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.

  • Strana 1

    Recept na
    úspěšnou značku?
    Podle letošní Effie
    ho má Albert.
    47
    
    
  • Strana 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 13:15
    Od roku 1993 vytváříme
    pro naše klienty úspěšné
    PR a marketingové kampaně.
    Zajišťujeme mediální komunikaci, online a HR marketing,
    interní komunikaci a další služby spojené s pozitivním rozvojem
    značek a rem.
    www.nativepr.cz
    welcome@nativepr.cz
    +420 221 592 450
    Inzerat Native_210x99.indd 1 25.10.22 14:22
  • Strana 3

    Od roku 1993 vytváříme
    pro naše klienty úspěšné
    PR a marketingové kampaně.
    Zajišťujeme mediální komunikaci, online a HR marketing,
    interní komunikaci a další služby spojené s pozitivním rozvojem
    značek a rem.
    www.nativepr.cz
    welcome@nativepr.cz
    +420 221 592 450
    Inzerat Native_210x99.indd 1 25.10.22 14:22
    
    
    Slavnostnímu večeru dominovala agentura
    McCann Prague spatnácti cenami. Grand
    Prix ale putovala do rukou VCCP sAlbertem.
    
    
    
    
    Přesně 118 dní trvala stávka herců
    vHollywoodu. Jak zasáhla české produkce?
    
    
    
    
    B2B komunikace se neomezuje pouze na
    prodej produktů nebo služeb. Mnohem více
    jde opéči ozákazníky ajejich informovanost.
    
    
    
    MUNI láká generaci Zke studiu.
    
    
    
    Opět se potvrdilo, že dlouhodobé investice do
    značky se vyplácejí. Tentokrát vpřípadě výsled-
    ků české soutěže Ee. Anejde jen oGrand Prix,
    kterou si odnesla agentura VCCP sklientem Albert
    za systematické proměňování brandu řetězce
    vposledních šesti letech. Podobné se dá říci ooce-
    něních pro McCann Prague aČAP, které tři roky
    bojují proti nepřiměřené rychlosti auž dvakrát je
    za to ocenila isoutěž Cannes Lions. Totéž vlast
    ukázala na Ee iBoomerang Communication,
    která smarketéry Kooperativy přesvědčila její
    obchodní oddělení, aby místo nabídky životního
    pojištění přes akce efektivněji budovala důvěru
    brandovými prvky am izlepšila byznys.
    Jenže se zdá, že pod tlakem ekonomického
    vývoje se přístup společností opět obrací opač-
    m směrem. Příkladem za všechny jsou nedávné
    změny ve skupině Unilever, která patřila kprů-
    kopním budování silných značek spřesahem,
    kterým nejde jen ozisk. Tam se ido nejvyšších
    rolí— včetně globálních CEO aCMO— dostali
    původem vpodstatě „obchoďáci“. Avbudoucí
    strategii brandů se má opět dávat větší důraz na
    jejich ziskovost. Tak snad se opět nezačne všude
    tlačit výkonnost anezapomene se na brandy. Pro-
    tože, jak říká Jenni Romaniuk,marketéři považují
    aktiva značek za mnohem zmější, než jsou. Tak
    aby na ně pak lidé nezapomněli úplně.
    Jakub Křešnička
    redaktor
    Na značce
    prostě záleží
    MARKETING & MEDIA
  • Strana 4

