44/2022

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.

Strana 1
DOSÁHLY UŽ MZDY
NA SVŮJ STROP?
Agentury se opět ocitají
vnelehké situaci, měly by
lidem přidat, ale možná
nebudou mít zčeho.
str. 8–13
ZNAČKY SE CHYSTAJÍ
NA MS VE FOTBALE
Jak se neúčast české
reprezenatce podepíše na
marketingových aktivitách
během šampionátu?
str. 18–19
JE PRO NÁS DŮLEŽITÉ
OMLADIT ZNAČKU
Globální šéa Metaxy
Dorothée Hériard Dubreil
pro MAM odhaluje plány
brandu pro Česko.
str. 20–21
HLEDÁME NOVOU
TVÁŘ KOFOLY
DANIEL
BURYŠ
44
31. října 2022
99 Kč / 4,90 €
Strana 2
www.cez.cz
Abyste se měli
s kým poradit
a nezůstali na
to sami
Abyste se mohli každý den
spolehnout, že budete mít energii
na všechno, co máte rádi. Abyste mohli
vždy počítat s tou nejlepší péčí.
Proto jsme tu s vámi.
ČEZ. Čistá Energie Zítřka.
inz_CEZ-VIZE2030-II(zc)_210x280_MaM.indd 1inz_CEZ-VIZE2030-II(zc)_210x280_MaM.indd 1 03.10.2022 11:5103.10.2022 11:51
Strana 3
EDITORIAL
Svou „one man show“ excentric-
kého podnikatele vkauze koupě
Twitteru opět rozjel nejbohatší
muž planety Elon Musk. Napo-
chodoval do sídla Twitteru anesl
si ssebou umyvadlo. S„humo-
rem“ sobě vlastním kvideu na
síti připsal „let that sink in“, což
vangličtině znamená „zamyslete
se nad tím“, zatímco samotné
„sink“ je prostě umyvadlo.
Možná Musk navazuje na mem
sumyvadlem, který si se stejnou
slovní hříčkou hraje, ale když
se nad ním člověk zamyslí, pro
Muska to nevyznívá úplně nejlíp,
ani vtipně. To, že měl po několi-
kaměsíčních peripetiích konečně
koupit Twitter, sjehož hodnotou
akcií svými tweety hýbal nahoru
adolů, mu totiž nařídil soud.
Deadline dostal do pátku minu-
lého týdne, po uzávěrce aktuál-
ního MAMu. Kdyby si denitivní
koupi Twitteru opět rozmyslel,
musel by Musk znovu ksoudu. Do
svého prolu na Twitteru už si ale
napsal, že je „chief Twit“, tedy šéf
Twitteru. Čekám, kdy se objeví
mem, kde mu ve „funkci“ nějaký
dobrák vymění jednu samohlás-
ku apočastuje ho tak vcelku
populární anglickou vulgaritou.
Ostatně podle amerických médií
se už teď zaměstnanci Twitteru
bojí, že jejich řady po nástupu
Muska notně prořídnou.
Zatímco světová média řešila
Muskovy myšlenkové pochody,
na Václavské náměstí vPraze
ve středu napochodovaly tisíce
lidí, aby podpořily zrovnopráv-
nění LGBT+ lidí izastavení šíření
předsudků anenávisti. Akce
vznikla vreakci na vraždy před
bratislavským klubem Tepláreň.
Mimochodem ipod pozvánkou
na tuto akci se objevil komentář
„aspoň vím, kam mám jít se samo-
palem“, autor byl do druhého dne
na výslechu Odboru extremismu
aterorismu pražské policie.
Podobně laděných komentářů
je na sítích až až. Aživí je nejen
ankety typu „Vadí vám LGBT+
komunita?“, kterou vypustila
CNN Prima News na TikToku, ale
také ambivalentní přístup valné
části českých politiků. Ti se včele
spremiérem Petrem Fialou snaží
komunikační linku kreslit tak,
aby pokud možno nenaštvali
ani LGBT+ lidi aliberály, ani
konzervativce, kteří od komuni-
ty rádi vybírají stejné daně, ale
stejná práva za to ne ane přiznat.
