Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
FM/PROGRAM/2021
Program konference Forum Media 2021
Strana 1
PROGRAM KONFERENCEVšechno důležité za jeden denwww.forummedia.cz11/11/2021O2 UNIVERSUM, PRAHAProgram_konference_FM_2021_205x270_vkladka_finale.indd 1Program_konference_FM_2021_205x270_vkladka_finale.indd 1 10.11.2021 12:0910.11.2021 12:09Strana 2
moderuje Zuzana Tvarůžková9.00–9.10 Zahájení konference9.10–9.40Komunikace nutící kpřemýšleníMichael Conrad, Ex-Vice Chairman and Chief Creative Offi cer,Leo Burnett Worldwide; zakladatel Berlin School of CreativeLeadership (Švýcarsko)9.40–10.10Jak udržet přitažlivost olympijských komerčníchpartnerství vrychle se vyvíjejícím prostředí korporacíamédiíTimo Lumme, Television & Marketing Director,Mezinárodní olympijský výbor (Švýcarsko)10.10–10.30PŘESTÁVKAmoderuje Zuzana Tvarůžková13.15–13.30Média pro demokraciiVěra Jourová, místopředsedkyně Evropské komise13.30–13.50PŘESTÁVKA13.50–14.00 Úvod k bloku MÉDIAPetr Dvořák, generální ředitel, Česká televize14.00–14.30Dopady covidu na média veřejné službyAlexander Wrabetz, Director General, ORF (Rakousko)14.30–15.00Proč fake news zachrání demokraciiJuan Señor, prezident, Innovation Media (Velká Británie)15.00–15.30Od mediálních monolitů ktěm, co přežiliMark Tungate, programový ředitel, EPICA (Francie)15.30–15.50Jsou tradiční média defi nitivně na odpis?Michal Teplica, generální ředitel, News & Media Holding(Slovensko)15.50–16.10Aby kvalita nebyla undergroundLenka Černá, generální ředitelka, Economia16.10–16.30Jak přeorientovat tradiční vydavatelstvína komplexní data driven přístupJakub Šiler, Head of Business Intelligence,Vojtěch Matoušek, Digital Content Analyst,Czech News Center16.30–16.50PŘESTÁVKAmoderuje Zuzana Tvarůžková10.30–11.00ThisAbles Enabled: ohlasy kampaně vdobách coviduAdrian Botan, Chief Creative Offi cer, McCann Europe(Velká Británie), Sigal Abudy Weber, Chief Creative Offi cer,McCann Tel Aviv (Izrael)11.00–11.30Pojďme si HRÁT AZACHRÁNIT světMaciej Twardowski, Executive Creative Director,Ogily Warsaw (Polsko)11.30–11.50Muž, který neměl přijítPavel Řehák, zakladatel agenerální ředitel, Direct pojišťovna11.50–12.10Tečka, nebo dvojtečka?Jan Binar, prezident Asociace komunikačních agentur12.10–13.10OBĚDSCÉNA FORUM MEDIA (C1)I. BLOK II. BLOKIII. BLOKZuzana Tvarůžkovánovinářka amoderátorkaČeské televize po celý denprovází programem na scéněForum MediaFilip Rožáneknovinář, mediální analytik, editorserveru Digizone.cz abývalýšéfredaktor týdeníku MAM dnesmoderuje program na scénáchEffi e aMarket InsightVáclav Sochornovinář, manažer a lektor,bývalý radio a TV moderátor,šéfredaktor MAM, dnes šéfkomunikace Tipsportu moderujescénu PRSummitC1FOYER CC2C3SCÉNAEFFIE STAGE | MARKET INSIGHTSCÉNAPR SUMMITVSTUPSCÉNAFORUM MEDIACATERINGonlineonlineonlineProgram_konference_FM_2021_205x270_vkladka_finale.indd 2Program_konference_FM_2021_205x270_vkladka_finale.indd 2 10.11.2021 12:0910.11.2021 12:09Strana 3
moderuje Václav Sochor10.30–10.35 Zahájení PR Summitu10.35–11.05PR mýty arealita: jak efektivně měřit výsledky PRRich Leigh, zakladatel, Radioactive PR (Velká Británie)11.05–11.35Firemní komunikace vdobě pandemie aotřesů:úspěchy, výzvy aponaučeníMatt Stearns, Senior Vice President & Head of ExternalCommunications, UnitedHealth Group (Spojené státy)11.35–11.55Má vlast aprázdno vní: jak vrátit turisty do ČeskaMichal Chour, prezident, AmCham; generální ředitel,Alcron Hotel11.55–12.15Mr. Hackaton aMinisterstvo dálnicTomáš Vondráček, CEO, WMC/Greymoderuje Václav Sochor13.30–14.00Projekt E-demokracie: síly zla, síly dobraFarid Chehab, Honorary Chairman,Leo Burnett Bejrút (Libanon)14.00–14.20Uměle inteligentní: role technologiívpolitice avytváření státuSara Polak, zakladatelka, Anthropologica14.20–14.40Mediální analýzy, které nekončí v šuplíkuOndřej Luštinec, vedoucí externí komunikace a tiskový mluvčí,Vodafone, Lenka Šafránková, Customer Success Manager,Monitora Media14.40–15.OOZavražděna komunistyIniciativa Milada 70: Michal