Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
46/2024
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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Forum Media 2024:koncentrovaný koktejlkomunikačního osvěžení.4611. listopadu 2024149 Kč"/"7 €Strana 2
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FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOORRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAPartneři:Mediální partneři:Odborní partneři:Pořadatel:Hlavní partneři:Hlavní mediální partneři:partnerům konferenceDěkujemeForum Media 2024FM_inz_210x280_MAM_podekovani-partnerum_2024.indd 1FM_inz_210x280_MAM_podekovani-partnerum_2024.indd 1 06.11.2024 15:4206.11.2024 15:42Jak vám chutnalo letošní Forum Media?Top konferenci roku před zaplněnýmsálem odstartovali Antonis Kocheilas svizíinspirační ekonomiky aCharles Spence stím,jak značkám prospívá zapojení všech smyslů.str.10–13Média atrhOznačování reklamy je největšímpř edmětem sváruTřetinu webů monitorovaných vMapě médiítvoří producenti obsahu, říká Josef Šlerka.str.8–9Forum MediaPro úspěšnou práci musím být sám sebouLidi překvapuje, když řeknu, že jsemintrovert, před kamerou jsem si muselzvykat, říká britský velvyslanec Matt Field.str.14–16Forum MediaOd autentičnosti značek krizikům AIUmělá inteligence je nástroj, ale skutečnouhodnotu jí dáváte vy, lidé, zaznělo vsáleMAM Stage.str.20–23Forum MediaÉra post-pravdy, ruské dezinformaceČlověk by rád věřil, že pravda zvítězí, jenželež má výhodu, řekl novinář Martin Lainena scéně PR Summit.str.32–33Forum MediaTaké konzistence může být sexyJak na úspěšné kampaně ipřihláškydo soutěží, ukázali zástupci značekaagentur vsále Ee Stage.str.34– 40Forum MediaJak se obrnit proti hnoji sociálních sítíLze odlišit konstruktivní kritiku od plivancůzávistivců? Odpovědi hledali shitstormyostřílení experti na scéně Me-Dia-Log.str.48–49Foto na titulní straně: Oldřich DrnecⓉForum MediaSkvělý den. Bomba akce. Velké nadšení. Každý rokje to lepší. Fakt našlapaný program. Organizačněto nemá chybu…Jsem zvyklá být normálně největším kritikemvmístnosti, čehokoli, ivlastní práce. Má to svévýhody — č lověka pak příliš nerozhází pár nehez-kých slov anedělá si hlavu ztoho, co si oněmdruzí myslí. Jenže teď to bylo všechno nějak jinak.Na kohokoli jsem minulý čtvrtek na Foru Medianarazila — aže těch srážek bylo dost — byl nadše-ný. Nikdo nechtěl kritizovat, ato ani spřihráv-kou na smeč. Apřitom je to unás takový hezkýnárodní sport. Tady se dloube do všeho, nit suchánezůstane! Ikdyby mě lo jít ovelikost chlebíčků čikvalitu toaletního papíru. Protože to jsou přeci tyvěci, proč lidé na konference chodí, že ano.Jenže teď ne. Bylo to jako nějaká pozitivníepidemie, ovládla všechny od rána adržela se násdo večera. Tak snad iteď ve vás všech zůstal pocit,že Forum Media je takové, jaké ho chcete mít.Adokáže být „authentic, engaging and purpose-ful“. Ten, kdo zůstal až do posledního askutečnězábavného vystoupení dne, kdy hovořil britskývelvyslanec Matt Field, ví, kam mířím.Děkuji vám, že jste utoho byli snámi, agratulujicelému organizačnímu týmu ke skvělé, skutečněmezinárodní akci. Připomeňte si ji na následují-cích stránkách.Radana ČechovášéfredaktorkaAuthentic, engagingand purposefulČíslo týdne11,12 %procenta představuje meziroční zvýšeníobratu společnosti dm Česká republika.Za obchodní rok 2023/2024 je tak tentonárůst 18,1 miliardy korun.MARKETING & MEDIAStrana 4
