Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

36/2023

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 zabránit vyhoření?
    Vyčerpání a ztráta smyslu práce je vážným
    problémem v agenturách i u zadavatelů.
    Zlepšení přinese jen celková změna.
    36
    
    
    
  • Strana 2

    23
    Jukka Niva
    šéf digitální laboratoře finské
    veřejnoprávní televize Yle
    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?
    NEJTŠÍ
    OBOROVÁ
    KONFERENCE
    v České
    republice
    Pořadatelé a odborní partneři: Hlavní mediální partner: Mediální partneři:Hlavní partneři:
    Partneři:
    FM_inz_210x280_Jukka_Niva.indd 1FM_inz_210x280_Jukka_Niva.indd 1 31.08.2023 21:2731.08.2023 21:27
  • Strana 3

    
    Tlak na výsledky izisk je enormní, tendrů
    přibývá, očekávní klientů išéfů roste. Firmy
    bojují svyhořením zaměstnanců. Cesta ven
    vede přes změny vsamotné remní kultuře.
    
    
    
    Agentura Eectix je slovy svého vedení
    odzačátku budována jako bezpečná rma.
    Vyplácí se jí to.
    
    
    
    
    Vkampani chceme předat pozitivní
    zkušenost sterapií, říká Radek Šnajdr,
    marketingový šéf platformy Hedepy.
    
    
    
    
    Zákaznická zkušenost boří předsudky, říkají
    Marek Vodička sAdamem Průšou, kteří
    vČesku řídí marketing brandu MG.
    
    
    
    
    Čím větší tvůrce, tím rychleji je pro
    spolupráci na sítě zabraný. Vánoční kampaně
    sinuencery by se už měly chystat.
    
    
    
    
    Často házíme odpovědnost za neúspěch
    inovace naprodukt, problém je ale jinde,
    říká ArryTanusondjaja.
    
    
    
    Vyhoření je pro agentury znepokojující. Investice
    do wellbeing programů adestigmatizace problé-
    mů spojených sduševním zdravím jsou dobrou
    cestou. Bez zásadní změny vkultuře agentur se
    ale kdobrému řešení nedojde.
    Často ani kroky, které rmy — byť narychlo
    podnikají, nedokážou zachnit lidi před
    vyhořením. Systém dosavadho věinového
    fungování agentur se přežil. Není uditel.
    Nejde zněj dostat více. Leda na úkor zdraví
    atrvalýchnásledků.
    Vhlavním tématu aktuálního vydání se
    odborníci shodují vtom, že změna vyžaduje
    disciplínu jednak na straně vedení, ale také na
    straně zaměstnanců. Umět „vypnout“, odpoutat
    se od práce, nepřemýšlet nad úkoly vdobě volna
    je totiž pro mnohé velice těžkým cílem. Značnou
    ru stresu podporuje také aktuální situace
    vysoké ceny, válka
    Dvě třetiny Čechů mají podle průzkumu agen-
    tury Nielsen obavy zbudoucnosti advě pětiny cítí
    úzkost. Depresivní pocity má čtvrtina Čechů.
    Očekávám, že lidé zagentur na tom budou ješ
    otrochu hůře. Vzpomínám si na jeden graf zknihy
    Look Out od Orlanda Wooda. Ten znázorňoval,
    jak včase sílí pocit úzkosti mezi kreativci ajaký
    je rozdíl vjeho míře oproti populaci. Byl znač.
    Knihu doporuji izmnoha jiných důvodů. Ata
    doporučuji přečíst si hlavní téma MAM; pojmeno-
    váváme vm rizika, ale také nabízíme řešení. Být
    hrdý na nasbírané přesčasy mezi ně nepatří.
    Radana Čecho
    šéfredaktorka
    Nebojte se vypnout,
    nic se nestane
    
    
    
    
    
    
    
    
    
    MARKETING&MEDIA
  • Strana 4

    marketingová a mediální agentura
    Spojujeme značky se zákazníky během jejich
    nákupní cesty a efektivně propojujeme
    online i offline s jediným cílem
    AKTIVACE ZÁKAZNÍKA!
    EVROPSKÝ LEADER
    V SHOPPER MARKETINGU
    www.posmedia.cz
    Inzerce_Posmedia_MM_210x99mm_d.indd 1Inzerce_Posmedia_MM_210x99mm_d.indd 1 05.05.2022 12:3705.05.2022 12:37
    Marketing,
    komunikace,
    nance, právní, ale
    ipersonální oddělení
    České televize budou
    mít podle ČTK nové
    ředitele. Jejich stávající
    vedení je vsouvislosti
    sříjnovým nástupem
    generálního
    ředitele Jana Součka
    na odchodu.
    Programový ředitel
    Milan Fridrich by měl
    vČT zůstat.
    
