Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
38/2023
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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38Zelený event není nudný event.Strana 2
NEJLEPŠÍ LIDÉ, NÁPADYA VÝSLEDKYCMODigital30 dnIMam15minut´Oba potřebujete.A oba stojí stejně.MAM 30: Vyzkoušejte MAM na 30 dní za zvýhodněnou cenu350 Kč bez DPH. Nenechte si ujít to podstatné z oboru marketingovékomunikace ve vašem počítači, telefonu nebo tabletu.MAM_inz_210x280_tablet.indd 1MAM_inz_210x280_tablet.indd 1 12.09.2023 16:3312.09.2023 16:33Strana 3
Zelený event není nuda,ale tak trochu idetektivkaUž dva roky poptávka po udržitelnýcheventech výrazně roste aje nepochybné, žetento trend bude dál sílit. Přitom iostříleníhráči mluví ovelkých výzvách.str.12–16Kvalita pozornosti a čas určujíbudoucnost měřeníNe každá sekunda pozornosti diváka jestejná, záleží na tom, čeho chcete dosáhnout.str.10–11Chceme změnitkonzervativní obraz FortunyOdlišit se od konkurence je výzva inutnost,říká onové kampani Fortuny šéamarketingu Nela Christovová.str.18–20Nezapomínejte „promptovat“ isebeKonference Business Breakfast agenturyMarketup si posvítila na to, co se děje, kdyžse zAI stane kolega vpráci.str.22Umělá inteligence výzkumníkůmuvolní ruceVe výzkumu potřebný lidský přístup nástrojeAI nenahradí, zaznělo na kongresu Esomar.str.23Pět trendů v posílení efektivity kampaníTipy podle více než 13 tisíc otestovanýchkampaní ze 70 trhů představila minulý týdenvPraze společnost Kantar.str.24–25Jedním znejdůležitějších principů tvorby jeredukce. Ta vyžaduje pečlivou rozvahu vedoucíktomu, že se zbavujeme věcí, jež nejsou nezbyt-né— osvobodíme práci od prázdného žvanění,barevných gejzírů nebo záplavy motivů. Cílemje dále neredukovatelný výsledek, individualita(lat. individuus = nedělitelný), která si zachovávápožadovanou myšlenku azřejmé, byť někdy klid-ně itajemné, sdělení. Redukce nás trápí pokaždé,když máme řezat do „svých miláčků“, zcizíhokrev ale tolik neteče. Napadlo mě několikrát, zdaby právě vtomhle AI nepomohla. Redukce byse automatizovat dala. Ale co samotný principahlavně důvody, které mají ústit vredukci? To, coje vnás řídí, je až příliš oděné do emočních vazebapoletuje ve vnitřních vesmírech nesdělitelnýchzkušeností. Navíc poslední dobou mám čím dálsilnější pocit, že AI jde zcela opačnou cestou.Ačkoli generativní umělá inteligence kreativcůmumožnila dříve naprosto nemyslitelné — asiceneztrácet čas úkoly, jež mohou být automati-zované, současně prostřela stůl nepřebernýchmožností. Vytvořit bezpočet variant téměř téhožje tak jednoduché alákavé. Jmenovatel je vždystejný: minimální úsilí. Astůl se prohýbá zaseokousek víc. Má pravdu ten, kdo oponuje, že je topřeci skvělé. Škálovatelnost iproduktivita můžoubýt fantastické, nemusíme se zdržovat rutinnímiúkoly, máme více času na skutečnou tvorbu. AleAI taky mechanizuje představivost. Zkřehkýchnápadů dělá komoditu akupí je na stůl před námi.Neredukuje, ikdyž eliminuje. Ztvorby se stává jenčasová nepříjemnost na cestě kvýsledku. Anejvět-ším nebezpečím je, že když rezignujeme na tvůrčíproces, tato naše schopnost eroduje aztratí se.Radana ČechovášéfredaktorkaNerezignujmenatvůrčí proces120Strana 4
