Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

40/2023

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. Zde je k dispozici digitální verze časopisu. Tištěný časopis si lze předplatit.

  • Strana 1

    Uživatelský obsah je levnější,
    důvěryhodnější a přináší vší míru
    zapojení.
    Beloved_user
    999 To se mi lí
    #MAM_Love #Best_content
    40
    
    
    
  • Strana 2

    Ladíme budoucnost B2B marketingu
    24. října od 14:00
    WPP Campus,
    Bubenská 1a, Praha 7
    Proč jsou B2B marketingové technologie, kreativita a procesy
    pro rmy tak klíčové a ja vliv mají na získávání nových zákazníků?
    Jak se značky jako Microsoft nebo Vodafone přibližují remním
    zákazníkům a jak to může ovlivnit váš marketingový přístup?
    Prozkoumejte témata jako Automatizace, Personalizace, ABM
    marketing a Demand Generation.
    Přijďte na naši konferenci
    Transform: Ladíme budoucnost
    B2B marketingu“!
    Přihlaste se zdarma zde:
    dm dárková karta
    dm dárková karta
    dm dárková karta
    IDEÁLNÍ DÁREK, KTERÝ
    ZARUČENĚ POŠÍ
    Jednoduché pro Vás, mnoho možností pro obdarovaného.
    Zakoupíte vlibovolné hodnotě od 50 Kč do 5 000 Kč ve všech prodejnách dm.
    Vybírat můžete zvíce motivů.
    Připravené dárkové karty v hodnotě 500 Kč a 1 000 Kč můžete také objednávat
    v aplikaci Moje dm nebo online na dm.cz.
    Více informací k dárkovým kartám a možnosti jejich nákupu pro zaměstnance
    aobchodní partnery najdete na dm.cz/darkovakarta.
    dm dárková karta
    IDEÁLNÍ DÁREK, KTERÝ
    Více informací k dárkovým kartám a možnosti jejich nákupu pro zaměstnance
    Moje dm-app
    dm.cz
  • Strana 3

    dm dárková karta
    dm dárková karta
    IDEÁLNÍ DÁREK, KTERÝ
    ZARUČENĚ POTĚŠÍ
    Jednoduché pro Vás, mnoho možností pro obdarovaného.
    Zakoupíte vlibovolné hodnotě od 50 Kč až do 5 000 Kč ve všech prodejnách dm.
    Vybírat můžete zvíce motivů.
    Připravené dárkové karty v hodnotě 500 Kč a 1 000 Kč můžete také objednávat
    v aplikaci Moje dm nebo online na dm.cz.
    Více informací k dárkovým kartám a možnosti jejich nákupu pro zaměstnance
    aobchodní partnery najdete na dm.cz/darkovakarta.
    dm dárková karta
    IDEÁLNÍ DÁREK, KTERÝ
    Více informací k dárkovým kartám a možnosti jejich nákupu pro zaměstnance
    Moje dm-app
    dm.cz
    
    Když marketing dělají fanoušci
    Uživatelský obsah dává značkám autenticitu
    aje důvěryhodný. Je také levnější než
    reklama či inuenceři, ale zadarmo není.
    str.1014
    
    Pro některé je normální pracovat pro
    kohokoli, kdo mu zaplatí. Pro mě ne
    Každý problém má podle Dany Dvořáko
    zKKCG své řešení. A to mě vždy uklidní, říká
    čerstvá držitelka ocenění Osobnost PR.
    str.1619
    
    Proč idobří manažeři dělají stále špatná
    rozhodnutí?
    Kognitivní předpojatosti trápí všechny, jsou
    nepřítelem dobrých rozhodnutí. Jak lze
    s„congnitive biases“ bojovat?
    str.20–21
    
    
    Trvalo to 146 dní, než se zástupci lmových
    atelevizních studií (AMPTP) dohodli s odbory
    scenáristů (WGA), atak minulý týden ve středu
    skončila šestá nejdelší stávka vhistorii Holly-
    woodu. Evidentně tak AMPTP nevla taktika
    nechat psavce „vyhladovět“ azačít snimi jednat
    až vříjnu, kdy jim dojdou nance, jak během léta
    pro Deadline Hollywood uvedly anonymní zdroje
    ze studií. Nebo je zviklala podpora veřejnosti pro
    odboráře, která se ukázala, když se Drew Barry-
    more před pár týdny pokusila vrátit se svou talk
    show bez sceristů apo ostré kritice na sítích se
    raději vrátila ze studia domů. Nebo na ně dolehla
    zdržení vtvorbě obsahu astím spojené náklady,
    jako když Warner Bros ozmilo, že kli stávkám
    letos přijde opůl miliardy dolarů.
    Se začátkem října se na americké obrazovky
    vrátí talk show, jako jsou ty od Setha Meyerse
    nebo Jimmyho Kimmela. Rozběhnout se mohou
    ipráce na scénářích pro kinohity aserly jako Pří-
    běh služebnice, Last of Us nebo Stranger Things,
    jejichž popularitu vmarketingu vynalézavě použí-
    vá nepřeberné množství značek.
    Točit se ale ještě nebude, zažehna je jen půlka
    krize Hollywoodu. AMPTP se také musí dohodnout
    shereckými odbory, které oněco bojovněji apod-
    statně viditelněji vede „chůva Fajn“ Fran Drescher.
    Kjednacímu stolu se mají vrátit tento týden.
    Jakub Křešnička
    redaktor
    lka krize
    zažehna
    MARKETING& MEDIA
  • Strana 4