     se koná už 23.lis-
    topadu vO2 universu. Konfe-
    rence POPAI Fórum se zaměří
    na AI vretailu avyhlášeny
    budou též výsledky soutěže
    POPAI Awards.
     vtendru zvolil agen-
    turu Ogilvy PR, spolupráce se
    rozbí od listopadu. Agentu-
    ra uspěla také ve výběrových
    řízeních společností Burger
    King aSazka.
     zportfolia
    NextPage Media se ze spole-
    čensko-ekonomického média
    posouvá do uceleného pod-
    nikatelského portálu za-
    řeného na podnikatele, ma
    astřední rmy aživnostky.
     si ve výběrovém
    řízení na nákup aplánování
    medlního prostoru opět
    vybral agenturu PHD, která
    tak zastřeší média pro značky
    KFC, Pizza Hut aStarbucks.
     probí
    už 22.listopadu vpražském KC
    City. Tématem je „Rovnováha
    brandu avýkonu přináší byz-
    nys“, zároveň budou vyhláše-
    ny výsledky prvního ročníku
    Masters of B2B Marketing.
     si vtendru na služ-
    by voblasti výkonnostního
    marketingu vybral agenturu
    GroupM Nexus, která tak stří-
    dá Marketup, jenž měl služby
    na starosti od roku 2018.
     navázala dlouhodo-
    bou spolupráci sorganizací
    Enterprise Esports. Stalo se
    tak před gamingovým mist-
    rovstvím ČR, které na konci
    listopadu hostí Brno.
    , česká značka spor-
    tovní výživy, změnila logo.
    Nová podoba, za níž stojí Gno-
    sis ze studia Yiskra, vznikla po
    1000 úpravách. Symbolizuje
    masku, která má pomoci lidem
    na sobě pracovat.
     otevřel svou
    dosud největší pobku
    vČeské republice. Je na Masa-
    rykově ulici vBrně ana ploše
    880m ve dvou patrech nabí
    15700 artiklů. 
    
    Magazín Campaign
    udělil vánočnímu
    spotu Amazonu titul
    Krocan týdne. „Data
    System1 jasně ukazují,
    že jediným krocanem
    tu je Campaign. Ten
    spot je geniální dílo.
    Proto poívejte data
    kpochopení trhu
    anechte váš instinkt
    lat to, kčemu byl
    určen — zpracovávat
    balast, komentoval
    verdikt Mark Ritson.
    
    
    Nominační fází začal dru
    ročník soutěže Agentura roku,
    kterou pořádá týdeník Marke-
    ting & Media. Oproti úvod-
    mu přiší změny vkategori-
    ích ipřísnější pravidla.
    Agentura roku je soutěž
    určená kreativm adigitál-
    m agenturám. Oceňuje sub-
    jekty aosoby, které vdaném
    roce vnívaly kvalitou
    odvedené práce, formová-
    m prostředí české reklamy
    apodílením se na kultivaci
    trhu, ať již zpohledu etiky,
    transparentnosti aodpo-
    vědnosti, ale také podporou
    talentu avytřením příklad-
    ného pracovního prosedí.
    Nominace agentur, týmů či
    osobností lze registrovat do
    15.prosince, ato vrámci dva-
    nácti kategorií. Některé oproti
    prvnímu ročníku získaly
    nové jméno, jiné nově vznikly
    — jako kategorie Nezávislá
    agentura roku. Vyhšení
    bude vdubnu 2024.
    Veškeré informace, pra-
    vidla inominační formuř
    jsou dostupné na stránkách
    agenturaroku.mam.cz.
    
    
    Také pro vánoční kampaň
    vsadil diskontní řetězec
    Penny sagenturou Hullaba-
    loo na spolupráci sMichalem
    Suchánkem aRichardem
    Genzerem, kteří už účinkovali
    vjeho jarní komunikaci, kdy
    jako tváře ve videích nahra-
    dili Michala Davida. Jejich
    první reklama „Zacvičili jsme
    scenami“ od premiéry vbřez-
    nu jen na YouTube kalu
    Penny sesbírala téměř čtyři
    miliony zhlédnutí.
    Vánoční komunikace
    zí na osobitý humor dua,
    podepsaného pod spotem též
    jako copywriteři, díky němuž
    vzniklo přes deset variací
    spotu. „Chceme lidi rozesmát
    ado očí jim vhánět vmaxi-
    lm možném množství
    slzy smíchu. Věříme, že vtip
    anadsázka je to, co letos bude
    hem Vánoc rezonovat,
    uvedl Vít Vojtěch, vedoucí stra-
    tegického marketingu Penny.
    Trojana porazilo prasátko,
    Českou poštu úřední
    rozhodnutí aodhodlá
    Deku N růst nákladů.
    
