Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

41/2024

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. Aktuální vydání je k dispozici v digitální podobě. Budeme rádi, když si tištěnou verzi předplatíte.

  • Strana 1

    Jestli nezačneme
    lidi bavit, jsme vháji,
    říká John Hegarty.
    41
    
    

  • Strana 2

    ŠPIČKOVÁ KVALITA TISKU – ZÁKLADNÍ KÁMEN PROFESIONÁLNÍ MARKETINGOVÉ KOMUNIKACE.ŠPIČKOVÁ KVALITA TISKU – ZÁKLADNÍ KÁMEN PROFESIONÁLNÍ MARKETINGOVÉ KOMUNIKACE.
    V polygrafii ofsetového a digitálního tisku jsme ušli dlouhou cestu a vždy s jasným cílem.
    Být na trhu nejlepšíBýt na trhu nejlepší.. Být v kvalitě tisku vždy o krok napřed Být v kvalitě tisku vždy o krok napřed..
    Od běžného tiskového formátu až po největší XXL ofsetový a digitální tisk.
    D&S Design PragueD&S Design Prague,, člen skupiny Gerin, je více než 25 let spolehlivým dodavatelem tiskovin ve
    špičkové kvalitě. Nejjemnější tiskové rastry současnosti (FM stochastika) v celé formátové škále
    polygrafické výroby, vysoce jakostní světlostálé barvy zaručující dlouhodobě prozářený tisk,
    výroba pod specializovanou polygrafickou normou ISO 12647.
    Katalogy, brožury, prospekty, výroční zprávy, časopisy, mapy, plakáty A0/B0 i XXL.
    Outdoorové tiskoviny: oboustranné citylightyoboustranné citylighty, billboardy, bigboardy, megaboardy.
    POS stojany, veškeré klasické i velkoformátové POS/POP polygrafické produkty.
    D&S Design Prague, s.r.o.
    www.gerin.cz
    BAREV
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    TOP KVALITY
    240306_EURO_210x280_CONEY2024_BARVY.indd 1240306_EURO_210x280_CONEY2024_BARVY.indd 1 13.03.2024 13:52:1713.03.2024 13:52:17
    POPAI DAY 2024
    28.11.2024
    Kongresové centrum
    O2 universum | Praha 9
    ZÁŽITKEM V RETAILU BUDUJEME VZTAH > ZVYŠUJEME ZISKY
    16. ročník prestižní události pro profesionály z retailu
    AKCE PROBÍHÁ
    VE SPOLUPRÁCI S AGENTUROU
    UP BRAND ACTIVATION
    AKCI POŘÁDÁ
    ASOCIACE POPAI CE
    AKCE PROBÍHÁ POD ZÁŠTITOU
    SVAZU OBCHODU
    A CESTOVNÍHO RUCHU ČR
    POPAI CENTRAL EUROPE
    |
    [email protected]
    |
    www.popai.cz
    GENERÁLNÍ PARTNEŘI
    HLAVNÍ PARTNEŘI
    PARTNEŘI
    SPONZOŘI
    HLAVNÍ
    MEDIÁLNÍ PARTNER
    ODBORNÝ PARTNER MEDIÁLNÍ PARTNEŘI

