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.
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MAM EXTRA:REKLAMA,POLYGRAFIE,OBALYTĚŽKÝ BOJ SPORTUO GENERACI ZPrůzkumy hovoří jasně:mladé publikum sledujesportovní přenosy výrazněméně než starší generace.str. 8–11KDO NEINOVUJE,BRZY TU NEBUDEFirmy chybují, když berouinovace jako jednorázovéeventy. Je nutné se na něsoustředit trvale.str. 18–19S DEZINFORMACEMITO BUDE JEŠTĚ TĚŽŠÍUmělá inteligence zrychlívznik fake news iútoků naznačky. Jak na ně, poradilaBrand Safety Academy.str. 20–21NEJLEPŠÍ JEDOPORUČENÍADAMLEBEDA1724. dubna 2023125 Kč / 5,94 €ISSN 1212-9496Strana 2
3D tiskteď frčí!Chcete pro své zákazníkya obchodní partnery originálníreklamní předměty? Obraťte se nasvětově oceňovanou rmu v oblastiinovací a 3D tisku. Proměníme vašivizi ve 3D model a zajistímei následnou výrobu.ŠpičkovákvalitaRychlédodáníKonzultacezdarmaFlexibilní platebnípodmínkyTiskneme jižod 1 kusuinfo@sensio.czwww.sensio.cz Strana 3
03Číslo týdneJiž 25prodejen dm disponuje plnicími stanicemi. Opakovaně použi-telné nádoby o objemu 1 nebo 1,5 litru lze naplnit ekologickýmičisticími a pracími prostředky. Například naplněním 1,5 l lahvese ušetří 60 g plastu. Jedná se tak o významný krok společnostidm v oblasti trvalé udržitelnosti.InzerceMÉDIA A TRHZADAVATELÉ A ZNAČKYHORŠÍ NEŽ DRAŽŠÍ PAPÍR JSOUPLÁNY NA VYŠŠÍ DPH NA KNIHYDíky lepší zákaznické zkušenostizvyšujeme tržby asnižujeme náklady,říká Adam Lebeda zEuromedie.str. 14 –15MÉDIA A TRHZPRÁVA O STAVU DIGITÁLNÍREKLAMY POPRÁVU ŠOKUJEProgramatická reklama je podlestudie Scope3 v dnešní podoběnaprosto neudržitelná.TĚŽKÝ ZÁPAS O MLADÉ DIVÁKYSe zásadní změnou vkonzumacimédií zjišťuje isportovní prostředí,že ztrácí schopnost přitáhnoutgeneraci Zke svým přenosům.str. 6str. 8–11ZADAVATELÉ A ZNAČKYFIRMY, KTERÉ NEINOVUJÍ,Z TRHU BRZY ZMIZÍJe třeba nejen přinášet novinky, alepracovat is„core“ produkty, říkajíexperti na inovační procesy.str. 18 –19ZADAVATELÉ A ZNAČKYNASTAVENÍ KAMPANĚ JEPROCHÁZKA MINOVÝM POLEMPéče obrand safety je nikdynekončící proces, který ještě ztížínástup umělé inteligence.str. 20 –21MAM EXTRAMAM EXTRA: REKLAMA,POLYGRAFIE, OBALYSoučástí vydání je speciálnídvanáctistránková přílohaosoučasném stavu polygrackéhoprůmyslu vČesku.Foto na titulní straně: BOHUMIL POSPÍŠILJsou to dva týdny, co českýhokejový svaz představil logopro mistrovství světa, které se zarok uskuteční vPraze aOstravě.Od té doby přemýšlím, jestli semám držet nepsaného pravidlanevyjadřovat se k věcem, kterýmzprofesního hlediska nemůžurozumět. Nicméně jsem se za tudobu seznámil snázory několikalidí, kteří se ktakzvanému „puko‑tikonu“ nevyjadřují serudicíabsolventů vysoké školy života,atak si tu dovolím hlasité ulevení.To logo je strašné!Tak strašné, že když ambasa‑dor šampionátu Jakub Voráčekúdajně vžertu prohlásil, že už vi‑děl ihorší loga, měl jsem tendencimu tu část ovtipkování nevěřit.Retro paskvil kombinující pukaemotikon si rychle vydobyl řadupřezdívek: pan Vajíčko, knedlíknebo „pukokotikon“ (ta vznikneprostým přehozením třetí ačtvr‑té slabiky novotvaru).Úplně nejhorší je však omáčkaautorského týmu UnicornAttacks, která se snaží odáknu‑tou práci legitimizovat údajnýmzáměrem vyvolat emoce adisku‑si. Je snad normální odevzdávatpráci spocitem blaženosti, že zaní okamžitě schytám bídu? Kriti‑ka loga ostatně není pro hokejovýsvaz ničím novým. Část fanouškůse stále těžko srovnává stím, ženárodní znak na hrudi hokejistůvystřídal vroce 2018 nový sym‑bol, který může působit dojmem,že hlavním partnerem reprezen‑tace je automobilka Scania.Nicméně ipřes opakujícíse gracké přešlapy se českýhokej nemusí bát, že by se za rokmistrovství světa netěšilo příznifanoušků. To poslední, které sevČesku uskutečnilo vroce 2015,stále drží spočtem 686 tisíc fa‑noušků rekord MS vnávštěvnosti.Popularity hokeje se lehce do‑týká iústřední téma tohoto čísla,které se zabývá tím, jak genera‑ce Z(ne)konzumuje sportovnípřenosy. Podle jednoho zvý‑zkumů to je právě hokej, kterýje mezi touto digitální generacínejoblíbenější.Atak to, jestli „pukotikony“nakonec padnou vreálu naúrodnou půdu, zjistíte za rok i naTikToku nebo jiné právě trendují‑cí sociální síti.Petr ŽaloudekredaktorKoukat jako„pukotikon“EDITORIALStrana 4