    
    Medlní dům Mafra spolu
    schemkou Synthesia koupí
    od Agrofertu nak Karel
    Prák. To byly zprávy, kte
    se objevily zkraje minulého
    týdne. Vjeho závěru se už mlu-
    vilo otom, že se vydavatelství
    vportfoliu 42. nejbohatšího
    Čecha moc dlouho neohřeje.
    Podle anonymního zdroje
    webu Neovlivní.cz je součástí
    kupní smlouvy mezi Agrofer-
    tem, který je součástí svě-
    řenských fondů expremiéra
    Babiše, aPražákem dovětek,
    že Mafra obratem zamíří
    do rukou uhlobarona Pavla
    Tykače. Ten zájem ovydava-
    tele, který jen svými tištěmi
    tituly oslovuje tři miliony lidí,
    potvrdil zkraje roku. Pak však
    měl ze hry vypadnout.
    Cena za obě společnosti
    je odhadována na 12 miliard
    korun, částka za samotnou
    Mafru pak na více než
    4,5 miliardy. Andrej Babiš byl
    kprodeji donucen zísněm
    kona ostřetu zájmů.
    
    
    České dhy vnové kampani
    od agentury Havas Prague
    shumorem založeným na
    rivalitě Čech aMoravy vyzdvi-
    hují moderní výbavu desítek
    nových souprav, které každo-
    ročně nasazují do provozu.
    Ivan Trojan vroli Moraváka
    od Kyjova nakonec „dává lajk“
    společně sveganem zPrahe“,
    jehož představuje David Máj.
    Ipro něj už jde oněkolikátou
    roli ve spotech ČD.
    „Díky tématu avzájem-
    nému špičkování hlavních
    postav se daly jednotlivé
    benety vlaku aČeských drah
    jako značky přirozeně zakom-
    ponovat do celého příběhu.
    Vznikl tak spot se správm
    mixem produktových infor-
    mací ahumoru,“ uvedl krea-
    tivní ředitel agentury Havas
    Jakub Kolářík. Produkci spotu
    zajistila společnost T. H. A.,
    opět srežií Ondřeje Trojana.
    Vreklamě bylo použito
    kyjovské nářečí, kvůli tomu
    správné výrazy avýslovnost
    kontrolovali rodilí mluvčí
    Schwarzenegger jako
    kutil pro Parkside,
    Trojan coby Kyjovan
    pro ČD aPražák vroli
    přeprodejce Mafry.
    
    , brand funkčních
    nápojů společnosti Maspex,
    prodloužil partnerství
    sTipsport extraligou ledho
    hokeje. Smlouvu rma pode-
    psala sBPA sport marketing
    koncem srpna.
     zlepšuje vnímání ovoce
    azeleniny udětí vkampani
    se spotřebitelskou soutěží od
    McCann Prague sonline hrou,
    přes kterou mohou odemykat
    slevy asoutěžit oplyšáky.
    , stejně jako dětský
    kanál ČT:D, slaví deset let
    vysílání. Desetidenní oslavy
    začnou přím přenosem
    koncertu zpražského klubu
    Doupě, během něhož vystou-
    pí na dvě desítky interpretů.
    Podzim nabídne idokument
    odevadesátileté historii
    barrandovských ateliérů či
    třináctidílný cyklus oDejvic-
    kém divadle.
    , startup provozující
    stanice na ltrovanou vodu do
    vlastní lahve, během prvního
    pololetí „vytočil“ 800 tisíc
    litrů vody, meziročně dvoj-
    sobek. Podle jeho dat tak
    etřil přes 40 tun plastu.
    se spojil se studen-
    ským startupem ReKrabice
    abude doručovat všechny
    silky ze-shopu azaplikace
    ve znovupoužitelných arecy-
    klovatelných krabicích.
     realizuje reklamní kam-
    paň vytvořenou sagenturou
    WMC Grey zoblasti společen-
    ské odpovědnosti. Vyzdvihuje
    podporu klientům Konta
    Bariéry.
     rozšiřuje síť, během
    léta otevřela dvě pobočky na
    Slovensku apo jedné vČesku
    aMaďarsku. Do konce roku
    plánuje několik daích
     spus-
    til kampaň „Už jste to zažili?“,
    která vyzdvihuje atraktivitu
    sportu. Do sezony vstupuje
    snovými reprezentačními
    dresy založenými na trikolo-
    ře. Přibyly též sponzoři Puma
    aSportisimo.
    