Web o novinkách ze světatotal videa, televize a reklamy.Přečtěte siaktuality, trendyi případové studieze zahraničí i ČR.SCREENV OICE.C ZScreenVoice.czPrimark otevřel pobočkuvPraze na Zličíně. Nová pro-dejna nabízí sezonní trendyvmódě, kosmetice, životnímstylu adomácích potřebách.Vision Thing, programatic-ká DOOH reklamní síť vČeskuana Slovensku, pokračuje vesvé expanzi apřidává tři novédigitální billboardy vPraze.Tipsport má poprvé mediál-ní agenturu, obří tendr vyhrálStarcom. Firma si od spolu-práce se Starcomem vř ádechdesítek milionů ročně slibujevýhodnější ceny inzerce.Colours of Ostrava před-stavuje novou vizuální iden-titu, jejímž autorem je StudioNajbrt. Po 12 letech se měnílogo, okolní vizuál se promě-ňoval vprůběhu let několikrát— od konceptu lidské tvářepřes květinové motivy pobarevné útvary avzory.Max, známé streamovacíplatformě, přibylo ve třetímčtvrtletí více než sedm mili-onů předplatitelů. Oznámilarovněž, že ještě vletošnímroce začne spřípravami naukončení sdílení hesel.Billa uvádí na trh novou pri-vátní značku pálenek alikérůUSedmi kašen. Na začátkunabídne pět tradičních pále-nek ajeden likér — tuzemskýrum, vodku, meruňkovici,slivovici, hruškovici avaječnýlikér.Livesport kupuje konku-renta s25 miliony měsíčníchuživatelů. Akvizicí BeSoccerchce zvýšit pokrytí španělskyafrancouzsky mluvících trhů.TikTok za půl roku navýšilpočet svých uživatelů vEvrop-ské unii oosm milionů, nyníjich eviduje 150 milionů.Kiwi.com spouští novoukampaň „New ZENeration oftravel“. Představuje vní novýprodukt — Kiwi.com Guaran-tee, který má zajistit bezsta-rostné cestování. /SvodkaDvě třetiny vedoucíchpracovníků voblastizákaznickýchzkušenostípředpovídají,že poptávka poobsahu vzrostevpříštích dvou letecho500procent, uvedlave svém projevuna Foru Media„marketing solutionslead“ TikToku vEUTamsin Vincent.Ve finále ADCEjsou Češi čtyřikrátArt Directors Club of Europe(ADCE) oznámil nalisty33. ročníku kreativní sou-těže ADCE Awards. Mezi370úspěšných přihlášekz22zemí se čtyřikrát probojo-valy ičeské kampaně.Projekt Fofrtaška proKauand od agentur DDBPrague, DDB FTW, OMD, FuseaFleishmanHillard uspělvkategoriích Brand Experi-ence– PR / Events aIntegra-ted & Innovation BrandedContent.Vkategorii Brand Experi-ence– PR / Events zabojujetaké projekt Pilsner Gownpro Pilsner Urquell od studiaImminent ve spoluprácisagenturou Bison & Rose.Pivo ze vzduchu pro Rade-gast od agentur Triad Prague,Boomerang Communicationaprodukce Punk Film pakzískal nominaci vkategoriiIntegrated & Innovation–Best use of Technology.Vítězové budou známivpátek 22.listopadu nazávěr ADCE Festivalu, kterýse koná ve čtvrtek avpátekvBarceloně.T-M ob il e bo říbariéryDeutsche Telekom uvedlvánoční kampaň zaměře-nou na bourání bariér mezilidmi, která bude nasazena na11trzích, včetně Česka. Spotvypráví příběh dvou dívekzodlišných světů oddělenýchskleněnou stěnou, jejichžpřátelství nakonec překonápočáteční nedůvěru.Tato moderní pohádkamá inspirovat diváky květšíotevřenosti aporozuměníataké k tomu, že navzdoryrozdílům lze najít společnouřeč avzájemné pochopení. Zakampaní stojí slovenská agen-tura MUW Saatchi & Saatchi,režíroval ji německý režisérAlex Feil, známý kampaněmipro BMW aEdeku, aproduko-vala pražská Armada Films.Okameru se postaralMortimer Hochberg, maskyvytvořil oscarový Mark Cou-lier ahudbu dodalo německéČeši slaví úspěchvADCE Awards, rmyse radují zESG žebříčkuaMcDonald’szvítězstvívSouboji spotů.Foto: Deutsche Telekom4 — 5ZprávyStrana 5
Web o novinkách ze světatotal videa, televize a reklamy.Přečtěte siaktuality, trendyi případové studieze zahraničí i ČR.SCREENV OICE.C ZScreenVoice.czInzerceSupreme Music. Hlavní roleztvárnily britské herečkyMolly McLaine aBumbleClark. Kampaň, vedle televiz-ního spotu, doplňuje rozsáhláonline aPR komunikace.Liftago aČestmírtvoří dvojkuLiftago odstartovalo spolu-práci stvůrcem podcastůČestmírem Strakatým.Zároveň pokračuje vkomu-nikaci své hlavní propozice— bezpečnosti. Brandovoulinku „Neboj, jedu Liftagem“,se kterou Liftago začalo letosna jaře, tak propojuje znač-ku stvorbou