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Marketing & Media

Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
50/2023

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
  Do hubenější české
  e-commerce vlítli
  dva velcí hladoví hráči
  sonline tržišti.
  Zazáří, či vyhasnou?
  50
  
  
- Strana 2
  Odborní partneři soutěže:Pořadatel soutěže:
  Do 15. prosince přijímáme nominace
  na agenturaroku.mam.cz.
  PŘIHLAŠUJTE
  SVÉ FAVORITY
  DO SOUTĚŽE
  AGENTURA ROKU!
  MAM_agentura_roku_prihlasovani_favoritů_inz_210x280mm_2023.indd 1MAM_agentura_roku_prihlasovani_favoritů_inz_210x280mm_2023.indd 1 01.12.2023 12:4301.12.2023 12:43
- Strana 3
  
  
  Dobývají zahraniční online tržiště českou
  e-commerce, nebo je naopak nároční
  zákazníci odbývají?
  
  
  
  
  Digitální novinka v tunelu metra inzerenty
  zaujala a je na půl roku vyprodaná.
  
  
  
  Amazing Places vstupuje do desátého roku.
  Mimo jiné staví věrnostní program a pracuje
  na propojení s Google Maps, říká Petr Kotík.
  
  
  
  
  Kreativita v reklamě je mnohem důležitější
  než v minulosti. Ona rozhoduje o úspěchu.
  
  
  
  
  Už jsme si dokázali, že práce v mediální
  bublině omlazuje. Tentokrát prokážeme, jak
  zvyšuje optimismus a tendenci zachránit svět.
  
  
  
  Karotka Kevin je opět hrdinou nejefektivnější
  vánoční kampaně v Británii. Jeho přínos
  čerstvě ocenila evropská Ee.
  
  
  
  Vhled do historicky první videokampaně
  online antikvariátu Knihobot dává manažerka
  značky Barbora Votavová.
  
  
  
  
  Elon Musk se toho nebojí. Minulý týden uameric-
  ké Komise pro kontrolu cenných papírů nahlásil,
  že hodlá vybrat až miliardu dolarů prodejem akcií
  startupu X.ai, kde vyvíjí vlastní umělou inteligen-
  ci. Ten také nedávno představil chatbota Groka,
  který je údajně modelovaný podle Stopařova prů-
  vodce po galaxii. Ač podle rmy získává znalosti
  zinternetu vreálném čase, je tak trochu rebel.
  Azodpoví i„pikantní“ otázky, které jiné chatboty
  odmítají. „Pokud nenávidíte humor, raději ho
  nepoužívejte,“ varuje X.ai na svém webu.
  Musk si jako rebel sjednou rmou X říká omili-
  ardu, zatímco ujeho druhého X, kdysi zvaného
  Twitter, se řeší, jestli náhodou nezbankrotuje. Opět
  se od něj odvrátili velcí zadavatelé ajen dokonce
  roku může X přijít o75 milionů dolarů. Odhaduje
  se, že mu letos příjmy zreklamy klesnou na 1,9mili-
  ardy dolarů zloňských čtyř. (Ato podle Reuters
  musí rma ročně platit 1,2 miliardy na úrocích za
  úvěry.) Disney, Warner Bros, Apple či IBM na síti
  zastavily kampaně poté, co se jejich reklamy obje-
  vily unacistických příspěvků. Antisemitismem při-
  spíval nebo ho minimálně podporoval isám Musk.
  Aco udělal, když se začali inzerenti stahovat?
  Poslal je nevybíravě do míst, kam Slunce nesvítí.
  Nechtěl bych vtuhle chvíli být Lindou Yaccari-
  no, která se jako respektovaná mediální mana-
  žerka postavila do čela Twitteru, aby partnery
  uklidnila analákala zpět. Šéfovat ale něčemu,
  kde vám majitel neustále háže klacky pod nohy,
  až to vypadá, že chce rmu položit sám? Ony
  pak veškeré její pokusy oto, aby X vypadalo jako
  regulérní byznys, ane jako hračka rozjíveného
  miliardáře, vyznívají tak nějak marně. Atak když
  minulý pátek na X uvedla, že jen během prosince
  nově přišlo na síť 10 milionů lidí, bylo jediné, co
  mě napadlo: „Amohl bych je vidět?“
  Jakub Křešnička
  redaktor
  Hračky rozjíveného
  miliardáře
  