Gregorini, Dekomunizace,Leoš Válka, Centrum současného umění DOX, Marek Vocel,MVP events, Permanent Gig, Ondřej Boháč, ředitel Institutuplánování arozvoje hl. m. Prahy15.00–15.20Jak budovat značku véře marketingového násilíMilan Šemelák, provokatér, Unicorn Attacks15.20–15.40Mají osvětové kampaně smysl? Afungují?Jan Matoušek, výkonný ředitel, Česká asociace pojišťovenaČeská kancelář pojistitelů15.40–16.00Volby 2021: Česko v. IrákAndrej Štuk, Creative Director, Marketup16.00–16.30Jak digitální komunikace vyhrála volbyazachránila životyBen Guerin, zakladatel, Topham Guerin (Velká Británie)16.30 KONEC PROGRAMUSCÉNA PR SUMMIT (C3)I. BLOKII. BLOK12.15–13.15 OBĚD12.15–13.15 OBĚDmoderuje Filip Rožánek10.30–10.35 Zahájení Effie Stage10.35–10.55Efektivita reklamních kampaní vdigitálním prostředíTereza Šimečková, Managing Director,Tomáš Hynčica, Ad Intel Business Director, Nielsen Admosphere10.55–11.15Vyřazování OOH zmediálního mixu: racionálnírozhodnutí, nebo ztracená příležitost?Jiří Udatný, Data & Analytics Director, GroupM,Aleš Jeřábek, Sales Director, EuroAWK11.15–11.35BoomLab 2.0: vše, co potřebujete pro efektivní (nejen)obsahovou strategiiTomáš Cibor, Head of Strategy & Analytics, BoomerangCommunication11.35–11.55Vášeň překoná množství!Tereza Báčová, Media & New Business Director, Mediaplus11.55–12.15Rezonance na třetí. Rezonující reklamy staví narezonujícím příběhu, rezonuje iten váš?Jakub Malý, Managing Director, IpsosEFFIE STAGEMARKET INSIGHTmoderuje Filip Rožánek13.30–13.50Začněme zase dělat marketingRoman Trzaskalik, marketingový ředitel, Plzeňský Prazdroj13.50–14.10Svět za bublinouPetr Tomáš, Consumer Research Skillhead, Wavemaker14.10–14.30Jak posunout tradiční arozšířený Orion do prémiovéhosegmentu?Iva Ambrožová, marketingová manažerka divize cukrovinek,Nestlé14.30–14.50Big Data Advanced AnalyticsMartina Lovětínská, marketingová ředitelka,Coca-Cola HBC Czech Republic14.50–15.10Od sázení tiketů ksázení budoucnostiLucia Štefánková, ředitelka, Nadace Tipsport15.10–15.30Out-of-Home 4.0Michal Tichý, Business Development Manager, BigMedia15.30–15.50 Jak se prosadit na trhu, který už ovládá někdo jinýBojan Stoevski, Market Manager, Imperial Brands CzechRepublic15.50–16.10Po čem ženy touží?Michaela Kačena, obchodní ředitelka, Extra Online Media16.10–16.30Vhlavní roli: značkyJoey Tehranian, CCO, Antonín Milata, CEO, Renegãdz16.30KONEC PROGRAMUEFFIE STAGE / MARKET INSIGHT (C2)Program_konference_FM_2021_205x270_vkladka_finale.indd 3Program_konference_FM_2021_205x270_vkladka_finale.indd 3 10.11.2021 12:0910.11.2021 12:09Strana 4
16 .5 0 –17. 25Zomri jako lovebrandZomri: Bufeťák, Korytnačiak, Insta(Slovensko)Satirická skupina Zomri je fenoménem slovenskésociálněmediální scény. Nikoho nešetří, politickounekorektnost má ve své DNA. Mnohým leží ironicképříspěvky Zomri v žaludku. Od svého vzniku tato trojiceadminů důsledně střeží svou identitu. Vystupují zásadněinkognito, jejich jména, tváře ahlasy zůstávají zahalenytajemstvím. Ale především: nikdy nemluví vážně.IV. BLOKSCÉNA FORUM MEDIA(C1) – VELKÉ FINÁLEmoderuje Zuzana Tvarůžková17. 25 –18 .0 0Jak silnou zbraní dokáže být informace?Petr Pavelbývalý náčelník generálního štábu české armády, bývalýpředseda vojenského výboru NATOArmádní generál Petr Pavel dosáhl během své aktivníkariéry jako první zástupce armád bývalé Varšavskésmlouvy na nejvyšší vojenskou příčku vhierarchiiSeveroatlantické aliance. Původně vojenský rozvědčíkpůsobil vmezinárodních misích vbývalé Jugoslávii,ve velitelství operace Trvalá svoboda vTampě, čivamerickém velení vKataru během invaze do Iráku.Jenositelem amerického vojenského vyznamenáníkomandér Záslužné legie.18.00KONEC PROGRAMUV. BLOKmoderuje Zuzana TvarůžkováPartneři konference Forum Media 2021Partneři:Mediální partneři:Pořadateléaodborní partneři:Program_konference_FM_2021_205x270_vkladka_finale.indd 4Program_konference_FM_2021_205x270_vkladka_finale.indd 4 10.11.2021 12:0910.11.2021 12:09
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