    Sazka se stala generálm
    partnerem Ivety Miculyčo-
    vé, mistryně Evropy aČR ve
    Freestyle BMX. Umožní jí to
    lepší trénink ivzahraničí pro
    závody kčové ke kvalikaci
    na olympiádu.
    Vafo Praha pracuje na
    zvýšení e-commerce pozi-
    ce značek Brit aCarnilove
    sPickerly. Za první tři měsíce
    spolupráce vzrostly prodeje
    e-shopu Krmivo-Brit.cz mezi-
    ročně o222 procent.
    Verifee, nově dostupný
    stroj, který spodporou O2
    vyvinuli Filip Trhlík, Matyáš
    Boháček aMichal Bravanský,
    upozorňuje spomocí AI na
    dezinformace amanipulace
    včláncích na internetu.
    Aures Holdings, skupina
    provozující sítě AAA Auto
    aMototechna, si na spolu-
    práci pro strategický rozvoj
    byznysu ainovace vtendru
    zvolila agenturu Mindsquared
    ze skupiny Mind2Flo.
    Lidl spustil novou kampaň
    zaměřenou na výrobky na-
    zené pod privátními značka-
    mi Pilos, Pikok aAlesto. Pobě-
    ží do druhé poloviny října.
    Shi!fts, konference zamě-
    řující se na transformaci
    kvůli neustálým proměnám
    společnosti, ekonomiky
    itechnologií, se koná 17.října
    ve Foru Karlín. Pořádá ji deník
    E15 sJ&T Bankou.
    Stará žitná myslivecká
    zPalírny UZeleného stromu
    skala na světové soutěži
    Japan Awards tři zlaté medaile.
    Podle rmy je ocenění důle-
    žitým bodem pro rozšíření
    exportní sítě na asijském trhu.
    Univerzita Tomáše Bati ve
    Zlíně otevře pod Fakultou
    multimedlch komunikací
    od příštího roku nový obor–
    Kreativní odvětví adigitál-
    ní kultura. Přihlášky pro
    akademický rok 2024/2025 je
    možné elektronicky odeslat
    do 30.listopadu. 2023.
    
    Google oznámil,
    žedává vydavatelům
    možnost „opt-out
    z vyívání jejich
    dat pro AI. Nástroj
    Google-Extended
    umožňuje webům,
    aby byly i nadále
    prohledávány
    a indexovány
    „crawlery, jako je
    Googlebot, a zároveň
    aby nebyly používány
    k trénování modelů
    AI Googlu.
    Rohlík koupil
    konkurenci
    Skupina Rohlik Group koupila
    německý online supermar-
    ket Bringmeister od české
    společnosti Rockaway Capital.
    Ta získá podíl vRohlik Group,
    který se bude odvíjet od
    výnosů vnásledujícím roce
    po spojení Bringmeisteru
    sKnuspr.de, německou znač-
    kou Rohlíku. Po akvizici mají
    roční tby skupiny doh-
    nout 900 milionů eur, tedy
    o150 milionů více, než Rohk
    očekává pro letošek po mezi-
    ročm růstu o30 procent.
    Už během října se má pro-
    voz Bringmeister přesunout do
    automatizovaných skladů sku-
    piny poblíž Mnichova, pak se
    brandy sloučí pod Knuspr. Sku-
    pina rozšíří díky akvizici půso-
    bení oBerlín. Knuspr.de už
    také funguje vokolí Augsburgu
    aFrankfurtu nad Mohanem.
    Vnásledujících letech se plá-
    nuje rozšířit do dalších deseti
    německých měst. Rohlik
    Group vedle Německa aČeska
    působí ivRakousku, Maďar-
    sku aRumunsku.
    Spotify přepíše
    podcasty
    Audio platforma Spotify
    spouští funkci pro automa-
    tický přepis podcastů do
    textové formy. „Transkripty
    připojíme kmilionům dí
    podcastů vnásledujících
    týdnech. Funkci budeme dále
    rozjet, například možnos
    přidat do textu další média,
    uvedla Spotify. Na ní podcasty
    pravidelně poslouchá více
    než sto milionů lidí, deseti-
    sobek oproti roku 2019. Na
    platformě je přes pět milionů
    podcastů dostupných na více
    než 170 trzích.
    Ikvůli mezinárodnímu
    působení Spotify ozmila
    minulý týden ještě další využi-
    tí umělé inteligence. Spomocí
    technologie Whisper od
    OpenAI klonuje hlasy pod-
    casterů vangličtině aautoma-
    ticky je překládá do dalších
    jazyků. Zatím je dostupná
    pro pár tvůrců pro překlad
    do španělštiny. Vnásledují-
    cích týdnech by měla přibýt
    mčina afrancouzština.
    Rohlik Group vyroste díky
    akvizici a Spotify rouje
    využití umělé inteligence,
    zatímco scenáristé ji
    zakazují.
    