04SvodkaCETIN, společnost ze sku‑piny skupina PPF, uzavřela sespolečností Kaprain dohoduoakvizici českého poskytovatelepřipojení Nej.cz. Pokud obchodschválí ÚOHS, získá sní optickouinfrastrukturu pro takřka čtvrtmilionu zákazníků.Tipsport se stal novýmgenerálním partnerem esportovéorganizace Enterprise. Hlavnímcílem je společná snaha zrychlitrozvoj celé organizace.LCG New Media po desetiletech na trhu změnila svůj branddesign. Myšlenka vychází ze spo‑jení nových médií adigitálníhomarketingu. Novými grackýmiprvky abarevností odráží fakt, ževětšina produktů, které agenturasvým klientům aktuálně dodává,je vidět na displeji.Eset, globální antivirováspolečnost, navázala spoluprácismezinárodní PR agenturou Py‑xis. Ta bude zajišťovat podporuiniciativy zaměřené na rozšířenípovědomí obezpečnosti dětí nainternetu Safer Kids Online.Brasileiro UZelené žáby zeskupiny Ambiente oslavila 20letna trhu videoklipem shudbou odRomana Holého, Matěje RuppertaaTerezy Černochové, vystoupilivněm Pavel Nedvěd, Anna Geisle‑rová aJitka Schneiderová.Hyundai prodloužila partner‑ství sčeskou fotbalovou reprezen‑tací, minimálně do konce evrop‑ského šampionátu 2024. Nově serozšíří ina národní tým žen.Edenred, společnost posky‑tující služby voblasti benetů, sina zajištění PR vybrala skupinuDigital First Marketing Group.AKA uspořádá 3.května vpro‑storách agentury VCCP workshopoBezpečnosti online platforemvkomunikačním průmyslu.Radiohouse ze skupiny Me‑dia Bohemia rozvíjí své digitálníslužby prostřednictvím novédivize RH Digital.VÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNEUDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIAŽebříček dobravedou Ogilvya DoveŽebříček The Good Report, kterýhodnotí nejlepší kampaně zarok 2022 podle jejich vlivu naspolečnost aživotní prostředí, ve‑dou za agenturní sítě Ogilvy azaznačky Dove. Report sestavujeACT Responsible, mezinárodnínezisková organizace atakénejvětší zdroj světově nejlepšíchreklam sodpovědnou tematikou.Žebříček je sestavován kombinacínedávno zveřejněného seznamuWARC Creative 100 siniciativamiACT Responsible, jako jsou CareAwards, Tributes (hlasování veřej‑nosti) aGood Ad Gallery. Celkovýsoubor zahrnuje 1029kampaní,za nimiž stálo 658agentur akterébyly vytvořeny pro 897zadavate‑lů na 778 trzích.Zkampaní zvítězila „ReverseSele“ pro Dove od Ogilvy, druhábyla „Signal for Help“ od JuniperPark\TBWA atřetí „Catch of theDay 2050“ od Ogilvy Social.LabAmsterdam.Zagentur zvítězila Ogilvy UK(2. FCB Chicago, 3. Juniper Park\TBWA Toronto), zagenturních sítíje první Ogilvy (2. Havas Group,3. FCB), mezi značkami je nejlepšíDove amezi zeměmi získalyprvenství USA.Za projektem stojí avíce neždvě desítky let ho vede Hervéde Clerck (rovněž zakladatelAdFora), kterého bude 9.listo‑padu MAM hostit na hlavnímpódiu konference Forum Media.Vstupenky na akci jsou již vpro‑deji, více informací najdete naforummedia.cz.Svět podle MAMVenku je další Good report, ADC má shortlisty,Isadore novou identitu aLemur rekordNetix běhemprvníhokvartálu získal1,75 milionupředplatitelů,celkem jich má232,5 milionu.Loni toutodobou jejichpočty klesalyZdroj: DOVEZPRÁVYStrana 5
