Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

51-52/2025

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    20
    25

  • Strana 2

    10.11.
    2026
    forummedia.cz
    XMAS
    Pre-sale
    Největší konference expertů
    na marketing, reklamu
    akomunikaci v Praze.
    Save
    the Date
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  • Strana 3

    Inzerce
    Foto na titulní straně: Rudolf Novák
    Kreativita a kampaně
    Rok změn
    Vážení čtenáři, kolegové, přátelé. Rok 2025 se blíží
    ke svému konci aspolu sním končí jednak rok
    velkých změn, ale také čtvrtstoletí snad ještě vět-
    ších změn. Právě tyto posuny se na následujících
    stránkách snažíme zachytit, ato jak na úrovni
    tuzemského dění, tak také ve světě, protože kdysi
    zdánlivě vzdálené dění se nás idíky digitalizaci
    všeho dotýká čím dál více.
    Vprvní části ročenky MAMu se věnujeme pro-
    měnám letošního roku, kde se mimo jiné obměni-
    lo vedení hned dvou televizí avznikla platforma,
    která má přinejmenším na tuzemském trhu
    aspiraci být jedničkou ve streamingu.
    Vdruhé části pak iprostřednictvím rozhovorů
    svýraznými osobnostmi zoboru zachycujeme
    právě proměnu komunikace za posledních 25 let.
    Aproměnou prochází také Marketing & Media.
    Vletošním roce se obměnil tým, který pro vás
    magazín týden co týden připravuje. Koleyním
    akolegům jednak chci poděkovat za to, že se jim
    daří držet úroveň jediného tištěného oborového
    periodika věnujícího se strategické komunikaci
    unás. Aza nás všechny chci slíbit, že tomu tak
    bude inadále.
    Přeji vám příjemné svátky aúspěšné vykročení
    do nového roku. Avlastně také do nového čtvrt-
    století, které nejspíš přinese neméně podstatné
    změny. Pravděpodobně ještě hlubší arychlejší,
    než jsme byli doposud zvyklí.
    Stanislav Šulc
    vedoucí redakce
    Jsem kapitalistka v nezisku. A dává mi to
    smysl
    Michaela Studená má za sebou rok jako nikdo
    jiný. Ceny sbírá ona sama i její agentura.
    str.1215
    Zadavatelé a značky
    Čtvrtstoletí proměn komunikace
    Dvacet pět let je hodně dlouhá doba. V oblasti
    marketingu je to jako přechod od hliněné
    tabulky k umělé inteligenci.
    str.2022
    Zadavatelé a značky
    Fenomén Seznam
    Je to ekosystém služeb. To, co začínalo jako
    katalog odkazů, dnes nabízí všechno, co
    hledáte.
    str.23
    Zadavatelé a značky
    Komunikace je důležitá, je ale potřeba
    nepodléhat emocím
    Jak se prodává dobročinnost? Své o tom ví
    ředitel Člověka v tísni Šimon Pánek.
    str.2630
    Online a social
    Nebát se být divný je konkurenční výhoda
    Petr Mára. Ve své době zjevení, dnes úspěšný
    inuencer a youtuber.
    str.3839
    Jiný pohled
    Odkdy je Santa Claus obchodní značkou
    Santa jako dobrosrdečný tlouštík s bílým
    plnovousem? Originální verze této postavy
    vypadala zprvu úplně jinak.
    str.46
    Marketing&Media|Týdeník okomerční komunikaci|Číslo 51 a 52 vyšlo vpondělí 22.12.2025|Ročník XXV, týdeník|Cena 149Kč|ISSN 12129496, ev. č. MK ČR E 8424
    Vydavatelem je Forum Media,s.r.o., IČ 06754066, FrantiškaKřížka362/1, 17000Praha7|Vedoucí redakce: Stanislav Šulc 606 783 713|Redakce: Veronika Kejřová 777 490 738,
    Irena Krcháková 733 773 237, Justýna Pískačová 777 847 497|Online aSoMe: Veronika Kejřová|Korektury: Marta Švagrová|Tipy ainformace zasílejte na adresu redakce@mam.cz
    Design: StudioMarvil, Zlom: Astronaut CreativeLab|Inzerce, obchodní spolupráce amediální partnerství: Veronika Skokánková 731 129 764
    Předplatné adistribuce: predplatne@mam.cz 735707420|Distribuce: Českápošta, Magnet Press Slovakia, Monitor|Tisk:Uniprint|Digitální verze MAM je provozována
    na Triobo, www.triobo.com|Jakékoliv užití ašíření obsahu časopisu ivjiném jazyce než včeském jebez písemného svolení vydavatele zakázáno.
    Volejte 735 707 420,
    objednávejte mam.mam.cz
    Předplaťte si MAM a získejte vstup
    na všechny akce z cyklu Forum Media
    Číslo týdne
    3765
    zaměstnankyň azaměstnanců
    zprodejen dm po celé ČR, logistických
    center vJihlavě aOstředku admdialogica
    vČeských Budějovicích přeje všem
    Vánoce plné radosti ašťastný rok 2026.
    MARKETING & MEDIA

