Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

29/2023

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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    
    
    
    
    Kateřina
    A
    A
    
  • Strana 2

    9. 11. O2 universum Praha
    Prestižní akce, kde se v jeden den a na jednom místě scházejí
    všichni, kteří ve světě marketingu a komunikace něco znamenají.
    Vaše doporučená dávka informací a inspirace od více než
    50špičkových řečníků. Rezervujte si místo ještě dnes.
    forummedia.cz
    mam.cz
    KDO A CO DNES
    HÝBE SVĚTEM MÉDIÍ
    A KOMUNIKACE?
    23
    John V. Pavlik
    odborník na moderní technologie
    a jejich vliv na média
    SUMMER
    RATE
    10 500 Kč
    jen do 31. 8. 2023
    bez DPH
    FM_inz_210x280_John_Pavlik.indd 1FM_inz_210x280_John_Pavlik.indd 1 14.07.2023 10:5514.07.2023 10:55
    Stavíme sp olečně
    vinci-construction.cz
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  • Strana 3

    Když má brand tisíce marketérů
    Podle WARC iLions patří ktrendům roku
    zaměření na komunity. Značky musejí
    dlouhodobě mluvit jejich jazykem.
    str.8–12
    
    Twitter Wars: klonové války
    Nová sociální síť Threads způsobila poprask,
    ikdyž je jen dalším zřady klonů Twitteru.
    str.6–7
    
    AKA je autorita inárazník
    Bráníme obor, řešíme AI, ESG ipříliš mnoho
    tendrů, říká Kateřina Hrubešová, výkonná
    ředitelka Asociace komunikačních agentur.
    str.14–17
    
    Musíte mluvit jazykem těch,
    kteří rozhodují openězích
    Mary Kyriakidi zKantaru prozrazuje, jak řešit
    dilemata moderního marketingu.
    str.20–22
    
    
    Jestli se někdo marketingu nebojí, tak je to May-
    belline. Nestačilo, když vkvětnu vBritánii vypus-
    tila dosud vůbec největší 3D digitální venkovní
    kampaň se svou první virtuální avatarkou May.
    Vposledním týdnu sbírala body skampaní, v
    níž na legendární Double Deckery imetro nasadi-
    la umělé řasy, které jen „zamrkaly“, když projely
    pod obrovským ohebným aplikačním kartáčkem
    na TikToku už tak virální řasenky Sky High.
    Jen ociální příspěvek značky na Instagramu
    získal skoro 1,5 milionu „lajků“ adalší „ooh“
    a„aah“ sbírají na TikToku iLinkedInu přesdílené
    záběry. Ato ikdyž „prasklo“, že se vlastně nejedná
    ožádné OOH, ale oCGI video vytvořené ve spolu-
    práci sumělcem Ianem Padghamem. Musel to být
    podstatně levnější projekt než květnový rekord
    aminimálně na sítích zaujal odost víc. IDelphine
    Consigny, ředitelka marketingu značky vBritánii,
    pro média zamrkala překvapením.
    Sympaticky značka ale ani nemrkne nad
    výzvami kbojkotu, kterým čelí kvůli tomu, že do
    kampaně zapojila muže, dokonce vousaté inuen-
    cery. Nesesypala se ani po podobné „kauze“ se
    spoluprací strans inuencerkou Dylan Mulvaney.
    Na rozdíl od Bud Light. Opodpoře různorodosti
    vDNA značky se totiž hezky mluví, ale ne každou
    založil gay, který nosil vlastní make-up. Maybelli-
    ne se tak prostě narodila.
    Jakub Křešnička
    redaktor
    Je to ooh,
    nebo spíš aah?
    Stavíme sp olečně
    vinci-construction.cz
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    
    MARKETING & MEDIA
  • Strana 4

    POPAI CE spustí již 23.roč-
    ník soutěže Hvězda 3D
    reklamy. Pro přihlášky bude
    otevřen 28.července adead-
    line je 10.října. Vyhlášení
    výsledků proběhne během
    POPAI Day 23.listopadu
    vO2universum.
    SIMAR, Sdružení agentur
    pro výzkum trhu aveřejného
    mínění, které mělo dosud
    na síti LinkedIn uzavřenou
    diskusní skupinu, spustilo na
    síti vlastní veřejný prol.
    Český rozhlas vrátil pomo-
    cí AI do éteru hlas Karla Gotta.
    Od 14.července nude zaznívat
    ve vybraných pasážích četby
    na pokračování na ČRo Dvojka
    ana mujRozhlas.cz. Na projek-
    tu spolupracovala Karel Gott
    Agency, která pečuje ozpěvá-
    kův odkaz, avědci ze Západo-
    české univerzity vPlzni.
    Motorola představila další
    generaci ohebného smart-
    phonu— razr 40 ultra apři té
    příležitosti navázala part-
    neství svítězkou Miss Czech
    Republic amladou podnika-
    telkou Natálií Kočendovou. Ta
    se stala tváří značky vČesku
    irozsáhlé letní kampaně.
    Pikito, koncept sdílených
    kamenných prodejen pro
    e-commerce, rozšířil půso-
    bení onové pobočky na
    Slovensku avRumunsku.
    Plánuje další na trzích,
    jako jsou Německo, Polsko
    aMaďarsko. Děje se tak rok
    od otevření pražské prodejny,
    kterou navštíví přes 50 tisíc
    zákazníků.
    Hanácká vodka zPalírny
    UZeleného stromu spustila už
    třetí televizní spot se zpěvá-
    kem Matějem Ruppertem. Za
    produkcí je Flux Films, za kre-
    ativou Petr Vlasák, Jan Mička
    aPavel Hluchý.
    Komerční banka, Mone-
    ta Money Bank, Air Bank
    aUniCredit Bank rozšiřují
    síť sdílených bankomatů,
    která umožňuje přesunutí
    duplicitních strojů. Kvíce než
    
