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.

  • Strana 1

    38
    
    
    Zelený event není nudný event.
    
  • Strana 2

    NEJLEPŠÍ LI, NÁPADY
    A VÝSLEDKY
    CMO
    Digital
    30 dnI
    Mam
    15
    minut
    ´
    Oba potřebujete.
    A oba stojí stejně.
    MAM 30: Vyzkoušejte MAM na 30 dní za zvýhodněnou cenu
    350 Kč bez DPH. Nenechte si ujít to podstatné z oboru marketingo
    komunikace ve vašem počítači, telefonu nebo tabletu.
    MAM_inz_210x280_tablet.indd 1MAM_inz_210x280_tablet.indd 1 12.09.2023 16:3312.09.2023 16:33
  • Strana 3

    
    Zelený event není nuda,
    ale tak trochu idetektivka
    Už dva roky poptávka po udržitelných
    eventech výrazně roste aje nepochybné, že
    tento trend bude dál sílit. Přitom iostřílení
    hráči mluví ovelkých výzvách.
    str.1216
    
    Kvalita pozornosti a čas určují
    budoucnost měření
    Ne každá sekunda pozornosti diváka je
    stejná, záleží na tom, čeho chcete dosáhnout.
    str.10–11
    
    Chceme změnit
    konzervativní obraz Fortuny
    Odlišit se od konkurence je výzva inutnost,
    říká onové kampani Fortuny šéa
    marketingu Nela Christovová.
    str.1820
    
    Nezapomínejte „promptovatisebe
    Konference Business Breakfast agentury
    Marketup si posvítila na to, co se děje, když
    se zAI stane kolega vpráci.
    str.22
    
    Umělá inteligence výzkumníkům
    uvolní ruce
    Ve výzkumu potřebný lidský přístup nástroje
    AI nenahradí, zaznělo na kongresu Esomar.
    str.23
    
    Pět trendů v posílení efektivity kampaní
    Tipy podle více než 13 tisíc otestovaných
    kampaní ze 70 trhů představila minulý týden
    vPraze společnost Kantar.
    str.2425
    
    
    Jedm znejdůležitějších principů tvorby je
    redukce. Ta vaduje pečlivou rozvahu vedoucí
    ktomu, že se zbavujeme věcí, jež nejsou nezbyt-
    né— osvobome práci od prázdného žvanění,
    barevných gejzírů nebo záplavy motivů. Cílem
    je dále neredukovatelný výsledek, individualita
    (lat. individuus = nedělitelný), která si zachovává
    požadovanou myšlenku azřejmé, byť někdy klid-
    ně itajemné, sdělení. Redukce nás trápí pokaždé,
    když máme řezat do „svých miláčků“, zcizího
    krev ale tolik neteče. Napadlo mě několikrát, zda
    by právě vtomhle AI nepomohla. Redukce by
    se automatizovat dala. Ale co samotný princip
    ahlavně důvody, které mají ústit vredukci? To, co
    je vnás řídí, je až příliš oděné do emočních vazeb
    apoletuje ve vnitřních vesmírech nesdělitelných
    zkeností. Navíc poslední dobou mám čím dál
    silnější pocit, že AI jde zcela opačnou cestou.
    koli generativní umělá inteligence kreativcům
    umožnila dříve naprosto nemyslitelné — asice
    neztrácet čas úkoly, jež mohou být automati-
    zované, současně prostřela stůl nepřeberných
    možností. Vytvořit bezpočet variant téměř téhož
    je tak jednoduché alákavé. Jmenovatel je vždy
    stejný: minilní úsilí. Asl se prohýbá zase
    okousek víc. Má pravdu ten, kdo oponuje, že je to
    přeci skvělé. Škálovatelnost iproduktivita můžou
    t fantastické, nemusíme se zdovat rutinními
    úkoly, máme více času na skutečnou tvorbu. Ale
    AI taky mechanizuje představivost. Zkřehkých
    nápadů dělá komoditu akupí je na stůl před námi.
    Neredukuje, ikdyž eliminuje. Ztvorby se stává jen
    časová nepříjemnost na cestě kvýsledku. Anejvět-
    ším nebezpečím je, že když rezignujeme na tvůí
    proces, tato naše schopnost eroduje aztratí se.
    Radana Čecho
    šéfredaktorka
    Nerezignujme
    natvůrčí proces
    
    120
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    
    
    
    