  
  
  
  
  
  
  
  MARKETING & MEDIA
- Strana 4
   změní od příštího roku
  metodiku měření návštěv-
  nosti webových stránek
  NetMonitor. Dosavadní řešení
  OverNight nahradí Constant
  Panel (včase neměnný panel
  o100 tisíci lidech skonstant-
  ními váhami). Výzkum bude
  dál zajišťovat společnost
  Gemius. SPIR tak reaguje na
  postupné ukončování cookies
  třetích stran.
  , platfor-
  ma pro automatizovanou
  e-mailovou aSMS komuni-
  kaci, koupila e-commerce
  veletrh akonferenci Czech
  On-line Expo od zakladatele
  Jana Kalianka. První ročník
  snovým majitelem proběhne
  27.a28.února2024 na výsta-
  višti PVA Expo Praha.
   je největším inzeren-
  tem vsegmentu poštovních
  akurýrních služeb. Dle
  přehledu Ad Intel od Nielsen
  obsadil mezi lednem aříjnem
  reklamní prostor vceníko-
  vých cenách téměř 14 milionů
  korun. Sdrobným odstupem
  následuje Česká pošta. Třetí
  Zásilkovna utratila zhruba
  třikrát méně. Přitom podle
  průzkumu ResSolution Group
  její služby využívá 75 procent
  Čechů. Vpřípadě PPL aČeské
  pošty je to 59 procent.
  , organizace
  bojující proti vyhazování
  potravin, spustila kampaň
  od WMC Grey na akci Obě-
  dovka, která nevyužité porce
  zjídelen věnuje do azylových
  domů. Spoty vznikly sCreative
  Embassy arežiséry Mugshots.
   sjednotí od příštího
  roku stovky svých inuencer-
  ských kampaní pod řešení
  Oneuence. Pro všech 27zna-
  ček vČesku, Maďarsku ana
  Slovensku ho zajistí konsorci-
  um agentur WS Czech aAMI
  Communications Slovakia.
   Plzeň-Božkov spustil
  vlistopadu nový prodej-
  ní kanál, vlastní e-shop
  Drinkito.cz. Bude místem
  inspirace ipro prodej limitova-
  
  
  Velké jazykové
  modely neodpovídají
  na vaše otázky
  správně, ale dávají
  vám shluk textu ve
  tvaru odpovědi, uvedl
  spisovatel Charles
  Stross. Došel ktomu,
  když po kritice
  nepřesnosti nové
  generace modelů
  Google Gemini
  otestoval iBard od
  Microsoftu.
  
  
  Už druhou letošní úpravu
  nancování Rozhlasu atelevi-
  ze Slovenska (RTVS) před-
  stavila nedávno jmenovaná
  čtvrtá vláda premiéra Roberta
  Fica (Smer-SD). Po letním
  zrušení koncesionářských
  poplatků, jež nahradil příspě-
  vek ze státního rozpočtu ve
  výši 0,17procenta HDP, snížil
  ho kabinet vrámci úspor-
  ných opatření na minimálně
  0,12procenta. To má státní
  kase uspořit 54,8 milionu eur.
  Ač vláda uvádí, že uvažuje
  opovolení vyšších příjmů
  zreklamy, kritici návrhu zřad
  odborníků iopozice mluví
  osnaze vládních stran ovlád-
  nout veřejnoprávní média.
  Podezření podtrhlo ivyjádře-
  ní ministryně kultury Martiny
  Šimkovičové (nominována
  SNS), podle níž rozpočet stačí
  na pokrytí základních funkcí
  azabezpečí „ve vysílání
  RTVS zájmy státní kulturní
  politiky“.
  
