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.

  • Strana 1

    Slovenské agentury se
    snaží ukousnout také
    z českých rozpočtů.
    45
    
    
  • Strana 2

    NOVINKA
    NOVINKA
    ZACNI TÝDEN
    BEZ MASA!
    A PRITOM SE
    SKVELOU CHUTÍ.
    10128362-Nestle_Garden_Gourmet_inzerce-210x280mm.indd 110128362-Nestle_Garden_Gourmet_inzerce-210x280mm.indd 1 27.10.2023 16:2227.10.2023 16:22
    37%
    6,3 mil.
    podíl sledovanosti
    reálných uživatelů
    mezi mediálními
    zastupitelstvími
    #1
    Zdroj: ATO-Nielsen,
    CS 18-69, share za červen
    2023;
    NetMonitor-SPIR-Gemius,
    červen 2023
    (souhrnný zásah
    FTV Prima a Impression
    Media);
    RADIOPROJEKT (týdenní
    poslech, 1H 2023,
    CS všichni);
    datareportal.com, uživatelé
    sociálních sítí ČR,
    leden 2023
    41%
    podíl poslechovosti
  • Strana 3

    
    
    Odvážnější, čerstvá, zábavnější — tak mnozí
    voboru hodnotí reklamu našich slovenských
    sousedů. Jsou to jen řeči, nebo mají tamní
    kreativci něco, co na českém trhu chybí?
    
    
    
    
    Jak monetizovat videoobsah? Osvé
    zkušenosti apraktiky se podělili hlavní
    mediální hráči na českém trhu.
    
    
    
    „Například Aquilu chceme ‚dobrousit‘, aby
    komunikovala ty správné hodnoty,“ říká
    Michal Šlechta, ředitel marketingu skupiny
    Mattoni 1873.
    
    
    
    Vhlavním tématu aktlního vydání se věnuji
    slovenským agentum. Nápad, že téma zpracuji,
    vznikl přesně před měsícem. Byla jsem na reklam-
    m festivalu Golden Drum vPortoroži aspoleč
    sostatmi jsem tleskala úspěchům českých islo-
    venských agentur. Zejména dvěma: české McCann
    Prague aslovenské This Is Locco. Všimla jsem si
    ale, že nejen vprůběhu slavnostního večera, ale
    také celého festivalu kolem sebe slyším sloven-
    štinu. Anebýt nezničitelné „supermanky“ Alice
    Reindlové zMcCannu, tak očeštinu celou dobu
    ani nezavadím. Mrzelo mě, že české agentury tyto
    akce vypouštějí, auvažovala, včem jsou Slováci
    jiní, proč je na soutěžích vidíme, včem se liší
    jejich přístup koboru. Nevím, jestli se mi vmatu
    podařilo nakonec jednoznačně na tyto otázky
    odpovědět, každopádně se všichni shodli na jed
    podstatné věci: družení asdílení mají vpovaze,
    bez ohledu na to, jak velcí jsou konkurenti, rádi se
    potkávají amluví spolu. Tak si vezměme příklad
    azkusme to dělat otrochu častěji taky. Máme
    ktomu více než dobrou příležitost: ve čtvrtek
    9.listopadu se koná naše konference Forum
    Media. Se všemi se tam ráda potkám.
    Radana Čecho
    šéfredaktorka
    Mluvme spolu
    o trochu více
    37%
    6,3 mil.
    podíl sledovanosti
    reálných uživatelů
    mezi mediálními
    zastupitelstvími
    #1
    Zdroj: ATO-Nielsen,
    CS 18-69, share za červen
    2023;
    NetMonitor-SPIR-Gemius,
    červen 2023
    (souhrnný zásah
    FTV Prima a Impression
    Media);
    RADIOPROJEKT (týdenní
    poslech, 1H 2023,
    CS všichni);
    datareportal.com, uživatelé
    sociálních sítí ČR,
    leden 2023
    41%
    podíl poslechovosti
    MARKETING & MEDIA
  • Strana 4