    
    
  • Strana 5

    
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    Nová pravidla pro
    spravedlivou soutěž
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    AI scénáře psát
    nebude
    Americké odbory WGA, které
    reprezentují 11 500 sceris-
    tů, se po 148 dní trvající stávce
    dohodly na novém kontraktu
    sAMPTP, asociací 350l-
    mových atelevizních stud
    aprodukčních společností.
    Mezi zásadní body dohody,
    která bude platit do 1.květ-
    na2026, patří omezení práce
    sumělou inteligencí. Nástroje
    generativní AI nebudou moci
    psát ani upravovat scénáře.
    Jejich texty nemohou být zdro-
    jovým materlem aautorské
    texty se nesmějí používat
    kjejich trénování. Zvýší se také
    minimální mzdy pro sce-
    risty— letos opět, příští rok
    očtyři avroce 2025 o3,5pro-
    centa. WGA aAMPTP také
    dojednaly zvýšení příspěvků
    na zdravotní pojištění adůcho-
    dy. Vedle toho vzrostou
    itantiémy abonusy za úspěšné
    projekty na streamovacích
    platformách. Důležité je ito,
    že se obě strany dohodly na
    sdílení dat ozhlédnutí pořadů
    svysokým rozpočtem, zčehož
    se budou bonusy počítat.
    Dohoda se může stát vzo-
    rem pro vyjednávání okolek-
    tivní smlouvě shereckými
    odbory (SAGAFTRA), které
    jsou ve stávce od 14.července,
    kdy byla jednání přerušena.
    Rozběhnout se mají opět od
    pondělí 2.října.
    Amazon částeč
    uspěl usoudu
    Amazon dosáhl částečného
    vítězství vsoudní při sEvrop-
    skou komisí, vž rozporuje
    své zařazení mezi „velmi
    velké internetové platformy“
    (VLOP), na něž se vztahují
    nejpřísnější pravidla Aktu
    odigitálních službách (DSA).
    Tribul EU minulý týden
    rozhodl, že Amazon dočas-
    ně nemusí zveřejňovat své
    reklamní archivy. Nesouhlasil
    ale spozastavením samostat-
    ného požadavku DSA na Ama-
    zon, aby uživatelům obchodu
    nabízel možnost odmítnout
    prolování, na jehož základě
    jim poskytuje doporučení.
    Amazon bude muset knihov-
    nu reklam zveřejnit, pokud
    se mu nepodí přesvědčit
    soudy, že nepatří mezi VLOP.
    Tam spadají například Aliba-
    ba, služby Google, sítě společ-
    nosti Meta, Tiktok, Wikipedie,
    X či Zalando. 
    Pilot je nejaktivnějším zada-
    vatelem inzerce vsegmentu
    školních akanceřských
    potřeb podle přehledu AdIntel
    společnosti Nielsen. Vceníko-
    vých cenách utratil 23,5mili-
    onu korun za 12síců do
    srpna2023, téměř osmkrát
    více než další vpořadí— znač-
    ky Pentel aKores.
    Ahmad Tea slaví třicet let
    na českém trhu kampaní od
    agentury Havas, vž vystu-
    puje nová tř značky, cukř-
    ský mistr Josef Maálek.
    Mews, český cloudový
    poskytovatel služeb voblasti
    pohostinství, otevřel kancelá-
    ře vAmsterdamu aBarceloně.
    Golden Drum, festival
    kreativity probíhající
    9.a10.října ve slovinské
    Portoroži, hlásí meziroč
    st přihšek — nejvíce
    zUkrajiny, Rumunska, Pol-
    ska aSlovenska. Reportáže
    arozhovory zGolden Drum
    přinese MAM vrozšířeném
    vydání 42/2023.
    ATO, Asociace televizních
    organizací, vyloučila TV
    Barrandov zpřidreného
    členství kvůli prodlení
    splatbami.
    s.Oliver, německá značka
    oblečení vČesku od jara
    otevřela 11 poboček. Cel-
    kem jich má už 30.
    MARKETING& MEDIA
  • Ukrajina bude čelit stále většímu tlaku na kompromis

    Přívržence Ruska nelze umlčet a ani bychom se o to neměli snažit, říká Lionel Zetter, který v listopadu vystoupí na Foru Media. Od ruské invaze na Ukrajinu uplynulo téměř 600 dní. „Pokud existuje z pohledu PR vítěz, pak je to Ukrajina. Ale svých cílů dosahují obě strany,“ bilancuje uznávaný lobbista, který se mimo jiné živí zastupováním národních států a aktivně působí na straně Ukrajiny.

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  • Když marketing dělají fanoušci

    Uživatelský obsah dává značkám autenticitu a je důvěryhodnější než reklamy či influenceři. Ač je jeho využívání pro značky levnější než vlastní produkce, rozhodně to není „zadarmo“.

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