    Twitter začne platit
    tvůrcům podíl
    zpříjmů zreklam,
    které se zobrazují
    ujejich příspěvků.
    Zapojit se mohou
    odběratelé Twitter
    Blue, jež mají více než
    pět milionů zobrazení
    tweetů měsíčně.
    Google Bard už
    mluví ivčeštině
    Služba společnosti Google
    pracující na základě genera-
    tivní umělé inteligence je od
    čtvrtka dostupná ivČesku,
    ahlavně včeštině. Došlo
    ktomu vrámci dosud největší
    geogracké ajazykové expan-
    ze služby snázvem Bard.
    Sní přišly inové funkce.
    Odpovědi chatbota si lze
    poslechnout aje možné snad-
    no změnit ijejich tón astyl
    (vybrat lze jednoduchou,
    dlouhou, krátkou, profesio-
    nální aneformální odpověď).
    Konverzace si lze „uložit“
    připnutím, jednoduše je sdílet
    auž došlo ikna konferenci
    I/Ooznámenému propojení
    Barda se službou Google Lens.
    To umožňuje generativní AI
    analyzovat obrázky, posky-
    tovat onich informace nebo
    knim vytvářet popisky.
    Tipsport vnovém
    spotu opět vsadil
    na Ledeckou
    Sázkařská společnost
    Tipsport představila nové
    brandové spoty skonceptem
    od Aleše Plívy aRudolfa Roko-
    še. „Mohli jsme udělat klasic-
    kou reklamu osázení, ale my
    jsme řekli ne,“ představil ho
    na Twitteru Rokoš. Místo „kla-
    siky“ se reklamy zaměřují na
    to, díky čemu jsou vrcholoví
    sportovci „připraveni vyhrát“.
    „Vidíme jejich každodenní
    dřinu, emoce, osobní život.
    Pronikáme do jejich nitra,“
    uvedl ke konceptu Michal
    Kramer, šéf marketingové
    komunikace Tipsportu. Česká
    verze spotu sleduje nejen
    tvrdý trénink snowboardistky
    alyžařky Ester Ledecké, sníž
    značka spolupracuje od roku
    2017. Slovenská verze rekla-
    my srežií Maroše Milčíka,
    kamerou Radima Střelky
    aprodukční společností Woo-
    betz sleduje MMA zápasníka
    Ronalda „Ronyho“ Paradei-
    sera, snímž má Tipsport
    partnerství od roku 2021.
    Air Bank brzy změní
    komunikační koncept,
    Economia adresu
    aúspěchy ověnčený
    projekt ČAP formu
    kampaně.
    
    
    
