Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
23/2023
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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AGENTURY MUSEJÍDĚLAT VÍC NEŽ KLIENTIVedle uhlíkové řešme téžmyšlenkovou stopu, říkáHervé de Clerck, kterývystoupí na Foru Media.str. 6–7DIGITÁLNÍ MEDICÍNAVE STŘEDU ZÁJMUTradiční medicína semění a o pozornost si čímdál tím víc říkají digitálnířešení. Jak se prosazují?str. 8–12UDRŽITELNOST JAKOFAKTOR ROZHODNUTÍČerstvá studie Ipsosua A-CSR o udržitelnostive ‑commerce ukazujezměny v chování Čechů.str. 20–21PIVNÍ PATOSVÁS NEODLIŠÍMARTINAJEŽDÍKOVÁ235. června 2023125 Kč / 5,94 €ISSN 1212-9496Strana 2
PERFEKTNÍ KVALITA TISKU – ZÁKLADNÍ KÁMEN PROFESIONÁLNÍ MARKETINGOVÉ KOMUNIKACE.PERFEKTNÍ KVALITA TISKU – ZÁKLADNÍ KÁMEN PROFESIONÁLNÍ MARKETINGOVÉ KOMUNIKACE.V polygrafii ofsetového a digitálního tisku jsme ušli dlouhou cestu a vždy s jasným cílem.Být na trhu nejlepší. Být v kvalitě tisku vždy o krok napřed.Být na trhu nejlepší. Být v kvalitě tisku vždy o krok napřed.Od běžného tiskového formátu až po největší XXL ofsetový a digitální tisk.D&S Design Prague,D&S Design Prague, člen skupiny Gerin, je více než 25 let spolehlivým dodavatelem tiskovin ve špičkovékvalitě. Nejjemnější tiskové rastry současnosti (FM stochastika) v celé formátové škále polygrafické výroby,vysoce jakostní světlostálé barvy zaručující dlouhodobě prozářený tisk, výroba pod specializovanoupolygrafickou normou ISO 12647.Katalogy, brožury, prospekty, výroční zprávy, časopisy, mapy, plakáty A0/B0 i XXL.Outdoorové tiskoviny: oboustrannéoboustranné citylighty, billboardy, bigboardy, megaboardy.POS stojany, veškeré klasické i velkoformátové POS/POP polygrafické produkty.D&S Design Prague, s.r.o.www.gerin.czNĚKDO NAD KVALITOU V TISKU MÁVNE RUKOU.PRO VŠECHNY OSTATNÍ,PRO VŠECHNY OSTATNÍ,JSME TU MY. JSME TU MY.NEJHEZČÍ, NEOŠIZENÉNAINSTALOVÁN DRUHÝNOVÝ XXL OFSETZARUČENOOBOUSTRANNÉCITYLIGHTY V ČESKU230215_EURO_210x280_CONEY2023_instalovan.indd 1230215_EURO_210x280_CONEY2023_instalovan.indd 1 17.02.2023 14:58:2517.02.2023 14:58:25Strana 3
03Číslo týdne107 mil.korun dosáhl součet ceníkové hodnoty reklamního prostoru top5 značek v segmentu muzeí a galerií v období od dubna 2022 dodubna 2023. Největším inzerentem bylo Muzeum fantastickýchiluzí (44, 56 mil. Kč). Na druhém místě je Kodl galerie (37,5 mil. Kč)a třetí je Retro muzeum Praha (11,2 mil. Kč).ZADAVATELÉ A ZNAČKYZADAVATELÉ A ZNAČKYCHCEME ZMĚNIT VZTAH MLADÉGENERACE K NAŠÍ ZNAČCEBohémovi věříme, říká o novéznačce Krušovic Martina Ježdíková,marketingová ředitelka Heinekenu.str. 14 –16KOMUNITAJSME SOUČÁSTÍ PROBLÉMU,MUSÍME PŘISPĚT K ŘEŠENÍNa udržitelnost se agentury nemohoudívat jen jako jakákoli jiná rma, říkálegenda oboru Hervé de Clerck.BUDOUCNOST MEDICÍNYJE DIGITÁLNÍDigitální technologie pronikají dozdravotnictví. Jakým komunikačnímproblémům čelí a jak je překonávají?str. 6 –7str. 8 –12ANALÝZY A DATATÁHNOU ODPOVĚDNÉE ‑SHOPY?Ipsos aA CSR přesně na Světový denživotního prostředí vydaly studiioudržitelnosti ve -commerce.str. 20 –21ONLINE A SOCIALHLÍDEJTE SI SVÉ VÝDAJEKolik by měla značku stát spolupráces