  • Strana 3

    ŠPIČKOVÁ KVALITA TISKU – ZÁKLADNÍ KÁMEN PROFESIONÁLNÍ MARKETINGOVÉ KOMUNIKACE.ŠPIČKOVÁ KVALITA TISKU – ZÁKLADNÍ KÁMEN PROFESIONÁLNÍ MARKETINGOVÉ KOMUNIKACE.
    V polygrafii ofsetového a digitálního tisku jsme ušli dlouhou cestu a vždy s jasným cílem.
    Být na trhu nejlepšíBýt na trhu nejlepší.. Být v kvalitě tisku vždy o krok napřed Být v kvalitě tisku vždy o krok napřed..
    Od běžného tiskového formátu až po největší XXL ofsetový a digitální tisk.
    D&S Design PragueD&S Design Prague,, člen skupiny Gerin, je více než 25 let spolehlivým dodavatelem tiskovin ve
    špičkové kvalitě. Nejjemnější tiskové rastry současnosti (FM stochastika) v celé formátové škále
    polygrafické výroby, vysoce jakostní světlostálé barvy zaručující dlouhodobě prozářený tisk,
    výroba pod specializovanou polygrafickou normou ISO 12647.
    Katalogy, brožury, prospekty, výroční zprávy, časopisy, mapy, plakáty A0/B0 i XXL.
    Outdoorové tiskoviny: oboustranné citylightyoboustranné citylighty, billboardy, bigboardy, megaboardy.
    POS stojany, veškeré klasické i velkoformátové POS/POP polygrafické produkty.
    D&S Design Prague, s.r.o.
    www.gerin.cz
    BAREV
    GARANCE
    E
    K
    O
    L
    O
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    TOP KVALITY
    240306_EURO_210x280_CONEY2024_BARVY.indd 1240306_EURO_210x280_CONEY2024_BARVY.indd 1 13.03.2024 13:52:1713.03.2024 13:52:17
    POPAI DAY 2024
    28.11.2024
    Kongresové centrum
    O2 universum | Praha 9
    ZÁŽITKEM V RETAILU BUDUJEME VZTAH > ZVYŠUJEME ZISKY
    16. ročník prestižní události pro profesionály z retailu
    AKCE PROBÍHÁ
    VE SPOLUPRÁCI S AGENTUROU
    UP BRAND ACTIVATION
    AKCI POŘÁDÁ
    ASOCIACE POPAI CE
    AKCE PROBÍHÁ POD ZÁŠTITOU
    SVAZU OBCHODU
    A CESTOVNÍHO RUCHU ČR
    POPAI CENTRAL EUROPE
    |
    [email protected]
    |
    www.popai.cz
    GENERÁLNÍ PARTNEŘI
    HLAVNÍ PARTNEŘI
    PARTNEŘI
    SPONZOŘI
    HLAVNÍ
    MEDIÁLNÍ PARTNER
    ODBORNÝ PARTNER MEDIÁLNÍ PARTNEŘI
    
    
    Uživateli generovaný obsah značkám přináší
    autenticitu adůvěryhodnost. Může být
    inegativní zpětná vazba příležitostí, která
    buduje lepší vztah se zákazníky?
    
    
    
    Omezení nás nutí přicházet sneotřelými
    řešeními, říká Ivan Pols, který vystoupí
    na příštím Foru Media.
    
    
    
    
    Marketing se dostal do úzkých, protože
    spoléhá na analytické myšlení, říká legenda
    reklamy sir John Hegarty.
    
    
    
    Všichni jsme vháji, řekl ještě opoznání expresiv-
    něji sir John Hegarty na podiu Brand Managemen-
    tu minulý týden. Ale opravdu jsme?
    Přemýšlím nad tím už dost dlouho aneznám
    uspokojivou odpověď. Skoro bych řekla, že se
    mění podle nálady, podle aktuálních zkušeností
    azážitků. Takže trochu horší to je, když vidím, že
    peníze, které by mohly fungovat pro něco smys
    -
    luplného, letí zokna kvůli stopadesáté zase stejné
    kampani ajejí mrzké kreativě (ato to slovo urážím)
    izacílení. Trochu lepší to pak je, když se dostanu
    kprojektu, který má hlavu apatu, aještě dokáže
    mít pozitivní dopad na život.
    Teď aktuálně je to horší, skoro nejhorší. Mám
    za sebou zhlédnutí více než pěti tisíc letošních
    televizních spotů (otom více vMAM 43/2024).
    Už se ztoho trochu oklepávám, ale obava kolegů
    ztrvalého narušení mého mentálního zdraví byla
    oprávněná. Několik dní jsem si opravdu myslela,
    že jsme vháji, vhodně hlubokém hustém lese.
    Aco vy avaše práce? „Vám se ten fotbal jako
    líbil?“ Ale pravdu, jo? Nebo fant!
    Naštěstí mám za sebou okouzlujícího Hegarty
    -
    ho adostávám se zpět do formy. Co však přetrvá-
    vá, je pocit, že více než vháji jsme mimo, odtržení
    od reality. Protože jak jinak by se mohlo stát, že
    jen vopravdu malé části spotů vystupují lidé, kteří
    jsou těmi, již táhnou naši ekonomiku?
    Radana Čechová
    šéfredaktorka
    Vám se ten fotbal
    jako líbí?
    

