Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
37/2023
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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Bez papíru už to nepůjde.37Strana 2
23Oana LungescuHlavní mluvčí Severoatlantickéaliance Belgie9. 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?Pořadatelé a odborní partneři: Hlavní mediální partner: Mediální partneři:Hlavní partneři:Partneři:NEJVĚTŠÍOBOROVÁKONFERENCEv ČeskérepubliceFM_inz_210x280_Lungescu_Oana.indd 1FM_inz_210x280_Lungescu_Oana.indd 1 07.09.2023 15:0807.09.2023 15:08Strana 3
Novela zákoníku práce agenturám přidápapírování. Reguluje rozšířený benetpráce na dálku azpřísňuje zaměstnávání„dohodářů“. Těch kvůli novým pravidlůmmožná ubyde.Tradiční média se budou muset hodnězměnit, aby zůstala relevantní, říká JukkaNiva, který vystoupí na Foru Media.Návštěvnost nástroje generické AI výrazněklesá. Co odhalila analýza ChatGPT?„Pozitivním trendem je rostoucí poptávkapo prémiovějších produktech,“ říkáDavid Zappe, šéf marketingu PivovarůStaropramen.Kampaň Slovenské spořitelny aagenturyZaraguza, ve které ožil hlas herce JúliaSatinského, letos opanovala soutěž Zlatýstředník.Většina log, maskotů, sloganů či barevnýchkódů značek je zaměnitelná. Jen jednozdeseti aktiv brandů je dostatečněrozlišitelné.Vláda se rozhodla, že na žebříčku „záporáků“uširoké veřejnosti poskočí ještě opár stupínkůvýš. Minulý týden ohlásila, že si lidé za veřej-noprávní média poprvé po patnácti, vpřípaděrozhlasu dokonce po osmnácti letech, připlatí.Čest odvaze Fialova kabinetu, krok je to nutný.Těžko však mohli zjejich panování nespokojenýmobčanům vmést do tváře rudější hadr.Ke všemu to vláda udělala způsobem, kterýje českým institucím vlastní, čímž jen potvrdilasrpnové varování asociací AKA aAPRA, že státnemá strategii pro komunikaci. Výbušné téma bez„zbytečného“ vysvětlovaní vysolila na poplatníky.„Aco, vždyť jde jen opár desítek korun,“ řekla siasi.Výsledek se dostavil okamžitě. Bouře nevolestrhla ijindy kproblémům „boomerů“ netečnougeneraci Z, protože nově mají za veřejnoprávníslužby platit imajitelé mobilních telefonů apočíta-čů. Což je umladých lidí, pro které je televizní vysí-lání asi něco jako ruchadlo, celkem pochopitelné.Je to bohužel chyba iČeské televize, která dělápříliš málo pro to, aby dvacátníci chápali, co jejejí veřejná služba. Tento můj pocit ještě zesílil přirozhovoru sJukkou Nivou znské veřejnoprávníspolečnosti YLE, který najdete opár stránek dále.Jeho digitální oddělení vzniklo proto, aby vytvořilozpravodajskou aplikaci. Nebylo to však vroce 2023,kdy se na to chystá nový management ČT, ale předvíce než deseti lety. Dnes tak Niva, jehož vystou-pení na letošní konferenci Forum Media si určitěnenechte ujít, řeší se svým týmem úplně jiné výzvy.Finské YLE je zhlediska digitálních inovacímezi evropskými veřejnoprávními vysílateli špič-kou. Aje to iproto, že nevytváří jeden obsah úplněpro všechny. Dělá relevantní obsah pro všechnycílové skupiny. Ato je rozdíl.Petr ŽaloudekredaktorMáš telefon? Takplať! Ale za co?MARKETING & MEDIAStrana 4
