Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

46/2023

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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    46
    13. listopad 2023
    149 Kč / 7 €
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    Hlavní partneři:
    Hlavní mediální partner:
    Partneři:
    Mediální partneři:
    Děkujeme
    partnerům konference
    Forum Media 2023
    Pořadatelé aodborní partneři:
    FM_inz_210x280_MAM_podekovani-partnerum.indd 1FM_inz_210x280_MAM_podekovani-partnerum.indd 1 10.11.2023 19:5710.11.2023 19:57
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    
    Třiadvacátý ročník Fora Media odstartoval
    ukázkou péče onejhodnotnější evropskou
    značku avarováním před umělou inteligencí.
    
    Forum Media
    
    
    Nejúspěšnější jsou autentické trendy tvořené
    uživateli, které ibrandy umějí skvěle využít,
    říká Dominika Skirło zTikToku.
    
    Forum Media
    
    Jeremy Galbraith zkritizoval přístup Západu
    kválce na Ukrajině, ale ocenil vystupování
    NATO, které představila Oana Lungescu.
    
    Forum Media
    
    AI, sociální sítě, dezinformace. Jak těmto
    problémům, které se navzájem multiplikují,
    čelí tradiční média?
    
    Forum Media
    
    Pohled do světa krizové komunikace
    astrategií řízení pověsti.
    
    Forum Media
    
    Jaké trendy ovlivňují úspěšné komunikační
    kampaně, klíčové kompetence vPR, válku
    ikrálovskou rodinu?
    
    Forum Media
    
    
    Zástupci agentur azadavatelů otevřeli téma
    bezhlavého tendrování vČesku.
    
    Titulní strana: Rudolf Novák, foto: Tomáš Novák
    Forum Media
    „Akce jako víno.“ „The team has been perfect.
    „Profesionálně připravená a zároveň zábavná
    akce.“ „The team has been wonderful and I hope
    that you have found the day as useful and inspi-
    ring as I have.“ To je jen zlomek vřelých reakcí,
    které se k nám dostaly bezprostředně po uzavření
    letošního ročníku Forum Media. Děkujeme všem
    parnem, řečníkům i účastníkům za bezvadnou
    atmosféru. A děkujeme také nim dám z pro-
    dukce (na fotce), protože nebýt jich, určitě by tak
    skvělá ne konference nebyla.
    Radana Čecho
    šéfredaktorka
    Díky moc
    a na vinou za rok
    Číslo týdne
    
    účastků měl letošní ročk konference
    Forum Media, vystoupilo na něm 77řeč
    ků (včetně moderátorů), ztoho bylo
    21zahranch vystupujících zcelkem
    10 zemí. Akce proběhla vjeden den
    9.listopadu vpěti sálech O2 universa.
    MARKETING & MEDIA
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     spustilo spo-
    lupráci se společností Micro-
    soft aonline obchodům tak
    umožňuje přístup kreklamní
    platformě Microsoft Ads.
     uzavřela partnerství
    se společností Sprinklr, sníž
    chce vyvíjet integrovaná AI
    řešení na řízení zákaznic-
    ké zkenosti pro globál
    klienty.
    , skupina
    rem působících voblasti
    digitální transformace atech-
    nologií, oznámila výsledky
    hospodaření za skální rok
    2022/2023. Nekonsolidova-
    ný obrat skupiny narostl ze
    426na 591 milionů korun.
    Provozní zisk mírně klesl
    kvůli investicím do rozvoje
    portfolia služeb avzniku
    nových subjektů.
     se letos opět stala
    generálním partnerem ces-
    tovatelského asportovního
    festivalu Obzory 2023.
     si ve výběrovém
    řízení na eventovou agentu-
    ru vybralo tým Extrovetrs.
    Společně už za sebou mají
    otevření vlajkového obchodu
    vBratislavě či vánoční event
    vbytě Notino.
     ze skupiny Media
    Bohemia spouští nový pořad
    Next generation zařený na
    generaci Z. Jde oosobní tipy
    na sony od mladých českých
    hvězd hudební scény iTikTo-
    ku aInstagramu.
    , Nadační fond nezávis-
    lé žurnalistiky, vydal novou
    aktualizaci MediaRatingu.
    Polepšily si například Deník či
    Respekt na zmku A. Nahoru
    poskočily ibulvární tituly
    Blesk či Aha, které získaly
    známku B.
    el snovou gra-
    kou iobsahovými změnami
    počítá svyužitím zejména na
    mobilech, velká část fotograí
    avideomaterlů je prezento-
    na vertilně. Novinkou je
    inasazení formátu stories. 
    Svodka
    Facebook aInstagram
    bez reklam? Za
    240 korun měsíč
    je takový účet váš.
    Společnost Meta
    začala vminulém
    týdnu vEvro
    nazetedplatné,
    které uživatele zbaví
    reklamních sdělení.
    Co se může jevit jako
    vstřícné gesto, je spíše
    krok vynucený úřady
    na ochranu osobních
    údajů.
    
    
    Nejčtenějším celostátním
    deníkem zůstává Blesk, nej-
    poslouchanější rozhlasovou
    stanicí Radiožurl. Vyplývá
    to zaktlních dat výzku
    Media projekt aRadioprojekt.
    Čtenost tištěných titulů se
    nemění aplatí, že alespoň něja-
    ký tištěný titul si přečte 81 pro-
    cent populace ve věku 1279let.
    Čtenost Blesku meziročně klesla
    o10 procent na 595 tisíc osob,
    druhé místo drží mezi celostát-
    mi deníky MF Dnes (387 tis.)
    atřetí Sport (161 tis.).
    Vmci Radioprojektu dosa-
    huje nejvší denní poslecho-
    vosti Radiožurl, ato ipřes
    nezanedbatelný mezikvarl
    pokles, kdy oproti první-
    mu pololetí přišel o64 tisíc
    posluchačů. Stabilní výsledky
    drží druhý Impuls, kmírnému
    propadu došlo utřetí Evropy
    2. Komu se naopak dařilo, byl
    Blaník, který snížil odstup na
    třetí pozici.
    