    
  • Strana 4

    Lokni, startup provozují-
    cí síť stanic na ltrovanou
    vodu, nabízí platformu pro
    digitální reklamu— Lokni
    iCLV. Zahrnuje 66 zízení na
    54fakultách po celé ČR ale
    se rozšuje. Uživatelé tvoří
    navíc velmi silnou komunitu
    svíce než 60000 studenty.
    Advisio se nově stará okom-
    pletní správu výkonnostních
    kampaní aSEO společnosti
    Potten & Pannen — Staněk.
    lem je zlepšit výsledky
    voblasti výkonnostního
    marketingu.
    Penny testuje VR technolo-
    gii pro školení zaměstnanců
    včetně BOZP. Umožňuje
    zapojit se do interaktivho
    reálného prostředí bez rizik
    hmotnýchškod.
    Mediaboard je nový název
    společnosti Monitora Media.
    Pod novým názvem chce
    klientům nabídnout služby
    e vjednom“ zaměřené na
    PR abudování značky. Nově
    nabídne ipublikní platformu
    pro komunikaci snoviři.
    Internet Info, jedno zdeseti
    největších online vydavatel-
    ství vČeské republice, které
    vlastní mimo jiné servery
    Lupa.cz či Euro.cz adosahuje
    měsíční návštěvnosti čtyř
    milionů reálných uživatelů,
    vstupuje do Asociace online
    vydavatelů (AOV). Stává se tak
    jejím osmadvacátým členem.
    Komerční banka si ve
    výběrovém řízení na agenturu
    pro soclní média adigitál
    komunikaci pro sebe idceřiné
    společnosti zvolila agenturu
    Peppermint Digital.
    Newstream.cz vydává
    první číslo nového ttěného
    maganu Newstream Club.
    Podle CEO Terezy Zavadilové
    být byznysově-lifesty-
    lový časopis vlajkovou lodí
    vydavatelství. Vycházet bude
    čtyřikrát ročně.
    Lesensky.cz nově zajišťuje
    media realtions pro pojišťovnu
    
    Apple představil
    iPhone 15 ajelikož se
    ojeho největší inovaci
    (USB-C) postarala EU,
    ukradl si pozornost
    ESG report
    společnosti. Krátký
    lm, ve kterém
    herečka Octavia
    Spencer jako Matka
    příroda griluje Tima
    Cooka, je osvěžující.
    Přesto se Apple
    nevyhnul obviní
    zgreenwashingu.
    AI dává zpětnou
    vazbu kreativm
    Nástroj „umělého klien-
    ta“, který spomocí umělé
    inteligence generuje zpětnou
    vazbu na kreativní práci
    představila Dentsu Creati-
    ve Amsterdam. Agentura
    uvádí, že The Articial Client
    je hravým experimentem,
    který ukazuje, jak může být
    vbudoucnu AI pomáhat při
    hodnocení návrhů, hledání
    insightů nebo přípravě zážit-
    ků se značkou.
    Přes webové rozhraní je
    možné nechat zhodnotit tři
    typy prací— design uživatel-
    ského rozhraní, scéř pro
    spot nebo návrh identity.
    Reagují na něj tři osobnosti
    virtlních klientů— nemi-
    losrdný kritik, idealistický
    snílek azmatený kreativec.
    Kanaze využívá veřejně
    dostupné modely umělé inte-
    ligence. Spomocí dalších AI
    pak generuje animace ihlasy
    jednotlivých charakterů.
    Hot Wheels mají
    vlastní autosalon
    Skupina AutoPalace rozšířila
    své portfolio odalší věhlasné
    automobilové značky. Unikát-
    ní projekt cílí na zcela novou
    skupinu zákazníků— sběra-
    tele automobilových modelů.
    Vznikl totiž první showroom
    modelů Hot Wheels vreál-
    ném automotive prostředí.
    Pro brand Hot Wheels, který
    patřil vloňském roce mezi dvě
    nejsilnější značky koncernu
    Mattel, se jedná osvětovou
    premiéru.
    „Nezanedbatelnou skupinu
    kazků tvoří dospělí sběra-
    telé nebo fanoušci automotive
    různého věku. Právě pro ně
    m na českém trhu chybělo
    sto, kde by mohli objevovat
    azískávat nové modely do
    svých sbírek,“ uvedl Marek
    Somol, brand manažer Hot
    Wheels pro Česko aSlovensko.
    Zajímavostí společného
    projektu skupiny AutoPalace
    akoncernu Mattel, který je
    vprostorách pro značku Ford
    vdealerství na prském
    Spořilově, je exkluzivní pro-
    dej vybraných limitovaných
    edicí modelů, které nebudou
    Umělá inteligence
    kreativce nešetří kritikou,
    lidé nešetří na sportu
    akdo by naopak šetřit
    měl, jsou sratelé
    angličáků.
    
