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.
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Jak zabránit vyhoření?Vyčerpání a ztráta smyslu práce je vážnýmproblémem v agenturách i u zadavatelů.Zlepšení přinese jen celková změna.36Strana 2
23Jukka Nivašéf digitální laboratoře finskéveřejnoprávní televize Yle9. 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?NEJVĚTŠÍOBOROVÁKONFERENCEv ČeskérepublicePořadatelé 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 21:27Strana 3
Tlak na výsledky izisk je enormní, tendrůpřibývá, očekávní klientů išéfů roste. Firmybojují svyhořením zaměstnanců. Cesta venvede přes změny vsamotné remní kultuře.Agentura Eectix je slovy svého vedeníodzačátku budována jako bezpečná rma.Vyplácí se jí to.Vkampani chceme předat pozitivnízkušenost sterapií, říká Radek Šnajdr,marketingový šéf platformy Hedepy.Zákaznická zkušenost boří předsudky, říkajíMarek Vodička sAdamem Průšou, kteřívČesku řídí marketing brandu MG.Čím větší tvůrce, tím rychleji je prospolupráci na sítě zabraný. Vánoční kampaněsinuencery by se už měly chystat.Často házíme odpovědnost za neúspěchinovace naprodukt, problém je ale jinde,říká ArryTanusondjaja.Vyhoření je pro agentury znepokojující. Investicedo wellbeing programů adestigmatizace problé-mů spojených sduševním zdravím jsou dobroucestou. Bez zásadní změny vkultuře agentur seale kdobrému řešení nedojde.Často ani kroky, které rmy — byť narychlo—podnikají, nedokážou zachránit lidi předvyhořením. Systém dosavadního většinovéhofungování agentur se přežil. Není udržitelný.Nejde zněj dostat více. Leda na úkor zdravíatrvalýchnásledků.Vhlavním tématu aktuálního vydání seodborníci shodují vtom, že změna vyžadujedisciplínu jednak na straně vedení, ale také nastraně zaměstnanců. Umět „vypnout“, odpoutatse od práce, nepřemýšlet nad úkoly vdobě volnaje totiž pro mnohé velice těžkým cílem. Značnoumíru stresu podporuje také aktuální situace—vysoké ceny, válka…Dvě třetiny Čechů mají podle průzkumu agen-tury Nielsen obavy zbudoucnosti advě pětiny cítíúzkost. Depresivní pocity má čtvrtina Čechů.Očekávám, že lidé zagentur na tom budou ještěotrochu hůře. Vzpomínám si na jeden graf zknihyLook Out od Orlanda Wooda. Ten znázorňoval,jak včase sílí pocit úzkosti mezi kreativci ajakýje rozdíl vjeho míře oproti populaci. Byl značný.Knihu doporučuji izmnoha jiných důvodů. Atakédoporučuji přečíst si hlavní téma MAM; pojmeno-váváme vněm rizika, ale také nabízíme řešení. Býthrdý na nasbírané přesčasy mezi ně nepatří.Radana ČechovášéfredaktorkaNebojte se vypnout,nic se nestaneMARKETING & MEDIAStrana 4
marketingová a mediální agenturaSpojujeme značky se zákazníky během jejichnákupní cesty a efektivně propojujemeonline i offline s jediným cílemAKTIVACE ZÁKAZNÍKA!EVROPSKÝ LEADERV SHOPPER MARKETINGUwww.posmedia.czInzerce_Posmedia_MM_210x99mm_d.indd 1Inzerce_Posmedia_MM_210x99mm_d.indd 1 05.05.2022 12:3705.05.2022 12:37Marketing,komunikace,nance, právní, aleipersonální odděleníČeské televize budoumít podle ČTK novéředitele. Jejich stávajícívedení je vsouvislostisříjnovým