OFICIÁLNÍ VOZY25.–27. 4. 2023www.reklama-fair.cz28. VELETRH REKLAMY, POLYGRAFIE, OBALŮA INOVATIVNÍCH TECHNOLOGIÍRP_OBALY_23_210x99.indd 1RP_OBALY_23_210x99.indd 1 16.06.2022 16:1516.06.2022 16:15V ADC Awardsse utká 94 pracíAll star porota 30. ročníku sou‑těže ADC Czech Creative Awardsběhem dvoudenního zasedání vy‑brala zcelkem 294 přihlášenýchprací na shortlisty 94 projektů,tedy necelou třetinu.Nejpočetněji zastoupenouoblastí je letos „craft“. Absolutnívítěz „craftu“ si odnese letosspeciální ocenění Grand PrixCraft vpodobě zlaté porcelánovétrofeje. Na rozdíl od „craftu“jsou ale kategorie, kde porotanevybrala na shortlist žádnoupráci. Ocenění si nikdo neodnesenapříklad za direct marketingo‑vou kampaň, za mediální cílenínebo brand building či byznyso‑vou transformaci. Velké šancemají práce v18 kategoriích, kde jena shortlistu vždy jen jedna. Týkáse to například krátkého lmu do15 sekund, tří kategorií za soci‑ální média (budování komunity,zapojení uživatele, inuencerskýtalent), ale také kreativní efekti‑vity, kulturního dopadu, zvuku,storytellingu adalších.Vprodeji jsou již také vstu‑penky na slavnostní večer ADCAwards, který se koná 10.květnavdivadle Archa. Galavečer sevrátí po roční pauze, protože29.ročník měl nále vříjnu 2021.Tehdy bylo rozdáno 69 oceněníale bez Grand Prix. Nejvíce trofejízískala DDB Prague aklientemroku se stala Česká spořitelna.Isadorepředstavilanovou identituSlovenská značka cyklistické‑ho oblečení Isadore, která svéprodukty prodává do více než50 zemí, představila nové logoaidentitu brandu zdílny studiaAndrej & Andrej.„Výměna loga, úprava identityznačky azásadní přepracováníhlavních produktů. To jsou jednyzvětších změn, na nichž jsmepracovali většinu uplynuléhoroku, který patřil pro náš oborknejnáročnějším,“ uvedl MartinVelits, který je šéfem produktůznačky, již založil společně sbrat‑rem Peterem.Ke změně loga vedlo několikdůvodů, předešlá varianta bylanapříklad omezena spojenímpísmen linkami, které seopotře‑bovávaly alogo na dresech se pooblečení deformovalo. Vizuálnětěžší logo navíc muselo být naproduktech menší aznačkatak přicházela odůležitý nosič.Vkomunikaci se hůř kombinovalosjinými grackými prvky. Nováidentita má přinést konzistenci odnejmenšího štítku na dresu přeskomunikaci značky až po snadnouidentikaci brandu při jízdě.„Vizuální identita je inspirová‑na cyklistikou, konkrétně jízdouvpelotonu, při němž se cyklistésnaží držet vzájemné tempoastejné rozestupy,“ uvedl jedenze spolutvůrců identity AndrejBarčak. Idíky mezerám mezipísmeny je tak logotypu varia‑bilnější. „Umožňuje se přizpů‑sobovat rozmanitému obsahu,specickému použití na designudresů ielastických materiálech,“doplnil Barčak.Lemur hlásírekordní početpřihlášekSoutěž komunikačních projektůvoboru public relations Českácena za PR— Lemur, kteroupořádá Asociace public relations(APRA), letos zaznamenala abso‑lutně nejvyšší počet přihlášek vesvéosmnáctileté historii. Celkemjich bylo podáno 329, meziroč‑ně o18 procent více. Týkají se186projektů. „Jsme přesvědčeni,že rekordní zájem osoutěž jenejen odrazem skvělé kondicecelého oboru, ale také doklademtoho, že Lemur je prestižní adů‑věryhodnou profesní soutěží,“uvedla Anna Balíčková, členkavýkonné rady APRA, která zasoutěž zodpovídá.Nejsilněji obsazenou hlavní ka‑tegorií je Společenská odpověd‑nost alantropie (28 projektů),uoborových se sešlo 14 projektůza Finanční služby atrhy, Zdra‑votnictví, Státní správu, politikuaneziskový sektor aPrůmysl.Vkategoriích komunikačníchnástrojů se bude bojovat nejvícevkategorii Akce audálosti(21projektů).Nyní bude osm porot rozhodo‑vat oshortlistech, které budoupředstaveny vpolovině května,kdy také odstartuje prodej vstu‑penek na slavnostní vyhlášení.To se letos uskuteční vinovo‑vané podobě 15.června vWPPCampusu.InzerceZdroj: ISADOREZPRÁVYStrana 6
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