Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

50/2022

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.

  • Strana 1

    …JÁ NEMUSÍM,
    JÁ UŽ HO VIDÍM!
    Jaké vánoční reklamy na
    diváky nejvíce fungují
    aproč? Odpovědi nabízí
    hlavní téma svýzkumem.
    str. 6–10
    NÁPAD SE ZNÁMKOU,
    KTERÝ ZABRAL
    Albert společně sLineart
    vytvořily novou vlastní
    značku pro řadu vín,
    získala ocenění RedDot.
    str. 14–15
    BOJOVNÍCI
    S PŘÍBĚHEM TÁHNOU
    Oktagonu MMA se daří
    aplánuje expanzi.
    Marketingové výdaje
    navýší otřetinu.
    str. 20–21
    ZNAČKU MUSÍME
    OMLADIT
    MARTIN
    FOUSEK
    50
    12. prosince 2022
    99 Kč / 4,90 €

  • Strana 2

    www.cez.cz
    Abyste se měli
    s kým poradit
    a nezůstali na
    to sami
    Abyste se mohli každý den
    spolehnout, že budete mít energii
    na všechno, co máte rádi. Abyste mohli
    vždy počítat s tou nejlepší péčí.
    Proto jsme tu s vámi.
    ČEZ. Čistá Energie Zítřka.
    inz_CEZ-VIZE2030-II(zc)_210x280_MaM.indd 1inz_CEZ-VIZE2030-II(zc)_210x280_MaM.indd 1 03.10.2022 11:5103.10.2022 11:51

  • Strana 3

    Inzerce
    Marketing & Media spustil
    nominace do soutěže Agentura roku
    Přihlaste své favority
    z řad agentur a talentů.
    Nominace uzavíráme
    31. 12. 2022!
    Více info se dozvíte na: mam.cz/agenturaroku
    Odborní partneři soutěže
    Účast
    je zdarma.
    FM_inz_210x99_MAM_nominace_agentura_roku.indd 1FM_inz_210x99_MAM_nominace_agentura_roku.indd 1 09.12.2022 13:0409.12.2022 13:04
    EDITORIAL
    Zatímco komerční televize neu-
    stále navyšují investice do vlastní
    tvorby, Česká televize instaluje
    fotovoltaické panely na střechu
    Kavčích hor aškrtá, kde se dá.
    Včerstvě Radou ČT schvále
    -
    ném rozpočtu výrazně ubude
    prostředků na vlastní seriálovou
    tvorbu, sportovní pořady idoku
    -
    mentární výrobu. Ijindy rozháda-
    ný anejednotný kontrolní orgán
    televize se dokázal jednomyslně
    shodnout, že situace je kritická
    apokud politici neseberou po
    15 letech odvahu na zvýšení kon-
    cesionářských poplatků, nebude
    jednou komu získanou solární