  
  
  Působivou kampaň, která
  vzdává hold hrdinkám odbo-
  je, pro Paměť národa vytvo-
  řila agentura OAK Prague
  Terezy Svěrákové aTomáše
  Dvořáka. Spot vytvořený
  sBistro Films, který je zatím
  nasazen online apříští rok se
  objeví ivTV, ukazuje srežií
  Marka Partyše příběh spisova-
  telky Věry Jirousové, jenž při-
  bližuje voiceover jejího syna
  Tobiáše Jirouse. „Patří mu
  velké poděkování, stejně jako
  studiím Kabelovna aJaroslavu
  Kratochvílovi, Igoru Paletovi,
  Doře Pružincové,“ uvedla
  Svěráková.
  Aktuální spot, jehož vznik
  uspíšila úspěšná protestní
  hladovka Jiřího Gruntoráda
  aJohna Boka, kteří jí mimo
  jiné vyzývali křešení problé-
  mu nízkých penzí disidentů
  adisidentek, je součástí
  širších aktivit. OAK sPamětí
  národa jimi chtějí připome-
  nout ženy — hrdinky odboje
  —aupozornit na jejich další
  příběhy.
  Slovenské agentury sbírají
  ceny, ale rostou obavy
  omédia veřejné služby.
  Nova sází na kriminálky
  aPaměť národa
  připomíná hrdinky.
  
  
  
- Strana 5
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
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  
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  český zástupce —McCann
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- Slovenské agentury sbírají ceny, ale rostou obavy o média veřejné služby. Nova sází na kriminálky a
  Velké jazykové modely neodpovídají na vaše otázky správně, ale dávají vám shluk textu ve tvaru odpovědi, uvedl spisovatel Charles Stross. Došel k tomu, když po kritice nepřesnosti nové generace modelů Google Gemini otestoval i Bard od Microsoftu.
  RTVS bude mít nižší rozpočet
  Už druhou letošní úpravu financování Rozhlasu a televize Slovenska (RTVS) představila nedávno jmenovaná čtvrtá vláda premiéra Roberta Fica (Smer-SD). Po letním zrušení koncesionářských poplatků, jež nahradil příspěvek ze státního rozpočtu ve výši 0,17 procenta HDP, snížil ho kabinet v rámci úsporných opatření na minimálně 0,12 procenta. To má státní kase uspořit 54,8 milionu eur. Ač vláda uvádí, že uvažuje o povolení vyšších příjmů z reklamy, kritici návrhu z řad odborníků i opozice mluví o snaze vládních stran ovládnout veřejnoprávní média. Podezření podtrhlo i vyjádření ministryně kultury Martiny Šimkovičové (nominována SNS), podle níž rozpočet stačí na pokrytí základních funkcí a zabezpečí „ve vysílání RTVS zájmy státní kulturní politiky“.
  Paměť národa a OAK vzdávají hold disidentkám
  Působivou kampaň, která vzdává hold hrdinkám odboje, pro Paměť národa vytvořila agentura OAK Prague Terezy Svěrákové a Tomáše Dvořáka. Spot vytvořený s Bistro Films, který je zatím nasazen online a příští rok se objeví i v TV, ukazuje s režií Marka Partyše příběh spisovatelky Věry Jirousové, jenž přibližuje voiceover jejího syna Tobiáše Jirouse. „Patří mu velké poděkování, stejně jako studiím Kabelovna a Jaroslavu Kratochvílovi, Igoru Paletovi, Doře Pružincové,“ uvedla Svěráková.
  Aktuální spot, jehož vznik uspíšila úspěšná protestní hladovka Jiřího Gruntoráda a Johna Boka, kteří jí mimo jiné vyzývali k řešení problému nízkých penzí disidentů a disidentek, je součástí širších aktivit. OAK s Pamětí národa jimi chtějí připomenout ženy — hrdinky odboje — a upozornit na jejich další příběhy.
  Nova představila jarní program
  Skupina Nova představila programové schéma pro jaro. Trumfy lineárního vysílání mají být kriminálky Policie Hvar, Specialisté či Odznak Vysočina, platforma Voyo přinese očekávanou šestidílnou sérii Metoda Markovič: Hojer či poslední třetí řadu Ivety. Finále na hlavním kanále čeká také dobový seriál Zlatá labuť, hned dvojité vysílací porce se dočká Jedna rodina a připraveny jsou i premiérové díly Ulice, Výměny manželek, Utajeného šéfa nebo kvízové show Superlov. „Nová sezona bude plná premiérových návratů oblíbených stálic nejrůznějších žánrů,“ uvedla ředitelka programu TV Nova a Voyo Silvia Majeská
  Ceny Slovensku z Evropy i ze světa
  Slovenské agentury si během minulého týdne připsaly další úspěchy na evropských i světových soutěžích.
  Nejdříve ve středu ocenila nejefektivnější evropské kampaně soutěž Effie. V ní jediný český zástupce —McCann Prague s projektem 13 minut pro ČAP — získal umístění na shortlistu. Bronz v kategorii Positive Change: Social Good — Brands si odnesl bratislavský Triad za kampaň „Hovorte úprimne o duševnej nepohode“ pro pojišťovnu Uniqua. Stříbro pak v kategorii Positive Change: Social Good — Non-profit získala agentura This is Locco za kampaň bojující proti ruské propagandě „Nastěnka“ pro Zastoupení Evropské komise na Slovensku.
  This is Locco pak zabodovala i ve čtvrtek na globální kreativní soutěži hodnocené novináři Epica (v ní Česko nemělo ani zástupce na shortlistu). Získala stříbro (retail) a dva bronzy (mediální inovace a brandový obsah) za projekt „Hokejová mrkva“ pro slovenský Kaufland, s nímž už bodovala na festivalu Golden Drum, kde byla oceněna jako Nezávislá agentura roku. Úspěch Slovenska pak ještě doplnila agentura Jandl Marketing, která na Epice získala bronz v kategorii Gender Equity za projekt Nezničitelné vlajky pro Dúhový Pride. ■
- Svodka
  SPIR změní od příštího roku metodiku měření návštěvnosti webových stránek NetMonitor. Dosavadní řešení OverNight nahradí Constant Panel (v čase neměnný panel o 100 tisíci lidech s konstantními váhami). Výzkum bude dál zajišťovat společnost Gemius. SPIR tak reaguje na postupné ukončování cookies třetích stran.
  