    , skupina
    zaměřující se na inuencer
    marketing, koupila agenturu
    WeDigital od její zakladatelky
    Andrey Hurychové. Vedení
    agentur se ujímá výkon
    ředitel Martin Kyncl.
    , medlní
    zastupitelství ze skupiny
    Media Bohemia, zdraží roz-
    hlasovou reklamu až oosm
    procent.
     po změnách
    vnejvyšším vedení předsta-
    vil novou strategii, vníž se
    vrací kdůrazu na ziskovost.
    Jak uvedl CEO Hein Schuma-
    cher, uněkterých značek už
    nebude jejich „soclní mise
    prostě relevantní“, nebo že ji
    má dokonce za nežádouc
    rozptylující. Zaměří se na
    30silných značek, které dělají
    70procent obratu skupiny.
     expanduje do
    Moravskoslezského kraje.
    ky otevření strategic-
    ho distribučho centra
    vOstravě začne obsluhovat
    250 nových měst spoten-
    ciálem oslovení 460 tisíců
    domácností.
     spustil nedávno
    oznámenou verzi maganu
    pro český aslovenský trh. Jako
    dlouhodobého marketingové-
    ho partnera si vybral agentu-
    ru Symbio.
     spouští nominace
    do soutěže Mluvčí roku 2023.
    stupci médií aosobnosti
    komunikace apublic relations
    mohou do konce listopadu
    nominovat nejlepší komuni-
    kátory aPR týmy, které soutěž
    ocení vúnoru 2024.
    , provozo-
    vatel značky Betano, je novým
    partnerem české hokejové
    reprezentace. Po hokejových
    Pardubicích aKometě Brno
    afotbalové Spartě aViktorii
    Plzeň má tak Betano „na triku“
    další přední sportovní brand.
    rozšířil svoz pou-
    žitých knih prostřednictvím
    služby Knihotaxi po Praze,
    
    Ligová fotbalová
    asociace se snaží
    odbourat velký dluh,
    který má většina
    českých klubů
    voblasti marketingu.
    Od listopadu
    spustila nový projekt
    LIGA Academy,
    který jim pomůže
    se vzděláváním
    vmarketingu, PR
    akomunikaci. Jde
    také oplatformu na
    sdílení know-how.
    
    
    Proces osamostatnění je po
    sedmi měsících ukonce.
    Týdeník Respekt se od začátku
    listopadu odstřihl od vydava-
    telství Economia, pod kterým
    vycházel uplynulých 14 let.
    Respekt má nyní čtyři spo-
    luvlastníky, kteří ho koupili
    od Zdeňka Bakaly. Jsou jimi
    slovenský Denník N, rodin
    nadace Lászla Szigetiho Aegis,
    Nadace Independent Press,
    která je spoluvlastkem
    českého Deníku N, asama
    redakce. Všechny subjekty
    drží ve společnosti Respekt
    Media čtvrtinový pol.
    Redakce se přestěhovala
    zKarlína do paláce Lucerna
    aspustila crowdfundingovou
    kampaň, jejímž cílem je získat
    za měsíc pět milionů korun.
    Během úvodních tří dní se to
    podařilo ztiny.
    
    
    Pryč jsou roky, kdy Česká
    televize přišela onočních
    svátcích až tři své premié-
    rové pohádky. Letos uvede
    štědrovečerní příběh Klíč
    svatého Petra (jak jinak než
    vrežii Karla Jaka) ana Boží
    hod koproduní Tři zlaté
    dukáty, které jsou voriginále
    ve slovenšti.
    „Nepochybně to je důsle-
    dek úsporných opatře,
    říká generální ředitel ČT Jan
    Souček adodává: „Vánoční
    pohádka není levný formát.
    Naopak je to jeden znejdr-
    ších produktů vtelevizním
    prostředí, který řádově stojí
    desítky milionů korun. Dnešní
    reálná hodnota televizního
    poplatku se nemůže neprojevit
    na objemu, který může Česká
    televize do výroby investovat.
    
