIA A TRH
    ZPRÁVA O STAVU DIGITÁLNÍ
    REKLAMY POPRÁVU ŠOKUJE
    Programatická reklama je podle
    studie Scope3 v dnešní podobě
    naprosto neudržitelná.
    TĚŽKÝ ZÁPAS O MLADÉ DIVÁKY
    Se zásadní změnou vkonzumaci
    médií zjišťuje isportovní prostředí,
    že ztrácí schopnost přitáhnout
    generaci Zke svým přenosům.
    str. 6
    str. 8–11
    ZADAVATELÉ A ZNAČKY
    FIRMY, KTERÉ NEINOVUJÍ,
    Z TRHU BRZY ZMIZÍ
    Je třeba nejen přinášet novinky, ale
    pracovat is„core“ produkty, říkají
    experti na inovační procesy.
    str. 18 –19
    ZADAVATELÉ A ZNAČKY
    NASTAVENÍ KAMPANĚ JE
    PROCHÁZKA MINOVÝM POLEM
    Péče obrand safety je nikdy
    nekončící proces, který ještě ztíží
    nástup umělé inteligence.
    str. 20 –21
    MAM EXTRA
    MAM EXTRA: REKLAMA,
    POLYGRAFIE, OBALY
    Součástí vydání je speciální
    dvanáctistránková příloha
    osoučasném stavu polygrackého
    průmyslu vČesku.
    Foto na titulní straně: BOHUMIL POSPÍŠIL
    Jsou to dva týdny, co český
    hokejový svaz představil logo
    pro mistrovství světa, které se za
    rok uskuteční vPraze aOstravě.
    Od té doby přemýšlím, jestli se
    mám držet nepsaného pravidla
    nevyjadřovat se k věcem, kterým
    zprofesního hlediska nemůžu
    rozumět. Nicméně jsem se za tu
    dobu seznámil snázory několika
    lidí, kteří se ktakzvanému „puko‑
    tikonu“ nevyjadřují serudicí
    absolventů vysoké školy života,
    atak si tu dovolím hlasité ulevení.
    To logo je strašné!
    Tak strašné, že když ambasa‑
    dor šampionátu Jakub Voráček
    údajně vžertu prohlásil, že už vi‑
    děl ihorší loga, měl jsem tendenci
    mu tu část ovtipkování nevěřit.
    Retro paskvil kombinující puk
    aemotikon si rychle vydobyl řadu
    přezdívek: pan Vajíčko, knedlík
    nebo „pukokotikon“ (ta vznikne
    prostým přehozením třetí ačtvr‑
    té slabiky novotvaru).
    Úplně nejhorší je však omáčka
    autorského týmu Unicorn
    Attacks, která se snaží odáknu‑
    tou práci legitimizovat údajným
    záměrem vyvolat emoce adisku‑
    si. Je snad normální odevzdávat
    práci spocitem blaženosti, že za
    ní okamžitě schytám bídu? Kriti‑
    ka loga ostatně není pro hokejový
    svaz ničím novým. Část fanoušků
    se stále těžko srovnává stím, že
    národní znak na hrudi hokejistů
    vystřídal vroce 2018 nový sym‑
    bol, který může působit dojmem,
    že hlavním partnerem reprezen‑
    tace je automobilka Scania.
    Nicméně ipřes opakující
    se gracké přešlapy se český
    hokej nemusí bát, že by se za rok
    mistrovství světa netěšilo přízni
    fanoušků. To poslední, které se
    vČesku uskutečnilo vroce 2015,
    stále drží spočtem 686 tisíc fa‑
    noušků rekord MS vnávštěvnosti.
    Popularity hokeje se lehce do‑
    týká iústřední téma tohoto čísla,
    které se zabývá tím, jak genera‑
    ce Z(ne)konzumuje sportovní
    přenosy. Podle jednoho zvý‑
    zkumů to je právě hokej, který
    je mezi touto digitální generací
    nejoblíbenější.
    Atak to, jestli „pukotikony“
    nakonec padnou vreálu na
    úrodnou půdu, zjistíte za rok i na
    TikToku nebo jiné právě trendují‑
    cí sociální síti.
    Petr Žaloudek
    redaktor
    Koukat jako
    „pukotikon“
    EDITORIAL
  • Strana 4

    04
    Svodka
    CETIN, společnost ze sku‑
    piny skupina PPF, uzavřela se
    společností Kaprain dohodu
    oakvizici českého poskytovatele
    připojení Nej.cz. Pokud obchod
    schválí ÚOHS, získá sní optickou
    infrastrukturu pro takřka čtvrt
    milionu zákazníků.