    energií na „Kavkách“ svítit. Další
    optimalizace provozu při zacho
    -
    vání rozsahu služeb je totiž ipodle
    externího auditu nemožná.
    Na limity propouštění aúspor
    již narazil iČeský rozhlas, který
    po provedení rozsáhlých škrtů
    prosí zákonodárce, aby zvýšili
    irozhlasový poplatek. Ten je na
    neměnné výši ještě otři roky déle
    než ten televizní.
    Jenže ochota vládních politiků
    udělat jakýkoliv nepopulární
    krok je nulová. Velká část diváků
    se totiž dostala do pozice, kdy
    sice reptá na časté reprízy ana
    začátku nového roku bude zasko
    -
    čeně nadávat, kam zmizel kanál
    ČT3, ale navýšení plateb odmítá.
    Tuplem nyní, vobdobí krize.
    Koncesionářské poplatky by se
    tak mohly stát „kryptonitem“
    kabinetu Petra Fialy. Ostatně
    ministr kultury Martin Baxa se
    vzáří hájil tím, že je teď těžké
    lidem říkat, že mají platit odvac
    -
    ku víc. Vládní poslanci tak zatím
    jen slibují, že by poplatky měly
    být příští rok předmětem „širší
    diskuse“ kvelké novele zákonů
    oveřejnoprávních médiích.
    Co naopak můžeme nejen
    slíbit, ale izaručit my vám, je
    rozšířené poslední letošní (dvoj)
    číslo, které vyjde příští týden
    19.prosince. Tradiční Ročenka
    MAM shrne to nejdůležitější, co
    se stalo vreklamě, médiích aPR
    za uplynulý rok.
    Petr Žaloudek
    redaktor
    S dalšími škrty
    si už neškrtnou
    S PŘÍBĚHY UMÍME PRACOVAT
    Lidé chtějí hrdiny amy umíme skvěle
    vystavět příběhy bojovníků, říká
    Nikolas Pátek zOktagon MMA.
    str. 12 –13
    BOHEMIA SEKT CÍLÍ NA MLADÉ
    Od romantiky se posouváme ke
    sdílení společných okamžiků spřáteli
    ikletní zábavě, říká Martin Fousek.
    str. 12 –13
    NESPOUTAT SE TRADICÍ
    Místo prodeje: být vidět během
    tradiční sezony vyžaduje značnou
    dávku odvahy, tu ale nemá každý.
    str. 22 –23
    VÁNOCE V REKLAMĚ
    Co ve spotech funguje aproč se
    kněterým lidé vracejí každý rok?
    Čtěte téma sexkluzivním průzkumem.
    str. 6 –10
    Foto na titulní straně: BOHUMIL POSPÍŠIL
    KREATIVITA A KAMPANĚZADAVATELÉ A ZNAČKY ZADAVATELÉ A ZNAČKYZADAVATELÉ A ZNAČKY