    
    Pilotní program programatic-
    ké platformy Adform sorga-
    nizací Scope3 vedl kvýrazné-
    mu snížení emisí zdigitální
    reklamy společností Audi,
    Vodafone aPcComponentes.
    roveň ale také pomohl zlep-
    šení výkonnosti kampaní.
    Soukup ztratil klíčového
    manažera, Economia
    Respekt adigilní
    reklama Audi část emisí.
    
    
    
  • Strana 5

    
    
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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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    
    
    
    
    
    Například společnost Audi
    Česká republika využila se
    společností Adform funk-
    ci snižování emisí uhlíku
    vrámci své reklamní kam-
    paně pro novou edici vozů
    e-tron. Kampaně nasazené
    medlní agenturou PHD
    dosáhly o81 procent nižšího
    gCOPM vporovnání sprů-
    měrem trhu Scope3 aro-
    veň dohly 65procentního
    nárůstu CTR.
    
    
    Medlní obchodník astratég
    Filip Doubek podle všeho
    rozzal po takřka čtvrtstoletí
    profesní partnerství sJaro-
    rem Soukupem azvedení
    jeho medlní agentury
    Médea přešel do skupiny
    KKCG Karla Komárka. Na
    starosti má budování vzta-
    hů smédii, řízení obchodní
    politiky apolení se na stra-
    tegickém rozvoji ve skupině.
    Bude též poradcem agentuře
    Mindsquared, patřící do sku-
    piny Mind2o.
    Pro Doubka je to už druhý
    posun ke KKCG, popr
    tam zamířil vroce 2021, aby
    obchodně řídil interní mediál-
    ku Media Marketing & Com-
    munication. Po půlroce se ale
    vrátil zpět kSoukupovi, který
    tehdy znovu získal kontrolu
    nad svými mediálními společ-
    nostmi po rozluce sčínskou
    investiční společností CITIC.
    
    
    Druhý ročník nezávislého
    srovnání českých rem podle
    strategií uditelnosti ESG
    Rating, vyhlašovaný Asociací
    společenské odpovědnosti
    sprogramem CEMS Vysoké
    školy ekonomické vPraze,
    představil žebříčky nejúspěš-
    nějších společností.
    Včele přehledu jsou mezi
    velkými společnostmi skupi-
    na ČEZ následovaná Monetou
    Money Bank aCoca-Cola HBC
    Česko aSlovensko. Mezi men-
    šími astředními podniky pak
    vedou rmy Mega, Sonnen-
    tor aNobilis Tilia. ZRatingu
    vyplynulo, že 61procent
    velkých rem vydává zprávu
    zaměřenou na uditelnost,
    naproti tomu ale jen 22pro-
    cent podniků menších se
    vnějakých dokumentech
    udržitelnosti věnuje. (Více
    namam.cz.) 
    Bratislavě aVídni také do
    Frankfurtu nad Mohanem.
     bez bulls*itu, je téma
    akce Branding Group Thera-
    py, která se uskuteční 30.lis-
    topadu vKině Přítomnost.
    Sdaty, zkušenostmi, návody
    vystoupí Zuzana Fryaufová
    aLucie Bášová, Petra Janko-
    vičová, Darko Silajdzić, Ivan
    Tučník či Iva Šedivá.
    , projekt Čes-
    kého paralympijského výboru
    aspolečnosti Sazka, se za-
    řuje na seznamování klientů
    rehabilitačních center smož-
    ností aktivního sportování,
    jejich podporu avyhledávání
    budoucích paralympioni.
     se spolu sagenturou
    Leo Burnett dostaly na
    shortlist soutěže Europe-
    an Excellence Awards
    sklipem Mc’n’Roll sPřem-
    kem Forejtem pro značku
    McDonald’s. Uspěly vregio-
    lní kategorii pro Česko,
    Slovensko, Polsko.
     spustily
    nový videocast Dáma ašvi-
    k, vněmž Milan Šteindler
    sEvou Pavlovou probírají
    témata, kterým se chce
    první dáma věnovat.
     proběhne
    vO2 universum 23.listopa-
    du, kdy také rozdá ocenění
    POPAI Awards. 
    
    
    
    
    
    
    
    
    
    
    
    
    
    
    
    
    
    
    
    
    
    
    
    MARKETING & MEDIA
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