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
    světově oceňovanou rmu v oblasti
    inovací a 3D tisku. Proměníme vaši
    vizi ve 3D model a zajistíme
    i následnou výrobu.
    Špičko
    kvalita
    Rychlé
    dodání
    Konzultace
    zdarma
    Flexibilní platební
    podmínky
    Tiskneme již
    od 1 kusu
    info@sensio.cz
    www.sensio.cz
  • Strana 3

    03
    Číslo týdne
    J 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 ZNKY
    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 ZNKY
    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 ZNKY
    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
    m držet nepsaného pravidla
    nevyjadřovat se k věcem, kterým
    zprofesního hlediska nemůžu
    rozut. Nicméně jsem se za tu
    dobu seznámil szory 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 prohsil, 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
    přezvek: pan Vajíčko, knedlík
    nebo „pukokotikon“ (ta vznikne
    prostým přehozem třetí ačtvr
    té slabiky novotvaru).
    Úplně nejhorší je však omáčka
    autorského týmu Unicorn
    Attacks, která se snaží odáknu
    tou práci legitimizovat údajným
    měrem vyvolat emoce adisku
    si. Je snad normální odevzdávat
    práci spocitem blaženosti, že za
    ní okamžitě schym bídu? Kriti
    ka loga ostatně není pro hokejový
    svaz ním novým. Část fanoušků
    se stále těžko srovnává stím, že
    rodní znak na hrudi hokejistů
    vysídal 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
    fanouš. 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 sportov
    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 soclní 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
    ipojení 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
    lem 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digitálho
    marketingu. Novými grackými
    prvky abarevností odží 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, minilně 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 prosedí, ve
    dou za agenturní sítě Ogilvy aza
    značky Dove. Report sestavuje
    ACT Responsible, mezinárod
    nezisková organizace ata
    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, dru
    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 Her
    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, OBA
    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. ročku 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 rozl od „craftu“
    jsou ale kategorie, kde porota
    nevybrala na shortlist žádnou
    práci. Ocenění si nikdo neodnese
    například za direct marketingo
    vou kampaň, za medlní 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.ročk měl nále vříjnu 2021.
    Tehdy bylo rozdáno 69 ocenění
    ale bez Grand Prix. Nejvíce trofejí
    skala DDB Prague aklientem
    roku se stala Česká spitelna.
    Isadore
    představila
    novou identitu
    Slovenská značka cyklistické
    ho oblečení Isadore, která s
    produkty prodává do více než
    50 zemí, představila nové logo
    aidentitu brandu zdílny studia
    Andrej & Andrej.
    měna loga, úprava identity
    značky azásadní přepracová
    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 spojem
    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 přiczela odůležitý nosič.
    Vkomunikaci se hůř kombinovalo
    sjinými gracmi prvky. Nová
    identita má přinést konzistenci od
    nejmenšího štítku na dresu přes
    komunikaci znky až po snadnou
    identikaci brandu při jízdě.
    Vizlní 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
    Baak. Iky mezerám mezi
    písmeny je tak logotypu varia
    bilnější. „Umožňuje se přiz
    sobovat rozmanitému obsahu,
    specickému použití na designu
    dresů ielastických materiálech,
    doplnil Baak.
    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 nejvší počet přihšek ve
    svéosmnáctileté historii. Celkem
    jich bylo podáno 329, meziroč
    ně o18 procent více. Týkají se
    186projek. „Jsme přesvědčeni,
    že rekordní zájem osoutěž je
    nejen odrazem skvělé kondice
    celého oboru, ale také dokladem
    toho, že Lemur je prestižní a
    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
    strojů 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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