Lokni, startup provozují-cí síť stanic na ltrovanouvodu, nabízí platformu prodigitální reklamu— LokniiCLV. Zahrnuje 66 zařízení na54fakultách po celé ČR adálese rozšiřuje. Uživatelé tvořínavíc velmi silnou komunitusvíce než 60000 studenty.Advisio se nově stará okom-pletní správu výkonnostníchkampaní aSEO společnostiPotten & Pannen — Staněk.Cílem je zlepšit výsledkyvoblasti výkonnostníhomarketingu.Penny testuje VR technolo-gii pro školení zaměstnancůvčetně BOZP. Umožňujezapojit se do interaktivníhoreálného prostředí bez rizikhmotnýchškod.Mediaboard je nový názevspolečnosti Monitora Media.Pod novým názvem chceklientům nabídnout služby„vše vjednom“ zaměřené naPR abudování značky. Nověnabídne ipublikační platformupro komunikaci snovináři.Internet Info, jedno zdesetinejvětších online vydavatel-ství vČeské republice, kterévlastní mimo jiné serveryLupa.cz či Euro.cz adosahujeměsíční návštěvnosti čtyřmilionů reálných uživatelů,vstupuje do Asociace onlinevydavatelů (AOV). Stává se takjejím osmadvacátým členem.Komerční banka si vevýběrovém řízení na agenturupro sociální média adigitálníkomunikaci pro sebe idceřinéspolečnosti zvolila agenturuPeppermint Digital.Newstream.cz vydáváprvní číslo nového tištěnéhomagazínu Newstream Club.Podle CEO Terezy Zavadilovémá být byznysově-lifesty-lový časopis vlajkovou lodívydavatelství. Vycházet budečtyřikrát ročně.Lesensky.cz nově zajišťujemedia realtions pro pojišťovnuApple představiliPhone 15 ajelikož seojeho největší inovaci(USB-C) postarala EU,ukradl si pozornost„ESG report“společnosti. Krátkýlm, ve kterémherečka OctaviaSpencer jako Matkapříroda griluje TimaCooka, je osvěžující.Přesto se Applenevyhnul obviněnízgreenwashingu.AI dává zpětnouvazbu kreativcůmNástroj „umělého klien-ta“, který spomocí uměléinteligence generuje zpětnouvazbu na kreativní prácipředstavila Dentsu Creati-ve Amsterdam. Agenturauvádí, že The Articial Clientje hravým experimentem,který ukazuje, jak může býtvbudoucnu AI pomáhat přihodnocení návrhů, hledáníinsightů nebo přípravě zážit-ků se značkou.Přes webové rozhraní jemožné nechat zhodnotit třitypy prací— design uživatel-ského rozhraní, scénář prospot nebo návrh identity.Reagují na něj tři osobnostivirtuálních klientů— nemi-losrdný kritik, idealistickýsnílek azmatený kreativec.Kanalýze využívá veřejnědostupné modely umělé inte-ligence. Spomocí dalších AIpak generuje animace ihlasyjednotlivých charakterů.Hot Wheels majívlastní autosalonSkupina AutoPalace rozšířilasvé portfolio odalší věhlasnéautomobilové značky. Unikát-ní projekt cílí na zcela novouskupinu zákazníků— sběra-tele automobilových modelů.Vznikl totiž první showroommodelů Hot Wheels vreál-ném automotive prostředí.Pro brand Hot Wheels, kterýpatřil vloňském roce mezi dvěnejsilnější značky koncernuMattel, se jedná osvětovoupremiéru.„Nezanedbatelnou skupinuzákazníků tvoří dospělí sběra-telé nebo fanoušci automotiverůzného věku. Právě pro něnám na českém trhu chybělomísto, kde by mohli objevovatazískávat nové modely dosvých sbírek,“ uvedl MarekSomol, brand manažer HotWheels pro Česko aSlovensko.Zajímavostí společnéhoprojektu skupiny AutoPalaceakoncernu Mattel, který jevprostorách pro značku Fordvdealerství na pražskémSpořilově, je exkluzivní pro-dej vybraných limitovanýchedicí modelů, které nebudouUmělá inteligencekreativce nešetří kritikou,lidé nešetří na sportuakdo by naopak šetřitměl, jsou sběrateléangličáků.Strana 5