  • Strana 4

    po roce přichází
    snáborovou kampaní Zapoj
    se. Pracuje vní se sérií foto
    -
    graí akrátkých videí, které
    zprostředkovávají příběh
    pěti výrazných osobností ze
    společnosti.
    otevřel registrace
    kdruhému ročníku Creative
    Express Česko Slovensko,
    jenž mladým kreativcům
    přináší brief od Českých drah,
    mentoring od nejlepších
    slovenských kreativců, reali
    -
    zaci vítězné kampaně iúčast
    vevropském nále.
    připravila
    brandovou kampaň pro Linu
    od Sedity. Alžběta „Zea“
    Ferencová protančí spotem
    pod režisérskou taktovkou
    Petera Ehrenbergera avpro
    -
    dukci Playground13.
    zahájil prodej
    reklamního prostoru na více
    než 1500 plochách městského
    mobiliáře vPraze prostřed
    -
    nictvím své nově vzniklé spo-
    lečnosti CityZoom. Klientům
    nabízí klasické CLV, scrollo
    -
    vací CLV adigitální nosiče
    umístěné na zastávkách
    městské hromadné dopravy
    pro tramvaje aautobusy.
    rozjíždí novou
    kampaň arozšiřuje nabídku.
    Včeských restauracích řetěz
    -
    ce jsou od října kdostání tři
    nové omáčky, které obohacují
    menu Louisiana Wings & Nug
    -
    gets. Novinky jsou dostupné
    ve všech třech provozovnách.
    zveřejnil datum ote-
    vření své nejnovější pobočky,
    které se uskuteční ve středu
    6.listopadu vpražském
    nákupním centru Metropole
    Zličín. Prodejna má plochu
    2,8tisíce m ve dvou patrech.
    představila novou
    kampaň sBeyoncé, která
    následuje po vydání jejího
    songu „Levi’sJeans“ zalba
    „Cowboy Carter“. Ve videu
    „Reimagine“ zpěvačka
    reektuje americkou historii
    aodkaz značky Levi’s.
    
    Podle nedávné
    zprávy YouTube
    začleňuje stále více
    tvůrců umělou
    inteligenci do svého
    kreativního procesu—
    92 procent znich
    již využívá nástroje
    generativní AI. Přesto
    však 90procent
    tvůrců necítí, že
    by znich dokázali
    vytěžit maximum.
    
    
    Nová fundraisingová kam-
    paň Knihovny Václava Havla
    připomíná 20 let její existence
    amíří do online kanálů, na
    outdoorové plochy ido kina.
    Autorem komunikačního
    konceptu je kreativec Martin
    Halaxa, grackou podobu
    kampaně vytvořil art director
    Jan Lesák.
    Použity jsou primárně
    materiály zarchivu Knihov
    -
    ny, který dnes čítá na 80 tisíc
    položek.Kampaň sází na
    nepříliš známá videa Václava
    Havla ataké na snímky jeho
    slavných dvorních fotogra
    -
    fů apoběží od 5.října do
    18.prosince.
    
    
    Linka bezpečí už 30 let
    poskytuje pomoc dětem
    adospívajícím vkrizových
    situacích. Snovou kampaní
    „Všímejme si“ reaguje na
    zhoršující se situaci voblasti
    dětského duševního zdraví,
    která je potvrzována řadou
    studií. Statistiky ukazují
    nárůst případů sebepoško
    -
    zování asebevražedných
    myšlenek mezi dospívající
    -
    mi. Proto se Linka bezpečí
    rozhodla oslavit své výročí
    edukací samotných dětí
    amladistvých, ale ivšech,
    kteří jsou snimi vkontaktu.
    „Jsme nadšeni zkampa
    -
    ně, kterou agentura Mark
    BBDO připravila. Zvýsledků
    výzkumu OMG Research
    vyplývá, že testovaný koncept
    má pozitivní vliv na všechny
    věkové skupiny, motivuje
    je nebýt lhostejný ke svému
    okolí. Věříme, že tato kampaň
    může přispět ke zlepšení situ
    -
    ace apodpořit větší všímavost
    kdětským problémům vnaší
    společnosti,“ uvádí Soňa
    Petrášková, ředitelka Linky
    bezpečí.
    Kampaň „Všímejme si“ se
    díky podpoře OMD aNadace
    BigBoard objeví na bill
    -
    boardech, CLV avkinech
    Cinestar. Součástí bude také
    televizní spot aonline kam
    -
    paň, aby oslovila co nejširší
    veřejnost.
    Neziskovky slaví kulatiny,
    „privátky“ zisk další části
    trhu atalk show příchod
    partnera s„privátkami“.
    