inuencery? Jaké faktory ovlivňujívýpočet ceny? Odpověď nabízístručný průvodce jejich oceňováním.str. 22 –23ANALÝZY A DATAPRASÁTKO STÁLE V ČELE,ALE PAT A MAT DOTAHUJÍJak Češi hodnotí reklamy s maskoty?Skóre ukazuje kontinuální výzkumNejlepší herec a maskot v reklamě.str. 24 –25Foto na titulní straně: BOHUMIL POSPÍŠILSčervnem začal měsíc hrdostineboli Pride Month, který sepravidelně koná od stonewall-ských protestů, jimiž vroce 1969odstartovalo hnutí za rovnostapráva LGBT+ komunity.Sociální sítě awebové stránkyznaček se opět začnou plnit duho-vými vlaječkami. Letos ale budoubrandy oněco opatrnější. Užtotiž nejsou vystaveny jen kriticeLGBT+ komunity, která leckterýmrmám častokrát oprávněněvyčítá, že se za ni staví jen najeden měsíc vroce, aniž by seoproblematiku více zajímaly. Vý-tečně to před pár lety parodovalaherečka Megan Stalter ve videu„Hi gay!“, které se virálně vracíukaždého příspěvku zavánějícím„pinkwashingem“. Proti podpořeLGBT+ komunity už ale hlasitě vy-stupuje iradikální konzervativníčást čím dál tím ostřeji rozdělanéspolečnosti. Zdaleka nejde jenonenávistné trolly, kteří jsouslovy klasika jak trpaslíci, vlezouvšude astrašně rychle se množí.Na vlastní kůži to zkusil třebaamerický Budweiser, když chtělnedávno oslovit generaciZpřespartnerství strans komičkou Dy-lan Mulvaney. Když ale „tradičnífanoušci“ začali plechovky BudLight vylévat aprodeje klesly,vzal pivovar rychle zpátečku, ženechtěl „rozdělovat společnost“.Proti tomu brand outdoorovéhooblečení The North Face, kterýteď čelí nájezdu trollů kvůli Pridekampani sdrag queen Pattie Go-nia se kritice postavil statečněji.Trvá si na svém aříká, že vytváře-ní inkluzivní komunity je vjádruznačky a„outdoor patří všem“.Pro rmy to bude mnohokráteopakovaná lekce, když chtějívyjádřit postoj, měly by si za nímopravdu pevně stát. LGBT+ komu-nita nepotřebuje na měsíc vidětduhové vlaječky na každém rohu,ztoho bolí oči iji. Potřebuje spo-jence, kteří pomohou narovnatpráva, jež jsou ipo 54 letech sna-hy stále pokřivená. Třeba jako todělají rmy spolupracující sPrideBusiness Forum a„duhovým“zaměstnancům poskytují rovnépodmínky, když to nezvládnenebo spíš nechce zajistit stát. Našipolitici místo toho opět používajínávrh na manželství pro všechny,čím dál tím více podporovanýspolečností, jako odrazovýmůstek kabsurdnímu divadluavykřikují nesmysly, které nadše-ně přebírají právě trollové.Jakub KřešničkaredaktorTam někdeza duhouEDITORIALStrana 4
04SvodkaIkea si vtendru vybrala agentu-ru Publicis Groupe, která sjednotíreklamní aktivity řetězce na čes-kém, slovenském amaďarskémtrhu, které dosud poskytovalovíce agentur.Adform byl vybrán jakoexkluzivní partner na straněnákupu reklamy pro Utiq, jointventure Deutsche Telekom,Orange, Telefonica aVodafoneposkytující alternativu ke cookiesAuthentic Consent Service.Alza odstartovala od červnavzájemnou spolupráci sHomeCredit. Nabízejí tak snazší nákupna splátky, které lze nově sjednatpřímo ve-shopu.Centropol si ve výběrovémřízení na reklamní agenturu zvo-lil Ogilvy. Pomůže supevněnímpozice nezávislého dodavateleenergií na trhu abrandovou stra-tegií. Nový komunikační konceptspolečnosti představí na přelomuléta apodzimu.Košík pro grilovací sezonuspustil čtyřměsíční kampaň odagentury Bubble. Spolupracujesinuencery, běží online, vOOHaobjeví se též vregionální MHD.Portfolio Night, soutěž-ní event propojující začínajícíkreativce se známými odborníky,kteří ohodnotí jejich portfolia, sepoprvé odehraje vPraze 13.