  • Strana 4

    Veronika Kejřová
     iStock
    Vredakcích se měnily židle, na platformách
    pravidla avpubliku návyky. Marketing & Media
    přináší přehled dění vtisku, televizi, audiu, onlinu
    iuinuencerů aznaček vletošním roce.
    Dosahy, dohady,
    dopady. Co přinesl
    rok 2025
    4  5
    Téma čísla: Co hýbalo Českem i světem
    ROČENKA 2025

  • Strana 5

    Oxford Dictionary vyhlásil slovem roku
    výraz „rage bait“, cambridgeský slovník
    vybral termín parasociální, server Dicti-
    onary.com zase slovní spojení six-seven.
    Pokud mají být podobné výběry zrca-
    dlem trendů ve společnosti, můžeme
    přelom čtvrstoletí bez nadsázky nazvat
    dobou onlinovou. Uplynulý rok byl ale
    výživný ina dalších frontách. Aprotože
    na detailní rozbor by nám počet stránek
    časopisu nestačil, shrnuli jsme ho ales-
    poň telegracky.
    Zpravodajství atisk
    Rok včeských médiích se nesl ve zna-
    mení (nejen) šéfredaktorské verze hry
    „škatulata, hejbejte se“. Do čela Seznam
    Zpráv vlednu nastoupil Robert Čásenský,
    který tak vMagazínu Reportér uvolnil
    židli Michalu Musilovi. Vedení zpravodaj-
    ského webu Aktuálně.cz se po Pavlu Šve-
    covi ujal Matyáš Zrno. Zpravodajství pro
    mladé pod značkou Refresheru diriguje
    od srpna Vojtěch Tkáč, vedení časopisu
    Hrot převzala Sára Goldbergová. VLM
    zavedlo jednotné vedení cestovatelského
    obsahu aNational Geographic od listopa-
    du spolu sKoktejlem řídí Barbora Litero-
    vá. Vladimír Dušánek předal vprosinci
    šéfredaktorské křeslo zpravodajského
    serveru Novinky.cz Miroslavu Benčovi.
    Změny se nevyhnuly ani redakci MAM,
    jejíhož vedení se po Radaně Čechové
    ujal Stanislav Šulc. Kpohybům došlo ina
    poli vlastnickém. Karel Pražák prodává
    polovinu Mafry Pavlu Tykačovi. Playboy
    měl včervnu skončit, americký vlastník
    ale nakonec licenci prodloužil ačasopis
    jede dál pod vedením bývalé playmate
    Denisy Gudelj.
    Po letech došlo ke zvýšení koncesio-
    nářských poplatků uveřejnoprávních
    médií. Útoky na novináře nově řeší
    projekt Bezpečná žurnalistika, který
    reaguje na fakt, že 17 procent novinářů
    čelí agresivitě každý měsíc ašest procent
    dokonce denně. Deník Právo se oblékl do
    nové vizuální identity iformátu.
    Vzahraničí patřilo knejvýraznějším
    zprávám mimo jiné oznámení okonci
    legendární šéfredaktorky Anny Wintour
    včele Vogue akauza Agentury AP, kterou
    americký prezident Donald Trump
    odmítl vpustit do Bílého domu poté, co
    oMexickém zálivu psala dál pod jeho