    
    

  • Strana 5

    
    
    Tiki-Taka, populární fotba-
    lový pořad zO2 TV Sport,
    míří sživou verzí do O2 areny
    sambicí stát se největší živou
    talk show včeské historii.
    Pořad, který nedávno oslavil
    255. díl, přivítá 15.břez
    -
    na2025 také čtyřnásobného
    vítěze Liy mistrů Clarence
    Seedorfa. Zároveň byl ozná
    -
    men nový generální partner
    show — společnost Penny,
    která rozšiřuje své propojení
    sčeským fotbalem.
    Řetězec si začal mapovat
    situaci včeském fotbale
    avyhodnotil si, že talk show
    Tiki-Taka je aktuálně to
    nejlepší, co nabízí. Jak loni
    vprosinci pro MAM uvedl
    Marek Kindernay, šéf kanálů
    O2 TV Sport, každý televizí díl
    sleduje zhruba 100 tisíc divá
    -
    ků, což je počet, který se blíží
    sledovanosti velkých zápasů.
    
    
    Čtyři zpěti českých zákaz-
    níků souhlasí, že privátní
    značky nabízejí dobrý poměr
    ceny avýkonu. Ito je důvod,
    proč jejich podíl na tuzem
    -
    ském trhu vposledním roce
    činí 27 procent. Vyplývá to
    zvýzkumu agentury NIQ ajejí
    společné zprávy se Svazem
    obchodu acestovního ruch
    ČR (SOCR).
    Přestože privátní značky
    vposlední době neprojevu
    -
    jí takovou dynamiku jako
    vobdobí vysoké inace, stále
    mají velký potenciál pro další
    růst.
    Jejich zastoupení na českém
    trhu sice překračuje globální
    průměr, který činí 22procent,
    ale zaostává za evropským,
    jenž je 36 procent když se
    premianti jako Švýcarsko či
    Velká Británie pohybují kolem
    polovičního podílu.
    „Pro úspěch na trhu je
    ale důležité nejen porozu
    -
    mět potřebám spotřebitele
    asledovat trendy, ale iovládat
    detailní znalost dané katego
    -
    rie, jelikož každá má tak tro-
    chu svůj vlastní příběh,“ uvádí
    Romana Duníková, „customer
    success director“ NIQ.
    Zatímco 78 procent Čechů
    přiznává, že privátní značky
    nakupuje, reálně je alespoň
    někdy kupují vzásadě všichni.
    Jejich průměrná cenová výho
    -
    da činí 23 procent. 
    spouští novou
    módní kampaň pro podzim/
    zimu 2024. Navazuje vní na
    koncept „Zahalte svůj život
    do vzácných věcí“, který byl
    poprvé představen vprvní
    polovině roku.
    , server očeském
    Internetu společnosti internet
    Info, spustila program Lupa+.
    Za nanční příspěvek získají
    čtenáři server bez bannerů
    adalší výhody.
    rozšiřuje možnosti
    svých stávajících nástrojů
    založených na umělé inte
    -
    ligenci — uvádí AI asistenta
    anástroj Trend Spotter. Ten
    je sanalýzami trendů nyní
    
    
    
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    
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    
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    
    
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    
    
    
    
    
    
    
    
    
    
    
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    
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    
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    
    
    
    
    
    
    
    
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    
    
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    
    
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    
    
    
    
    
    
    
    
    
    
    
    
    
    
    
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    
    
    
    
    
    
    
    
    
    
    
    
    
    
    
    
    
    
    
    dostupný na všech trzích
    ae-shop nově funguje ive
    Varšavě, Amsterdamu,
    Londýně aCurychu.
    
    spouští
    kampaň Vitævino, jejímž
    cílem je ochránit vinařskou
    kulturu. Vyzývá zároveň
    krespektování umírněné
    konzumace vína.
     vrámci
    své globální kampaně, sníž
    bojuje proti rakovině prsu,
    rozsvítila 1.října několik
    míst vPraze. Na růžovo se
    po setmění přebarvila Pet
    -
    řínská rozhledna, Žižkov-
    ská věž aTančící dům.
    
    
    
    
    
    
    
    
    
    
    
    
    
    
    
    

  • Strana 6

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  • Vám se ten fotbal jako líbí?