  • Strana 4

    04
    Svodka
    Kaufland si po několikako-
    lovém výběrovém řízení, které
    odstartovalo včervnu, jako novou
    agenturu vybral VMLY&R. Postará
    se onadlinkovou ipodlinkovou
    komunikaci apartnerské aktivity.
    Božkov představil modernější
    aprémiovější design portfolia
    vodek. Na trh uvedl inovou Bož
    -
    kov Jemná se sníženým obsahem
    alkoholu, čímž reaguje na rostoucí
    oblíbenost tohoto typu nápojů.
    Goodkin, pražská strategicko-
    -kreativní agentura, spustila nový
    web azměnila vizuální identitu,
    jejímž autorem je Jan Moucha. Vy
    -
    užívá ilustrace Veroniky Pažické,
    Sarah Grimové aVeroniky Šauma
    -
    nové apodílel se na ní ispolu-
    zakladatel agentury akreativní
    ředitel Jan Hlavín. Agentura též
    získala dva nové klienty — Heure
    -
    ku Group aElevup.
    Penny po dobu šesti týdnů
    testuje elektrikaci zásobování
    snákladním vozem Mercedes
    eActros. Po vyhodnocení výsled
    -
    ků zváží začlenění elektrických
    vozidel do své otily.
    Groupe SEB, jíž patří Krups,
    Rowenta, Tefal aWMF, si vtendru
    na inuencer marketing aPR vy
    -
    brala Bistro Social ze sítě Dentsu.
    Pro PR využije partnerství sAMI
    Communications, zajistí služby
    vČR, Maďarsku ana Slovensku.
    WPP koupila kanadskou
    agenturu Di, která se zaměřuje
    na komerční řešení pro Shopify
    ekosystém. Zapojí se do globální
    sítě Wunderman Thompson.
    CIRA Advisory spustí od
    ledna Cirkulární akademii pro r
    -
    my. Záštitu udělilo ministerstvo
    životního prostředí apartnery
    jsou Velvyslanectví Nizozemské
    -
    ho království aKomerční banka.
    Danuše Nerudová zahá-
    jila vprosinci crowdfundingovou
    kampaň na platformě Donio. Pod
    -
    le jejího týmu jde oprvní takový
    projekt mezi prezidentskými
    kandidáty. Za první týden bylo
    vybráno přes 700 tisíc korun.
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    ČSOB s prvním
    brandovým
    vánoční spotem
    Spolu skreativní agenturou
    Darwin & the Machines amedi
    -
    ální agenturou Publicis Groupe
    spustila ČSOB sletošním adven
    -
    tem po letech svou první vánoční
    brandovou kampaň. Na videa za
    -
    městnanců omalých dárcích pro
    velkou radost na sociálních sítích
    navázal spot, vněmž rodiče pro
    svou dcerku hledají jako dárek její
    vytoužené“pekypeky“.
    „Ani vpředvánočním období
    nezapomínáme na ostatní, aproto
    kampaň připomíná, že imalá da
    -
    rovaná částka může hodně pomo-
    ci— třeba zachránit život, pomoci
    při výcviku vodicích psů nebo
    třeba stěžkostmi ve stáří,“ dodala
    Renata Němcová Pixová, výkonná
    ředitelka komunikace skupiny
    ČSOB. Různým neziskovým orga
    -
    nizacím je možné pomoci na webu
    csob.cz/pekypeky prostřednic
    -
    tvím služby NaDobrouVěc. Nezis-
    kovky podpoří též další specální
    video na sociálních sítích.
    Agentura roku
    se zaměří i na
    udržitelnost
    Mezi partnery soutěže Agentura
    roku, kterou pořádá Marke
    -
    ting & Media, přibyla Asociace
    společenské odpovědnosti
    (A CSR). „Hledali jsme toho správ
    -
    ného parťáka, který by nám po-
    mohl zhodnotit, jakým způsobem
    se agentury podílejí na tvorbě
    pracovního prostředí podporu
    -
    Svět podle MAM
    Vánoce ČSOB, odpovědná Agentura roku
    aschválený rozpočet ČT
    Reklamní
    tržby podle
    společnosti
    Magna vroce
    2023 porostou
    opět procent.
    Oproti odhadu
    zčervna je
    to snížení
    o1,5procenta.
    Zdroj: ČSOB
    ZPRÁVY

