Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
38/2021
Časopis Marketing a Media je prestižním,mimořádně vlivným oborovým médiem. Věnuje se oblasti byznysové komunikace, reklamy a médiím. Každý týden přináší exkluzívní rozhovory s nejvlivnějšími a nejzajímavějšími osobnostmi z branže, přináší obsahovou inspiraci a současně představuje platformu pro kritickou diskuzi.
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FORUM MEDIA: TŘIKONFERENCE V JEDNÉVíce než 40 světovýchačeských řečníkůpromluví otom, kam spějemarketing akomunikacev(post)covidovém světě.PR SUMMIT: VLIVA DEZINFORMACEForum Media aAPRApoprvé společně pořádajísummit se zaměřenímnazískávání pozornostiavlivu vdigitálním světě.EFFIE STAGE:DATA A INSPIRACEEfektivita marketingovékomunikace ve všechpodobách. Případovéstudie, hodnoceníkampaní iprůzkumy.SVĚTOVÁ ELITA KOMUNIKACEABYZNYSU VPRAZEKONFERENCEFORUM MEDIAMarketingová událost roku 20213820. září 202199 Kč / 4,90 €Rezervujte si místo nawww.forummedia.cz1den / 3 scényForum Media PR Summit Effie Stage11/11/2021O2 UNIVERSUM, PRAHAStrana 2
SCÉNA FORUMSCÉNA PR SUMMITMICHAEL CONRADEx -Vice Chairman & Global Chief CreativeOfficer, Leo Burnett Worldwide(Švýcarsko)Bývalý šéf kreativy amístopředseda sítě LeoBurnett Worldwide vroce 2006 spoluzaložil TheBerlin School of Creative Leadership jako odpověďna „nízkou kvalitu kreativního vedení“ coby hlavníhodůvodu nedostatečných standardů vkreativnímprůmyslu. NaFM promluví okoncepci, kterounazývá QLT.G (Quality, Leadership, Trust, Goals)akterá představuje jeho pohled na kvalitu, vedení,důvěru astanovení cílů.RICH LEIGHzakladatel,Radioactive PR (UK)Zkušený PR profesionál ainfluencer, kterýbylnedávno označen za nejvlivnější PRosobnost Twitteru. Ve svém bestselleru MýtyoPR se zabývá „všemi oblíbenými pomýlenýminázory“ na PR. Nezůstává ale jen uteorie:ukáže nám, že lze úspěšně digitálně měřitúčinnost PR kampaní, aniž bychom se muselikompromitovatsAVE.TOMÁŠ VONDRÁČEKCEO, WMC/GreyJeho bleskový nápad rozstřelitočividně nesmyslný tendr nadodavatele elektronickýchdálničních známek zněj udělalpřes noc hvězdu tuzemskýchisvětových médií. Jeho to stálosoukromí, ministra dopravyžidli. Jak to změnilo život jehoiagentury? Amělo to celé smysl?Za tak trochu divokým lednem2020 se ohlédne Mr. Hackathon.PAVEL TUREKzakladatel, AutomobilistVe Formuli 1 strávil 17 sezon,během nichž Pavel Turek spravovalmarketingové rozpočty ve výši dvoumiliard eur. Díky němu se monopostF1 proletěl ve stavu beztíže nebozávodil na sněhu za polárnímkruhem. Dnes Turek pečuje ovlastnívizionářský projekt Automobilist,který spoluvytváří trend digitálníhoumění ve světě kryptoměn. Achystáse ina virtuální realitu.EMILY PEETDirector of Research & Design,Rockland Dutton (USA)Spoluautorka Barcelonských principů 3.0, držitelkadvou mezinárodních cen Microsoft asvětovášampionka vPowerPointu. Pracovala pro NATO,Světovou zdravotnickou organizaci, Světovou bankunebo UNICEF. Vnejnovější verzi Barcelonskýchprincipů se soustředí ina problém vizualizace, kterámá zásadní význam pro pochopení avyužití jinakkvalitních dat.BEN GUERINzakladatel, Topham Guerin(Nový Zéland)Je polovičkou sociálněmediálního dua, kteréstálo za úspěšnou kampaní, jež pomohlaBorisi Johnsonovi vyhrát volby. Pomáhali takénovozélandské vládě komunikovat opatření proticovidu. Mluvit bude opolitice založené na datech,otom, jak porozumění digitálním technologiímmění politické prostředí, ajak spravovat svoudigitální reputaci.Projekt ThisAbles měl za cíl umožnit lidem se speciálními potřebami užívat si většíkvalitu života díky produktům Ikea. Kampaň je považována za jednu