Ato nemluvím ani o„bytostně
odporných“ výrocích, které
zaznívají zPražského hradu nebo
od extremistů včele sSPD.
Na sítích se zdá, že má lež
anenávist trochu navrh před lás-
kou apravdou. Ktomu, aby se to
otočilo, mohou svou komunikací
pomoci jak politici, tak rmy.
Jakub Křešnička
redaktor
Jsou pochody
a pochody
O tolik během září meziročně poklesly útraty za reklamu
na americkém trhu podle dat společnosti Standard Media Index.
Výdaje klesají už čtvrtý měsíc za sebou.
Číslo týdne
5 %
KOMUNITA
ZADAVATELÉ A ZNAČKY
INVESTUJEME DO NOVÉHO
KOMUNIKAČNÍHO MODELU
Na propagaci brandu Kofola dáme
nejvíce peněz za posledních pět let,
říká generální ředitel Daniel Buryš.
str. 16 –17
KOMUNITA
ANKETA: ZATÍM SE NIKDE
MOC NEPŘIDÁVÁ
Práce na fakturu je na kreativních
pozicích vČesku naprostý standard.
Odměňování žen amužů je prý fér.
DOSÁHLY MZDY V REKLAMĚ UŽ
NA SVŮJ STROP?
Aby si agentury udržely lidi, které
potřebují, musejí jim přidat. Jenže
samy jsou pod tlakem.
str. 12 –13
str. 8 –11
ZADAVATELÉ A ZNAČKY
FOTBALOVÝ ŠAMPIONÁT BUDE
POPRVÉ VYSÍLAT I NOVA
Zakoupení sublicence na přenosy
zMS vKataru je pro TV Nova test pro
případnou akvizici celých práv.
str. 18 –19
ZADAVATELÉ A ZNAČKY
DO ČESKÉHO TRHU BUDEME
POŘÁD INVESTOVAT
Potřebujeme omladit značku, uvádí
globální šéa Metaxy Dorothée
Hériard Dubreuil.
str. 20 –21
KRREATIVITA A KAMPANĚ
MÍSTO PRODEJE: HALLOWEEN
JE PRO DĚTI
Jak se neztratit v oranžovém moři
a prodat o trochu více bonbónů,
čokolád, dekorací, bublinek i dýní?
str. 24 –26
Foto na titulní straně: ARCHIV KOFOLA
Strana 4
Od roku 1993 vytváříme
pro naše klienty úspěšné
PR a marketingové kampaně.
Zajišťujeme mediální komunikaci, online a HR marketing,
interní komunikaci a další služby spojené s pozitivním rozvojem
značek a rem.
www.nativepr.cz
welcome@nativepr.cz
+420 221 592 450
Inzerat Native_210x99.indd 1 25.10.22 14:22
04
Svodka
Atmedia, která obchodně
zastupuje 29 tematických televiz-
ních stanic, vzhledem kvysoké
míře inace apřevisu poptávky
zdražuje reklamní prostor vprů-
měru o15 procent.
Adexpres, agentura ze sku-
piny Dentsu, dokončila rebran-
ding ana českém trhu bude
používat již jen značku iProspect
Česká republika. Brand, který
založil Jan Galgonek, tak po jede-
nácti letech končí.
Heureka zveřejnila prů-
zkum, podle něhož téměř dvě
třetiny dotazovaných plánují
letos za vánoční dárky utratit
podobně, nebo dokonce více
peněz než vloňském roce. Další
analýza společnosti Element Lo-
gic ukázala, že spotřebitelé koupí
opřibližně deset procent více
dárků. Jejich průměrná hodnota
ale klesne ozhruba 30 procent.
Proﬁcio, strategicko-konzul-
tační skupina, se stará obran-
dovou komunikaci streamovací
platformy Showmax (patří sku-
pině MultiChoice) vJihoafrické
republice, Nigérii aGhaně.
