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.

  • Strana 1

    Jak se dostat
    do povědomí?
    Allegro se ve súvodní
    kampani snaží maximálně
    vytěžit značku Mall.
    33
    
    
    
  • Strana 2

    Jules Chalkley
    kreativní ředitel Ogilvy UK
    Velká Británie
    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
    SUMMER
    RATE
    10 500 Kč
    jen do 31. 8. 2023
    bez DPH
    Pořadatelé 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 13:37
    Stavíme společn ě
    vinci-construction.cz
    VCCS_inz_210x99_MAM_obecny.indd 1VCCS_inz_210x99_MAM_obecny.indd 1 04.05.2023 16:3004.05.2023 16:30
  • Strana 3

    Stavíme společn ě
    vinci-construction.cz
    VCCS_inz_210x99_MAM_obecny.indd 1VCCS_inz_210x99_MAM_obecny.indd 1 04.05.2023 16:3004.05.2023 16:30
    
    
    Obrazovky nenahradí živý zážitek se
    značkou. Ten pomůže odlišit se i bořit mýty.
    
    
    
    
    Pozornost musíme získat velmi rychle, říká
    Martin Komora, CMO Allegra.
    
    
    
    
    Agentury Go4Gold a Livebros se chystají na
    event, 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 se
    dal shrnout první velký rozhovor sLindou Yaccarino,
    CEO sítě X, od nedávného rebrandingu. Poskytla ho
    CNBC, která spadá pod NBCUniversal, kde Yaccarino
    dlouho úspěšně řídila reklamu apartnerství. Iproto
    ji tehdy ještě Twitter zlanil, má napravit vztahy
    poškozené s inzerenty poté, co síť koupil Elon Musk.
    Podle Yaccarino se idíky ní na X vrátily velké značky
    jako Coca-Cola nebo Visa, stejně jako další. X je prý
    blízko vystoupení ze ztrát. Brand safety na síti je
    „podle všech objektivních metrik“ lepší než před
    rokem. To prohlásila jen krátce poté, co šéf holdingu
    WPP Mark Read řekl, že značky netí, co od vývoje
    X čekat, atak by aktuální náladu zadavatelů popsal
    jako „počkejme auvidíme“.
    Chválila irebranding neboli „osvobození platfor-
    my“. Prý ho vnímají pozitivně „tři ze čtyř“ uživatelů.
    Tak určitě. X má výhodu, že se vlastně zodpovídá
    jen majiteli, Elonu Muskovi. Navenek pak Linda
    Yaccarino předvedla ukázkové vystupování CEO.
    Nenechala se rozhodit, neútočila. Ani když došlo na
    zpochybnění její autonomie jako generální ředitelky
    pod Muskem.
    Na druhou stranu se jí stalo to, co se při podob-
    ných zlomových obdobích rmám ajejich šéfům
    stává. Odpovědi vyvolaly další otázky, ujištění další
    pochybnosti. Ve výsledku jako by se tedy nic nedělo,
    jedeme dál pořád stejně.
    Jakub Křešnička
    redaktor
    Nic se neděje,
    jedemel
    MARKETING & MEDIA
  • Strana 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 herní
    brand Poggers. Kolem obsaho-
    vého webu, sociálních sítí
    akomunitních aktivit chce
    sdružovat hlavně nadšen-
    ce do hraní her patřící do
    generaceZaAlpha.
     vstupuje
    jako první banka vČesku na
    platformu Twitch. Vnové
    kampani se zaměří na komu-
    nitu hráčů počítačových
    online her.
    , festival
    kreativity pořádaný od 9. do
    10.října, přijímá přihlášky
    už jen do 21.srpna.Letoš
    ročk je obohacen onový
    soutěžní piř: sekci „Creative
    Media Excellence“; spolu sní
    organizátoři festivalu udělí
    cenu Medlní agentura roku.
     Pernod Ricard
    uvádí na trh novinku — pré-
    miový italský likér Italicus
    Rosolio di Bergamotto.
     vydá 18.ří třetí
    výroční vydání časopisu
    21.století, celé na recyklo-
    va(tel)ném, CO2 neutrálním
    papíru, sdůrazem na udrži-
    telná témata. Vydává ho při
    příležitosti Mezinárodho
    dne ochrany ozonové vrstvy
     spustila
    sagenturou PHD aspolečnos-
    tí Amundi kampaň scílem
    podpořit investice do odpo-
    vědch fondů. Klade důraz
    na jednoduchost amožnosti
    nancování rem, které uplat-
    ňují ESG principy.
     na základě
    analýzy cestovho ruchu za
    druhé čtvrtletí 2023 podle
    dat ČSÚ uvedl, že vČesku je
    téměř stejně turistů jako před
    pandemií. Ubytovalo se jich
    přes 5,7 milionu, meziroč
    o15 procent více.
     urychluje rebrandig
    avdruhém pololetí přejmenu-
    je zhruba 300 čerpacích sta-
    nic Benzina. Od nového roku
    naváže změnou marketingové
    komunikace. 
    