    Všichni jsme v h.ji, řekl ještě o pozn.n. expresivněji

    sir John Hegarty na podiu Brand Managementu

    minulý týden. Ale opravdu jsme?

    Přemýšl.m nad t.m už dost dlouho a nezn.m

    uspokojivou odpověď. Skoro bych řekla, že se

    měn. podle n.lady, podle aktu.ln.ch zkušenost.

    a z.žitků. Takže trochu horš. to je, když vid.m, že

    pen.ze, kter. by mohly fungovat pro něco smyslupln.ho,

    let. z okna kvůli stopades.t. zase stejn.

    kampani a jej. mrzk. kreativě (a to to slovo ur.ž.m)

    i zac.len.. Trochu lepš. to pak je, když se dostanu

    k projektu, který m. hlavu a patu, a ještě dok.že

    m.t pozitivn. dopad na život.

    Teď aktu.lně je to horš., skoro nejhorš.. M.m

    za sebou zhl.dnut. v.ce než pěti tis.c letošn.ch

    televizn.ch spotů (o tom v.ce v MAM 43/2024).

    Už se z toho trochu oklep.v.m, ale obava kolegů

    z trval.ho narušen. m.ho ment.ln.ho zdrav. byla

    opr.vněn.. Několik dn. jsem si opravdu myslela,

    že jsme v h.ji, v hodně hlubok.m hust.m lese.

    A co vy a vaše pr.ce? „V.m se ten fotbal jako

    l.bil?“ Ale pravdu, jo? Nebo fant!

    Naštěst. m.m za sebou okouzluj.c.ho Hegartyho

    a dost.v.m se zpět do formy. Co však přetrv.v.,

    je pocit, že v.ce než v h.ji jsme mimo, odtržen.

    od reality. Protože jak jinak by se mohlo st.t, že

    jen v opravdu mal. č.sti spotů vystupuj. lid., kteř.

    jsou těmi, již t.hnou naši ekonomiku?


    Radana Čechová

    šéfredaktorka

  • Obsah

    Ⓣ Kreativita a kampaně

    Když je zákazník váš nejlepší influencer

    Uživateli generovaný obsah značk.m přin.š.

    autenticitu a důvěryhodnost. Může být

    i negativn. zpětn. vazba př.ležitost., kter.

    buduje lepš. vztah se z.kazn.ky?

    str. 8–12

    Komunita

    Vystupte ze své komfortní zóny

    Omezen. n.s nut. přich.zet s neotřelými

    řešen.mi, ř.k. Ivan Pols, který vystoup.

    na př.št.m Foru Media.

    str. 6–7

    Kreativita a kampaně

    Musíme se vrátit k tomu, že budeme

    lidi bavit

    Marketing se dostal do .zkých, protože

    spol.h. na analytick. myšlen., ř.k. legenda

    reklamy sir John Hegarty.

    str. 16–18

  • Svodka

    Ambiente po roce přichází s náborovou kampaní Zapoj se. Pracuje v ní se sérií fotografií a krátkých videí, které zprostředkovávají příběh pěti výrazných osobností ze společnosti.

    ADC otevřel registrace k druhému ročníku Creative Express Česko Slovensko, jenž mladým kreativcům přináší brief od Českých drah, mentoring od nejlepších slovenských kreativců, realizaci vítězné kampaně i účast v evropském finále.

    Triad Prague připravila brandovou kampaň pro Linu od Sedity. Alžběta „Zea“ Ferencová protančí spotem pod režisérskou taktovkou Petera Ehrenbergera a v produkci Playground13.

    BigBoard zahájil prodej reklamního prostoru na více než 1500 plochách městského mobiliáře v Praze prostřednictvím své nově vzniklé společnosti CityZoom. Klientům nabízí klasické CLV, scrollovací CLV a digitální nosiče umístěné na zastávkách městské hromadné dopravy pro tramvaje a autobusy.

    Popeyes rozjíždí novou kampaň a rozšiřuje nabídku. V českých restauracích řetězce jsou od října k dostání tři nové omáčky, které obohacují menu Louisiana Wings & Nuggets. Novinky jsou dostupné ve všech třech provozovnách.

    Primark zveřejnil datum otevření své nejnovější pobočky, které se uskuteční ve středu 6. listopadu v pražském nákupním centru Metropole Zličín. Prodejna má plochu 2,8 tisíce m2 ve dvou patrech.

