Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
47/2023
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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Recept naúspěšnou značku?Podle letošní Effieho má Albert.47Strana 2
inz_CEZ_CSR-Pomahame(nosoroh)_210x280_M&M.indd 1inz_CEZ_CSR-Pomahame(nosoroh)_210x280_M&M.indd 1 10.11.2023 13:1510.11.2023 13:15Od roku 1993 vytvářímepro naše klienty úspěšnéPR a marketingové kampaně.Zajišťujeme mediální komunikaci, online a HR marketing,interní komunikaci a další služby spojené s pozitivním rozvojemznaček a rem.www.nativepr.czwelcome@nativepr.cz+420 221 592 450Inzerat Native_210x99.indd 1 25.10.22 14:22Strana 3
Od roku 1993 vytvářímepro naše klienty úspěšnéPR a marketingové kampaně.Zajišťujeme mediální komunikaci, online a HR marketing,interní komunikaci a další služby spojené s pozitivním rozvojemznaček a rem.www.nativepr.czwelcome@nativepr.cz+420 221 592 450Inzerat Native_210x99.indd 1 25.10.22 14:22Slavnostnímu večeru dominovala agenturaMcCann Prague spatnácti cenami. GrandPrix ale putovala do rukou VCCP sAlbertem.Přesně 118 dní trvala stávka hercůvHollywoodu. Jak zasáhla české produkce?B2B komunikace se neomezuje pouze naprodej produktů nebo služeb. Mnohem vícejde opéči ozákazníky ajejich informovanost.MUNI láká generaci Zke studiu.Opět se potvrdilo, že dlouhodobé investice doznačky se vyplácejí. Tentokrát vpřípadě výsled-ků české soutěže Ee. Anejde jen oGrand Prix,kterou si odnesla agentura VCCP sklientem Albertza systematické proměňování brandu řetězcevposledních šesti letech. Podobné se dá říci ooce-něních pro McCann Prague aČAP, které tři rokybojují proti nepřiměřené rychlosti auž dvakrát jeza to ocenila isoutěž Cannes Lions. Totéž vlastněukázala na Ee iBoomerang Communication,která smarketéry Kooperativy přesvědčila jejíobchodní oddělení, aby místo nabídky životníhopojištění přes akce efektivněji budovala důvěrubrandovými prvky atím izlepšila byznys.Jenže se zdá, že pod tlakem ekonomickéhovývoje se přístup společností opět obrací opač-ným směrem. Příkladem za všechny jsou nedávnézměny ve skupině Unilever, která patřila kprů-kopníkům budování silných značek spřesahem,kterým nejde jen ozisk. Tam se ido nejvyššíchrolí— včetně globálních CEO aCMO— dostalipůvodem vpodstatě „obchoďáci“. Avbudoucístrategii brandů se má opět dávat větší důraz najejich ziskovost. Tak snad se opět nezačne všudetlačit výkonnost anezapomene se na brandy. Pro-tože, jak říká Jenni Romaniuk,marketéři považujíaktiva značek za mnohem známější, než jsou. Takaby na ně pak lidé nezapomněli úplně.Jakub KřešničkaredaktorNa značceprostě záležíMARKETING & MEDIAStrana 4
se koná už 23.lis-topadu vO2 universu. Konfe-rence POPAI Fórum se zaměřína AI vretailu avyhlášenybudou též výsledky soutěžePOPAI Awards. vtendru zvolil agen-turu Ogilvy PR, spolupráce serozbíhá od listopadu. Agentu-ra uspěla také ve výběrovýchřízeních společností BurgerKing aSazka. zportfoliaNextPage Media se ze spole-čensko-ekonomického médiaposouvá do uceleného pod-nikatelského portálu zamě-řeného na podnikatele, maléastřední rmy aživnostníky. si ve výběrovémřízení na nákup aplánovánímediálního prostoru opětvybral agenturu PHD, kterátak zastřeší média pro značkyKFC, Pizza Hut aStarbucks. probíháuž 22.listopadu vpražském KCCity. Tématem je „Rovnováhabrandu avýkonu přináší byz-nys“, zároveň budou vyhláše-ny výsledky prvního ročníkuMasters of B2B Marketing. si vtendru na služ-by voblasti výkonnostníhomarketingu vybral agenturuGroupM Nexus, která tak stří-dá Marketup, jenž měl službyna starosti od roku 2018. navázala dlouhodo-bou spolupráci sorganizacíEnterprise Esports. Stalo setak před gamingovým mist-rovstvím ČR, které na koncilistopadu hostí Brno., česká značka spor-tovní výživy, změnila logo.Nová podoba, za níž stojí Gno-sis ze studia Yiskra, vznikla po1000 úpravách. Symbolizujemasku, která má pomoci lidemna sobě pracovat. otevřel svoudosud největší pobočkuvČeské republice. Je na Masa-rykově ulici vBrně ana ploše880m ve dvou patrech nabízí15700 artiklů. Magazín Campaignudělil vánočnímuspotu Amazonu titulKrocan týdne. „DataSystem1 jasně ukazují,že jediným krocanemtu je Campaign. Tenspot je geniální dílo.Proto používejte datakpochopení trhuanechte váš instinktdělat to, kčemu bylurčen — zpracovávatbalast,“ komentovalverdikt Mark Ritson.Nominační fází začal druhýročník