  SmartEmailing, platforma pro automatizovanou e-mailovou a SMS komunikaci, koupila e-commerce veletrh a konferenci Czech On-line Expo od zakladatele Jana Kalianka. První ročník s novým majitelem proběhne 27. a 28. února 2024 na výstavišti PVA Expo Praha.
  
  PPL je největším inzerentem v segmentu poštovních a kurýrních služeb. Dle přehledu Ad Intel od Nielsen obsadil mezi lednem a říjnem reklamní prostor v ceníkových cenách téměř 14 milionů korun. S drobným odstupem následuje Česká pošta. Třetí Zásilkovna utratila zhruba třikrát méně. Přitom podle průzkumu ResSolution Group její služby využívá 75 procent Čechů. V případě PPL a České pošty je to 59 procent.
  
  Zachraň jídlo, organizace bojující proti vyhazování potravin, spustila kampaň od WMC Grey na akci Obědovka, která nevyužité porce z jídelen věnuje do azylových domů. Spoty vznikly s Creative Embassy a režiséry Mugshots.
  
  L’Oréal sjednotí od příštího roku stovky svých influencerských kampaní pod řešení Onefluence. Pro všech 27 značek v Česku, Maďarsku a na Slovensku ho zajistí konsorcium agentur WS Czech a AMI Communications Slovakia.
  
  Stock Plzeň-Božkov spustil v listopadu nový prodejní kanál, vlastní e-shop Drinkito.cz. Bude místem inspirace i pro prodej limitovaných edicí. Firma představila i novinku prémiového rumu El General či novinku české single malt Whisky Prádlo.
  
  ABP Holding otevřel u dálnice D7 nový retail park Stehelčeves, kde mezi největší nájemce patří Billa, dm drogerie, Don Pealo, Pepco či Super zoo. Objeví se tam i druhá pobočka fast foodu Popeyes.
  
  Air Bank zavede od příštího roku nový systém bezhotovostních plateb, který aktuálně funguje u vybraných obchodníků v pilotním provozu. Řešení má vlastní značku Cvak a vizuální identitu odlišnou od Air Bank, protože ho může využívat klient každé banky, stačí jen mobilní telefon a platební karta.
  
  #HolkyzMarketingu, vzdělávací platforma Pavlíny Louženské, Anety Martinek a Lucie Audi, letos zdvojnásobila obrat na 20 milionů korun a celkem proškolila 600 absolventů.
  