červ-na. Akci, kterou globálně pořádáorganizace The One Club forCreativity, hostí vČesku agenturaVMLY&R vWPP Campusu.Muzeum fantastických iluzíje dle přehledu Ad Intel od Niel-sen Admosphere nejaktivnějšíminzerentem vsegmentu muzeíagalerií (vceníkových cenáchza 12 měsíců do dubna utratil44,6mil. Kč). Následuje ho KodlGalerie aRetro muzeum Praha.Ratafia Almond Spirit, prostě-jovský výrobce ovocných likérů,získal ocenění Double Gold na SanFrancisco World Spirits Competi-tion (SFWSC) za višňo-mandlovýlikér aovocný likér zaronie.VÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNEUDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIABurda koupilaExtra OnlineMediaVydavatelství Burda Interna-tional CZ, mezi jejíž značkypatří Elle, Marianne, Svět ženyaApetit, koupila 100 procentExtra Online Media (EOM),jednu zpředních digitálníchmediálních společností vČes-ku. Mediální dům tím výrazněposiluje svou pozici na onlinetrhu, protože pod EOM spadajíportály jako eXtra.cz, Lifee.cz čiToprecepty.cz.„Akvizice velmi dobředoplňuje naše současné, dobřeetablované portfolio značek se sil-ným vlivem adosahem voblastifashion alifestylu ačiní zBurdaInternational CZ vedoucího hráčena trhu vsegmentu online foodu.Jde operfektní spojení obsahu,“uvedla Petra Fundová, CEO Bur-da International CZ.Dosud vEOM vlastil 75 procentinvestiční fond Pale Fire Capitala25 procent generální ředitelTomáš Kačena.Livesport sivybral DignityReklamní prostor na českém trhubude společnosti Livesport pro-dávat seskupení rem Dignity,tedy Tiscali Media aARBOmedia.Kromě webu aaplikace Live-sport zastoupí iEurofotbal.czaTenisportal.cz. „Budovali jsmekaždou rmu samostatně. To senyní ukazuje jako velká výhoda.Livesport bude mít kdispozici vy-davatele, media zastupitele, medi-ální agenturu itechnologie, čímžpokryje vše, co pro monetizacireklamního prostoru potřebuje,“říká Jakub Hulík, CEO Dignity.ZemřelVadim Fojtík,zakladatel HrotuVpátek 26.května zemřel ve věku49 let dlouholetý ekonomickýnovinář Vadim Fojtík. Největšíčást kariéry spojil stýdeníkemEuro, kde pracoval jako redaktor,zástupce šéfredaktora amezilety 2016 až 2019 jako šéfredak-tor. Pak patřil kzakladatelůmbyznysového apolitickéhočasopisu Hrot. Do loňského záříjej vedl zpozice šéfredaktora, nežfunkci předal Tomáši Jeníkoviastal se ředitelem stejnojmennéspolečnosti, která provozujeiweb tydenikhrot.cz. Ojehoskonu informoval právě maga-zín, který zároveň vypsal stáleprobíhající sbírku pro pozůstalé,manželku atři děti, na platforměznesnaze21.cz.Svět podle MAMHrot zasáhla tragická zpráva, Livesport našelzastupitele a Burda získala bulvární webKobra 11, Krokza krokem,Hospoda,či DoktorkaQuinnová. Tonení soupisseriálů, na kteréjste už možnázapomněli, aleletní schémakanálů TV NovaZPRÁVYStrana 5
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