    původním názvem, místo aby ho posluš-
    ně přejmenovala na „Americký“.
    Televize avideoplatformy
    Spojením Voyo aO2 TV vznikl Oneplay,
    podle generálního ředitele Novy proběhl
    rebranding úspěšně aznalost teprve na
    jaře vzniklé značky je vprosinci 2025
    už na úrovni dřívější novácké online
    videotéky. (Více oprojektu si přečtěte na
    stranách 1617).
    Rada ČT odvolala vkvětnu generál-
    ního ředitele Jana Součka zdůvodu
    údajného několikerého porušení zákona
    oČT. Omísto se ucházeli mimo jiné Milan
    Fridrich, Miroslav Karas, Jiří Ponikelský
    nebo Libuše Šmuclerová, po odstoupe-
    ní prvního jmenovaného byl nakonec
    zvolen stávající obchodní ředitel Hynek
    Chudárek. Jeho prvním krokem pak
    byla reorganizace aredukce nejvyššího
    managementu. Senát kývl na to, že má
    NKÚ kontrolovat hospodaření České
    televize irozhlasu. ZNova Gold se stala
    Nova Krimi.
    Šéf BBC rezignoval po kritice, že
    stanice upravila Trumpův projev před
    útokem na Kapitol. ČT24 anekonečný
    seriál televize Nova Ulice oslavily dvacet
    let, Večerníček šedesát.
    Netix se střetl sParamountem vboji
    opřevzetí Warner Bros, Disney poskytlo
    licenci na řadu postav ze svého katalogu
    rmě OpenAI. Druhá řada Zrádců opa-
    novala na podzim televizní obrazovky,
    kina isociální sítě. Dlouho očekávanou
    premiéru prvních čtyř dílů ze závěreč-
    né série populárního seriálu Stranger
    Things provázel takový zájem, že došlo
    ktéměř hodinovému výpadku platformy
    Netix.
    Rádio, audio apodcasty
    Tým moderátorů Českého rozhlasu
    posílila Světlana Witovská, vříjnu rozšířil
    také investigativní redakci. Rádio Blaník
    se vkvětnu poprvé vhistorii stalo nejpo-
    slouchanějším českým rádiem. Na první
    příčce Radioprojektu se vtýdenních čís-
    lech umístilo sbezmála dvěma miliony
    posluchačů, zároveň dosáhlo nejvyššího
    tržního podílu 10,6 procenta. Impuls
    spustil čtyři tematická webová rádia,
    hrají pop, folk ibalady.
    Podcastem roku se opět staly Opravdo-
    vé zločiny, díla nově hodnotila iodborná
    porota. Apopularita podcastů vČesku
    stále roste. Platforma České podcasty
    k1. říjnu evidovala celkem 8702 podcas-
    tových pořadů to představuje nárůst
    o7,3 procenta ve srovnání se začátkem
    letošního roku. Novou platformu pro
    publikování autorského obsahu pak nabí-
    dl Seznam. Autoři zřad široké veřejnosti
    mohou nyní nabízet svou audiotvorbu na
    platformě Podcasty.cz apodobně jako na
    blogovací platformě Médium.cz ji izde
    MARKETING & MEDIA

