Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
48/2023
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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Reklamní investice do gamingu jsou nízké.Přitom je pro značky možností, jak zasáhnoutvelkou a jinak těžko oslovitelnou skupinu.Jedním ze dvou vrcholů předvánočníchnákupů je černý pátek.V Googlu provedli hloubkovou analýzudesítek tisíc „brand liftů“ a zde je několikzákladních doporučení pro tvorbu kreativ.Příběhům, které vzbuzují emoce, lidévíce důvěřují a jsou díky nim štědřejší,říká Richard Dool ze CNN.V honbě za omlazením a oslovením GenZznačky často balancují na hraně meziautenticitou a „cringem“.Žádný řečník konference POPAI Forumse nevyhnul tématu umělé inteligence,řeší se napříč obory.Již nyní vidíme, že to bude velmi úspěšnákampaň, říká k vánočním spotům Pennyvedoucí strategického marketingu řetězce.Zaznamenali jste ominulém víkendu skandáltří hráčů české fotbalové reprezentace? Pakliženáhodou ne, zde je „long story short“: dva dny předzápasem roku, ve kterém se mimo jiné hrálo očtvrtmiliardy korun pro vyprázdněnou svazovou kasu,se trojice opor do rána veselila na známé olomouc-ké diskotéce. Nechme stranou, co ktomu hráčevedlo aproč si mysleli, že se vpřímém přenosunestanou hvězdami sociálních sítí. Ptejme se, kdose stal hlavním poraženým celé kauzy.Byli to ti tři amendři, kterým trvalo tři avícední, než přišli snepříliš upřímnými omluvami?Ne! Byla to fotbalová reprezentace, která jejichchování nedokázala pořádně odsoudit afurt ji jenněco mrzelo? Kdepak! Byli to sponzoři Fotbalovéasociace ČR, kteří dostali další pádný důvod kezvažování budoucnosti partnerství, které můžejejich brandy poškozovat? Také ne. Tím skuteč-ným lůzrem se stalo místo činu. Klub Belmondo.Obří nahrávku na smeč totiž ukázkově zazdiladoslova propadl zpředmětu „reakční marke-ting“. Místo, aby zkauzy vytřískal, co se dá, využiltoho, že se hrálo právě vOlomouci auspořádal vel-kou party, na které by se nakonec slavil neslavnýpostup na mistrovství Evropy, zabil nejzásadnějšímoment své existence příspěvkem na Facebooku.„Teď je potřeba si trochu odpočinout po prodlou-ženém víkendu— znovu se uvidíme ve středu,“stálo vněm. Atak, zatímco vpondělí večer celýolomoucký stadion po vítězném zápase skandoval„všichni snáma do Belmonda, hej, hej“, zůstalklub zavřený adobrovolně se vzdal akce, která homohla učinit legendárním.Život lidí iznaček je často otázkou příležitostí.Zda je využijeme, nebo ne. Aotom je vlastněihlavní téma čísla, které se věnuje gamingu. Itamzatím převládají „Belmonda“, i když jich ubývá.Petr ŽaloudekredaktorNebuďte Belmonda!MARKETING & MEDIAStrana 4
38 sálů Kapacita od 40 až po 4 500 osob Ideální lokace Ubytování ve STAGES HOTEL Prague Vlastní cateringUnikátní multifunkční prostorv Praze, který vytvoří ty pravézážitky pro vás a vaše firmy.Konference, kongresy a doprovodné výstavyPlesy a galavečeryKulturní, sportovní nebo společenské akcewww.o2universum.cz po22letech mění mediálníagenturu. Dosavadníhopartnera PHD od nového rokupo vyhraném tendru vystřídáDentsu. se stala dalším gene-rálním partnerem českéhoolympijského iparalympijské-ho týmu. Partnerský kontraktsČOV řetězec podepsal načtyři roky. International CZ čekávpříštím roce rebranding— od1.ledna změní svůj název naBurdaMedia Extra. Společnostzároveň plánuje spustit novouvizuální identitu připravenouve spolupráci stýmem prokorporátní branding HubertBurda Media. Kroky vyplývajízakvizice digitálního vyda-vatelství Extra Online Media,snímž se Burda od příštíhoroku propojí., tedy Nova, PrimaaÓčko, letos poprvé do světavypustila společný televizníspot. Stalo se tak upříležitostiSvětového dne televize, kterýpřipadl na 21.listopad. je největším inze-rentem vsegmentu nábytkupodle přehledu Ad Intel spo-lečnosti Nielsen. Vobdobí odledna do letošního října nakou-pil reklamní prostor vceníko-vých cenách přes 360 milionůkorun. Následují ho Möbelix,Asko Nábytek, Ikea aJysk. se stala exklu-zivním nápojovým partne-rem Českého svazu ledníhohokeje. Spolupráce se týkáseniorské, juniorské iženskéreprezentace.spustila experimentál-ní verzi AI nákupní asistent-ky. Ta spodporou ChatGPTpomáhá uživatelům najítvhodné produkty. vstupuje natrh dodávek elektřiny aplynupro domácnosti skampaní odagentury LuckyU aprodukceWoobetz. Indie připravujenormy, na jejichžzákladě budeodhalovat aomezovatdeepfake obsahšířený na sociálníchsítích. Vytváříje ministerstvopro informačnítechnologie poté,co se na jejichpotřebnosti shodlosIT asociací Nasscom,zástupci sociálníchsítí aakademiky.Dokument ocestě českýchamatérů na hvězdami našla-paný turnaj World BaseballClassic uspěl na soutěžiClio Sport Awards. Projekt„Behind The Flag: CzechRepublic“ zaskóroval vkate-gorii Film (stříbro) aAthleteStorytel ling (bronz). Do ClioSport Awards ho přihlásilaamerická profesionální ligaMajor League Baseball (MLB),která ho spolu sčeským štá-bem před turnajem natočila.