znejoriginálnějšíchanejúspěšnějších kampaní propagujících aktivity pro znevýhodněné lidi vhistoriireklamy. Autoři nám odhalí pozadí jejího vzniku. Je to příběh rozmanitosti azačlenění,příběh, který pomohl celé komunitě ipodnikání vIzraeli.TIMO LUMMETelevision & Marketing DirectoratInternational Olympic Committee(Švýcarsko)Je zodpovědný za prodej vysílacích práv naolympijské hry, vyjednávání aprodej světovýcholympijských partnerství ařízení globálníhosponzorského programu MOV zvaného TOP.Na FM se podělí ozkušenosti zbudovánítakových partnerství se světovými značkamivdigitálním věku, která globálně propagujíolympijské hodnoty atvoří příjmy podporujícísport pocelém světě.JUAN SEÑORPresident, Innovation Media(UK)Jako televizní reportér zpovídal JásiraArafata, Jicchaka Rabina, NelsonaMandelu, Borise Jelcina, Fidela Castra,Helmuta Kohla, Johna Majora iBillaClintona. Jako vyhledávaný odborník nainovace vmédiích se podílel na startuirestartu desítek světových mediálníchznaček. Tentokrát si položí otázku: Pročfake news zachránily žurnalistiku – acoto znamená pro značky aspotřebitele?FARID CHEHABspisovatel a mentor(Libanon)Sociální média, digitální komunikaceamoderní technologie jsou častozneužívány kšíření dezinformacíafalešných zpráv. Dají se naopakúčinněji využít vboji proti nim?Podívejme se, jak zajistit, aby modernítechnologie vpolitické komunikacifungovaly ve prospěch konsolidacedemokratických procesů. Otom jeprojekt E -demokracie.MARK TUNGATEpublicista, Editorial DirectorEpica Awards (Francie)Kvůli internetu avzestupu sociálních médií zaznamenaly noviny ačasopisykatastrofální úbytek příjmů ičtenářů. Ale které mediální značky přežilyaprosperují? Kdo stojí za elitní skupinou nezávislých magazínů? Svyužitímpraktických příkladů avtipných historek ze své třicetileté kariéry vtištěnýchidigitálních médiích Mark zkoumá minulost, současnost ibuducnost tisku.SÁRA POLAKzakladatelka, Startup Disrupt,Anthropologica, Gains4BrainsUmělá inteligence, digitální komunikace,GDPR aantropologie – za pět let prácevdigitální politice se Sára podílelana přibližně 40kampaních pro různéstrany politického spektra, včetně oboustran Brexitu, několika americkýchprezidentských kampaní anepokojůvrůzných evropských zemích. Jakuvažuje obudoucnosti digitálu astátuadůsledcích pro naše soukromí?SIGAL ABUDY WEBERChief Creative Officer,McCann (Izrael)ADRIAN BOTANChief Creative Officer,McCann EuropeStrana 3
SAMIR LJUMArežisér aproducent(Makedonie)Za dokument Honeyland získal dvě nominace na Oscara.Snímek Selling Lies, jehož byl koproducentem, zazářilna Viennale ana mezinárodním filmovém festivaluvSanta Barbaře mu přinesl cenu za nejlepší dokument.Pravdivý příběh otom, jak se prodává nepravdivý obsahvglobalizované společnosti, odhaluje skupinu studentůzvenkovského města na Balkáně, která rozhodlaovýsledku amerických prezidentských voleb.MICHAL CHOURprezident AmCham,generální ředitel Alcron HotelPosledních 13let vede jedenznejluxusnějších pražskýchhotelů, je prezidentem Americkéobchodní komory. NaFM sipoloží otázku, co musímevdestinačním marketingu udělat,aby měl cestovní ruch šanci přežítpandemii.MATT STEARNSSenior Vice President & Headof External Communications,UnitedHealth Group (USA)Společnost UnitedHealth Group je přední institucevoblasti zdravotní péče vUSA. Pro její korporátníkomunikaci byl bezprecedentní rok pandemické krize– doprovázený nutností řešit také otázky rovnoprávnostiainkluze– ohromnou zatěžkávací zkouškou. Mattpromluví ovýzvách aponaučeních, které získali.MILAN ŠEMELÁKspoluzakladatel, Unicorn AttacksVposlední dekádě pracoval prořadu značek všech tvarů avelikostíve Střední