Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
44/2023
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. Aktuální vydání je k dispozici v digitální podobě. Budeme rádi, když si tištěnou verzi předplatíte.
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44Strachz inflaceohrožujevánočnírekordy.Strana 2
Pořadatelé a odborní partneři: Hlavní mediální partner: Mediální partneři:Hlavní partneři:Partneři:9.11.O2 universum Prahaforummedia.czRezervujtesi svoje místovčas!Akompletníprogram už znáte?Prestižní akce, kde se vjeden den anajednom místě scházejí všichni, kteří ve světěmarketingu akomunikace něco znamenají.Vaše doporučená dávka informací ainspiraceod více než 50 špičkových řečníků.FM_inz_210x280_MAM_Program_uz_mate.indd 1FM_inz_210x280_MAM_Program_uz_mate.indd 1 27.10.2023 14:1827.10.2023 14:18Strana 3
Pro obchodníky je předvánoční obdobínejsilnějším časem vroce, optimisticky čekajíina rekordy. Nad hlavami spotřebitelů alepořád visí inace, atak se více rozmýšlejí.AI bez špetky lidství nemůže fungovat.Ito je zjištění Správy železnic aagenturyBrainz Disruptive.Náš byznys vyžaduje víc než jen plošnéoslovení lidí vonlinu aATL prostředí,říká Josef Matějovič zJ&T Banky.Základním problémem je nedostatekjednotného právního rámce, který by bylschopen efektivně regulovat různé aspektyumělé inteligence.Studie Kantaru pro Marketing Week odhalilaslabá místa dnešních marketérů.Samsung sagenturou Chep obrátil narubyprincip cílení avytvořil rekordní kampaň.Nejistá vánoční sezona. Tak zní titulek aktuálníhohlavního tématu, kterému se věnuje kolega JakubKřešnička. Mimo jiné se dostal ikdatům, jež asi pří-liš nepotěší děti. Dvě pětiny Čechů se totiž chystáběhem letošních Vánoc šetřit na hračkách (snad setenhle výzkum nedostane do Zpráviček na Déčku).Dva zpěti lidí, to není málo. Přesto mám přání,aby vpřípadě jednoho hračkářství rodiče, prarodi-če ivšichni ostatní šetřili snákupy ze 100 procent.Protože když někdo ve svém e-shopu prodává vedlestavebnic aplyšáků inenávist, měla by být takováreakce automatická. Akdyž kní nepřistoupí alibis-tičtí dodavatelé, je na řadě zákazník.Na české verzi stránek slovenského prodejceDráčik (neplést sDráček.cz!) se textové výstřelkymajitele Dušana Víglaského objevují mezi pro-duktovou nabídkou přes rok. Lidi očkované proticovidu má za blázny, LGBTQ+ nazývá úchylkouega, Západ obviňuje zvyprovokování války naUkrajině. Teď přišla řada ina konspirační teorieohledně koniktu Izraele sHamásem.Podle Víglaského izraelská armáda úmyslněvraždění teroristů nezabránila, aby vytvořilazáminku pro genocidu vGaze. „Takže si povraž-dili své obyvatele. Nemají vlastní izraelské lidi zanic stejně jako Palestince. Izraelci mají, myslím,85procentní proočkovanost třemi dávkami téotravy,“ hlásá prodejce hraček.Když jsem dokončil předchozí odstavec, bylomi zle. Přepisovat tak nenávistnou propagandufyzicky bolelo. Dráčik si tím jen pojistil své místona mém „no-go“ seznamu. Ani by mě nenapadlotam pořizovat vánoční dárky.Ikdyby měli ten poslední „tlapkátor“ na světě,řeknu dětem pod stromečkem: „Sorry, iJežíšekmá svědomí.“Petr ŽaloudekredaktorŠťastné anenávistnéMARKETING & MEDIAStrana 4
, společnost provo-zující Jízdní řády IDOS, po16letech spolupráce medi-álním domem Mafra hledáskonzultační rmou Addveryvhodného partnera pro pro-dej reklamního prostoru nawebu ivmobilní aplikaci., stanice zeskupiny Active Radio, oslavila30.výročí. Do programuzapojila osobnosti svéhistorie. SČeskou mincov-nou, která také slaví 30 let,připravila zlaté pamětnímedaile vcelkové hodnotěpřes 600tisíc korun. se vkampanispojuje sHunger Games apřipříležitosti vydání pokračová-ní lmové série vydává limito-vanou edici plechovek. roz-šiřuje portfolio lifestylovýchmagazínů awebů ocestovatel-ský magazín Koktejl. Mediálnískupina ho koupila od společ-nosti Czech Press Group. Šéf-redaktorkou zůstává BarboraSlavíková Literová. marketplace,které vČesku odstartovalovprvní polovině dubna, užvzaznamenává 5,5milionunávštěvníků měsíčně. vpříštím roce zpo-malí expanzi azaměří se naobnovení ziskovosti, hlavněve střední avýchodní Evropě.Plánuje otevřít 400 obchodů,letos jich bylo 668. oznámil spoluprá-ci sčeským výrobcem kabelekDara Bags, která původněkoncem loňského roku ozná-mila konec výroby. Prodejnyní probíhá na e-shopechobou společností aspoluprácese týká imarketingu. jako první mezipotravinovými obchodnímiřetězci společně sNestlé ozná-mil zavedení sdílených POSstojanů na jednotlivé produk-ty. Plánuje tak výrazně