    Levi’s představila novou kampaň s Beyoncé, která následuje po vydání jejího songu „Levi’s Jeans“ z alba „Cowboy Carter“. Ve videu „Reimagine“ zpěvačka reflektuje americkou historii a odkaz značky Levi’s.

    Answear spouští novou módní kampaň pro podzim/ zimu 2024. Navazuje v ní na koncept „Zahalte svůj život do vzácných věcí“, který byl poprvé představen v první polovině roku. 

    Lupa.cz, server o českém Internetu společnosti internet Info, spustila program Lupa+. Za finanční příspěvek získají čtenáři server bez bannerů a další výhody. 

    Zalando rozšiřuje možnosti svých stávajících nástrojů založených na umělé inteligenci — uvádí AI asistenta a nástroj Trend Spotter. Ten je s analýzami trendů nyní dostupný na všech trzích a e-shop nově funguje i ve Varšavě, Amsterdamu, Londýně a Curychu. 

    Evropská vinařská komunita spouští kampaň Vitævino, jejímž cílem je ochránit vinařskou kulturu. Vyzývá zároveň k respektování umírněné konzumace vína. 

    Estée Lauder v rámci své globální kampaně, s níž bojuje proti rakovině prsu, rozsvítila 1. října několik míst v Praze. Na růžovo se po setmění přebarvila Petřínská rozhledna, Žižkovská věž a Tančící dům. ■ 


  • Neziskovky slaví kulatiny, „privátky“ zisk další části trhu a talk show příchod partnera s „privátka

    ❜❜ Podle nedávné zprávy YouTube začleňuje stále více tvůrců umělou inteligenci do svého kreativního procesu — 92 procent z nich již využívá nástroje generativní AI. Přesto však 90 procent tvůrců necítí, že by z nich dokázali vytěžit maximum.

    Pravda a láska nerezaví

    Nová fundraisingová kampaň Knihovny Václava Havla připomíná 20 let její existence a míří do online kanálů, na outdoorové plochy i do kina.

    Autorem komunikačního konceptu je kreativec Martin Halaxa, grafickou podobu kampaně vytvořil art director Jan Lesák.

    Použity jsou primárně materiály z archivu Knihovny, který dnes čítá na 80 tisíc položek. Kampaň sází na nepříliš známá videa Václava Havla a také na snímky jeho slavných dvorních fotografů a poběží od 5. října do 18. prosince.

    Všímejme si, žádá Linka bezpečí

    Linka bezpečí už 30 let poskytuje pomoc dětem a dospívajícím v krizových situacích. S novou kampaní „Všímejme si“ reaguje na zhoršující se situaci v oblasti dětského duševního zdraví, která je potvrzována řadou studií. Statistiky ukazují nárůst případů sebepoškozování a sebevražedných myšlenek mezi dospívajícími. Proto se Linka bezpečí rozhodla oslavit své výročí edukací samotných dětí a mladistvých, ale i všech, kteří jsou s nimi v kontaktu.

    „Jsme nadšeni z kampaně, kterou agentura Mark BBDO připravila. Z výsledků výzkumu OMG Research vyplývá, že testovaný koncept má pozitivní vliv na všechny věkové skupiny, motivuje je nebýt lhostejný ke svému okolí. Věříme, že tato kampaň může přispět ke zlepšení situace a podpořit větší všímavost k dětským problémům v naší společnosti,“ uvádí Soňa Petrášková, ředitelka Linky bezpečí.

    Kampaň „Všímejme si“ se díky podpoře OMD a Nadace BigBoard objeví na billboardech, CLV a v kinech Cinestar. Součástí bude také televizní spot a online kampaň, aby oslovila co nejširší veřejnost.

    Tiki-Taka míří do O2 arény i s Penny 

    Tiki-Taka, populární fotbalový pořad z O2 TV Sport, míří s živou verzí do O2 areny s ambicí stát se největší živou talk show v české historii. Pořad, který nedávno oslavil 255. díl, přivítá 15. března 2025 také čtyřnásobného vítěze Ligy mistrů Clarence Seedorfa. Zároveň byl oznámen nový generální partner show — společnost Penny, která rozšiřuje své propojení s českým fotbalem. 