soutěže Agentura roku,kterou pořádá týdeník Marke-ting & Media. Oproti úvodní-mu přináší změny vkategori-ích ipřísnější pravidla.Agentura roku je soutěžurčená kreativním adigitál-ním agenturám. Oceňuje sub-jekty aosoby, které vdanémroce vyčnívaly kvalitouodvedené práce, formová-ním prostředí české reklamyapodílením se na kultivacitrhu, ať již zpohledu etiky,transparentnosti aodpo-vědnosti, ale také podporoutalentu avytvářením příklad-ného pracovního prostředí.Nominace agentur, týmů čiosobností lze registrovat do15.prosince, ato vrámci dva-nácti kategorií. Některé oprotiprvnímu ročníku získalynové jméno, jiné nově vznikly— jako kategorie Nezávisláagentura roku. Vyhlášeníbude vdubnu 2024.Veškeré informace, pra-vidla inominační formulářjsou dostupné na stránkáchagenturaroku.mam.cz.Také pro vánoční kampaňvsadil diskontní řetězecPenny sagenturou Hullaba-loo na spolupráci sMichalemSuchánkem aRichardemGenzerem, kteří už účinkovalivjeho jarní komunikaci, kdyjako tváře ve videích nahra-dili Michala Davida. Jejichprvní reklama „Zacvičili jsmescenami“ od premiéry vbřez-nu jen na YouTube kanáluPenny sesbírala téměř čtyřimiliony zhlédnutí.Vánoční komunikacesází na osobitý humor dua,podepsaného pod spotem téžjako copywriteři, díky němužvzniklo přes deset variacíspotu. „Chceme lidi rozesmátado očí jim vhánět vmaxi-málním možném množstvíslzy smíchu. Věříme, že vtipanadsázka je to, co letos budeběhem Vánoc rezonovat,“uvedl Vít Vojtěch, vedoucí stra-tegického marketingu Penny.Trojana porazilo prasátko,Českou poštu úřednírozhodnutí aodhodláníDeníku N růst nákladů.201020132011201420122016200820172009202120182019202020222015Děkujemečeskému TV trhu za15 skvělých ročníkůwww.atmediaslavi15let.czStrana 5
Během slavnostního veče-ra soutěže Ee byly opětvyhlášeny výsledky soutěžeonejlepší herce amaskotyvreklamě. Po průzkumu rea-lizovaném agenturou ResSo-lution ve spolupráci sNielsenaAKA na Českém národnímpanelu žebříček mezi herciuž popáté ovládl Ivan Trojan,který je kvidění například vespotech Českých drah. Pře-kvapení nenastalo ani mezimaskoty, kde první příčkuzískalo prasátko zvánočníchkampaní Kofoly.Kandidáty vpanelu hodno-tilo osm tisíc respondentů naškále od 0 do 10. Ivan Trojanzískal výslednou známku7,31 aprasátko 7,95. Hodno-tily se reklamy za období odzáří2022 do srpna2023. Za tudobu bylo kvidění 210 unikát-ních spotů avystoupilo vnichpřes 120 osobností. Vpřípaděmaskotů se jednalo ozhruba170 spotů apřes 70 vystupují-cích postaviček.Když se Deník N po ziskovémroce 2022 vprvním letošnímpololetí znovu propadl dotéměř třímilionové ztráty,ředitel vydavatelství JánSimkanič sdělil MAM, že kezvýšení ceny předplatnéhodojde jen vnejnutnějším pří-padě, když to nepůjde jinak.Ta doba právě nastala.Informace onadcházejícímzdražení přišly čtenářůmběhem pátečního dne. „Odstartu Deníku N se nám podobu pěti let dařilo držetstejné ceny našeho digitální-ho předplatného, přestožesouhrnná inace za tu dobupřesahuje čtyřicet procent.Ovšem zásadní změny záko-nů voblasti médií, zdražo-vání distribuce ienergií,nárůst dalších nákladů aodNového roku také vyšší DPHna noviny nás nutí cenupředplatného poprvé mírnězvýšit,“ oznámil zdražení JánSimkanič. „Proto bude odledna2024 cena předplatné-ho začínat na 195 korunách zaměsíc, což je jen o30 korunvíc než dnes.“Český Deník N přednecelým měsícem oslavil svépáté výročí. Na konci první-ho pololetí 2023 měl 26 tisícpředplatitelů.Pět měsíců po zamítavémstanovisku Úřadu pro ochra-nu hospodářské soutěžena sloučení sčástí Prvnínovinové společnosti (PNS)vedení České pošty stáhlosvůj loňský návrh na povole-ní sloučení.Úřad vprvostupňovémrozhodnutí konstatoval, žespojení by vedlo kvytvořenípodniku sdominantnímpostavením, co by mělo zanásledek podstatné narušeníhospodářské soutěže na rele-vantních trzích doručovánízásilekProti rozhodnutí byl podánrozklad, oněmž rozhodovalpředseda Úřadu. Po staženínávrhu na povolení spojení zestrany České pošty předsedařízení zastavil. Přesto všakve svém rozhodnutí prove-dl výklad zákona votázcetýkající se dopadu žádostiodoložení dalších podkladůadůkazů ze strany Úřadu naběh lhůty pro vydání roz-hodnutí opovolení spojenísoutěžitelů. 201020132011201420122016200820172009202120182019202020222015Děkujemečeskému TV trhu za15 skvělých ročníkůwww.atmediaslavi15let.czMARKETING & MEDIAStrana 6
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