snížitpapírový odpad. Komunikační skupinaWPP oznámila poklestržeb za třetí čtvrtletío1,8 procenta na3,5 miliardy liber.Snížila ivýhled naceloroční výsledky,nově očekává růsttržeb zpokračujícíchoperací mezi 0,5 ažjedním procentem,zatímco dosudočekávala rozmezí1,5až tři procenta.Proč je důležité komuniko-vat výstupy vědy kširokéveřejnosti ajak to dělat comožná nejlépe? Neotřelé témazpracovává knižní příručkasnázvem Science Commu-nication: Úvod do komuni-kace vědy, kterou vydáváMatfyzPress.Na publikaci se podíle-li vědečtí novináři PavlaHubálková aMartin Rychlík,proděkan FTVS UK Aleš Vlkavědecký atašé Britskéhovelvyslanectví vČR OtakarFojt. Předmluvu napsal DanielStach. „Autoři zhmotnili dočtivého textu své zkušenostiapoznatky. Skoro věřím, žeřadu popsaných pocitů proží-vá každý, kdo chce vědu dobřepopularizovat, zároveň nedě-lat laciné zkratky, zachovat sivědeckou tvář, apodporovatdobrou věc, která komunikacivědy směrem kveřejnostipomůže,“ uvádí Martin Vlach,prorektor Univerzity Karlovypro vnější vztahy.Na shortlist nejefektivnějšíchevropských kampaní soutěžeEe Awards Europe se vkate-gorii Positive Change vsekciBest of Europe probojovalprojekt 13 minut od McCannPrague pro ČAP. Ten na českéEe loni dostal celkem pětocenění— dvě zlaté, dvěstříbrné abronz amimo jinémá istříbrného lva zCannesLions.Do evropské Ee se kam-paň probojovala jako jedinázČeska, kdežto sousedníSlovensko má pět nalistů.Tři ztoho jsou vkategoriiPositive Change: SocialGood— Brands. Uspěly Jandlmarketing sprojektem Deni-ce lásky pro Absolut, MUWSaatchi & Saatchi skampaní#rešpekt pro Slovak TelekomaTriad Bratislava spracíHovorte úprimne oduševnejnepohode pro pojišťovnuUniqua. Vobdobné kategoriipro neziskové organizacepak získal shortlist projektEvrospká Ee vybíránejefektivnější kampaně,AKA přibrala agenturyaOktagon se vrací dolineární televize.Strana 5
This is Locco pro zastoupeníEvropské Komise na Slo-vensku Nastěnka: nevěřteruským pohádkám aIstropo-litana Ogilvy skampaní proorganizaci Magna nazvanouChildren: Testimony of War.Ovítězích se rozhodneběhem Ee Day 5.prosincevBruselu.Další měsíc adalší dvě agen-tury. Po zářijovém vstupuBusiness Factory aYdealrozšířily vříjnu řady Asoci-ace komunikačních agentur(AKA) společnosti Key Advan-tage aSocialsharks. Zástupciobou nováčků se zúčastniliříjnové schůze prezidia AKA,kde představili své agenturyaseznámili členy prezidia sesvými plány aočekáváními.„Jsem velmi ráda, že seAsociace komunikačníchagentur stále rozrůstá.Obohacení okaždého novéhočlena přispívá krůznorodostiabarevnosti profesní asocia-ce, zároveň vsobě zastupujevětšinu kreativního průmys-lu,“ uvedla výkonná ředitelkaAKA Kateřina Hrubešová.Zápasy ve smíšených bojo-vých uměních organizaceOktagon MMA se po více neždvou letech vrací do line-árního televizního vysílá-ní. Nabídne je nový kanálPremier Sport 4. Dnes ho všaknaladí jen zákazníci operátoraTelly aslovenské společnostiDIGI Slovakia.Vprůběhu listopadu budeobsah nové stanice dostupnýiuoperátora O2, další operá-toři zřad distributorů kanálůPremier Sport ozařazení Pre-mier Sport 4 jednají. Fanoušcibojových sportů uvidí jakoprvní turnaj Oktagon 48,který proběhne vsobotu4.listopadu vManchesteru.„Jsme velice rádi, že sepodařilo dojednat spoluprácina platformě Premier SportaOktagon MMA se tím poletech znovu vrací na tele-vizní obrazovky. Věříme, žedíky tomu představíme tentounikátní sport desítkám tisícnových diváků,“ říká OndřejNovotný, zakladatel organiza-ce Oktagon MMA.Značka Kofola je za obdobíprvních devíti měsíců letošní-ho roku nejsilnějším inze-rentem vsegmentu limonád.Ukazuje to přehled zmoni-toringu reklamy Ad Intelvýzkumné agentury Nielsen.Mezi lednem azářím letoš-ního roku obsadila reklamníprostor vhodnotě 186,5mili-onu korun podle ceníkovýchcen. Předstihla iglobálníznačky, jako je vaktuálnímpřehledu Pepsi (174,6 mil. Kč),kterou distribuuje skupinaMattoni 1873, nebo třetí Coca--Cola (131,6 mil. Kč).Za obsah pořadů Divizezpravodajství apublicistikyČeské televize bude zodpo-vídat Michal Kubal, kterýbyl jmenován jejím novýmšéfredaktorem.Redakci povede společně sezástupkyněmi Martinou Rie-bauerovou, Editou HorákovouHardošovou, Anetou Snopo-vou azástupcem MartinemŘezníčkem. „Michal prošeltěžkými profesními výzva-mi, ovládá kompletní škálutelevizních dovedností, umí jepředávat kolegům aje pevnývzásadách,“ uvedl řediteldivize Petr Mrzena. RUBRIKA JE KOMERČNÍSPOLUPRACÍ MAMAVYDAVATELSTVÍCZECH NEWS CENTERStrana 6
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