Evropě, Londýně,Amsterdamu nebo Singapuru. Vesvém vystoupení se vrátí zpátkykúplným základům adefinici toho,co brand je, ato tím nejjednoduššímmožným způsobem, abychom„dokázali tvořit značky, které přinášejívíce hodnoty pro lidi améně hluku pronás všechny“.LENKA ČERNÁgenerální ředitelka,EconomiaZměť pravdivých anepravdivých informacízvyšuje nároky na seriózní novinářskoupráci, která je čím dál dražší. Mezitímdigitální transformace mění obchodnímodely tradičních vydavatelství, takže obsahse prodává čím dál levněji. Dá se tentorozporpřeklenout?PETR DVOŘÁKgenerální ředitel, Česká televizeNejnovější evropské průzkumy ukazují, žeobčané jsou spokojenější se stavem demokracievtěch zemích, kde působí silná média veřejnéslužby. Jak je to unás? Komu mohou lidé věřit?Jak se poznají falešné zprávy od těch pravých?Ajak to ovlivnily dva roky spandemií? Svůjpohled představí šéf média, které se stabilně těšínejvětší důvěře české veřejnosti.MICHAL TEPLICACEO, News & Media Holding (Slovensko)Šéf největšího mediálního domu na Slovenskuje voboru skoro dvacet let. Vedl obchodvrádiích, televizích, vyjednával za mediálníagentury, šéfoval jednu zprvních slovenskýchdigitálních agentur. Na datech ukáže skutečnýprůběh digitální transformace vydavatelskéhobyznysu. Je to stradičními médii opravdu takzlé, jak se tvrdí?ALEXANDER WRABETZDirector General, ORF (Rakousko)Pandemie podstatně mění způsob, jakýmkonzumujeme média. Svůj pracovní isoukromý živottrávíme vonline světě více než kdy dříve. Změna, ježpřed covidem byla postupná, teď nabrala rychlost,která nechala mnoho tradičních médií ve velmisvízelné situaci. Jak se ORF vyrovnává snástupemnových médií? Amůže covid posílit postavení arolimédií veřejné služby ve společnosti?ZOMRIinfluenceři (Slovensko)Maskovaná trojice, která sisvou identitu úzkostlivě střeží,je vsoučasnosti nejpopulárnějšísatirickou online formací naSlovensku. Říkají si Zomri, neberousi servítky, na sítích je sledují,sdílejí akomentují statisíce lidí.Politikům jsou trnem voku, médiímzdrojem inspirace. Zůstávajívanonymitě, ale svůj názor seříkat nebojí. VPraze vystoupí jakoexkluzivní hosté Fora Media veřejněvůbecpoprvé.PETR PAVELarmádní generálAbsolvent českých abritskýchvojenských vysokých škol,původní specializací výsadkář,působil jako vojenský zpravodajec,člen zahraničních vojenskýchmisí UNPROFOR či vrámcispojeneckých sil při americkéinvazi do Iráku. Byl náčelníkemGenerálního štábu ArmádyČeské republiky, od roku 2010působil na Vrchním velitelstvíspojeneckých vojsk vEvropě,vněmž se vletech 2015–2018stal předsedou vojenského výboruNATO, což je nejvyšší vojenskáfunkce vSeveroatlantické alianci.Generál Pavel jako mimořádný hostFora Media tematicky naváže napromluvu bývalého slovenskéhoprezidenta Andreje Kisky avystoupísúvahou nad tím, jak silnou zbranídokáže být vdobě permanentníchhybridních hrozeb informace, jakárizika to přináší ajaké nároky toklade na ty, kdo informace používajíjako svůj pracovní nástroj.INICIATIVA MILADA 70kreativní disruptéřiSpolečné téma dalo dohromadyMichala Gregoriniho ze sdruženíDekomunizace, Leoše Válkuzpražského DOXu, Marka Vocelazeventové skupiny PermanentGig aOndřeje Boháče, který vedeInstitut plánování arozvoje hl. m.Prahy. Účastníkům Fora Mediapředstaví, jak se rodila nejviditelnějšíkampaň letošního léta – Zavražděnakomunisty – aco sní bude dál.Strana 4
