Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
19/2023
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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V JAKÉ KONDICI JETRAVEL RETAIL?Vrátí se věci po třechletech do normálu? Nadějeznaček je nejspíš planá.Trh se výrazně proměnil.str. 8–12NOVINÁŘI V ZAJETÍUMĚLÉ INTELIGENCEVíce času v terénu,minimum psaní. Novinářipopisují, jak AI převracíjejich práci naruby.str. 16–18DNEŠNÍ DESIGN?EKOLOGIE I RETROTyto směry podle českýchnávrhářských značekovládly scény na DesignWeeku vMiláně.str. 20–21Z PILULKY BUDEMEDIÁLNÍ DŮMŠIMONČAPEK199. května 2023125 Kč / 5,94 €ISSN 1212-9496Strana 2
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03Číslo týdne10 Kčvěnuje společnost dm drogerie markt z každého zakoupenéhostartovného v rámci dm rodinné míle na pomoc dětemz dětských domovů prostřednictvím nadace Dobré víly dětem.Oblíbené běžecké závody proběhnou ve spolupráci s organizacíRunCzech.InzerceZADAVATELÉ A ZNAČKYMÉDIA A TRHVE SVĚTĚ AI UŽ PSANÍ NEBUDEHLAVNÍM RYSEM AUTORSTVÍLetošní Novinářské forum semimo jiné zabývalo tím, jak uměláinteligence ovlivňuje práci žurnalistů.str. 16–18ZADAVATELÉ A ZNAČKYSTAVÍME PLATFORMUDIGITÁLNÍHO ZDRAVÍPilulka se více soustředí na obsah,web bude jako mediální dům, říká šéfjejího marketingu Šimon Čapek.PŘISTÁNÍ DO NOVÉ A HORŠÍRETAILOVÉ REALITYCovid a válka na Ukrajině zásadněproměnily travel retail v Česku.Jakým výzvám na startu sezony čelí?str. 14 –15str. 8 –12ZADAVATELÉ A ZNAČKYBEZ UDRŽITELNOSTI TO UŽV DESIGNU NEPŮJDETrendy návrhářství přibližují českéznačky, které samy uspěly naletošním Design Weeku v Miláně.str. 20 –21MÉDIA A TRHJAK DOBŘE MĚŘIT DOPADAUDIOREKLAMYVliv reklamy vrozhlase či podcastechna vnímání značky změřil Seznamspomocí nástroje Brand Lift.str. 22 –23KREATIVITA A KAMPANĚPROJEKT VŽDY TO BUDU JÁPOMÁHÁ LIDEM S ALSDell aIntel sagenturou VMLY&Rmaximálně ulehčily lidem sfatálnímonemocněním zachovat svůj hlas.str. 24 –25Foto na titulní straně: BOHUMIL POSPÍŠILVíte kolik žen bylo vposledníchčtyřiceti letech ve vedení českýchmédií veřejné služby? Nebo kdyžto zjednoduším: kolik šéfovýchměl Český rozhlas nebo Česká te-levize? Odpověď je nula. Nepřed-pokládám, že jste touto informacínějak šokovaní, že jsem vám řeklaněco překvapivého. Tak nějak seto tuší, ví. Ale zkuste si to říct ješ-tě jednou: nula. Nula. Žádná ženavčele. Ateď skočíme ostupínekníž. Mezi šéfredaktory zpravo-dajských redakcí. 28 redakcí ajenjednu vede žena. Pro milovníkyprocent: vpřepočtu jsou to čtyři(shoda sjiným zastoupením ječistě náhodná, ale možná povedekzamyšlení). Přitom novinářekje vtěchto redakcích skoro po-lovina. Když jsem před asi třemilety absolvovala ukoley VaškaSochora jednodenní mediálnítrénink (sláskou, ale neúspěšněse mě tehdy snažil zbavit strachumluvit na veřejnosti), položil mivrámci nahraného rozhovorujako první otázku: Víte, že jstejedna zmála žen unás včele pe-riodika sekonomickým zaměře-ním? Ajá nevěděla, co říct. Nikdypřed tím mě nenapadlo nad tímpřemýšlet. Jenže všichni bychomměli. Diverzita vredakcích, aleivjejich vedení, vede ke kvalitněj-šímu avyváženějšímu obsahu. Tonení přání — to je fakt. Rozma-nité týmy pracují jinak, lépe. NaNovinářském fóru minulý týdenzaznělo od diskutujících novi-nářek několik způsobů, jakýmiby šlo dnešní stav změnit. Třebatakovou „vychytávkou“ jako jeremní školka, nebo možnostíčástečného úvazku, exibilněj-ším způsobem práce, menšímkonkurenčním tlakem mezikoley, který je často motivovánprávě vedoucím… Anebo prýitakovou maličkostí, že se nadří-zený nebude tvářit jako p*del,když se musí pro dítě do školy.To, co vjiných rmách už začínáfungovat běžně, jako by vmédi-ích vůbec nemělo místo. Znám toize své zkušenosti anení pro měsnadné si přiznat, že jako šéf užjsem vtomto ohledu také selhala.Bohužel ani ta naše redakce stálemoc „není pro ženský“. Jsemtu jediná. Atak to může vlastněvypadat jako jinde — že jsmezatíženi maskulinní kulturou.Zkusím to změnit. Někde se začítmusí, byť to bude vcelku pakzměna nepatrná. Leda že by sepřidal někdo další?Radana ČechovášéfredaktorkaPro ženy to není.Skutečně?EDITORIALStrana 4
04SvodkaVÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNEUDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIANovinářské cenyrozdányNadace Open Society Fund Praharozdala Novinářské ceny 2022.Cenu Karla Havlíčka Borovské-ho získal Václav ČernohorskýzČeské televize (na fotograi)za zasvěcené zpravodajství.Novinářskou křepelku pro mladéžurnalisty obdržel Jan Cibulka(iRozhlas.cz). Vpsané žurnalisti-ce má zkušená reportérka PetraProcházková na svědomí Nejlepšírozhovor, když pro Deník N dalanahlédnout do ruské vládnoucívrstvy. Za nejlepší reportáž bylioceněni Ondřej Kundra, TomášBrolík za vyšetřování válečnýchzločinů pro Respekt. Za nejlepšíkomentář si vysloužil oceněníStanislav Biler (Jádu). PublicistaPetr Třešňák pak pro Respektnapsal nejlepší analýzu. (Více nawebu mam.cz).Svět podle MAMNovinářské ceny znají vítězeadigisemestr otevírá další ročníkTikTok přicházís novoufunkcí, kteráumožní velkýmvydavatelůmprodávatreklamu vedlesvých příspěvkůa ponechat sipolovinu příjmůZdroj: NADACE OSFZPRÁVYNielsen představil největšízadavatele inzerce vceníkovýchcenách vsegmentu hobbymar-ketů podle přehledu AdIntel.Zaprvní tři měsíce roku je jed-ničkou Mounteld (410 milionůkorun), který následuje Hornbach(109milionů), OBI ČR (94 milio-ny), Bauhaus (77 milionů) aUniHobby (33 miliony).Air Bank letos vdubnu pře-kročila milník celkového počtu1,1milionu klientů, meziročnějich přibylo přibližně 100 tisíc.Ještě letos plánuje začít poskyto-vat své služby také podnikatelům.Hedepy, online psychote-rapeutická platforma, získalainvestici vpřepočtu okolo50milionů korun od investičníchfondů Nation1, Purple Ventures,RSJ aandělského investora LeošeNavrátila. Využije je na expanzido dalších čtyř zemí.Economia spustila novýlifestylový web snázvemAI-radi.cz. Jeho obsah generujeumělá inteligence. Cílem projektuje přiblížit běžným uživatelůmsoučasný stav AI aupozorňovatna její silné islabé stránky.Ovečkárna sjednotila svézahraniční e-shopy pod značkouWoolville. Přejmenovala tedyonline obchody vMaďarsku (Ba-riholmik) aRumunsku (Ovinshop)na stejný název jako vRakouskuaNěmecku. Slibuje si efektivnějšíkomunikaci asnazší další expanzi.L’Oréal si vtendru na správuCRM amarketingovou auto-matizaci pro český, slovenskýamaďarský trh opět zvolil agen-turu Kindred ze skupiny PublicisGroupe. Ta pro značky Lancome,Kiehl’s, Vichy, CeraVe aLa RochePosay pracuje už od roku 2020.Extra Publishing uvedena český trh původně britskýmagazín Classic Rock. Na základělicence bude vycházet od polovinyčervna šestkrát ročně srozsahemsto stran. Šéfredaktorem českéedice je Vojtěch Klíma.Digisemestrotevírá ročníkPo loňském úspěšném návratuDigisemestru do oinu odstarto-valo přihlašování na ročník 2023,který se zaměří na strategicképřemýšlení vkontextu aktuálníchpotřeb celého digitálního trhu.Na semestrálním studiu, zanímž stojí pořadatel MarketingFestivalu Jindřich Fáborský, budeběhem dvanácti sobot přednášetpřes 50 odborníků. Nově napří-klad konzultantka pro sociálnísítě Eliška Vyhnánková, režiséramarketér Michal Orsava neboDora Pružincová, šéa kreativyagentury DDB Prague.Digisemestr 2023 začíná30.září vPraze na ČVUT. Cenakurzu je 20990 korun bez DPH,do 10.května je možné se při-hlásit se slevou 4000 korun propracující a12000 pro studenty.Strana 5
Very Early Bird vstupenkyprávě v prodeji23. ročník konferenceFORUM MEDIAPořadatelé aodborní partneři:www.forummedia.czFM_inz_MAM_210x280_save-the-date_zvyhodnene_vstupenky-2023.indd 1FM_inz_MAM_210x280_save-the-date_zvyhodnene_vstupenky-2023.indd 1 02.02.2023 14:3402.02.2023 14:34Strana 6
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