nástupemgenerálníhoředitele Jana Součkana odchodu.Programový ředitelMilan Fridrich by mělvČT zůstat.Mediální dům Mafra spoluschemičkou Synthesia koupíod Agrofertu nančník KarelPražák. To byly zprávy, kterése objevily zkraje minuléhotýdne. Vjeho závěru se už mlu-vilo otom, že se vydavatelstvívportfoliu 42. nejbohatšíhoČecha moc dlouho neohřeje.Podle anonymního zdrojewebu Neovlivní.cz je součástíkupní smlouvy mezi Agrofer-tem, který je součástí svě-řenských fondů expremiéraBabiše, aPražákem dovětek,že Mafra obratem zamířído rukou uhlobarona PavlaTykače. Ten zájem ovydava-tele, který jen svými tištěnýmitituly oslovuje tři miliony lidí,potvrdil zkraje roku. Pak všakměl ze hry vypadnout.Cena za obě společnostije odhadována na 12 miliardkorun, částka za samotnouMafru pak na více než4,5 miliardy. Andrej Babiš bylkprodeji donucen zpřísněnímzákona ostřetu zájmů.České dráhy vnové kampaniod agentury Havas Pragueshumorem založeným narivalitě Čech aMoravy vyzdvi-hují moderní výbavu desíteknových souprav, které každo-ročně nasazují do provozu.Ivan Trojan vroli Moravákaod Kyjova nakonec „dává lajk“společně s„veganem zPrahe“,jehož představuje David Máj.Ipro něj už jde oněkolikátouroli ve spotech ČD.„Díky tématu avzájem-nému špičkování hlavníchpostav se daly jednotlivébenety vlaku aČeských drahjako značky přirozeně zakom-ponovat do celého příběhu.Vznikl tak spot se správnýmmixem produktových infor-mací ahumoru,“ uvedl krea-tivní ředitel agentury HavasJakub Kolářík. Produkci spotuzajistila společnost T. H. A.,opět srežií Ondřeje Trojana.Vreklamě bylo použitokyjovské nářečí, kvůli tomusprávné výrazy avýslovnostkontrolovali rodilí mluvčíSchwarzenegger jakokutil pro Parkside,Trojan coby Kyjovanpro ČD aPražák vrolipřeprodejce Mafry., brand funkčníchnápojů společnosti Maspex,prodloužil partnerstvísTipsport extraligou ledníhohokeje. Smlouvu rma pode-psala sBPA sport marketingkoncem srpna. zlepšuje vnímání ovoceazeleniny udětí vkampanise spotřebitelskou soutěží odMcCann Prague sonline hrou,přes kterou mohou odemykatslevy asoutěžit oplyšáky., stejně jako dětskýkanál ČT:D, slaví deset letvysílání. Desetidenní oslavyzačnou přímým přenosemkoncertu zpražského klubuDoupě, během něhož vystou-pí na dvě desítky interpretů.Podzim nabídne idokumentodevadesátileté historiibarrandovských ateliérů čitřináctidílný cyklus oDejvic-kém divadle., startup provozujícístanice na ltrovanou vodu dovlastní lahve, během prvníhopololetí „vytočil“ 800 tisíclitrů vody, meziročně dvoj-násobek. Podle jeho dat takušetřil přes 40 tun plastu.se spojil se studen-ským startupem ReKrabiceabude doručovat všechnyzásilky ze-shopu azaplikaceve znovupoužitelných arecy-klovatelných krabicích. realizuje reklamní kam-paň vytvořenou sagenturouWMC Grey zoblasti společen-ské odpovědnosti. Vyzdvihujepodporu klientům KontaBariéry. rozšiřuje síť, běhemléta otevřela dvě pobočky naSlovensku apo jedné vČeskuaMaďarsku. Do konce rokuplánuje několik dalších spus-til kampaň „Už jste to zažili?“,která vyzdvihuje atraktivitusportu. Do sezony vstupujesnovými reprezentačnímidresy založenými na trikolo-ře. Přibyly též sponzoři PumaaSportisimo.Strana 5