  Ecomail, platforma pro omnichannel marketing, jen během letošního Black Friday odbavila 19,2 milionu e-mailů s nabídkami slev, což představuje meziroční nárůst o 21 procent. Češi letos utratili přes sedm milionů korun. ■
- Seznam rozšířil svou inzertní nabídku o tisk
  Do nabídky Seznamu nově přibyly možnosti tiskové inzerce. Přehled online formátů a také doporučení na jejich využití jsou v Seznam Menu.
  I když je Seznam českou internetovou jedničkou a dosud nabízel pouze online a audioreklamu, po převzetí vydavatelství Borgis u něj zadavatelé nově najdou i možnost tiskové inzerce v deníku Právo. Aktuálně finišuje propojení inzertní nabídky Seznamu a Práva, aby od ledna bylo možné řešit plánování a nákup inzerce pouze s jedním obchodníkem na straně Seznamu.
  Tisková média pro řadu čtenářů stále představují spolehlivý zdroj informací i možnost si na chvilku odpočinout od digitálního světa. Sdělení v tisku lze navíc chytře propojit s online kampaní. Využitím výhodných balíčků, které tisk a online kombinují, nebo překlopením online inzerce do tištěné podoby mohou inzerenti výrazně zvýšit dosah reklamních sdělení, a to zejména – jak ukazují naše statistiky – mezi aktivní a vzdělanější cílovou skupinou středního věku s vyšším socioekonomickým statusem.
  Přehledně naservírované možnosti online reklamy
  Už na jaře Seznam představil Seznam Menu, webovou stránku, která poskytuje komplexní přehled online reklamních formátů a možností inzerce. Seznam Menu klientům umožňuje, aby se zorientovali v inzertní nabídce, inspirovali se a odnesli si i doporučení ohledně optimálních formátů pro konkrétní komunikační a reklamní strategii.
  Tisková média pro řadu čtenářů stále představují spolehlivý zdroj informací i možnost si na chvilku odpočinout od digitálního světa.
  V rámci Seznam Menu si klienti mohou snadno filtrovat formáty podle svých potřeb, ať už chtějí budovat značku, nebo podpořit výkon kampaní. Vybrat si také mohou, do jaké míry se do vytváření reklamního sdělení chtějí zapojit. Součástí reklamní nabídky Seznamu jsou i doporučení, které formáty se v kampaních vhodně doplňují. To vše přehledně, srozumitelně a na jednom místě. ■
  
  Prohlédněte si reklamní menu Seznamu i vy:
- Media a trh - Po reklamě v tunelu metra čeká Česko i 3D „venkovka“
  Novinka v podobě digitální inzertní plochy v tunelu metra inzerenty zaujala a je na půl roku vyprodaná.
- Jste připraveni na rok sportu? Redakce iSport.cz ano
- Téma čísla: Marketplace a český trh - Náročná cesta tržišť do srdcí a peněženek
  Dobývají zahraniční online tržiště českou e-commerce, nebo je nároční zákazníci odbývají? Zmapovali jsme letošní příchod Allegra a Kaufland Marketplace a odlišné výzvy, kterým obě velké značky čelí.
- I marketplace potřebuje obchodní platformu
- Pro partnery jsme dobrý startovací motor
- Hračky rozjíveného miliardáře
  Elon Musk se toho nebojí. Minulý týden u americké Komise pro kontrolu cenných papírů nahlásil, že hodlá vybrat až miliardu dolarů prodejem akcií startupu X.ai, kde vyvíjí vlastní umělou inteligenci. Ten také nedávno představil chatbota Groka, který je údajně modelovaný podle Stopařova průvodce po galaxii. Ač podle firmy získává znalosti z internetu v reálném čase, je tak trochu rebel. A zodpoví i „pikantní“ otázky, které jiné chatboty odmítají. „Pokud nenávidíte humor, raději ho nepoužívejte,“ varuje X.ai na svém webu.
  Musk si jako rebel s jednou firmou X říká o miliardu, zatímco u jeho druhého X, kdysi zvaného Twitter, se řeší, jestli náhodou nezbankrotuje. Opět se od něj odvrátili velcí zadavatelé a jen dokonce roku může X přijít o 75 milionů dolarů. Odhaduje se, že mu letos příjmy z reklamy klesnou na 1,9 miliardy dolarů z loňských čtyř. (A to podle Reuters musí firma ročně platit 1,2 miliardy na úrocích za úvěry.) Disney, Warner Bros, Apple či IBM na síti zastavily kampaně poté, co se jejich reklamy objevily u nacistických příspěvků. Antisemitismem přispíval nebo ho minimálně podporoval i sám Musk. A co udělal, když se začali inzerenti stahovat? Poslal je nevybíravě do míst, kam Slunce nesvítí.
  Nechtěl bych v tuhle chvíli být Lindou Yaccarino, která se jako respektovaná mediální manažerka postavila do čela Twitteru, aby partnery uklidnila a nalákala zpět. Šéfovat ale něčemu, kde vám majitel neustále háže klacky pod nohy, až to vypadá, že chce firmu položit sám? Ony pak veškeré její pokusy o to, aby X vypadalo jako regulérní byznys, a ne jako hračka rozjíveného miliardáře, vyznívají tak nějak marně. A tak když minulý pátek na X uvedla, že jen během prosince nově přišlo na síť 10 milionů lidí, bylo jediné, co mě napadlo: „A mohl bych je vidět?“
  