ahodnotamiStrakatého.Vrámci partnerství se Stra-katým bude česká přepravníaplikace zmiňována jakopartner rozhovorů na You-Tube avšech podcastovýchplatformách.Rock for Peopleoslaví třicátinyRock for People oslaví v létějubileum: 30.narozeniny.Kvýročí si nadělil novouvizuální identitu, která odrážíjeho prolaci na trhu, silnouvizi asebevědomou prezen-taci. Novou podobu dostaloilogo. Gracký design pocházízdílny slovenského StudiaEcht. „Pro naše fanoušky jeRock for People každoročním‚dobitím baterek‘ ve světěmoderní energické rockovéhudby. Naší snahou bylo conejautentičtěji zachytit esencifestivalu amoderní formou jipředat potenciálním návštěv-níkům,“ říká Luděk Motyč-ka, „marketing & bookingdirector“ společnosti AmebaProduction, která festivalRock for People organizuje.Pořadatelé festivalu kroměnového vizuálu představiliiprodloužený termín oslav30. narozenin způvodní-ho třídenního termínu. Nanávštěvníky čeká vhra-deckém Parku 360čtyř-denní program od 11. do14.června2025.MAM Souboj spotůovládla radostŘíjnové kolo MAMSoubojespotů se ziskem necelých60 procent hlasů ovládlareklama na Sýrovou sezonuMcDonald’s. Kampaň od DDBPrague vní návrat oblíbené„limitky“ slaví dětskou radostína skákacích míčích.Druhá se umístila vánočníkampaň Alzy se ziskem lehcepřes 20 procent hlasů. Třetípak byla kampaň „Svo-boda nás spojuje“ spolkuDíky, že můžem aVerticalProduction.První dva spoty opět otestu-je Behavio, výsledky přinesenásledující vydání MAM.Které firmy jsouudržitelné?Tři čtvrtiny Čechů věří, žermy by měly klást stejnýdůraz na udržitelnost jakona zisk. Zároveň 60 pro-cent Čechů za poslední rokpřizpůsobilo své nákupnínávyky sohledem na odpo-vědnost rem vůči životnímuprostředí.Asociace společenskéodpovědnosti ve spoluprácisčasopisem Forbes letospotřetí představila ESGžebříček, který oceňuje rmyvedoucí vudržitelnosti, jakzhlediska vlivu na společnostaživotní prostředí, tak izpů-sobu řízení.Vžebříčku se umístilo desetnejlepších velkých podniků,mezi které patří napříkladČEZ, Komerční banka,Vodafone nebo PlzeňskýPrazdroj, apět malých astřed-ních rem, kam patří třebaSonnentor aGood Sailors. Cel-kem se tento rok do hodnoce-ní přihlásilo 78 rem. Analýzaukázala, že menší rmy sečastěji zaměřují na konkrétnítémata udržitelnosti aefek-tivněji posuzují materiálovoupodstatu těchto témat. /Foto: Ameba ProductionMARKETING & MEDIAStrana 6
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Authentic, engaging and purposeful
Skvělý den. Bomba akce. Velké nadšení. Každý rok je to lepší. Fakt našlapaný program. Organizačně to nemá chybu…
Jsem zvyklá být normálně největším kritikem v místnosti, čehokoli, i vlastní práce. Má to své výhody — člověka pak příliš nerozhází pár nehez- kých slov a nedělá si hlavu z toho, co si o něm druzí myslí. Jenže teď to bylo všechno nějak jinak. Na kohokoli jsem minulý čtvrtek na Foru Media narazila — a že těch srážek bylo dost — byl nadše- ný. Nikdo nechtěl kritizovat, a to ani s přihráv- kou na smeč. A přitom je to u nás takový hezký národní sport. Tady se dloube do všeho, nit suchá nezůstane! I kdyby mělo jít o velikost chlebíčků či kvalitu toaletního papíru. Protože to jsou přeci ty věci, proč lidé na konference chodí, že ano.
Jenže teď ne. Bylo to jako nějaká pozitivní epidemie, ovládla všechny od rána a držela se nás do večera. Tak snad i teď ve vás všech zůstal pocit, že Forum Media je takové, jaké ho chcete mít.
A dokáže být „authentic, engaging and purpose- ful“. Ten, kdo zůstal až do posledního a skutečně zábavného vystoupení dne, kdy hovořil britský velvyslanec Matt Field, ví, kam mířím.
Děkuji vám, že jste u toho byli s námi, a gratuluji celému organizačnímu týmu ke skvělé, skutečně mezinárodní akci. Připomeňte si ji na následují- cích stránkách.