marketingová a mediální agenturaSpojujeme značky se zákazníky během jejichnákupní cesty a efektivně propojujemeonline i offline s jediným cílemAKTIVACE ZÁKAZNÍKA!EVROPSKÝ LEADERV SHOPPER MARKETINGUwww.posmedia.czInzerce_Posmedia_MM_210x99mm_d.indd 1Inzerce_Posmedia_MM_210x99mm_d.indd 1 05.05.2022 12:3705.05.2022 12:37ijazykovědci. Komunikaceje nasazena od konce srpnavtelevizi, online, vtisku,OOH, vrozhlase ana sociál-ních sítích.Nejdřív data, pak až voláníaSMS. To jsou nejvyužívanějšíslužby mobilních operátorůučeských internetovýchuživatelů. Vychází to zprů-zkumu agentur NielsenaResSolutionGroup.Data vtelefonu využívá74 procent internetovýchČechů, ve věkových kategori-ích 1534 let a3544let je todokonce 81procent, respek-tive 80 procent. Druhou nej-využívanější službou (70%) jevolání aSMS. Další vpořadí jeinternet na doma (52 procent),nabídku IPTV využívá 30pro-cent uživatelů.Většina dotázanýchvposledních dvou letech ope-rátora nezměnila. Operátoramobilních služeb změnilotřináct procent dotázaných,internetu na doma osm pro-cent aTV čtyři procenta.Výzkum doplnil monito-ring reklamy Ad Intel vrámcitelekomunikačních společ-ností, podle kterého celkováceníková hodnota reklamníhoprostoru vsegmentu za obdo-bí leden až červenec2023odpovídá hodnotě1,5 miliardy korun. Nejsilněj-ším inzerentem byl Vodafone,za ním se seřadily společnostiO2 aTMobile.Nářadí Parkside, privátníznačka řetězců Lidl aKau-and, má jako novou globálnítvář brandu hollywoodskéhoherce aněkdejšího guverné-ra státu Kalifornie ArnoldaSchwarzeneggera, který aleběhem své kariéry pracovalijako zedník. Vbrandovékampani „Zvládnete to“sdávkou sebeironie ahumorupředstavuje řadu více než100produktů pro segmentDIY jako „nástroje úspěchu“.Christoph Pohl, ředitelnákupu společnosti LidlInternational, ktomu uvedl:„Arnold Schwarzeneggerztělesňuje mnoho našichhodnot. Parkside znamená‚vytvoř věci sám‘. Chcemedát zákazníkům jistotu, že topomocí našich produktů samizvládnou. Arnold je muž činu,je autentický, odhodlanýastojí nohama pevně na zemi.Jsme hrdi na to, že je nynísoučástí našeho týmu.“PR Klub sdružující na třistovky profesionálů zoblastikomunikace ataké na třidesítky rem, agentur ainsti-tucí, vstupuje do mezinárodníorganizace Global Alliance forPublic Relations and Commu-nication Management. Stáváse součástí globální organi-zace sdružující PR asociacezvíce než 80 zemí světa.Krokem, který souvisísčlenstvím PR Klubu vGlobalAlliance, je navázání spolu-práce soutěže komunikačníchprojektů Zlatý středník sesvětovou soutěží World PublicRelations and Communicati-on Awards. Do ní už PR Klubposlal dvě práce ze Zlatéhostředníku. Ty se rovnouprobojovaly do nále. Projekt„Chytrej výčep“ zadavatelePlzeňský Prazdroj aagenturySvengali Communicationsuspěl vkategorii CorporateReputation apráce „Moji milíSlováci“ zadavatele Slovenskásporiteľňa aagentury Zaragu-za vkategorii Best Digital andSocial Media. Ovítězích serozhodne 21.září, kdy budouvyhlášeny výsledky. Strana 6
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