Strana 5

Marketing & Media

Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
28/2023

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
  28
  
  
  Sdílejte, než to zavřou.
  
  
  
  
- Strana 2
  NEJLEPŠÍ LIDÉ, NÁPADY
  A VÝSLEDKY
  CMO
  Digital
  30 dnI
  Mam
  15
  minut
  ´
  Oba potřebujete.
  A oba stojí stejně.
  
  MAM 30: Vyzkoušejte MAM na 30 dní za zvýhodněnou cenu
  350 Kč bez DPH. Nenechte si ujít to podstatné z oboru marketingové
  komunikace ve vašem počítači, telefonu nebo tabletu.
  MAM_inz_210x280_tablet.indd 1MAM_inz_210x280_tablet.indd 1 04.07.2023 15:1304.07.2023 15:13
- Strana 3
  Jeden krach krizi nedělá. Zatím.
  Je nedávný konec sdílených skútrů BeRider
  izolovaným jevem, nebo trendem v segmentu
  sdílené ekonomiky?
  str.8–12
  
  Brandy se opět předvedly na KVIFF
  Partneři mezinárodního lmového
  festivalu ukázali šaty zpiva či zábavní zóny
  sprojekcemi ajógou.
  str.6–7
  
  Pro velký zásah fungují neděle
  Můžu lidem otevírat jejich bubliny, říká
  okomunikaci na sítích Matěj Hlavatý, na
  Twitteru populární starosta Tetína.
  str.14–16
  
  Jak uspět? Trpělivě sledujte
  dlouhodobé cíle
  Na WPP Expo se včervnu diskutovalo
  opropojení různých marketingových světů
  abudoucnosti celého oboru.
  str.20–21
  
  Atlantě se také díky seznamovací aplikaci
  podařilo zbrzdit opičí neštovice
  Zástupci amerického města, aplikace Grindr
  aCMI Media Group na Cannes Lions ukázali,
  jak efektivně oslovit LGBT+ komunitu.
  str.22
  
  Když ji buduješ, není co řešit
  Letní seriál: Behavio ve spolupráci sMAM
  tvoří podcast obudování značek.
  str.23
  
  Úderně oslovit veřejnost chce projekt
  Klima je vháji!
  Šimon Michalčík představuje novou kampaň
  organizace Plant for the Planet.
  str.26
  
  
  Když si Elon Musk aMark Zuckerberg na konci
  června domluvili zápasnický souboj vkleci, málo
  -
  kdo čekal, že jeho první část proběhne už po dvou
  týdnech. Bojovníci znejtěžší váhové kategorie
  Tech Industry ovšem přeskočili obvyklý předzá
  -
  pasový „staredown“ (zírání zpár centimetrů zočí
  do očí) aZuckerberg se sMetou rovnou pokusil
  o„takedown“, tedy sražení protivníka na zem.
  Ospalou letní náladu všech social media mana
  -
  žerů tak ve středu narušilo nečekané spuštění
  klonu Twitteru — aplikace Threads. Na to, že je
  kvůli nedořešeným otázkám ochrany soukromí
  ociálně nedostupná vEU, start má raketový. Více
  než 50 milionů uživatelů den po spuštění, to je
  mazec. Velkou roli vtom samozřejmě hraje pro
  -
  vázání Threads sInstagramem asnadný transfer
  jeho uživatelů, kterých je přes 2,35 miliardy.
  Nevýhodou nenadálého útoku Zuckerberga je
  určitá uspěchanost. Nová aplikace na úkor momen
  -
  tu překvapení totiž trpí nedodělky. Za všechny lze
  zmínit to, že pokud si nyní zrušíte účet, přijdete
  ioúčet na Instagramu. Dá se čekat, že Meta tento
  problém, stejně jako řadu dalších, brzy odstraní.
  Ač „Vlákna“ zůstanou minimálně do konce roku
  bez reklamy, značky vzaly síť okamžitě ztečí. Ať už
  kvůli faktoru FOMO, nebo že je Meta využila pro
  vyplnění prostoru před příchodem prvních uži
  -
  vatelů. Pepsi, McDonald’s, Wendy’s, Netix, HBO,
  Ryanair adalší… Ti všichni už jsou přítomni.
  Pro Muska ajeho Twitter to může být velká
  rána, kterou si výjimečně neuštědří on sám.
  Threads mu přináší řadu „threats“, atak, jen co ho
  Zuckerberg obrazně poslal na zem, začal chřestit
  žalobami. Vrcholem téhle rvačky gigantů může
  být skutečně jen slibovaný souboj vkleci.
  Ikdyž by spíš připomínal Clash of the Stars.
  