Radana Čechová
šéfredaktorka
Obsah
T Forum Media
Jak vám chutnalo letošní Forum Media?
Top konferenci roku před zaplněným sálem odstartovali Antonis Kocheilas s vizí inspirační ekonomiky a Charles Spence s tím, jak značkám prospívá zapojení všech smyslů.
str. 10–13
Média a trh
Označování reklamy je největším předmětem sváru
Třetinu webů monitorovaných v Mapě médií tvoří producenti obsahu, říká Josef Šlerka. str. 8–9
Forum Media
Pro úspěšnou práci musím být sám sebou
Lidi překvapuje, když řeknu, že jsem introvert, před kamerou jsem si musel zvykat, říká britský velvyslanec Matt Field.
str. 14–16
Forum Media
Od autentičnosti značek k rizikům AI
Umělá inteligence je nástroj, ale skutečnou hodnotu jí dáváte vy, lidé, zaznělo v sále MAM Stage.
str. 20–23
Forum Media
Éra post-pravdy, ruské dezinformace
Člověk by rád věřil, že pravda zvítězí, jenže lež má výhodu, řekl novinář Martin Laine na scéně PR Summit.
str. 32–33
Forum Media
Také konzistence může být sexy
Jak na úspěšné kampaně i přihlášky do soutěží, ukázali zástupci značek a agentur v sále Effie Stage.
str. 34–40
Forum Media
Jak se obrnit proti hnoji sociálních sítí
Lze odlišit konstruktivní kritiku od plivanců závistivců? Odpovědi hledali shitstormy ostřílení experti na scéně Me-Dia-Log.
str. 48–49
Svodka
Primark otevřel pobočku v Praze na Zličíně. Nová pro- dejna nabízí sezonní trendy v módě, kosmetice, životním stylu a domácích potřebách.
Vision Thing, programatic- ká DOOH reklamní síť v Česku a na Slovensku, pokračuje ve své expanzi a přidává tři nové digitální billboardy v Praze.
Tipsport má poprvé mediál- ní agenturu, obří tendr vyhrál Starcom. Firma si od spolu- práce se Starcomem v řádech desítek milionů ročně slibuje výhodnější ceny inzerce.
Colours of Ostrava před- stavuje novou vizuální iden-
titu, jejímž autorem je Studio Najbrt. Po 12 letech se mění logo, okolní vizuál se promě- ňoval v průběhu let několikrát— od konceptu lidské tváře přes květinové motivy po barevné útvary a vzory.
Max, známé streamovací platformě, přibylo ve třetím čtvrtletí více než sedm mili- onů předplatitelů. Oznámila rovněž, že ještě v letošním roce začne s přípravami na ukončení sdílení hesel.
Billa uvádí na trh novou pri- vátní značku pálenek a likérů U Sedmi kašen. Na začátku nabídne pět tradičních pále- nek a jeden likér — tuzemský rum, vodku, meruňkovici, slivovici, hruškovici a vaječný likér.
Livesport kupuje konku- renta s 25 miliony měsíčních uživatelů. Akvizicí BeSoccer chce zvýšit pokrytí španělsky a francouzsky mluvících trhů.
TikTok za půl roku navýšil počet svých uživatelů v Evrop- ské unii o osm milionů, nyní jich eviduje 150 milionů.
Kiwi.com spouští novou kampaň „New ZENeration of travel“. Představuje v ní nový produkt — Kiwi.com Guaran- tee, který má zajistit bezsta- rostné cestování. ■
Češi slaví úspěch v ADCE Awards, firmy se radují z ESG žebříčku a McDonald’s z vítězství v Souboji s
❜❜Dvě třetiny vedoucích pracovníků v oblasti zákaznických zkušeností předpovídají, že poptávka po obsahu vzroste v příštích dvou letech o 500 procent, uvedla ve svém projevu na Foru Media „marketing solutions lead“ TikToku v EU Tamsin Vincent.
Ve finále ADCE jsou Češi čtyřikrát
Art Directors Club of Europe (ADCE) oznámil finalisty 33. ročníku kreativní soutěže ADCE Awards. Mezi 370 úspěšných přihlášek z 22 zemí se čtyřikrát probojovaly i české kampaně. Projekt Fofrtaška pro Kaufland od agentur DDB Prague, DDB FTW, OMD, Fuse a FleishmanHillard uspěl v kategoriích Brand Experience – PR / Events a Integrated & Innovation Branded Content. V kategorii Brand Experience – PR / Events zabojuje také projekt Pilsner Gown pro Pilsner Urquell od studia Imminent ve spolupráci s agenturou Bison & Rose. Pivo ze vzduchu pro Radegast od agentur Triad Prague, Boomerang Communication a produkce Punk Film pak získal nominaci v kategorii Integrated & Innovation – Best use of Technology. Vítězové budou známi v pátek 22. listopadu na závěr ADCE Festivalu, který se koná ve čtvrtek a v pátek v Barceloně.