    
    
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    
    
    
    *Výzkum byl proveden
    včervenci 2022 na reprezen-
    tativním vzorku české inter-
    netové populace. Dotázáno
    bylo 2508 respondentů. Data
    byla sesbírána na Českém
    národním panelu.
    
    
    
    
    
    vdistribuci na jiných místech
    vČesku ani na Slovensku.
    Nejdražším
    sportem je hokej
    Aktuální průzkum zdat plat-
    formy Týmuj zmapoval výdaje
    Čechů na sportovní vybavení
    avýdaje na tři nejpopurnější
    kolektivní sporty. Ukázal, že
    30 procent Čechů utratí za
    obuv, oblečení, výstroj nebo
    další specické vybavení pro
    sport dva až pět tisíc ročně,
    27 procent papět až deset tisíc
    korun ročně.
    „Nejdrším masově
    popurm kolektivním
    sportem je pak lední hokej,
    za jehož provozování utratí
    61 procent hráčů ročně více
    než 18 tisíc korun,“ říká Petr
    Salomon zplatformy Týmuj,
    na níž aktuálně registrováno
    360 tisíc uživatelů aaktiv
    ji měsíčně pro organizaci
    zápasů, závodů, tréninků
    adalších aktivit použije pět
    tisíc sportovních týmů svíce
    než 100 tisíci členy.
    Ještě více pak vydají Češi za
    provozování sportu — sporto-
    viště, trenéra, dopravu či pří-
    spěvky klubu. Nejčastěji roč
    do šesti tisíc korun (44%).
    Ceny Seznamu
    ovládla OMG
    Nejvíce cen dalšího ročníku
    soutěže Agenturní spoluprá-
    ce roku udělované Seznam.
    cz získala agenturní skupi-
    na Omnicom Media Group
    (OMG). Společně se Zaragu-
    zou uspěla sprací pro Škodu
    vkategorii Videokampaň
    roku. Má také cenu za za audio
    spolupráci roku pro Komerční
    banku acenauporoty za pro-
    jekt Příliš hlasité nebezpečí.
    Trofej za cross-mediál
    spolupráci roku získala agen-
    tura Mindsquared. Vkatego-
    rii Skokan roku za nejvší
    procentuální meziroční
    růst investic do reklamy
    uspěla Knowlimits. Abslutním
    skokanem za nejvší abso-
    lutní nárůst investic se stala
    Publicis Groupe.
    Inovátorem roku se stala
    agentura Dentsu sprací pro
    řetězec Albert. Za obsaho-
    vou spolupráci byla oceně-
    na Ogilvy skampaní pro
    Krušovice. Nově byla udělena
    icena za CSR kampaň roku.
    Tu si odnesly agentury OAK
    aVMLY&R za kampaň pro
    Českou spořitelnu. 
    Youplus ačeskému výrobci
    technologie Senzomatic. Zaš-
    tí také vznik nových webů pro
    společnosti Aquasys, Střechy
    Comax nebo OR CZ.
    Billa spouští ostrý provoz
    svého e-shopu po testování,
    během něhož učinilo sedm
    tisíc zákazníků přes 28,5 tisíc
    kupů. Zákazníci zPrahy,
    Mladé Boleslavi aBrna ajejich
    okolí mohou vybírat zdevíti
    tisíc produk.
    Deichmann je nejsilněj-
    ším inzerentem vkategorii
    obuvi za období leden až
    červenec2023 podle Ad Intel
    společnosti Nielsen. Vcení-
    kových cenách do reklamy
    dal více než dvakrát tolik,
    co druhá značka Skechers.
    Následuje je CCC.
    Globus si ve výběrovém
    řízení na vytvoření dlou-
    hodobého komunikačního
    konceptu vybrala agenturu
    Mark BBDO. Marketingové
    aktivity snovým koncep-
    tem aagenturou budou
    spuštěny ještě letos.
    ComSource, česká
    IT společnost, má nové
    logo, za nímž stojí Tenet
    Publicity, Pavel Bedrk.
    Má vyjadřovat, že jde
    omoderní aspolehlivou
    hi-tech společnost sjasným
    zaměřením acíli.
    
    
    
    
    
    
    
    
    
    
    
    MARKETING & MEDIA
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