se od nad-cházející sezony stává na pětlet mediálním partneremhokejové Tipsport extraliyabude mimo jiné přinášetna internetu živé přenosy zevšech zápasů soutěže. uzavřel partnertsvísiniciativou 0xCollection prouchovávání uměleckých děl.Při zahájení Mezinárodníhohudebního festivalu Dvořáko-va Praha představili digitálnímalbu Dvořákovy sny. Kviděníje před budovou pražskéhoRudolna do 13.září.potvrdila, žesledovanost TV vprůběhu létaklesá, za posledních pět let jevprůměru zhruba opětinunižší. Letos například divácive věku 1524 let trávili utele-vize vprůměru o13 procentméně času než vprvnímpololetí, udiváků ve věku3544let byla televizní sledo-vanost nižší o25 procent. odstartoval iniciati-vu „Jsme lékárníci“. Se spotyoprofesi aosobnostech přiblí-ží jejich roli vsystému achcenalákat mladé ke studiu, abyse znich stali „hrdinové“., vAmerice pouplár-ní tortillové chipsy, uvádí načeský trh společnost Mattoni1873, která je výhradním dis-tributorem mateřské společ-nosti značky PepsiCo. Doritosjsou od září kdostání vobcho-dech ve třech příchutích. proběhne vcent-ru O2 universum 23.listopadu.Konference POPAI Fórum sezaměří na AI vretailu idigitali-zaci. Vyhlášeny budou výsled-ky soutěže POPAI AwardsaHvězda 3D reklamy, deadlinena přihlášky je 10.října.založený Tomášem Pouchouspouští mentoringový projekt,který lidem zbyznsu pomůžerozvíjet brand experience.Partnerem je agentura Ipsos,Mezi mentory jsou Jan Řehákči Milan Formánek. Meta oznámila, že odprosince skončí sezáložkou FacebookNews na trzích VelkéBritánie, FrancieaNěmecka. Děje setak poté, co zákonyvrůzných zemíchzačaly zavádětpovinnost platforemplatit vydavatelůmza obsah, Meta to alevysvětluje nízkýmpodílem zpráv nakonzumaci obsahu.Ministr kultury Martin Baxa(ODS) představil vládní návrhtakzvané velké mediálnínovely. Počítá se zvýšenímměsíčních koncesionářskýchpoplatků za Českou televizi(o25 korun na 160) iČeskýrozhlas (o10na 55korun).Rozšíří idenice poplatní-ků, bude zahrnovat počítače,tablety amobily. Zachovánby měl zůstat princip platbyza domácnost. Urem sebude rozhodovat dle počtuzaměstnanců — rmy do pětizaměstnanců aživnostnícibudou osvobozeni. Přibýt bytedy mělo 230 tisíc poplatní-ků apříjmy veřejnoprávníchmédií by se zvýšily ozhrubadvě miliardy korun.Pro ČT (nyní má rozpočet7,4 miliardy korun) před-stavují poplatky tři čtvrtinypříjmů. Pro Český rozhlas(srozpočtem 2,3 miliardy)tvoří 90 procent příjmů. Jejichhospodaření by měl nověmoci kontrolovat Nejvyššíkontrolní úřad. Změny bypodle Baxy mohly začít platitod roku 2025 ahospodařeníveřejnoprávních médií budeoci nově kontrolovat NKÚ.Soutěž Gerety Awards, kterákomunikaci hodnotí ženskýmpohledem, letos udělila čtyřiGrand Prix, 27 zlatých trofejí,69 stříber a65 bronzů. Vítězo-vé pocházejí ze 34 zemí.České agentury letos trofejenezískaly, uspěla ale sloven-ská Jandl marketing. Získalabronz vkategorii „práce prodobro“ za kampaň Útek proneziskovou organizaci Plami-enok. Ve stejné kategorii mátéž shortlist za práci „Denicelásky“ pro značku Absolut,díky níž se podařilo změnitdenici slova láska ve Slov-níku súčasného slovenskéhojazyka tak, aby se nevztaho-vala jen na osoby odlišnéhopohlaví.Votevřeném dopise vyzvalo66 rem včele sVodafonepremiéra Petra Fialu kpřijetírovného manželství. Vedlemorálních alidskoprávníchdůvodů uvádí inegativní dopa-dy nerovného přístupu naekonomickou kondici země.Přijetí manželství pro všechnypáry aodstranění diskrimina-ce LGBT+ lidí má totiž podleanalýzy organizace Open ForBusiness potenciál ušetřit až38miliard korun ročně.Firmy nyní zákonemnezajištěné rovné podmínkypro páry leckdy dorovnávajízvlastní inicativy apeněz.Kotevřené výzvě se připo-jil inejvětší zaměstnavatelvČesku Škoda Auto iřada dal-ších rem, jako jsou PlzeňskýPrazdroj, Ikea, Staropramen,Moneta Money Bank, Master-Card či Microsoft. Vláda představila návrhvelké mediální novely,ženy zhodnotily letošníkampaně army píšoupremiérovi.Strana 5
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