Knowmedia vyhrála výbě-
rové řízení mmb media agency
aspolečnosti Emil Frey Group na
mediální agenturu pro roky 2023
a2024. Služby bude poskyto-
vat všem značkám ze skupiny
Stellantis, které Emil Frey Group
zastupuje. Podle monitoringu Ad
Intel dosáhly jejich hrubé medi-
ální investice vroce 2021 objemu
392 milionů korun.
Software602 integro-
vala aplikaci Sofa snástrojem
Microsoft Teams. Uživatelé se tak
přímo vprostředí Teams dozvědí
oúkolech aagendách zplatfor-
my Sofa, která pomáhá rmám
iúřadům sdigitalizací.
AKA pořádá 15.listopadu
vkampusu WPP vPraze workshop
kefektivnímu využívání platfor-
my DATArohlík. Sjejí pomocí chce
asociace usnadnit přístup agentur
krelevantním datům otrhu.
VÝBĚR ZPRÁV
Z UPLYNULÉHO TÝDNE
UDÁLOSTI
POHLEDEM REDAKCE
MARKETING & MEDIA
Koho všeho
TikTok špehuje?
Dokumenty získané magazínem
Forbes odhalily, že čínský tým
zmateřské společnosti TikToku,
ByteDance, plánoval špehovat
fyzickou polohu ukonkrétních
amerických občanů pomocí
údajů opoloze oblíbené video-
aplikace. Podle Forbesu měl tým,
jenž to měl na starost, podléhat
přímo spoluzakladateli agene-
rálnímu řediteli Rubo Liangovi.
TikTok tvrdí, že sledování polohy
je nezbytné, aby „mimo jiné
pomáhalo uživatelům zobrazo-
vat relevantní obsah areklamy,
dodržovalo platné zákony aodha-
lovalo apředcházelo podvodům
aneautentickému chování“.
Uniklé materiály podle Forbesu
ukázaly, že sledování nemělo nic
společného sreklamou. Nača-
sování je pikantní. ByteDance
aTikTok vsoučasné době jednají
o„bezpečnostní dohodě“ same-
rickou vládou. Není to poprvé,
co byla velká sociální platforma
přistižena při špehování kon-
krétních jedinců. Vminulosti se
přišlo na to, že Facebook či Uber
také sledovaly polohu novinářů či
politicky aktivních gur.
Bloomberg ruší
programatickou
reklamu
Americká společnost Bloomberg
Media, největší globální byznyso-
vá ananční mediální skupina se
zásahem 90 milionů diváků mě-
síčně, končí sprodejem progra-
matické reklamy prostřednictvím
Svět podle MAM
Špehové zTikToku, vznik Rady pro strategickou
komunikaci afotbalové kluby blízko tendru

Výnosy z reklam
na YouTube ve
třetím čtvrtletí
meziročně klesly
o 2 procenta na
7,01 miliardy
dolarů. YouTube
kvůli úspěchu
TikToku bude
více sázet na
formát Shorts.
Zdroj: MAM
ZPRÁVY
Strana 5
Inzerce
Od roku 1993 vytváříme
pro naše klienty úspěšné
PR a marketingové kampaně.
Zajišťujeme mediální komunikaci, online a HR marketing,
interní komunikaci a další služby spojené s pozitivním rozvojem
značek a rem.
www.nativepr.cz
welcome@nativepr.cz
+420 221 592 450
Inzerat Native_210x99.indd 1 25.10.22 14:22
třetích stran. „Pokud budou chtít
značky oslovit naše publikum,
budou muset spolupracovat pří-
mo snaším mediálním týmem,“
oznámil CEO Scott Havens apři-
dal čtyři důvody, které podporují
současnou „audience rst“ men-
talitu společnosti. „Nejsme pře-
svědčeni, že má smysl umožnit
marketérům, aby zasahovali naše
hodnotné publikum podprůměr-
nou kreativou aza nízkou cenu,“
stojí vjednom znich.
