Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
45/2023
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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Slovenské agentury sesnaží ukousnout takéz českých rozpočtů.45Strana 2
NOVINKANOVINKAZACNI TÝDENBEZ MASA!A PRITOM SESKVELOU CHUTÍ.10128362-Nestle_Garden_Gourmet_inzerce-210x280mm.indd 110128362-Nestle_Garden_Gourmet_inzerce-210x280mm.indd 1 27.10.2023 16:2227.10.2023 16:2237%6,3 mil.podíl sledovanostireálných uživatelůmezi mediálnímizastupitelstvími#1Zdroj: ATO-Nielsen,CS 18-69, share za červen2023;NetMonitor-SPIR-Gemius,červen 2023(souhrnný zásahFTV Prima a ImpressionMedia);RADIOPROJEKT (týdenníposlech, 1H 2023,CS všichni);datareportal.com, uživatelésociálních sítí ČR,leden 202341%podíl poslechovostiStrana 3
Odvážnější, čerstvá, zábavnější — tak mnozívoboru hodnotí reklamu našich slovenskýchsousedů. Jsou to jen řeči, nebo mají tamníkreativci něco, co na českém trhu chybí?Jak monetizovat videoobsah? Osvézkušenosti apraktiky se podělili hlavnímediální hráči na českém trhu.„Například Aquilu chceme ‚dobrousit‘, abykomunikovala ty správné hodnoty,“ říkáMichal Šlechta, ředitel marketingu skupinyMattoni 1873.Vhlavním tématu aktuálního vydání se věnujislovenským agenturám. Nápad, že téma zpracuji,vznikl přesně před měsícem. Byla jsem na reklam-ním festivalu Golden Drum vPortoroži aspolečněsostatními jsem tleskala úspěchům českých islo-venských agentur. Zejména dvěma: české McCannPrague aslovenské This Is Locco. Všimla jsem siale, že nejen vprůběhu slavnostního večera, aletaké celého festivalu kolem sebe slyším sloven-štinu. Anebýt nezničitelné „supermanky“ AliceReindlové zMcCannu, tak očeštinu celou dobuani nezavadím. Mrzelo mě, že české agentury tytoakce vypouštějí, auvažovala, včem jsou Slovácijiní, proč je na soutěžích vidíme, včem se lišíjejich přístup koboru. Nevím, jestli se mi vtématupodařilo nakonec jednoznačně na tyto otázkyodpovědět, každopádně se všichni shodli na jednépodstatné věci: družení asdílení mají vpovaze,bez ohledu na to, jak velcí jsou konkurenti, rádi sepotkávají amluví spolu. Tak si vezměme příkladazkusme to dělat otrochu častěji taky. Mámektomu více než dobrou příležitost: ve čtvrtek9.listopadu se koná naše konference ForumMedia. Se všemi se tam ráda potkám.Radana ČechovášéfredaktorkaMluvme spoluo trochu více37%6,3 mil.podíl sledovanostireálných uživatelůmezi mediálnímizastupitelstvími#1Zdroj: ATO-Nielsen,CS 18-69, share za červen2023;NetMonitor-SPIR-Gemius,červen 2023(souhrnný zásahFTV Prima a ImpressionMedia);RADIOPROJEKT (týdenníposlech, 1H 2023,CS všichni);datareportal.com, uživatelésociálních sítí ČR,leden 202341%podíl poslechovostiMARKETING & MEDIAStrana 4
, skupinazaměřující se na inuencermarketing, koupila agenturuWeDigital od její zakladatelkyAndrey Hurychové. Vedeníagentur se ujímá výkonnýředitel Martin Kyncl., mediálnízastupitelství ze skupinyMedia Bohemia, zdraží roz-hlasovou reklamu až oosmprocent. po změnáchvnejvyšším vedení předsta-vil novou strategii, vníž sevrací kdůrazu na ziskovost.Jak uvedl CEO Hein Schuma-cher, uněkterých značek užnebude jejich „sociální miseprostě relevantní“, nebo že jimá dokonce za nežádoucněrozptylující. Zaměří se na30silných značek, které dělají70procent obratu skupiny. expanduje doMoravskoslezského kraje.Díky otevření strategické-ho distribučního centravOstravě začne obsluhovat250 nových měst spoten-ciálem oslovení 460 tisícůdomácností. spustil nedávnooznámenou verzi magazínupro český aslovenský trh. Jakodlouhodobého marketingové-ho partnera si vybral agentu-ru Symbio. spouští nominacedo soutěže Mluvčí roku 2023.Zástupci médií aosobnostikomunikace apublic relationsmohou do konce listopadunominovat nejlepší komuni-kátory aPR týmy, které soutěžocení vúnoru 2024., provozo-vatel značky Betano, je novýmpartnerem české hokejovéreprezentace. Po hokejovýchPardubicích aKometě Brnoafotbalové Spartě aViktoriiPlzeň má tak Betano „na triku“další přední sportovní brand.rozšířil svoz pou-žitých knih prostřednictvímslužby Knihotaxi po Praze,Ligová fotbalováasociace se snažíodbourat velký dluh,který má většinačeských klubůvoblasti marketingu.Od listopaduspustila nový projektLIGA Academy,který