    
    
  • Strana 5

    marketingová a mediální agentura
    Spojujeme značky se zákazníky během jejich
    nákupní cesty a efektivně propojujeme
    online i offline s jediným cílem
    AKTIVACE ZÁKAZNÍKA!
    EVROPSKÝ LEADER
    V SHOPPER MARKETINGU
    www.posmedia.cz
    Inzerce_Posmedia_MM_210x99mm_d.indd 1Inzerce_Posmedia_MM_210x99mm_d.indd 1 05.05.2022 12:3705.05.2022 12:37
    
    ijazykovědci. Komunikace
    je nasazena od konce srpna
    vtelevizi, online, vtisku,
    OOH, vrozhlase ana socl-
    ních sítích.
    
    
    Nejdřív data, pak až volání
    aSMS. To jsou nejvyužívanější
    služby mobilních operátorů
    učeských internetových
    ivatelů. Vychází to zprů-
    zkumu agentur Nielsen
    aResSolutionGroup.
    Data vtelefonu využívá
    74 procent internetových
    Čechů, ve věkových kategori-
    ích 1534 let a3544let je to
    dokonce 81procent, respek-
    tive 80 procent. Druhou nej-
    využívanější službou (70%) je
    volání aSMS. Další vpořadí je
    internet na doma (52 procent),
    nabídku IPTV využívá 30pro-
    cent uživatelů.
    Většina dotázaných
    vposledních dvou letech ope-
    rátora nezměnila. Operátora
    mobilních služeb změnilo
    třináct procent dotázaných,
    internetu na doma osm pro-
    cent aTV čtyři procenta.
    Výzkum doplnil monito-
    ring reklamy Ad Intel vrámci
    telekomunikních společ-
    ností, podle kterého celková
    ceníková hodnota reklamního
    prostoru vsegmentu za obdo-
    bí leden až červenec2023
    odpovídá hodnotě
    1,5 miliardy korun. Nejsilněj-
    ším inzerentem byl Vodafone,
    za ním se seřadily společnosti
    O2 aTMobile.
    
    
    řadí Parkside, privátní
    značka řetězců Lidl aKau-
    and, má jako novou globál
    tř brandu hollywoodského
    herce aněkdejšího guver-
    ra státu Kalifornie Arnolda
    Schwarzeneggera, který ale
    během své kariéry pracoval
    ijako zedník. Vbrandové
    kampani „Zvládnete to“
    sdávkou sebeironie ahumoru
    představuje řadu více než
    100produktů pro segment
    DIY jako „nástroje úspěchu“.
    Christoph Pohl, ředitel
    kupu společnosti Lidl
    International, ktomu uvedl:
    „Arnold Schwarzenegger
    ztělesňuje mnoho našich
    hodnot. Parkside znamená
    vytvoř věci sám‘. Chceme
    dát zákazníkům jistotu, že to
    pomocí našich produktů sami
    zvládnou. Arnold je muž činu,
    je autentický, odhodla
    astojí nohama pevně na zemi.
    Jsme hrdi na to, že je nyní
    součástí neho týmu.
    
    
    PR Klub sdružující na tři
    stovky profesionálů zoblasti
    komunikace ataké na tři
    desítky rem, agentur ainsti-
    tucí, vstupuje do mezirod
    organizace Global Alliance for
    Public Relations and Commu-
    nication Management. Stává
    se součástí globální organi-
    zace sdružující PR asociace
    zvíce než 80 zemí světa.
    Krokem, který souvi
    sčlenstvím PR Klubu vGlobal
    Alliance, je navání spolu-
    práce soutěže komunikačních
    projektů Zlatý středník se
    světovou soutěží World Public
    Relations and Communicati-
    on Awards. Do ní už PR Klub
    poslal dvě práce ze Zlatého
    středku. Ty se rovnou
    probojovaly do le. Projekt
    „Chytrej výčep“ zadavatele
    Plzeňský Prazdroj aagentury
    Svengali Communications
    uspěl vkategorii Corporate
    Reputation apráce „Moji mi
    Slováci“ zadavatele Slovenská
    sporiteľňa aagentury Zaragu-
    za vkategorii Best Digital and
    Social Media. Ovítězích se
    rozhodne 21.září, kdy budou
    vyhšeny výsledky. 
    
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