Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

34/2023

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

    Tlak nepolevuje
    Tuhý tendrový boj
    mediálních agentur je denní
    realitou. Je z něj cesta ven?
    34
    
    
    
  • 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
    Ulrich Klenke
    šéf značky Deutsche Telekom
    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_Ulrich-Klenke_logopanel.indd 1FM_inz_210x280_Ulrich-Klenke_logopanel.indd 1 18.08.2023 14:1818.08.2023 14:18
  • Strana 3

    Nastal čas změnit mediální tendry?
    Počet mediálních tendrů meziročně roste
    dvojciferným tempem. Výběrová řízení jsou
    delší, nákladnější. Jak ztoho ven?
    str.18–13
    
    Když nemáte pozornost, dejte tam Hitlera
    Čas od času značky podlehají pokusu vytěžit
    Hitlera, po Keírerovi přichází Dick-tator.
    str.6–7
    
    Díky vylepšené realitě
    si navrhnete pokoj zgauče
    Začínáme pracovat suživatelským obsahem
    apříští rok spustíme AR nástroj vaplikaci,
    říká Charlotte Miles, šéa marketingu Ikey
    str.1417
    
    Jedna notifikace oslovila miliony
    Doručovací službě PedidosYa se podařilo
    ovládnout argentinské oslavy po katarském
    mistrovství světa ve fotbale.
    str.18–19
    
    Od televize ustupujeme, je nákladná
    amá pro nás stále menší zásah
    Jak moc změní po třiceti letech Dino Toys
    svou marketingovou strategii, prozrazuje
    vrozhovoru šéf rmy Jan Šlemín.
    str.2022
    
    Disney vyhlíží lepší budoucnost
    Skupina Disney za třetí nanční čtvrtletí
    zvýšila tržby, ale spadla do ztráty.
    str.23
    
    TestováníII.: balancování
    mezi nudou apřehlcením
    Raději spot zkraťte astavte jen na
    silných momentech, ušetříte abudete
    srozumitelnější.
    str.24–25
    
    
    „Kazmův lm je celovečerní masturbací. Je to
    nejfádnější lm všech dob. Bublina praskla,
    píší kritici ocelovečerní Onemanshow Kamila
    Bartoška. Jejich profese jim velí hodnotit produkt,
    jehož předpremiéru sledovali vle spolu sbijcem
    Vémolou či lobbistou Rittigem. „Jet set na druhou,
    že se toho Ivan Jonák nedožil!“ poznamenal kobe-
    censtvu Vilém Rubeš.
    itom to, co zhlediska lmařiny viděli ado
    čeho se snažili co nejpichlavěji tret, produkt
    nebyl. Produkt je to všechno okolo, mož
    ivčetně marketingu, asamotný snímek je jen
    strojem, jak celou show aspoň zčásti zaplatit.
    Jako se Luděk Sobota ve lmu Jáchyme, hoď ho do
    stroje vrací do biografu, aby se naučil prát, mají se
    fanoušci Kazmovo kejklí (ataké drobného hazar-
    du) vracet před plátno, aby rozluštili šifru.
    Bude to stačit na pokrytí údajně 70milionové-
    ho rozpočtu? Pokud ano, byla by to možná první
    epizoda Onemanshow, která skončí vplusu. Že
    nanční stránka projektu nikdy nebyla jeho silnou
    stnkou, přiznal před třemi lety po svém odcho-
    du režir Markus Krug, který stál za příběhovými
    linkami stuntů abyl tím, kdo zhlediska morálních
    věcí držel nohu na brzdě.
    Film měl premiéru ve čtvrtek aprvní zprávy
    hovořily ovelkém zájmu. Do sálů se přelila masivní
    pozornost, kterou si budovám příběhu dokázal
    Kazma vybudovat na soclních sítích, obczením
    populárních podcastů, „crinch“ vystoupením ve
    Snídani sNovou či těžko uvěřitelnou reportáží na
    Primě ohadných kamenech kdesi na louce.
    Co to vypovídá? Nic nového — když dokážete
    uvařit dobrou omáčku, aže to být ivProstře-
    nu, vaše cílovka dokáže sníst ikamenné knedlíky.
    Aještě při tom mlaskat.
    Petr Žaloudek
    redaktor
    Kazmo, hoď ho
    do stroje!
    
    8%
    
    
    
    
    
    
    MARKETING & MEDIA
  • Strana 4

    Media Club, obchodní
    zastupitelství skupiny Prima,
    vyvinulo srmou Kinet
    reklamní platformu AdSim-
    ple pro automatizova
    kup reklamho formátu
    Switch-In na HbbTV.
    Eurobest, evropská krea-
    tivní soutěž, je otevřena pro
    přihšky, lní deadline je
    19.října. Pořadatelé už před-
    stavili předsedkyně apřed-
    sedy porot iúpravy kategor
    (více na mam.cz)
    Moje O2, aplikace operátora
    O2, slaví deset let na trhu.
    Tehdy na konci roku 2013
    aplikaci navštívily 104 tisíce
    kazníků. Vroce 2023 je to
    už více než 70 tisíc uživatelů
    denně, měsíčně přes 670 tisíc.
    Mediaprint & Kapa, distri-
    butor časopisů, se loni dostal
    do zisku 1,3 milionu korun
    po ztrátě 3,5 milionu vroce
    2021. Obrat ale klesl ze 711 na
    687milionů korun.
    SingularityU Czech
    Summit, třetí ročník futuris-
    tické konference, proběhne
    2. a3.října vpražském Paláci
    Žoín. Zaměří se na umělou
    inteligenci.
    Google podle AdAge vrací
    některým zadavatelům peze
    ze „nesrovnalosti ve vyúčto-
    ní“ po kritické zprávě
    Adalytics, podle níž umisťoval
    YouTube reklamy na weby
    třetích stran s„nízkou
    kvalitou. Google rozporuje
    metodiku zprávy isouvislost
    svyplácem. Usoudu vKali-
    fornii ale byl podán inávrh na
    hromadnou žalobu.
    Buřinka, Stavební spořitelna
    České spořitelny, si po výběro-
    vém řízení zvolila na digitální
    komunikaci agenturu AMI
    Digital. Má pomoci image ino-
    vativní rekonstruní banky
    ana sítích „komunikovat tím
    správným jazykem kmene.
    CVVM zveřejnil průzkum
    důvěry vústavní instituce.
    Nejvyšší si dí starostové
    