jim pomůžese vzdělávánímvmarketingu, PRakomunikaci. Jdetaké oplatformu nasdílení know-how.Proces osamostatnění je posedmi měsících ukonce.Týdeník Respekt se od začátkulistopadu odstřihl od vydava-telství Economia, pod kterýmvycházel uplynulých 14 let.Respekt má nyní čtyři spo-luvlastníky, kteří ho koupiliod Zdeňka Bakaly. Jsou jimislovenský Denník N, rodinnánadace Lászla Szigetiho Aegis,Nadace Independent Press,která je spoluvlastníkemčeského Deníku N, asamaredakce. Všechny subjektydrží ve společnosti RespektMedia čtvrtinový podíl.Redakce se přestěhovalazKarlína do paláce Lucernaaspustila crowdfundingovoukampaň, jejímž cílem je získatza měsíc pět milionů korun.Během úvodních tří dní se topodařilo zpětiny.Pryč jsou roky, kdy Českátelevize přinášela ovánočníchsvátcích až tři své premié-rové pohádky. Letos uvedeštědrovečerní příběh Klíčsvatého Petra (jak jinak nežvrežii Karla Janáka) ana Božíhod koprodukční Tři zlatédukáty, které jsou vorigináleve slovenštině.„Nepochybně to je důsle-dek úsporných opatření,“říká generální ředitel ČT JanSouček adodává: „Vánočnípohádka není levný formát.Naopak je to jeden znejdraž-ších produktů vteleviznímprostředí, který řádově stojídesítky milionů korun. Dnešníreálná hodnota televizníhopoplatku se nemůže neprojevitna objemu, který může Českátelevize do výroby investovat.“Pilotní program programatic-ké platformy Adform sorga-nizací Scope3 vedl kvýrazné-mu snížení emisí zdigitálníreklamy společností Audi,Vodafone aPcComponentes.Zároveň ale také pomohl zlep-šení výkonnosti kampaní.Soukup ztratil klíčovéhomanažera, EconomiaRespekt adigitálníreklama Audi část emisí.Strana 5
Například společnost AudiČeská republika využila sespolečností Adform funk-ci snižování emisí uhlíkuvrámci své reklamní kam-paně pro novou edici vozůe-tron. Kampaně nasazenémediální agenturou PHDdosáhly o81 procent nižšíhogCOPM vporovnání sprů-měrem trhu Scope3 azáro-veň dosáhly 65procentníhonárůstu CTR.Mediální obchodník astratégFilip Doubek podle všehorozvázal po takřka čtvrtstoletíprofesní partnerství sJaro-mírem Soukupem azvedeníjeho mediální agenturyMédea přešel do skupinyKKCG Karla Komárka. Nastarosti má budování vzta-hů smédii, řízení obchodnípolitiky apodílení se na stra-tegickém rozvoji ve skupině.Bude též poradcem agentuřeMindsquared, patřící do sku-piny Mind2o.Pro Doubka je to už druhýposun ke KKCG, poprvétam zamířil vroce 2021, abyobchodně řídil interní mediál-ku Media Marketing & Com-munication. Po půlroce se alevrátil zpět kSoukupovi, kterýtehdy znovu získal kontrolunad svými mediálními společ-nostmi po rozluce sčínskouinvestiční společností CITIC.Druhý ročník nezávisléhosrovnání českých rem podlestrategií udržitelnosti ESGRating, vyhlašovaný Asociacíspolečenské odpovědnostisprogramem CEMS Vysokéškoly ekonomické vPraze,představil žebříčky nejúspěš-nějších společností.Včele přehledu jsou mezivelkými společnostmi skupi-na ČEZ následovaná MonetouMoney Bank aCoca-Cola HBCČesko aSlovensko. Mezi men-šími astředními podniky pakvedou rmy Mega, Sonnen-tor aNobilis Tilia. ZRatinguvyplynulo, že 61procentvelkých rem vydává zprávuzaměřenou na udržitelnost,naproti tomu ale jen 22pro-cent podniků menších sevnějakých dokumentechudržitelnosti věnuje. (Vícenamam.cz.) Bratislavě aVídni také doFrankfurtu nad Mohanem. bez bulls*itu, je témaakce Branding Group Thera-py, která se uskuteční 30.lis-topadu vKině Přítomnost.Sdaty, zkušenostmi, návodyvystoupí Zuzana FryaufováaLucie Bášová, Petra Janko-vičová, Darko Silajdzić, IvanTučník či Iva Šedivá., projekt Čes-kého paralympijského výboruaspolečnosti Sazka, se zamě-řuje na seznamování klientůrehabilitačních center smož-ností aktivního sportování,jejich podporu avyhledáváníbudoucích paralympioniků. se spolu sagenturouLeo Burnett dostaly nashortlist soutěže Europe-an Excellence Awardssklipem Mc’n’Roll sPřem-kem Forejtem pro značkuMcDonald’s. Uspěly vregio-nální kategorii pro Česko,Slovensko, Polsko. spustilynový videocast Dáma ašvi-hák, vněmž Milan ŠteindlersEvou Pavlovou probírajítémata, kterým se chceprvní dáma věnovat. proběhnevO2 universum 23.listopa-du, kdy také rozdá oceněníPOPAI Awards. MARKETING & MEDIAStrana 6
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