  • Strana 5

    Seriál vhlavní roli
    kampaně ČAP
    Po úspěchu skampaní
    13cest, která se točila okolo
    stejnojmenného dokumentu
    Víta Klusáka abyla mimo
    jiné loni oceněna stříbr-
    ným lvem vCannes Lions,
    připravuje Česká asociace
    pojišťoven další ambiciózní
    projekt, který opět při-
    pravuje společně sPolicií
    ČR aagenturami McCann
    Prague aHero & Outlaw.
    Jeho součástí bude šestidílný
    televizní seriál Adikts, za
    nímž stojí oceňovaný český
    režisér Adam Sedlák skame-
    ramanem Dušanem Husárem
    aprodukcí Shore Points.
    Ti už společně vytovořili
    snímek Banger odrogovém
    dealerovi, na nějž bude seriál
    tematicky navazovat. Vysílat
    se začne vlednu 2024 vČeské
    televizi.
    „Pojišťovny aprevence
    patří ksobě. Tak je to venku.
    Projekt, který, věřím, opět
    něco změní. Ještě složitější
    téma, než je zbytečná rych-
    lost. Ale potřebné. Čeká nás
    ještě hodně práce,“ uvedl
    na LinkedIn Jan Matoušek,
    výkonný ředitel ČAP.
    Air Bank se po
    12 letech zbaví
    „-čního“ bankéře
    Air Bank po dvanácti letech
    mění komunikační koncept.
    Na konci července opustí ten
    dosavadní snázvem „Dva
    světy“, který byl postaven
    na konfrontaci stradičním
    bankovním přístupem.
    „Původní reklamní koncept
    Air Bank skvěle naplnil své
    cíle, před námi jsou ale nyní
    nové výzvy, na které už nesta-
    čí. Nově se chceme soustředit
    na to, jak se mohou mít klienti
    ve svém každodenním životě
    lépe, když je má jejich banka
    opravdu ráda azjednodušuje
    jim vše okolo peněz,“ vysvět-
    luje Oldřich Dostál, marketin-
    gový ředitel Air Bank.
    Zatímco Tomáš Měcháček,
    představitel moderního ban-
    káře, dál zůstane tváří banky
    skupiny PPF, sTomášem
    Jeřábkem, který ztvárňoval
    úlisného „-čního“ bankéře,
    se Air Bank loučí. Děje se tak
    iprostřednictvím televizního
    spotu, který běží na kanálech
    stanic Nova aPrima.
    Top osobnosti na
    Meltingpot Colours
    Už tento týden se uskuteční
    festival Colours of Ostrava,
    jehož součástí je od 19. do
    22.července imultioborové
    fórum Meltingpot.
    Letos se soustředí na
    takzvanou longevity, neboli
    dlouhověkost, azdraví, ale
    také na měnící se svět, vize
    budoucnosti, cestování nebo
    literaturu aumění. Jako každý
    rok přijede řada špičkových
    osobností zmédií. Letos
    mezi nimi jsou novinářka,
    expertka na politickou komu-
    nikaci aonline propagandu
    Alexandra Alvarová, reži-
    sérka aautorka knih Helena
    Norberg -Hodge či novináři
    John Perkins, Greg Palast
    aBill McKibben.
    Economia se bude
    stěhovat
    Mediální dům Economia čeká
    stěhování. ZKarlína zamíří do
    Holešovic, konkrétně do mul-
    tifunkčního komplexu Port7,
    který byl vbřeznu dokončen
    nedaleko Trojského mostu.
    Economia sídlí vobjektu,
    který dříve vlastnil její majitel
    Zdeněk Bakala. Před pěti lety
    ho prodal avelkorysý prostor
    o4500 m
    2
    se stal pro 300 lidí
    přílišným luxusem.
    Kdo Holešovice ještě letos
    naopak opustí, je konkurenč-
    ní Czech News Center. Nově
    zakotví ve Strašnicích. 
    60původním se nyní přidá-
    vá dalších 52, ojejichž nové
    lokaci rozhodli klienti.
    Flema Media Awards
    prodloužila termín pro
    podání přihlášek do soutěže.
    Místo původního 16.července
    je možné projekty přihla-
    šovat do čtvrteční půlnoci
    20.července.
    Klimchi, severočeské
    sklárny, oznámily, že se její
    růžové džbány objeví ve lmu
    Barbie, který má premiéru
    21.července.
    XXXLutz spustil první lokál-
    ní spot. Koncept iprodukce
    vznikaly vagentuře Marke-
    tup, která se podílí ina ote-
    vření největšího kuchyňského
    studia vČesku vOC Galerie
    Butovice vPraze. To hraje ve
    spotu, kde vkuchyních vaří
    vítěz soutěže MasterChef
    Česko 2020 Roman Staša.
    Invia spustila soutěž, při níž
    si registrovaní zájemci mohou
    nastavit ve-mailu „out of
    oce“ zprávu, aby obsahova-
    la zmínku ocestovní agentu-
    ře. Potrvá do 31.srpna, dva
    výherci dostanou poukaz na
    dovolenou.
    Pilsner Urquell byl podle
    monitoringu AdIntel spo-
    lečnosti Nielsen nejsilnějším
    inzerentem vsegmentu
    alkoholických nápojů. Vcení-
    kových cenách za 12měsíců
    do května2023 utratil přes
    245 milionů korun. Top
    trojici značek doplňují Jack
    Daniel’s(177 milionů) aOstra-
    var (152miliony).
    Křišťálová Lupa 2023
    odstartovala nominační fázi
    soutěže. Navrhnout favority
    může odborná porota iširoká
    veřejnost do 17.srpna. Hlaso-
    vání od 22.září do 1.listopadu
    určí vítěze, kteří budou oceně-
    ni 23.listopadu vDivadle pod
    Palmovkou
    Klenoty Aurum představi-
    ly speciální kolekci Simona;
    sada téměř 200 kusů vznikla
    ve spolupráci smodelkou
    Simonou Krainovou. Zákazní-
    ci se sní mohou osobně setkat
    během jejího road tripu po
    prodejnách.
    AOV, Asociace online vyda-
    vatelů, se rozšířila ovydava-
    telství Burda, které vydává
    více než 450 titulů ročně
    včetně Elle či Marianne. Je už
    27. členem asociace.
    Visit Plzeň, příspěvková
    organizace na podporu
    cestovního ruchu, spus-
    tila kampaň „Zaostři na
    Plzeň“srozostřenými vizuály
    oblíbených míst. Za koncep-
    tem igrakou je plzeňské
    studio Bušek & Dientsbier. 
    
    MARKETING & MEDIA
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  • Strana 28

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