Vpodcastech nemusítekřičet*Výzkum byl provedenvčervenci 2022 na reprezen-tativním vzorku české inter-netové populace. Dotázánobylo 2508 respondentů. Databyla sesbírána na Českémnárodním panelu.vdistribuci na jiných místechvČesku ani na Slovensku.Nejdražšímsportem je hokejAktuální průzkum zdat plat-formy Týmuj zmapoval výdajeČechů na sportovní vybaveníavýdaje na tři nejpopulárnějšíkolektivní sporty. Ukázal, že30 procent Čechů utratí zaobuv, oblečení, výstroj nebodalší specické vybavení prosport dva až pět tisíc ročně,27 procent papět až deset tisíckorun ročně.„Nejdražším masověpopulárním kolektivnímsportem je pak lední hokej,za jehož provozování utratí61 procent hráčů ročně vícenež 18 tisíc korun,“ říká PetrSalomon zplatformy Týmuj,na níž aktuálně registrováno360 tisíc uživatelů aaktivněji měsíčně pro organizacizápasů, závodů, tréninkůadalších aktivit použije pěttisíc sportovních týmů svícenež 100 tisíci členy.Ještě více pak vydají Češi zaprovozování sportu — sporto-viště, trenéra, dopravu či pří-spěvky klubu. Nejčastěji ročnědo šesti tisíc korun (44%).Ceny Seznamuovládla OMGNejvíce cen dalšího ročníkusoutěže Agenturní spoluprá-ce roku udělované Seznam.cz získala agenturní skupi-na Omnicom Media Group(OMG). Společně se Zaragu-zou uspěla sprací pro Škoduvkategorii Videokampaňroku. Má také cenu za za audiospolupráci roku pro Komerčníbanku acenauporoty za pro-jekt Příliš hlasité nebezpečí.Trofej za cross-mediálníspolupráci roku získala agen-tura Mindsquared. Vkatego-rii Skokan roku za nejvyššíprocentuální meziročnínárůst investic do reklamyuspěla Knowlimits. Abslutnímskokanem za nejvyšší abso-lutní nárůst investic se stalaPublicis Groupe.Inovátorem roku se stalaagentura Dentsu sprací prořetězec Albert. Za obsaho-vou spolupráci byla oceně-na Ogilvy skampaní proKrušovice. Nově byla udělenaicena za CSR kampaň roku.Tu si odnesly agentury OAKaVMLY&R za kampaň proČeskou spořitelnu. Youplus ačeskému výrobcitechnologie Senzomatic. Zaští-tí také vznik nových webů prospolečnosti Aquasys, StřechyComax nebo OR CZ.Billa spouští ostrý provozsvého e-shopu po testování,během něhož učinilo sedmtisíc zákazníků přes 28,5 tisícnákupů. Zákazníci zPrahy,Mladé Boleslavi aBrna ajejichokolí mohou vybírat zdevítitisíc produktů.Deichmann je nejsilněj-ším inzerentem vkategoriiobuvi za období leden ažčervenec2023 podle Ad Intelspolečnosti Nielsen. Vcení-kových cenách do reklamydal více než dvakrát tolik,co druhá značka Skechers.Následuje je CCC.Globus si ve výběrovémřízení na vytvoření dlou-hodobého komunikačníhokonceptu vybrala agenturuMark BBDO. Marketingovéaktivity snovým koncep-tem aagenturou budouspuštěny ještě letos.ComSource, českáIT společnost, má novélogo, za nímž stojí TenetPublicity, Pavel Bedrník.Má vyjadřovat, že jdeomoderní aspolehlivouhi-tech společnost sjasnýmzaměřením acíli.MARKETING & MEDIAStrana 6
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