    
    Santa vprádelně, vposilov
    pod činkou, vmetru či jako
    hasič. Vánoční kamion Coca-
    -Coly dorazil na obrazovky
    spotřebitelů asním iletošní
    sváteční kampaň.
    „Svět potřebuje více Santů,
    kteří dělají drobné dobré
    skutky. Stačí je pouze objevit
    vkaždém znás,“ zní její posel-
    ství, které staví do hlavní role
    americký symbol Vánoc. Glo-
    lní spot má na svědomí tým
    WPP Open X pod vedením
    kreativní agentury VML aza
    přispění řady dalších agen-
    tur: Grey, Ogilvy PR, Essence
    Mediacom, Hogarth aJKR.
    Oseň „ICould Be Santa
    Claus“, která poprvé zazněla
    vroce 1974, se postarala brit-
    ská zpěvačka Celeste.
    „Ústřední myšlenkou
    letošní vánoční kampa
    je, že každý zs může být
    Santou aže to pravé kouzlo
    Vánoc spočívá především
    vtom, když někoho potěšíme
    dobrým skutkem či projevem
    laskavosti,“ vysvětluje Mária
    Drotárová, Senior Marketing
    Manager pro ČR aSR.
    Kreativci soutěžili ve
    vlaku, John Lewis má
    hladový stromeček
    aSanta nabírá svaly.
    Foto: Coca ‑Cola
    Zprávy
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  • Strana 5

    Inzerce
    
    
    Oocenění HbbTV Awards
    budou na konci listopadu na
    konferenci vNeapoli usilo-
    vat ičeské medlní skupiny
    NovaaPrima.
    Obě se dostaly na shortlist
    kategorie „Nejlepší využití
    HbbTV pro řešení založe
    na reklamě“. Nova za nabíd-
    ku Motion Screen, Prima
    splatformou Ad Simple,
    která umožňuje klientům
    rychlý aautomatizova
    kup reklamho formátu
    Switch -In.
    Skupina Nova se pak může
    dočkat ocenění idíky zpravo-
    dajskému servisu TN Live, ato
    vkategorii „Nejlepší marke-
    ting nebo propagace služby
    založené na HbbTV“.
    
    
    Britský řetězec John Lewis,
    bez jehož vánoční kampa
    nejen vBritánii neodstartuje
    předvánoční sezona, před-
    stavil svůj letošní sváteční
    spot. Poprvé po 14 letech ho
    nepřipravovala agentura
    Adam & Eve.
    Po vyhraném tendru se
    kreativy ujala Saatchi & Saat-
    chi, která společně sprodukcí
    Ri Ra Films arežisérským
    uskupením Megaforce
    představuje příběh chlapce,
    který si ze semínka pěstuje
    ideální vánoční stromeček,
    zněhož ale vyroste masožra-
    rostlina.
    Veselý příběh vybízející
    kzamyšlení udiváků podle
    měření společnosti System1
    uspěl aza efektivitu získal
    3,6hvězdy. Stím se sice
    neprobojoval do první desít-
    ky— tu vede řetězec Aldi— ale
    pro John Lewis to zname
    nejvyšší skóre za poslední
    tři roky. „Pořád mohou učit
    ostatní značky jak riskovat,
    skávat pozornost médií ato,
    jak zvánoční kampaně udělat
    skutečnou událost,“ uvedl Jon
    Evans ze System1.
    
    
    Adriána Kachman aKristýna
    Schönová zvítězily včeském
    kole soutěže Creative Express,
    které se odehlo na kolejích,
    ačeká je evropské nále pod
    hlavkou ADC Europe.
    Netradní formát pořada-
    telského Art Directors Clubu
    posadil deset týmů složených
    zmladých talentů na vlak
    Praha -Bratislava azt, aby
    na cestě vytvořily kreativní
    koncepty pro České dráhy.
    Vcílové stanici rozhodlo
    pro vítězky to, že výborně spo-
    jily benety osobního pohodlí
    aekologického chování.
    
    
    Očekávání, že se lidé po konci
    covidové krize budou vracet
    knákupům voine světě, se
    nenaplnilo. Podle dat společ-
    nosti Google jejich podíl stále
    narůstá — aktlně činí
    56 procent.
    Google sleduje nákupní
    chování spotřebitelů na k-
    doroční bázi. Podle letošního
    výzkumu podíl online nákupů
    roste napříč sektory. Vípadě
    spotřební elektroniky vzrostl
    z53 procent vroce 2019 na
    78 procent vroce 2023.
    „Stále větší váhu získává
    online vkategoriích, které byly
    doménou oine světa, jako je
    móda, kde vposledních dvou
    letech vidíme silný nástup,
    uvedl František Štrupl, jenž
    vGooglu vede obchodní tým
    zodpovědný za spolupráci
    se -commerce aretailovými
    společnostmi. Zatímco před
    čtyřmi lety nakupovalo módu
    online jen 27 procent Čechů,
    dnes jich je 61 procent. 
    Foto: John Lewis
    od
    MARKETING & MEDIA
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