Partneři konference Forum Media 2021Partneři: Mediální partneři:Pořadateléaodborní partneři:ROMAN TRZASKALIKmarketingový ředitel, Plzeňský PrazdrojPůsobil vmanažerských pozicích vpotravinářskémprůmyslu vEvropě, Africe ina Blízkém Východě.Na příkladech zPlzeňského Prazdroje chce ukázat,jak se vtrojúhelníku „brand territory“, „relevancefor people“ a„interesting point -of -view“ střetávajíaprolínají nástroje reklamy aPR ajak mohouefektivně spolupracovat ku prospěchu značky.FEDERICO GIORGIO MARRANOředitel divize cukrovinek,Nestlé Česko aSlovenskoČokoláda Orion se vyrábí sláskou aúctou ktradici apoctivémuřemeslu už víc než 124let. Značka je neodmyslitelně spjatasnaší historií. Tradice, nostalgie, historie avnímání na lokálnímtrhu jsou zřejmé. Je ale možné proměnit Orion tak, aby se vevnímání spotřebitelů posunul do prémiového segmentu astalse relevantní značkou současnosti?MICHAL TICHÝBusiness Development Manager,BigmediaDigitalizace, automatizace adata jsouvšudypřítomnou realitou, která se promítá idovenkovní reklamy. Plánování OOH kampaní ajejichkreativní řešení se opírá onové technologie. To, cobylo dříve možné maximálně jen vonline prostoru,se přesouvá do venkovního prostředí.MARTINA LOVĚTÍNSKÁMarketing Manager,Coca -Cola HBC Czech & SlovakiaMartina má bohaté adlouhodobé zkušenostizItálie aIrska. Nyní dohlíží na úspěch světověznámých značek nápojů vČeské republiceana Slovensku. Promluví otěžce zasaženémsegmentu HoReCa, jeho možném restartu ajakse mu dá do budoucna pomoci.JAN MATOUŠEKvýkonný ředitel, ČAPFungují amají smysl kampaně na podporubezpečnosti na silnicích? Mají správný dopad?Opravdu mění chování českých řidičů?Dozvíme se, jak fungovala aco přineslakampaň 13minut připravená ve spolupráciČAP, Policie ČR aBesipu sdokumentaristouVítem Klusákem.TEREZABÁČOVÁMediaPlusPraguePETRTOMÁŠConsumer ResearchSkillhead, GroupMJAKUB ŠILERHead of Business Intelligence, CNCVOJTĚCH MATOUŠEKDigital Content Analyst Senior, CNCANDREJŠTUKCreative Director,MarketUpBOJANSTOEVSKIMarket Manager,Imperial BrandsLUCIA ŠTEFÁNKOVÁředitelka, Nadace TipsportVzděláním antropoložka, praxí strategická plánovačka,PR manažerka, šéfka firemních nadací, specialistkana filantropii aCSR. Zajímá ji společenskáodpovědnost vhazardu. Ve své případové studiiukáže, proč začalo podnikatelům se štěstím dávathluboký smysl investovat desítky milionů do boje protiglobálním klimatickým změnám.JOSEPH ALI TEHRANIAN& ANTONÍN MILATARenegãdzPropojují svět reklamy se světem showbyznysu.Sentertainment agenturami zLos Angeles připravujíunikátní projekty branded entertainment kampaní proznačky jako Porsche, Lego nebo Vodafone. Na konkrétníchpříkladech nám ukáží, jak posunout marketing od reklamykobsahu, který chtějí lidé konzumovat.EFFIE STAGETEREZA ŠIMEČKOVÁ& HANA FRIEDLANDEROVÁNielsen AdmosphereEfektivitu nejen vdigitálním prostředí řeší zadavatelé,mediální agentury imédia. Zkušené výzkumnice ukážírůzné varianty nezávislého měření efektivity online reklamynapříč celým internetovým prostředím avýstupy znich.Nakonkrétních příkladech předvedou, jaké otázky sizadavatelé kladou ajakých odpovědí se jim dostává.MICHAELA RAKOVÁ& MARTIN VYMĚTALBoomerang CommunicationNový ročník výzkumu BoomLab 2.0proskenoval Čechy aMoravany skrznaskrz azjistil onich to, co možná saminevědí. Jak sledují média, kdo je vnichpřitahuje, jak tráví svůj volný čas aco jepro ně vživotě důležité.Strana 5
CSR JE TŘEBA DĚLATSTRATEGIČTĚJISlibné naplňování Cílůudržitelného rozvojezarazila pandemie. Firmyby měly být důslednější.str. 8–13V NAKUPOVÁNÍ SEZMĚNILO VŠEDo klidné hladiny českéhomaloobchodního rybníčkuloni vtrhlo cunami. Nárazyvln cítíme dodnes.str. 18–19OBCHODNÍCI ŘEŠÍINOVACE V PRODEJIVretailu se dějí převratnézměny. Inovovat musíkamenní obchodníciie-commerce hráči.str. 22–24ZÁLOHUJMEPLECHOVKYROMANTRZASKALIK3820. září 202199 Kč / 4,90 €EXTRA:RETAILSUMMITStrana 6
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