    Tipsport se stal novým
    generálním partnerem esportové
    organizace Enterprise. Hlavním
    cílem je společná snaha zrychlit
    rozvoj celé organizace.
    LCG New Media po deseti
    letech na trhu změnila svůj brand
    design. Myšlenka vychází ze spo‑
    jení nových médií adigitálního
    marketingu. Novými grackými
    prvky abarevností odráží fakt, že
    většina produktů, které agentura
    svým klientům aktuálně dodává,
    je vidět na displeji.
    Eset, globální antivirová
    společnost, navázala spolupráci
    smezinárodní PR agenturou Py‑
    xis. Ta bude zajišťovat podporu
    iniciativy zaměřené na rozšíření
    povědomí obezpečnosti dětí na
    internetu Safer Kids Online.
    Brasileiro UZelené žáby ze
    skupiny Ambiente oslavila 20let
    na trhu videoklipem shudbou od
    Romana Holého, Matěje Rupperta
    aTerezy Černochové, vystoupili
    vněm Pavel Nedvěd, Anna Geisle‑
    rová aJitka Schneiderová.
    Hyundai prodloužila partner‑
    ství sčeskou fotbalovou reprezen‑
    tací, minimálně do konce evrop‑
    ského šampionátu 2024. Nově se
    rozšíří ina národní tým žen.
    Edenred, společnost posky‑
    tující služby voblasti benetů, si
    na zajištění PR vybrala skupinu
    Digital First Marketing Group.
    AKA uspořádá 3.května vpro‑
    storách agentury VCCP workshop
    oBezpečnosti online platforem
    vkomunikačním průmyslu.
    Radiohouse ze skupiny Me‑
    dia Bohemia rozvíjí své digitální
    služby prostřednictvím nové
    divize RH Digital. 
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Žebříček dobra
    vedou Ogilvy
    a Dove
    Žebříček The Good Report, který
    hodnotí nejlepší kampaně za
    rok 2022 podle jejich vlivu na
    společnost aživotní prostředí, ve‑
    dou za agenturní sítě Ogilvy aza
    značky Dove. Report sestavuje
    ACT Responsible, mezinárodní
    nezisková organizace ataké
    největší zdroj světově nejlepších
    reklam sodpovědnou tematikou.
    Žebříček je sestavován kombinací
    nedávno zveřejněného seznamu
    WARC Creative 100 siniciativami
    ACT Responsible, jako jsou Care
    Awards, Tributes (hlasování veřej‑
    nosti) aGood Ad Gallery. Celkový
    soubor zahrnuje 1029kampaní,
    za nimiž stálo 658agentur akteré
    byly vytvořeny pro 897zadavate‑
    lů na 778 trzích.
    Zkampaní zvítězila „Reverse
    Sele“ pro Dove od Ogilvy, druhá
    byla „Signal for Help“ od Juniper
    Park\TBWA atřetí „Catch of the
    Day 2050“ od Ogilvy Social.Lab
    Amsterdam.
    Zagentur zvítězila Ogilvy UK
    (2. FCB Chicago, 3. Juniper Park\
    TBWA Toronto), zagenturních sítí
    je první Ogilvy (2. Havas Group,
    3. FCB), mezi značkami je nejlepší
    Dove amezi zeměmi získaly
    prvenství USA.
    Za projektem stojí avíce než
    dvě desítky let ho vede Hervé
    de Clerck (rovněž zakladatel
    AdFora), kterého bude 9.listo‑
    padu MAM hostit na hlavním
    pódiu konference Forum Media.
    Vstupenky na akci jsou již vpro‑
    deji, více informací najdete na
    forummedia.cz.
    Svět podle MAM
    Venku je další Good report, ADC má shortlisty,
    Isadore novou identitu aLemur rekord
    Netix během
    prvního
    kvartálu získal
    1,75 milionu
    předplatitelů,
    celkem jich má
    232,5 milionu.
    Loni touto
    dobou jejich
    počty klesaly
    Zdroj: DOVE
    ZPRÁVY
  • Strana 5

    OFICIÁLNÍ VOZY
    25.–27. 4. 2023
    www.reklama-fair.cz
    28. VELETRH REKLAMY, POLYGRAFIE, OBALŮ
    A INOVATIVNÍCH TECHNOLOGIÍ
    RP_OBALY_23_210x99.indd 1RP_OBALY_23_210x99.indd 1 16.06.2022 16:1516.06.2022 16:15
    V ADC Awards
    se utká 94 prací
    All star porota 30. ročníku sou‑
    těže ADC Czech Creative Awards
    během dvoudenního zasedání vy‑
    brala zcelkem 294 přihlášených
    prací na shortlisty 94 projektů,
    tedy necelou třetinu.