    Investice do
    CTV reklam se
    letos globál
    zvýší ovíce n
    13procent, neláka
    ale peze zjiných
    než televizních
    rozpočtů. Trhu
    škodí fragmentace
    prodeje. Proto CTV
    roste zhruba třikt
    pomaleji než inzerce
    vretail médiích za
    stejnou dobu vývoje,
    upozorňuje WARC.
    
    
    Podle výsledků Radioprojektu
    za I. aII. kvarl roku zůstává
    poslechovost rádií stabilní.
    Týdně si je naladí 83,8 procen-
    ta populace ve věku 1284 let,
    denně pak 54,7 procenta. Na
    čele denní poslechovosti se
    od roku 2019 drží Radiožur-
    l se 842 tisíci posluchači,
    což představuje mezikvar-
    lní propad o4,5 procenta.
    Odruhé místo probíhá souboj
    mezi Evropou 2 (688 tisíc)
    aImpulsem (677 tisíc).
    Průměrná doba poslechu
    regionálních stanic Českého
    rozhlasu se zvýšila o17minut,
    tedy oosm procent ve srov-
    ní se situací před čtvrt rokem.
    Mezi nadregionálmi rádii se
    vdenní poslechovosti do čela
    vrátilo Rádio Kiss (458tisíc).
    Zatímco vtéto statistice už
    překonávalo konkurenč
    Hitrádia během roku 2022,
    vtýdenní poslechovosti ho
    teď přeskočilo s929 tisíci
    posluchači vůbec poprvé.
    
    
    „Kdyby nový CEO Unileveru
    Hein Schumacher navštívil
    ukrajinskou Boroďanku
    ana vlastní oči viděl smrt
    azkázu— stejně jako my—,
    mohl by pochopit skutečné
    dopady jeho rozhodnutí
    stávat vzemi, která zabila
    tisíce Ukrajinců. Okaitě
    opusťte Rusko,“ vzkázala
    iniciativa Ukraine Solidarity
    Project novému šéfovi skupiny
    Unilever, který se funkce ujal
    včervenci. Ve videu zvybom-
    bardovaného města, které se
    svýzvou bojkotu rychle šíří po
    sítích, aktivisté rozprostřeli
    plachtu spřepracovam
    logem Unileveru. Třeba
    stíhačka nahrazuje holubici
    (pro Unilever symbol svobody
    asebeurčení), lebka nahrazuje
    srdce (symbol lásky, zdraví
    apéče odruhé).
    Kli pokračujícímu
    byznysu vRusku Unilever
    zařadila Ukrajina na seznam
    sponzorů války, stejně jako
    Procter & Gamble, Mondelez,
    Raieisen Bank International
    či Bonduelle. 
    Podle Radioprojektu se
    včele poslechovosti drží
    Radiožurnál apodle
    výzev kbojkotu má
    Unilever opustit Rusko.
    
    
    
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