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  • Obsah

    Jsem kapitalistka v nezisku. A dává mi to smysl

    Michaela Studená má za sebou rok jako nikdo jiný. Ceny sbírá ona sama i její agentura.

    str. 12–15

     

    Čtvrtstoletí proměn komunikace

    Dvacet pět let je hodně dlouhá doba. V oblasti marketingu je to jako přechod od hliněné tabulky k umělé inteligenci.

    str. 20–22

     

    Fenomén Seznam

    Je to ekosystém služeb. To, co začínalo jako katalog odkazů, dnes nabízí všechno, co hledáte.

    str. 23

     

    Komunikace je důležitá, je ale potřeba nepodléhat emocím

    Jak se prodává dobročinnost? Své o tom ví ředitel Člověka v tísni Šimon Pánek. 

    str. 26–30

     

    Nebát se být divný je konkurenční výhoda

    Petr Mára. Ve své době zjevení, dnes úspěšný influencer a youtuber.

    str. 38–39

     

    Odkdy je Santa Claus obchodní značkou

    Santa jako dobrosrdečný tlouštík s bílým plnovousem? Originální verze této postavy vypadala zprvu úplně jinak.

    str. 46

  • Editorial

    Rok změn

    Vážení čtenáři, kolegové, přátelé. Rok 2025 se blíží ke svému konci a spolu s ním končí jednak rok velkých změn, ale také čtvrtstoletí snad ještě větších změn. Právě tyto posuny se na následujících stránkách snažíme zachytit, a to jak na úrovni tuzemského dění, tak také ve světě, protože kdysi zdánlivě vzdálené dění se nás i díky digitalizaci všeho dotýká čím dál více.

    V první části ročenky MAMu se věnujeme proměnám letošního roku, kde se mimo jiné obměnilo vedení hned dvou televizí a vznikla platforma, která má přinejmenším na tuzemském trhu aspiraci být jedničkou ve streamingu.

    V druhé části pak i prostřednictvím rozhovorů s výraznými osobnostmi z oboru zachycujeme právě proměnu komunikace za posledních 25 let.

    A proměnou prochází také Marketing & Media. V letošním roce se obměnil tým, který pro vás magazín týden co týden připravuje. Kolegyním a kolegům jednak chci poděkovat za to, že se jim daří držet úroveň jediného tištěného oborového periodika věnujícího se strategické komunikaci u nás. A za nás všechny chci slíbit, že tomu tak bude i nadále.

    Přeji vám příjemné svátky a úspěšné vykročení do nového roku. A vlastně také do nového čtvrtstoletí, které nejspíš přinese neméně podstatné změny. Pravděpodobně ještě hlubší a rychlejší, než jsme byli doposud zvyklí.


    Stanislav Šulc
    vedoucí redakce

  • Dosahy, dohady, dopady. Co přinesl rok 2025

  • Jak doručit vánoční náladu

  • Jak doručit vánoční náladu

  • Lidé 2025

  • Jsem kapitalistka v nezisku. A dává mi to smysl

  • MAM Souboj spotů vrcholí. Kdo vyhraje titul spot roku?

  • Obsah, rituál a překvapení: Jak dnes přemýšlí Nova

  • Čtvrtstoletí proměn komunikace

  • Od bannerů k algoritmům

  • Fenomén Seznam

  • Forum Media v průběhu let

  • Komunikace je důležitá, je ale potřeba nepodléhat emocím

  • Jak Habánské sklepy využily motiv mistrovství pro silnou moderní kampaň

  • Influenceři dosáhli vyšší důvěryhodnosti

  • Digitál budeme vyhodnocovat jako print

  • Dvě a půl dekády, které změnily mediální svět

  • Nebát se být divný je konkurenční výhoda

  • Klienti potřebují agenturu, která je umí challengovat

  • Malý trh může být výhodou

  • Když svátky nejsou jenom o radosti: Data, která otevírají oči

  • Odkdy je Santa Claus obchodní značkou

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