T-Mobile boří bariéry
Deutsche Telekom uvedl vánoční kampaň zaměřenou na bourání bariér mezi lidmi, která bude nasazena na 11 trzích, včetně Česka. Spot vypráví příběh dvou dívek z odlišných světů oddělených skleněnou stěnou, jejichž přátelství nakonec překoná počáteční nedůvěru. Tato moderní pohádka má inspirovat diváky k větší otevřenosti a porozumění a také k tomu, že navzdory rozdílům lze najít společnou řeč a vzájemné pochopení. Za kampaní stojí slovenská agentura MUW Saatchi & Saatchi, režíroval ji německý režisér Alex Feil, známý kampaněmi pro BMW a Edeku, a produkovala pražská Armada Films. O kameru se postaral Mortimer Hochberg, masky vytvořil oscarový Mark Coulier a hudbu dodalo německé Supreme Music. Hlavní role ztvárnily britské herečky Molly McLaine a Bumble Clark. Kampaň, vedle televiz- ního spotu, doplňuje rozsáhlá online a PR komunikace.
Liftago a Čestmír tvoří dvojku
Liftago odstartovalo spolu- práci s tvůrcem podcastů Čestmírem Strakatým.
Zároveň pokračuje v komu- nikaci své hlavní propozice — bezpečnosti. Brandovou linku „Neboj, jedu Liftagem“, se kterou Liftago začalo letos na jaře, tak propojuje znač- ku s tvorbou a hodnotami Strakatého.
V rámci partnerství se Stra- katým bude česká přepravní aplikace zmiňována jako partner rozhovorů na You- Tube a všech podcastových platformách.
Rock for People oslaví třicátiny
Rock for People oslaví v létě jubileum: 30. narozeniny. K výročí si nadělil novou vizuální identitu, která odráží jeho profilaci na trhu, silnou vizi a sebevědomou prezen- taci. Novou podobu dostalo i logo. Grafický design pochází z dílny slovenského Studia Echt. „Pro naše fanoušky je Rock for People každoročním ‚dobitím baterek‘ ve světě moderní energické rockové hudby. Naší snahou bylo co nejautentičtěji zachytit esenci festivalu a moderní formou ji předat potenciálním návštěv- níkům,“ říká Luděk Motyč- ka, „marketing & booking director“ společnosti Ameba Production, která festival Rock for People organizuje. Pořadatelé festivalu kromě nového vizuálu představili i prodloužený termín oslav 30. narozenin z původní- ho třídenního termínu. Na návštěvníky čeká v hra- deckém Parku 360 čtyř- denní program od 11. do 14. června 2025.
MAM Souboj spotů ovládla radost
Říjnové kolo MAM Souboje spotů se ziskem necelých 60 procent hlasů ovládla reklama na Sýrovou sezonu McDonald’s. Kampaň od DDB Prague v ní návrat oblíbené „limitky“ slaví dětskou radostí na skákacích míčích. Druhá se umístila vánoční kampaň Alzy se ziskem lehce přes 20 procent hlasů. Třetí pak byla kampaň „Svo- boda nás spojuje“ spolku Díky, že můžem a Vertical Production. První dva spoty opět otestu- je Behavio, výsledky přinese následující vydání MAM.
Které firmy jsou udržitelné?
Tři čtvrtiny Čechů věří, že firmy by měly klást stejný důraz na udržitelnost jako na zisk. Zároveň 60 pro- cent Čechů za poslední rok přizpůsobilo své nákupní návyky s ohledem na odpo- vědnost firem vůči životnímu prostředí. Asociace společenské odpovědnosti ve spolupráci s časopisem Forbes letos potřetí představila ESG žebříček, který oceňuje firmy vedoucí v udržitelnosti, jak z hlediska vlivu na společnost a životní prostředí, tak i způ- sobu řízení. V žebříčku se umístilo deset nejlepších velkých podniků, mezi které patří například ČEZ, Komerční banka, Vodafone nebo Plzeňský Prazdroj, a pět malých a střed- ních firem, kam patří třeba Sonnentor a Good Sailors. Cel- kem se tento rok do hodnoce- ní přihlásilo 78 firem. Analýza ukázala, že menší firmy se častěji zaměřují na konkrétní témata udržitelnosti a efek- tivněji posuzují materiálovou podstatu těchto témat. ■
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