    Řetězec si začal mapovat situaci v českém fotbale a vyhodnotil si, že talk show Tiki-Taka je aktuálně to nejlepší, co nabízí. Jak loni v prosinci pro MAM uvedl Marek Kindernay, šéf kanálů O2 TV Sport, každý televizí díl sleduje zhruba 100 tisíc diváků, což je počet, který se blíží sledovanosti velkých zápasů. 

    Podíl privátních značek stále roste 

    Čtyři z pěti českých zákazníků souhlasí, že privátní značky nabízejí dobrý poměr ceny a výkonu. I to je důvod, proč jejich podíl na tuzemském trhu v posledním roce činí 27 procent. Vyplývá to z výzkumu agentury NIQ a její společné zprávy se Svazem obchodu a cestovního ruch ČR (SOCR). 

    Přestože privátní značky v poslední době neprojevují takovou dynamiku jako v období vysoké inflace, stále mají velký potenciál pro další růst. 

    Jejich zastoupení na českém trhu sice překračuje globální průměr, který činí 22 procent, ale zaostává za evropským, jenž je 36 procent když se premianti jako Švýcarsko či Velká Británie pohybují kolem polovičního podílu. 

    „Pro úspěch na trhu je ale důležité nejen porozumět potřebám spotřebitele a sledovat trendy, ale i ovládat detailní znalost dané kategorie, jelikož každá má tak trochu svůj vlastní příběh,“ uvádí Romana Duníková, „customer success director“ NIQ. 

    Zatímco 78 procent Čechů přiznává, že privátní značky nakupuje, reálně je alespoň někdy kupují v zásadě všichni. Jejich průměrná cenová výhoda činí 23 procent. ■ 

  • Seznam fórum 2024 opět inspirovalo i pomáhalo

    Ⓣ Jiří Novák, Seznam 

    Největší konference Seznamu se zúčastnilo přes 300 hostů z řad agentur, přímých klientů, neziskových organizací a také Seznamáků. 

    Za pomyslný moderátorský pultík Seznam fóra 2024 se opět postavila vtipná a pohotová Bára Hacsi, hlavní tvář rádia Expres FM, a uvedla první přednášku. Patřila Andymu Sittovi, šéfovi Seznam Brand Studia, který vysvětlil, jak v reklamě získat to nejcennější – pozornost lidí. Produktová manažerka velkých jazykových modelů v Seznamu Diana Hlaváčová hostům v následujícím vystoupení prozradila, v jaké fázi je vývoj jazykových modelů SeLLMa (Šelma), které v Seznamu interně vznikají. 

    Jan Šedivý, který je průkopníkem AI v akademické i soukromé sféře, během své interaktivní přednášky ukázal praktické aplikace, které využívají posledních pokroků v AI pro zvýšení produktivity práce v řadě (nejen) technologických oborů. Jiří Udatný, jenž v Seznamu řídí divizi Identity a uživatelského profilu, hovořil o „first party“ datech a jejich využití pro přesnější cílení kampaní a personalizaci reklamy. 

    Po přestávce se slova ujal Ondřej Tolar, ředitel divize Homepage Seznam.cz. Ve své přednášce se věnoval blogovací platformě Médium.cz a obecně rostoucí popularitě uživatelského obsahu. Sérii přednášek uzavřel tandem zástupců Českého hokeje, Ondřej Šnaidauf a Jonáš Štekr. Ti své vystoupení věnovali digitální transformaci, kterou Český hokej prodělal během uplynulé sezony. A navíc s sebou přivezli i trofej, kterou čeští hokejisté vybojovali na letošním hokejovém mistrovství. 

    ❜❜V Seznamu rádi podporujeme smysluplné projekty, a proto každá z vítězných agentur předala vybrané neziskové organizaci kredit do systému Sklik v hodnotě 50 tisíc korun.

    V rámci Seznam fóra jsme také předali ceny vítězům ocenění Agenturní spolupráce roku 2023. Agentury, které spolupracují se Seznamem, se utkaly v devíti kategoriích a nejvíce zabodovaly Knowlimits Group a Wavemaker, které si odnesly po dvou cenách. 

    Protože v Seznamu rádi podporujeme smysluplné projekty, každá z vítězných agentur předala vybrané neziskové organizaci kredit do systému Sklik v hodnotě 50 tisíc korun. Celkem tak na podporu dobré věci putoval kredit v hodnotě 450 tisíc korun. Díky tomu mohou neziskovky efektivněji propagovat své aktivity. ■ 

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