    2010
    2013
    2011
    2014
    2012
    2016
    2008
    2017
    2009
    2021
    2018
    201
    9
    2020
    2022
    2015
    Děkujeme
    českému TV trhu za
    15 skvělých ročníků
    www.atmediaslavi15let.cz
    
    
  • Strana 5

    
    
    hem slavnostho veče-
    ra soutěže Ee byly opět
    vyhlášeny výsledky soutěže
    onejlepší herce amaskoty
    vreklamě. Po průzkumu rea-
    lizovaném agenturou ResSo-
    lution ve spolupráci sNielsen
    aAKA na Českém národním
    panelu žebříček mezi herci
    už popáté ovládl Ivan Trojan,
    který je kvidění například ve
    spotech Českých drah. Pře-
    kvapení nenastalo ani mezi
    maskoty, kde první příčku
    skalo prasátko zvánočních
    kampaní Kofoly.
    Kandidáty vpanelu hodno-
    tilo osm tisíc respondentů na
    škále od 0 do 10. Ivan Trojan
    skal výslednou známku
    7,31 aprasátko 7,95. Hodno-
    tily se reklamy za období od
    ří2022 do srpna2023. Za tu
    dobu bylo kvidění 210 unikát-
    ních spotů avystoupilo vnich
    přes 120 osobností. Vpřípadě
    maskotů se jednalo ozhruba
    170 spotů apřes 70 vystupují-
    cích postaviček.
    
    
    Když se Deník N po ziskovém
    roce 2022 vprvním letošním
    pololetí znovu propadl do
    téměř třímilionové ztráty,
    ředitel vydavatelství Ján
    Simkanič sdělil MAM, že ke
    zvýšení ceny předplatného
    dojde jen vnejnutnějším pří-
    padě, když to nepůjde jinak.
    Ta doba právě nastala.
    Informace onadcházejícím
    zdražení přišly čtenářům
    hem pátečního dne.Od
    startu Deníku N se nám po
    dobu pěti let dilo det
    stejné ceny našeho digitál-
    ho předplatného, přestože
    souhrnná inace za tu dobu
    přesahuje čtyřicet procent.
    Ovšem zásadní změny záko-
    nů voblasti médií, zdro-
    ní distribuce ienergií,
    st dalších nákladů aod
    Nového roku také vší DPH
    na noviny nás nutí cenu
    předplatného poprvé mír
    zvýšit,“ oznámil zdražení Ján
    Simkanič. „Proto bude od
    ledna2024 cena předplatné-
    ho začínat na 195 korunách za
    měsíc, což je jen o30 korun
    víc než dnes.
    Český Dek N před
    necelým měsícem oslavil své
    páté výročí. Na konci první-
    ho pololetí 2023 měl 26 tisíc
    předplatitelů.
    
    
    Pět měsíců po zamítavém
    stanovisku Úřadu pro ochra-
    nu hospodářské soutěže
    na sloučení sčástí První
    novinové společnosti (PNS)
    vedení České pošty stáhlo
    svůj loňský návrh na povole-
    ní sloučení.
    Úřad vprvostupňovém
    rozhodnutí konstatoval, že
    spojení by vedlo kvytvoření
    podniku sdominantním
    postavením, co by mělo za
    sledek podstatné narení
    hospořské soutěže na rele-
    vantních trzích doručová
    silek
    Proti rozhodnutí byl podán
    rozklad, oněmž rozhodoval
    předseda Úřadu. Po stažení
    návrhu na povolení spojení ze
    strany České pošty předseda
    řízení zastavil. Přesto však
    ve svém rozhodnutí prove-
    dl výklad zákona votázce
    týkající se dopadu žádosti
    odoložení dalších podkladů
    adůkazů ze strany Úřadu na
    běh lhůty pro vydání roz-
    hodnutí opovolení spojení
    soutěžitelů. 
    2010
    2013
    2011
    2014
    2012
    2016
    2008
    2017
    2009
    2021
    2018
    2019
    2020
    2022
    2015
    Děkujeme
    českému TV trhu za
    15 skvělých ročníků
    www.atmediaslavi15let.cz
    
    MARKETING & MEDIA
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