  • Strana 5

    Šampioni fandí šampionům
    Vychovávat talenty a budovat týmového ducha, to má sport
    a stavebnictví společné. Už víc než 70 let v České republice
    stavíme silnice, železnice, vodní díla, mosty i domy. Záleží nám na
    tom, aby se společnost dále rozvíjela a rostla zdravým způsobem.
    Díky partnerství můžeme svou pomoc nasměrovat do krajů, kde
    působíme a žijeme, aby co nejvíce dětí mělo možnost sportovat.
    jícího diverzitu azda jim nejsou
    jedno dopady jejich činnosti na
    životní prostředí,“ říká knovému
    partnerství šéfredaktorka časopi
    -
    su Radana Čechová. Zakladatelka
    aředitelka A CSR Lucie Mádlová
    dodává: „Jsem přesvědčená, že
    dobrá agentura rovná se udr
    -
    žitelná agentura, ato ve všech
    aspektech svého počínání.“
    Soutěž Agentura roku je
    zdarma akreativní či digitální
    agenturu působící na českém
    trhu do ní může nominovat kdo
    -
    koli. Nominace jsou otevřené na
    webu mam.cz/agenturaroku do
    31.prosince letošního roku.
    Poté proběhne dotazování
    agentur týdeníkem MAM ahod
    -
    nocení ve spolupráci sodborný-
    mi partnery, kterými jsou vedle
    nováčka A CSR agentury Behavio,
    Nielsen Admosphere, společnost
    Atmoskop.cz aadvokátní kance
    -
    lář Havel & Partners. Výsledky
    budou slavnostně vyhlášeny na
    přelomu března adubna2023.
    Rozpočet ČT
    schválen, obavy
    přetrvávají
    O13 procent méně dramatické
    tvorby, o27 procent nižší rozpo
    -
    čet na sport, propad dokumen-
    tární produkce o34 procenta.
    Tak vypadá po škrtech rozpočet
    České televize na rok 2023, který
    schválila Rada ČT. Drobného
    nárůstu se vněm dočká jen
    zpravodajství (2%), výrazněji po
    -
    sílí zábava, na kterou vzhledem
    kopětovnému zařazení soutěží
    StarDance aPeče celá země půjde
    o35 procent více nancí než
    vletošním roce.
    Rada ČT, která si na zasedaní
    zvolila novým předsedou býva
    -
    lého šéfredaktora zpravodajství
    Karla Nováka, také jednomyslně
    přijala usnesení stvrzující žalost
    -
    ný výhled nancování televize.
    „Rada České televize konstatuje,
    že stávající výše televizního po
    -
    platku není pro současný rozsah
    činnosti ČT dostačující. Zacho
    -
    vání současného legislativního
    stavu saktuální výší poplatku
    povede nejpozději od roku 2024
    krozsáhlému omezování výroby,
    vysílání apropouštění zaměst
    -
    nanců,“ stojí vusnesení. Poplatek
    ve výši 135 korun nebyl navýšen
    od roku 2008 ajeho reálná hod
    -
    nota je dnes 86 korun.
    Nejlepší
    kampaň světa
    je na voskovky
    Soutěž efektivní komunikace
    Global Best of the Best Ee
    vyhlásila vítěze vybrané zkan
    -
    didátů zcelého světa. Hlavní
    trofejí Iridium pro nejefektiv
    -
    nější kampaň světa byl oceněn
    americký projekt „Colors of the
    World“ značky Crayola, za nímž
    stály agentury Dentsu Creative
    aGolin PR. Crayola se snažila
    podpořit diverzitu ainkluzi dětí,
    které mezi svými vůbec prvními
    obrázky tvoří autoportréty, jen
    -
    že řadě znich chyběly voskovky
    pro barvy jejich pleti. Ve spolu
    -
    práci sexperty tak brand uvedl
    na trh novou sadu s24odstíny
    pleťových barev pro skuteč
    -
    ně každého. Okamžitý zájem
    zákazníků pak Crayola sagen-
    turami podpořila projektem
    #TrueSele, vněmž lidi vyzvala
    kzveřejňování autoportrétů.
    Projekt mimo jiné získal přes
    2,7 miliardy impresí, ale hlavně
    bezpočtu dětem pomohl, aby se
    necítily neviditelnými.
    Ee rozdala ještě celkem
    jedenáct Global Grand Ee, mezi
    kterými se opět objevila kampaň
    Moldy Whopper od INGO Stock-
    holm sDavid Miami aPublicis pro
    Burger King. Tři ceny pak byly
    rozdány projektům, které uspěly
    vněkolika regionech najednou.
    Vítězové byli vybráni zcelkem
    60 nominovaných nejlepších
    kampaní světa, které se rekruto
    -
    valy zregionálních Ee soutěží.
    Probojovala se mezi ně iIkea
    sagenturou Triad sprojektem Za
    bezpečný domov. Je to poprvé,
    co se něco podobného podařilo
    českému projektu.
    Rekordy pro
    Nova Action
    Vysílání fotbalového MS láme
    rekordy stanice Nova Action.
    Prime -time share (CS 1554) se
    meziročně zvýšil téměř čtyřikrát
    adosáhl podílu na sledovanosti
    4,77 procenta. Podle dat po osmi-
    nále nejvíc diváků vidělo utkání
    Japonsko— Chorvatsko (488 tisíc
    diváků, CS 4+). Nejsledovanějším
    přenosem zMS byl duel Francie—
    Polsko, který na ČT sport vidělo
    697 tisíc lidí (CS 4+).
    Inzerce
    Zdroj: CRAYOLA
    ZPRÁVY

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