Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
33/2023
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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Jak se dostatdo povědomí?Allegro se ve své úvodníkampani snaží maximálněvytěžit značku Mall.33Strana 2
Jules Chalkleykreativní ředitel Ogilvy UKVelká Británie9. 11. O2 universum PrahaPrestižní akce, kde se v jeden den a na jednom místě scházejívšichni, kteří ve světě marketingu a komunikace něco znamenají.Vaše doporučená dávka informací a inspirace od více než50špičkových řečníků. Rezervujte si místo ještě dnes.forummedia.cz | mam.czKDO A CO DNESHÝBE SVĚTEM MÉDIÍA KOMUNIKACE?23SUMMERRATE10 500 Kčjen do 31. 8. 2023bez DPHPořadatelé a odborní partneři: Hlavní mediální partner: Mediální partneři:Hlavní partneři:Partneři:FM_inz_210x280_Jules-Chalkley_logopanel.indd 1FM_inz_210x280_Jules-Chalkley_logopanel.indd 1 04.08.2023 13:3704.08.2023 13:37Stavíme společn ěvinci-construction.czVCCS_inz_210x99_MAM_obecny.indd 1VCCS_inz_210x99_MAM_obecny.indd 1 04.05.2023 16:3004.05.2023 16:30Strana 3
Stavíme společn ěvinci-construction.czVCCS_inz_210x99_MAM_obecny.indd 1VCCS_inz_210x99_MAM_obecny.indd 1 04.05.2023 16:3004.05.2023 16:30Obrazovky nenahradí živý zážitek seznačkou. Ten pomůže odlišit se i bořit mýty.Pozornost musíme získat velmi rychle, říkáMartin Komora, CMO Allegra.Agentury Go4Gold a Livebros se chystají naevent, který budou sledovat tři miliardy lidí.Podmínkou úspěšné kampaně je kreativa,která funguje. Zda zabere, lze zjistit předem.Problémy nejsou, všichni jsou spokojeni. Tak by sedal shrnout první velký rozhovor sLindou Yaccarino,CEO sítě X, od nedávného rebrandingu. Poskytla hoCNBC, která spadá pod NBCUniversal, kde Yaccarinodlouho úspěšně řídila reklamu apartnerství. Iprotoji tehdy ještě Twitter zlanařil, má napravit vztahypoškozené s inzerenty poté, co síť koupil Elon Musk.Podle Yaccarino se idíky ní na X vrátily velké značkyjako Coca-Cola nebo Visa, stejně jako další. X je prýblízko vystoupení ze ztrát. Brand safety na síti je„podle všech objektivních metrik“ lepší než předrokem. To prohlásila jen krátce poté, co šéf holdinguWPP Mark Read řekl, že značky netuší, co od vývojeX čekat, atak by aktuální náladu zadavatelů popsaljako „počkejme auvidíme“.Chválila irebranding neboli „osvobození platfor-my“. Prý ho vnímají pozitivně „tři ze čtyř“ uživatelů.Tak určitě. X má výhodu, že se vlastně zodpovídájen majiteli, Elonu Muskovi. Navenek pak LindaYaccarino předvedla ukázkové vystupování CEO.Nenechala se rozhodit, neútočila. Ani když došlo nazpochybnění její autonomie jako generální ředitelkypod Muskem.Na druhou stranu se jí stalo to, co se při podob-ných zlomových obdobích rmám ajejich šéfůmstává. Odpovědi vyvolaly další otázky, ujištění dalšípochybnosti. Ve výsledku jako by se tedy nic nedělo,jedeme dál pořád stejně.Jakub KřešničkaredaktorNic se neděje,jedeme dálMARKETING & MEDIAStrana 4