Asociace chtějí
státu pomoci
komunikovat
Asociace komunikačních agentur
(AKA), Asociace českých reklam-
ních agentur amarketingové ko-
munikace (AČRA MK), Asociace
Public Relations (APRA), Asociace
direct marketingu, e-commerce
azásilkového obchodu (ADMEZ),
Česká eventová asociace (ČEA)
aSdružení agentur pro výzkum
trhu aveřejného mínění (SIMAR)
založily neformální sdružení
snázvem Rada pro strategickou
komunikaci. Chtějí tak změnit
přístup azpůsob, jakým stát
komunikuje se svými občany.
„Procházíme už druhou krizí,
ve které ze všech stran zaznívá
kritika nedostatečné komunika-
ce. Je to chronický problém, který
krize jen obnažily na kost,“ uvedl
kdůvodům založení rady Michal
Vlasák zAPRA. Efektivní komu-
nikace je podle sdružení asociací
důležitá vkrizových situacích
jako jsou pandemie, válečný
konikt, hospodářská recese
nebo boj sfake news. Rada pro
strategickou komunikaci vytýká
státu dlouhodobě nízké investi-
ce do komunikace. Zatímco ve
vyspělých zemích se pohybují
zhruba kolem 15 procent objemu
celkového trhu, vČeské repub-
lice se tato úroveň dlouhodobě
drží pod dvěma procenty. Toto
podnancování se tak podepisuje
především na kvalitě.
České šance
na evropské
i globální Eﬃe
Do nále soutěže nejefektivněj-
ších kampaní Evropy se mezi
osmdesát nalistů probojovaly tři
projekty zČeska. Jedním znich je
kampaň rozhodčích pro Fotba-
lovou asociaci ČR od agentury
McCann Prague Chci pískat—
náborovka stahem na bránu. Ta
uspěla vkategorii zaměřené na
malý rozpočet.
Dvě nominace pak má agen-
tura Triad spracemi pro řetězec
Ikea. Projekt Safe Exit zabodoval
vkategorii retail. Dlouhodobá
kampaň Za bezpečný domov,
snímž Triad aIkea získaly
dokonce Grand Prix na loňské
české Ee ařadu dalších ocenění
vČesku ive světě. Oocenění za-
bojuje vkategorii Best of Europe:
Positive Change.
Ikea sTriadem (aDentsu
Czech Republic aBistro Films)
mají pak se stejnou kampaní šan-
ci dokonce imezi šedesátkou svě-
tově nejefektivnějších kampaní
vsoutěži Global Best of the Best
Ee vkategorii Positive Change:
Social Good— Brands. Pro Česko
je to vůbec první účast ve nále
soutěže, která se vyhlašuje od
loňského roku. Tehdy měl dvě
práce na shortlistu slovenský
Triad (pro VÚB banku aAbsolut).
Vysílací práva
na český fotbal
míří do tendru
České fotbalové kluby, které
prostřednictvím Ligové fotbalové
asociace (LFA) řídí dvě nejvyšší
soutěže, se zřejmě dočkají. Sou-
časný model, kdy vysílací práva
až na jednu výjimku získávala bez
soutěže společnost Pragosport,
vprůběhu roku 2023 nahradí
veřejný tendr.
Kluby včele spražskou Slavií
tlačí na přímý prodej vysílacích
práv, jelikož si od něj slibují
razantní zvýšení jejich ceny.
Pragosport zastoupený bývalým
místopředsedou fotbalové aso-
ciace Jaroslavem Vackem je drží
do roku 2024 aročně za ně LFA
platí 150 milionů korun. Dražba
ve veřejném tendru by podle
klubů mohla příjmy zdvojnásobit,
optimistické scénáře mluví až
očástce 400 milionů.
Zatímco dosud Pragosport
získával kompletní balík audio-
vizuálních práv, které následně
po částech přeprodával (tele-
vizní práva vlastní O TV Sport,
internetové sestřihy vydavatel-
ství Czech News Center), nově by
se měla televizní, streamovací
abettingová práva oddělit. „Ten-
dr je jedinou smysluplnou cestou.
Jen tak se dozvíme, jaký je na
trhu zájem onáš produkt ajaká je
skutečná hodnota fotbalové liy,“
uvedl Rudolf Řepka, ředitel FK
Teplice, pro Radiožurnál.
Zdroj: IKEA
ZPRÁVY
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