  Jakub Křešnička
  redaktor
- Jak se stát Misfitem ve světě plném „skip buttons“
- Analýzy a data - Mediálně-reklamní bubliny a skutečný svět: část II.
  Už jsme si dokázali, že práce v mediální bublině omlazuje. Tentokrát prokážeme, jak zvyšuje optimismus a tendenci zachránit svět.
- Kreativita a kampaně - Jak mrkev pomohla Aldi k vyšším tržbám
  Karotka Kevin je opět hrdinou nejefektivnější vánoční kampaně v Británii. Jeho přínos čerstvě ocenila evropská Effie.
- Je hybridní způsob práce přítel, nebo strašák?
- Puma posiluje věrnost zákazníků díky řešení SAP
- T-Mobile aktivuje českou Gen Z, smysluplně a dlouhodobě
- Lidé v pohybu
- Insight Barbory Votavové
- Reklamní samuraj
- Číslo týdne 3 mil.
  korun věnuje dm drogerie na podporu neziskové organizace Tereza. Výtěžek iniciativy Giving Friday z 24. listopadu 2023 se díky zákazníkům dm vyšplhal na 2,63 milionu korun. Společnost částku navýšila na výsledné tři miliony korun.
- Obsah
  Náročná cesta tržišť do srdcí a peněženek
  Dobývají zahraniční online tržiště českou e-commerce, nebo je naopak nároční zákazníci odbývají?
  str. 8–12
  
  Po reklamě v tunelu metra čekáČesko i 3D „venkovka“
  Digitální novinka v tunelu metra inzerenty zaujala a je na půl roku vyprodaná.
  str. 6–7
  
  Pro partnery jsme dobrý startovací motor
  Amazing Places vstupuje do desátého roku. Mimo jiné staví věrnostní program a pracuje na propojení s Google Maps, říká Petr Kotík.
  str. 14–16
  
  Jak se stát Misfitem ve světě plném„skip buttons“
  Kreativita v reklamě je mnohem důležitější než v minulosti. Ona rozhoduje o úspěchu.
  str. 17
  
  Mediálně-reklamní bublinya skutečný svět: část II.
  Už jsme si dokázali, že práce v mediální bublině omlazuje. Tentokrát prokážeme, jak zvyšuje optimismus a tendenci zachránit svět.
  str. 18–19
  
  Jak mrkev pomohla Aldi k vyšším tržbám
  Karotka Kevin je opět hrdinou nejefektivnější vánoční kampaně v Británii. Jeho přínos čerstvě ocenila evropská Effie.
  str. 20–21
  
  Pointa spotu mezi knihomoly rezonuje
  Vhled do historicky první videokampaně online antikvariátu Knihobot dává manažerka značky Barbora Votavová.
  str. 27
- Obrázek - plocha typu v září otevřené arény MSG Sphere v Las Vegas
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