CEZ-HR(motiv-I-louka+venkov+mesto)_210x280_M&M.indd 1CEZ-HR(motiv-I-louka+venkov+mesto)_210x280_M&M.indd 1 03.05.2023 13:0203.05.2023 13:02 rozjíždí nový herníbrand Poggers. Kolem obsaho-vého webu, sociálních sítíakomunitních aktivit chcesdružovat hlavně nadšen-ce do hraní her patřící dogeneraceZaAlpha. vstupujejako první banka vČesku naplatformu Twitch. Vnovékampani se zaměří na komu-nitu hráčů počítačovýchonline her., festivalkreativity pořádaný od 9. do10.října, přijímá přihláškyuž jen do 21.srpna.Letošníročník je obohacen onovýsoutěžní pilíř: sekci „CreativeMedia Excellence“; spolu sníorganizátoři festivalu udělícenu Mediální agentura roku. Pernod Ricarduvádí na trh novinku — pré-miový italský likér ItalicusRosolio di Bergamotto. vydá 18.září třetívýroční vydání časopisu21.století, celé na recyklo-va(tel)ném, CO2 neutrálnímpapíru, sdůrazem na udrži-telná témata. Vydává ho připříležitosti Mezinárodníhodne ochrany ozonové vrstvy spustilasagenturou PHD aspolečnos-tí Amundi kampaň scílempodpořit investice do odpo-vědných fondů. Klade důrazna jednoduchost amožnostinancování rem, které uplat-ňují ESG principy. na základěanalýzy cestovního ruchu zadruhé čtvrtletí 2023 podledat ČSÚ uvedl, že vČesku jetéměř stejně turistů jako předpandemií. Ubytovalo se jichpřes 5,7 milionu, meziročněo15 procent více. urychluje rebrandigavdruhém pololetí přejmenu-je zhruba 300 čerpacích sta-nic Benzina. Od nového rokunaváže změnou marketingovékomunikace. Investice doCTV reklam seletos globálnězvýší ovíce než13procent, nelákajíale peníze zjinýchnež televizníchrozpočtů. Trhuškodí fragmentaceprodeje. Proto CTVroste zhruba třikrátpomaleji než inzercevretail médiích zastejnou dobu vývoje,upozorňuje WARC.Podle výsledků Radioprojektuza I. aII. kvartál roku zůstáváposlechovost rádií stabilní.Týdně si je naladí 83,8 procen-ta populace ve věku 1284 let,denně pak 54,7 procenta. Načele denní poslechovosti seod roku 2019 drží Radiožur-nál se 842 tisíci posluchači,což představuje mezikvar-tální propad o4,5 procenta.Odruhé místo probíhá soubojmezi Evropou 2 (688 tisíc)aImpulsem (677 tisíc).Průměrná doba poslechuregionálních stanic Českéhorozhlasu se zvýšila o17minut,tedy oosm procent ve srovná-ní se situací před čtvrt rokem.Mezi nadregionálními rádii sevdenní poslechovosti do čelavrátilo Rádio Kiss (458tisíc).Zatímco vtéto statistice užpřekonávalo konkurenčníHitrádia během roku 2022,vtýdenní poslechovosti hoteď přeskočilo s929 tisíciposluchači vůbec poprvé.„Kdyby nový CEO UnileveruHein Schumacher navštívilukrajinskou Boroďankuana vlastní oči viděl smrtazkázu— stejně jako my—,mohl by pochopit skutečnédopady jeho rozhodnutízůstávat vzemi, která zabilatisíce Ukrajinců. Okamžitěopusťte Rusko,“ vzkázalainiciativa Ukraine SolidarityProject novému šéfovi skupinyUnilever, který se funkce ujalvčervenci. Ve videu zvybom-bardovaného města, které sesvýzvou bojkotu rychle šíří posítích, aktivisté rozprostřeliplachtu spřepracovanýmlogem Unileveru. Třebastíhačka nahrazuje holubici(pro Unilever symbol svobodyasebeurčení), lebka nahrazujesrdce (symbol lásky, zdravíapéče odruhé).Kvůli pokračujícímubyznysu vRusku Unileverzařadila Ukrajina na seznamsponzorů války, stejně jakoProcter & Gamble, Mondelez,Raieisen Bank Internationalči Bonduelle. Podle Radioprojektu sevčele poslechovosti držíRadiožurnál apodlevýzev kbojkotu máUnilever opustit Rusko.Strana 5
CEZ-HR(motiv-I-louka+venkov+mesto)_210x280_M&M.indd 1CEZ-HR(motiv-I-louka+venkov+mesto)_210x280_M&M.indd 1 03.05.2023 13:0203.05.2023 13:02Strana 6
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