  Petr Žaloudek
  
  redaktor
  Threads jsou pro
  Muska „threats“
  
  25
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  
  
  
  
  
  MARKETING & MEDIA
- Strana 4
  Art Directors Club hledá
  vČesku nové vedení, které
  bude volit vzáří. Současný
  předseda David Suda se po
  dvou funkčních obdobích
  opost znovu ucházet nebude.
  Albatros Media se stalo
  stoprocentním vlastníkem
  nakladatelství Baronet.
  Do skupiny tak už patří
  19nakladatelství.
  Vodafone představil novou
  mobilní síť Cat-M, která podle
  operátora umožní rozvoj
  internetu věcí. Od 1.srpna má
  pokrýt 93 procenta populace.
  Birell spustil sagenturou
  VCCP kampaň „Všichni
  najedné lodi“, vníž bojuje se
  společenským tlakem aste
  -
  reotypy spojenými spitím
  nealka vhospodách.
  Mafra aVLM od 1.července
  zvýšily prodejní ceny deníků.
  MF Dnes aLidové noviny
  (Mafra) zdražily okorunu na
  25 korun, Deník (VLM) zdražil
  odvě koruny na 26 korun.
  Růžový slon, lídr vprodeji
  erotického zboží, spustil
  kampaň sagenturami Brand
  Family aMotionhouse, nabízí
  nevšední tipy arady na cesty
  při letních dovolených.
  Seznam dostal od Úřadu
  pro ochranu hospodářské
  soutěže půl roku od oznáme
  -
  ní akvizice povolení koupit
  rmu Silky Zdeňka Poryb
  -
  ného, pod niž spadá společ-
  nost Borgis sdeníkem Právo
  aweby Novinky.cz, Sport.cz
  aSuper.cz.
  Endorphin Republic, síť
  prodejen vybavení pro běh,
  kolo alyže, spustila se Studi
  -
  em NMDS při Tour DeFrance
  kampaň „Všichni jsme úplně
  mimo“. Spot režíroval Benja
  -
  min Buttler.
  Lululemon, značka sportov-
  ního oblečení, si pro vstup na
  evropské trhy včetně České
  republiky vybrala online
  obchod Zalando. 
  
  
  Členové SPIR se
  vymezili proti
  vytěžování svých
  textů adat zwebů
  například za
  účelem učení
  modelů AI. Vytvořili
  standardizovanou
  komunikaci, aby měli
  provozovatelé stránek
  možnost nastavit
  tzv.opt ‑out achránit
  tak autorským
  právem věci, které
  vytvořil člověk.
  Tradičnější, než
  si myslíte, říká
  Prague Pride
  Zastřešujícím tématem
  letošního 13. ročníku festi
  -
  valu Prague Pride svíce než
  150 doprovodnými akcemi
  aeventy jsou tolik diskuto
  -
  vané tradice ajejich význam
  pro společnost. Zdůrazňuje to
  ina festival lákající kampaň
  zdílny VMLY&R. „Tradice
  vnímáme jako přirozené, ale
  to jen proto, že jsou předá
  -
  vány přes několik generací.
  Ve skutečnosti jsou vymýš
  -
  leny lidmi. Je tedy potřeba je
  časem revidovat arozhod
  -
  nout, zda ještě stále slouží
  původnímu cíli, nebo jsou
  už jen reliktem doby,“ říká
  Kamila Fröhlichová, ředitelka
  festivalu Prague Pride.
  Vkampani VMLY&R před
  -
  stavuje queer komunitu jako
  odvěkou součást společnosti
  vkontrastu shistoricky
  mladšími tradicemi, jako
  jsou bílé šaty pro nevěstu
  nebo setkávání vhospodě.
  Kvidění je hlavně na ven
  -
  kovních plochách vPraze,
  online ana sociálních sítích.
  Vyvrcholí sfestivalem
  vsobotu 12.srpna pražským
  pride průvodem, jenž povede
  zVáclavského náměstí na
  Letenskou pláň.
  IMC Czech Awards
  znají vítěze
  Ve21. ročníku soutěže IMC
  Czech Awards bylo rozdáno
  celkem 11 zlatých, 13 stříbr
  -
  ných a17 bronzových medailí.
  Grand Prix získala kampaň
  13 cest od McCann Prague
  sHero & Outlaw pro Českou
  asociaci pojišťoven.
  Klientem ročníku se stal
  Plzeňský Prazdroj. Agentu
  -
  rou ročníku byla jmenována
  Triad Advertising, získala
  totiž celkem osm trofejí,
  ztoho pět zlatých. Osm cen
  dostala iagentura Momen
  -
  tum, ale zlatá byla jen jedna.
  McCann Prague obdržel také
  osm ocenění, ztoho tři zlaté
  aGrand Prix.
  Soutěž spolupořádají
  ADMEZ asekce Aktivačních
  agentur AKA. Medailisté mají
  právo postoupit do evropské
  -
  ho kola, tedy Impact Awards
  (dříve IMC European Awards).
  Při předávání evropských cen
  Ondřej Gottwald, zástupce ČR
  ačlen boardu Impact vEvrop
  -
  ské asociaci komunikačních
  agentur (EACA) naznačil, že
  se připravuje po vzoru Evropy
  rebranding české soutěže IMC
  na Impact Awards. 
  Prague Pride vkampani
  upozorňuje na tradice
  asoutěž IMC Czech
  Awards ocenila
  komunikační projekty.
  
  
- Strana 5
  CEZ-HR(motiv-I-louka+venkov+mesto)_210x280_M&M.indd 3CEZ-HR(motiv-I-louka+venkov+mesto)_210x280_M&M.indd 3 03.05.2023 13:0203.05.2023 13:02
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Marketing & Media

28/2023

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