„Chtěli jsme vyprávětpříběh tohoto týmu, abychommu vytvořili roli outsiderahodného sledování. Zatímcobaseballové velmoci oplývajítalentem, český tým tvoříhráči, kteří na dennodenníbázi pracují jako učitelé, hasi-či, obchodníci nebo marketin-goví manažeři,“ popsala MLBvpřihlášce adodala ivýsled-ky. „Film vygeneroval vícenež čtyři miliony zhlédnutíasedm milionů impresí napříčplatformami asociálnímimédii azískal si pozornostmédií jako Fox Sports aBlea-cher Report.“Knižní secondhand Knihobotspustil první velkou video-kampaň. Její součástí jsoudva spoty, které vznikly vespolupráci se studiem YKIMProductions včele sMiku-lášem Pejchou arežíroval jeOliver Beaujard. Videa shud-bou zopery Carmen poběžíprimárně na YouTube, ale inaplatformách Seznamu, jakoje Stream.cz nebo SeznamZprávy. Komunikace budetaké zastoupena banneryvrámci akvizičních aremar-ketingových kampaní. Navybraných místech se objevírovněž voutdooru. Vedle čes-kého trhu se ukáže ivzahra-ničí, kam letos společnostexpandovala.Ačkoliv kampaň běžívpředvánočním čase, Kniho-bot tento sezonní motiv úmy-slně nevyužil. „Lidé si kupujíknihy sobě ivzájemně po celýrok astejně tak po celý rokČeši mají medaile zClioAwards, Knihobot prvníkampaň, Kofola svoje pivo,biatlon novou identituaB&T agenturu.Strana 5
38 sálů Kapacita od 40 až po 4 500 osob Ideální lokace Ubytování ve STAGES HOTEL Prague Vlastní cateringUnikátní multifunkční prostorv Praze, který vytvoří ty pravézážitky pro vás a vaše firmy.Konference, kongresy a doprovodné výstavyPlesy a galavečeryKulturní, sportovní nebo společenské akcewww.o2universum.czjsme tu pro ně imy,“ uvedlabrand manažerka KnihobotuBarbora Votavová.Kofola ČeskoSlovensko kupujevětšinový podíl ve společnostiPivovary CZ Group, která roz-víjí tradiční značky piv Holba,Zubr aLitovel. Na regionálníúrovni tak vstupuje do dalšíkategorie. Dokončení trans-akce, která podléhá schváleníantimonopolních úřadů, seočekává zkraje příštího roku.„VKofole jsme se naučilirozvíjet tradiční alokální znač-ky se silným příběhem. Kdyžse objevila příležitost investo-vat do pivovarů, které vyrábějíznačky sdlouhou historií, zakterými stojí poctivé řemesloamoderní výrobní zázemí,neváhali jsme. Věříme, že zku-šenost našich lidí může pomo-ci kjejich rozvoji,“ vysvětlujeJannis Samaras, generálníředitel skupiny Kofola.Pivovary CZ Group jsoupátou největší pivovarnic-kou skupinou vČesku, svýmletošním ročním výstavempřekročí produkci 800 tisíchl, zčehož více než třetinapiva míří na exportní trhy.Český biatlon má novouidentitu, postarala se oniagentura Go4gold, která stojíza rebrandingem fotbalovéSparty či hokejového svazu.Vytvořila dominantní logo vetvaru písmene B (Biathlon),které vsobě ukrývá písmenoC (Czech), biatlonovou traťaterč. Biatlon má rovněž nadalší tři roky nového hlavníhopartnera vpodobě sázkovéspolečnosti Tipsport.B&T založila novou agenturusnázvem Prot & Roll, kteráreaguje na rostoucí význammezinárodních online tržišť.Dala si za cíl podporovat českéznačky aonline obchody přiexpanzi na zahraniční trhy.Ve vedení je její spoluzakla-datel akreativní ředitel JanJelínek, jenž rovněž založilmateřskou B&T agency,společně sCEO Janem Zbi-rovským, spoluzakladatelemZonky, ahlavním stratégemTomášem Lustykem.Už 18. ročník ankety Křišťá-lová lupa, ve které se vybí-rají aoceňují nejoblíbenějšíanejzajímavější projekty,služby aosobnosti českéonline scény, zná své vítěze.Odborná porota vkategoriiOsobnost roku ocenila AIajako Projekt roku určilaZbraneproukrajinu.cz.Anticenu získala nulováaktivita české vlády protionline dezinformacím anaslavnostním vyhlášení ji zakabinet překvapivě převzalvicepremiér Ivan Bartoš. Mezinejúspěšnější osobnosti roč-níku patřil Jaroslav Vajgl, aliasTěhotnej kuchař, který získaltři ocenění zhlasování veřej-nosti — Cenu popularity, One(wo)man show aOnline video.Rovněž tři ceny si odneslyprojekty ze stáje skupinySeznam. Vkategorii Nástro-je aslužby uspěly Mapy.cz,Seznam Zprávy vkategoriiZpravodajství apublicistikaaSeznam Médium vkategoriiObsahová inspirace. Přehledvšech oceněných najdete nawebu mam.cz. Strana 6
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