Strana 7

Marketing & Media

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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