    Nejpočetněji zastoupenou
    oblastí je letos „craft“. Absolutní
    vítěz „craftu“ si odnese letos
    speciální ocenění Grand Prix
    Craft vpodobě zlaté porcelánové
    trofeje. Na rozdíl od „craftu“
    jsou ale kategorie, kde porota
    nevybrala na shortlist žádnou
    práci. Ocenění si nikdo neodnese
    například za direct marketingo‑
    vou kampaň, za mediální cílení
    nebo brand building či byznyso‑
    vou transformaci. Velké šance
    mají práce v18 kategoriích, kde je
    na shortlistu vždy jen jedna. Týká
    se to například krátkého lmu do
    15 sekund, tří kategorií za soci‑
    ální média (budování komunity,
    zapojení uživatele, inuencerský
    talent), ale také kreativní efekti‑
    vity, kulturního dopadu, zvuku,
    storytellingu adalších.
    Vprodeji jsou již také vstu‑
    penky na slavnostní večer ADC
    Awards, který se koná 10.května
    vdivadle Archa. Galavečer se
    vrátí po roční pauze, protože
    29.ročník měl nále vříjnu 2021.
    Tehdy bylo rozdáno 69 ocenění
    ale bez Grand Prix. Nejvíce trofejí
    získala DDB Prague aklientem
    roku se stala Česká spořitelna.
    Isadore
    představila
    novou identitu
    Slovenská značka cyklistické‑
    ho oblečení Isadore, která své
    produkty prodává do více než
    50 zemí, představila nové logo
    aidentitu brandu zdílny studia
    Andrej & Andrej.
    „Výměna loga, úprava identity
    značky azásadní přepracování
    hlavních produktů. To jsou jedny
    zvětších změn, na nichž jsme
    pracovali většinu uplynulého
    roku, který patřil pro náš obor
    knejnáročnějším,“ uvedl Martin
    Velits, který je šéfem produktů
    značky, již založil společně sbrat‑
    rem Peterem.
    Ke změně loga vedlo několik
    důvodů, předešlá varianta byla
    například omezena spojením
    písmen linkami, které seopotře‑
    bovávaly alogo na dresech se po
    oblečení deformovalo. Vizuálně
    těžší logo navíc muselo být na
    produktech menší aznačka
    tak přicházela odůležitý nosič.
    Vkomunikaci se hůř kombinovalo
    sjinými grackými prvky. Nová
    identita má přinést konzistenci od
    nejmenšího štítku na dresu přes
    komunikaci značky až po snadnou
    identikaci brandu při jízdě.
    „Vizuální identita je inspirová‑
    na cyklistikou, konkrétně jízdou
    vpelotonu, při němž se cyklisté
    snaží držet vzájemné tempo
    astejné rozestupy,“ uvedl jeden
    ze spolutvůrců identity Andrej
    Barčak. Idíky mezerám mezi
    písmeny je tak logotypu varia‑
    bilnější. „Umožňuje se přizpů‑
    sobovat rozmanitému obsahu,
    specickému použití na designu
    dresů ielastických materiálech,“
    doplnil Barčak.
    Lemur hlásí
    rekordní počet
    přihlášek
    Soutěž komunikačních projektů
    voboru public relations Česká
    cena za PR— Lemur, kterou
    pořádá Asociace public relations
    (APRA), letos zaznamenala abso‑
    lutně nejvyšší počet přihlášek ve
    svéosmnáctileté historii. Celkem
    jich bylo podáno 329, meziroč‑
    ně o18 procent více. Týkají se
    186projektů. „Jsme přesvědčeni,
    že rekordní zájem osoutěž je
    nejen odrazem skvělé kondice
    celého oboru, ale také dokladem
    toho, že Lemur je prestižní adů‑
    věryhodnou profesní soutěží,“
    uvedla Anna Balíčková, členka
    výkonné rady APRA, která za
    soutěž zodpovídá.
    Nejsilněji obsazenou hlavní ka‑
    tegorií je Společenská odpověd‑
    nost alantropie (28 projektů),
    uoborových se sešlo 14 projektů
    za Finanční služby atrhy, Zdra‑
    votnictví, Státní správu, politiku
    aneziskový sektor aPrůmysl.
    Vkategoriích komunikačních
    nástrojů se bude bojovat nejvíce
    vkategorii Akce audálosti
    (21projektů).
    Nyní bude osm porot rozhodo‑
    vat oshortlistech, které budou
    představeny vpolovině května,
    kdy také odstartuje prodej vstu‑
    penek na slavnostní vyhlášení.
    To se letos uskuteční vinovo‑
    vané podobě 15.června vWPP
    Campusu. 
    Inzerce
    Zdroj: ISADORE
    ZPRÁVY
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