    Google oznámil, že
    spustil novou verzi
    svéhoTransparency
    Center“, má být
    uživatelsky přívětivá.
    Co do náplně ale
    nejde onic nového,
    jen ozlepšení funkcí.
    Marketéři by se
    mohli snadji dostat
    kinformacím, zda
    dodržují všechna
    pravidla pro reklamy
    aobsah.
    Budvar mění po
    20letech agenturu
    Budějovický Budvar si
    vdvoukolovém výběrovém
    řízení vybral novou kreativ-
    ní agenturu, kterou se stala
    Ogilvy. Ta tak po dvaceti
    letech střídá Kaspen/Jung
    von Matt, pro niž byl Budvar
    prvním velkým klientem.
    Pro agenturu je to druhá
    velká změna vposlední
    době — nedávno si též Ikea po
    11letech sKaspen/JvM vten-
    dru vybrala Publicis Groupe.
    „Změna kreativní agentury
    je pro nás po tolika letech
    skokem do neznáma. Agen-
    tura nás ale vprocesu výběru
    přesvědčila jak šíří prezento-
    vaných konceptů aístupů,
    tak schopnos reagovat na
    š feedback,“ uvedla mimo
    jiné Gabriela Kudrnáčová,
    marketingová manažerka
    Budějovického Budvaru.
    Ogilvy chce posunout
    vmání Budvaru kmoderní
    značce abudovat brand skrze
    portfoliio. Spolupráce začala
    od srpna, jedním zprvních
    projektů bude kampaň
    klimitované edici Budvar33
    sdesignem od TMBK, ojejíž
    přípravě MAM informoval.
    Radegast Futur
    upozorňuje na
    úbytek vody
    Pivovar Radegast zelil aktivi-
    ty, jimiž dlouhodobě upozor-
    ňuje na problematiku úbytku
    vody vkrajině. Připravil
    limitovanou várku symbolic-
    ké značky piva Futur, která
    využívá vodu ze vzdušné vlh-
    kosti díky přístroji EWA, jenž
    vyvinuli vědci zČVUT.
    Futur má 60 jednotek
    hořkosti (IBU), dosud
    nejvíce hořké pivo Rade-
    gastu— Ratar— dosahuje
    50 IBU. Várka byla uvařena
    vobjemu 200 litrů anebude
    běžně kdostání. Ochutnat ji
    budou moci lidé na festivalu
    Radegast den, který se koná
    26.srpna. Oněkolik lahví
    budou moci také soutěžit lidé
    na sociálních sítích.
    Významnější výroba piva
    ze vzduchu by byla podstat
    kladnější. Zatímco kuk
    podzemní vody vyjde na
    dvě koruny, litr ze vzdušné
    vlhkosti vychází na zhruba
    10 až 15 korun podle použité
    technologie.
    CzechTrade
    omlazuje identitu
    Agentura CzechTrade po
    25letech revitalizuje svoji
    vizuální identitu. Hlavním
    lem grackých změn
    byla modernizace vizlní
    prezentace agentury. „Naším
    měrem nebylo vytvořit
    zcela nové logo bez jakékoli
    Budvar mění agenturu
    aCzechTrade identitu,
    AP se vymezuje vůči
    AI aRadegast proti
    budoucnosti bez vody.
    
    
  • Strana 5

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    
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    
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    
    
    Nábor podporujeme pro-
    střednictvím eventů
    
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    
    Věříme, že autenticita
    funguje
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    návaznosti. Logo CzechTrade
    má vČeské republice vysoké
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    ředitel CzechTrade.
    Grackého zpracování loga,
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    AP nebude
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    Americká tisková kanceř The
    Associated Press (AP) vytvořila
    pravidla pro využíní umělé
    inteligence (AI). Pro účely
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    texty ani obrázky vytvořené
    touto technologií. Jedinou
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    bude AI předmětem zprávy.
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    la se stechnologií sezmit.
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    magan Wired. Ten ta
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    tem zprávy samotné.
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    Obsah vytvořený vlastní AI
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    rur, jde například otexty
    oceně pohonných hmot nebo
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    AI mají například též Seznam
    Zprávy, vm mimo ji
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    AI astroje umělé inteligen-
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    (67%) aobecní zastupitelstva
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    Pavlovi důvěřuje 58pro-
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    avládě se Sněmovnou shod-
    ně po 32 procentech.
    Hitrádia ze skupiny Media
    Bohemia pořádají sBesip či
    Automat edukativní projekt
    Srdce na cestách. Budou se
    do října setkávat sposlucha-
    či na cyklostezkách achtějí
    oslovit milion posluchačů
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    55. výročí zaří na Dez-
    informace. Připravuje ho
    Výstavtě Praha sÚstavem
    nezávislé žurnalistiky,
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    aRadiožurnálem.
    ÚOHS, Úřad pro ochra-
    nu hospodářské soutěže,
    uložil rmě Noviko pokutu
    47,8milionu korun za zaká-
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    Stock Plzeň-Božkov uvádí
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    Añejo Oro, podpoří ho na
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    PR kampaní vlifestylových
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    MARKETING & MEDIA
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