{"id":2764,"date":"2023-12-27T05:13:11","date_gmt":"2023-12-27T04:13:11","guid":{"rendered":"https:\/\/andrekohout.cz\/pisu-si\/?p=2764"},"modified":"2024-02-13T08:44:01","modified_gmt":"2024-02-13T07:44:01","slug":"creative-restart-2023-pro-udrzeni-kreativity-musite-vystupovat-z-komfortni-zony","status":"publish","type":"post","link":"https:\/\/andrekohout.cz\/pisu-si\/2023\/12\/27\/creative-restart-2023-pro-udrzeni-kreativity-musite-vystupovat-z-komfortni-zony\/","title":{"rendered":"Creative Restart 2023: Pro udr\u017een\u00ed kreativity mus\u00edte vystupovat z komfortn\u00ed z\u00f3ny"},"content":{"rendered":"\n

Posledn\u00ed den v listopadu jsem zav\u00edtal na marketingovou konferenci Creative Restart<\/a>, kter\u00e1 se konala v kin\u011b Dlaba\u010dov<\/a>. Ano, poznali jste spr\u00e1vn\u011b, jej\u00edm hlavn\u00edm t\u00e9matem byla kreativita. Akci uspo\u0159\u00e1dal Roman \u010c\u00edhal\u00edk<\/a> ve spolupr\u00e1ci s digit\u00e1ln\u00ed agenturou Taste.cz<\/a>, a cel\u00fdm dnem prov\u00e1zel moder\u00e1tor Michael Koch<\/a>. Jak to dopadlo? Poj\u010fme na to.<\/p>\n\n\n\n

Kreativita v marketingu<\/h2>\n\n\n\n

Kreativita je zejm\u00e9na v marketingu kl\u00ed\u010dov\u00e1 pro \u00fasp\u011b\u0161nou kampa\u0148 a p\u0159in\u00e1\u0161\u00ed s sebou spoustu ot\u00e1zek. Co to kreativita vlastn\u011b je? Jak funguje? Kde se bere? V\u011bt\u0161ina z n\u00e1s m\u00e1 na tyto ot\u00e1zky odli\u0161nou odpov\u011b\u010f. A Creative Restart byl pr\u00e1v\u011b t\u00edm m\u00edstem, kde jste mohli tato t\u00e9mata otev\u0159\u00edt spolu s ostatn\u00edmi \u00fa\u010dastn\u00edky a navz\u00e1jem se inspirovat. <\/p>\n\n\n\n

Nestihli jste na akci dorazit? Nebo v\u00e1s zaj\u00edmaj\u00ed n\u011bkter\u00e9 p\u0159edn\u00e1\u0161ky v\u00edce dopodrobna? M\u00e1m pro v\u00e1s dobrou zpr\u00e1vu. Na v\u0161echny p\u0159edn\u00e1\u0161ky z cel\u00e9ho dne se m\u016f\u017eete pod\u00edvat na webu<\/a>.<\/p>\n\n\n\n

Rychl\u00fd start hned z r\u00e1na<\/h2>\n\n\n\n

Konference m\u011bla n\u011bkolik \u010d\u00e1st\u00ed, kter\u00e9 na sebe navazovaly. Rann\u00ed blok za\u010dal \u00favodn\u00edm slovem Michaela Kocha<\/a> a n\u00e1sledn\u00fdm keynotem, kter\u00e9ho se ujal Roman \u010c\u00edhal\u00edk<\/a>. Ten se vr\u00e1til v \u010dase, kdy\u017e vyzdvihl, \u017ee kreativita m\u00e1 ko\u0159eny u\u017e 70 000 let p\u0159ed na\u0161\u00edm letopo\u010dtem. V tu dobu spolu lid\u00e9 postupn\u011b za\u010dali spolupracovat a vytv\u00e1\u0159et komunity, do kter\u00fdch ka\u017ed\u00fd z nich vnesl kousek sv\u00e9 inspirace, a to v celkov\u00e9m kontextu povzbudilo jejich kreativitu. <\/p>\n\n\n\n

Z rann\u00edho bloku p\u0159edn\u00e1\u0161ek nem\u016f\u017eu nezm\u00ednit propracovanou prezentaci Christophe Wechslera<\/a> z Kiwi.com<\/a>, kter\u00fd slovo kreativita v\u00edc ne\u017e podtrhl. P\u0159edstavil kreativn\u00ed strategick\u00fd model spole\u010dnosti Kiwi, kter\u00fd stoj\u00ed na \u201euser generated content\u201c kampan\u00edch. Tento model si zakl\u00e1d\u00e1 na re\u00e1ln\u00fdch z\u00e1\u017eitc\u00edch b\u011b\u017en\u00fdch lid\u00ed, a tak vyvol\u00e1v\u00e1 mnohem v\u011bt\u0161\u00ed d\u016fv\u011bru ze strany z\u00e1kazn\u00edk\u016f na rozd\u00edl od influencer marketingu. A je\u0161t\u011b je to levn\u011bj\u0161\u00ed.\u00a0<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Pavol Min\u00e1r<\/a> n\u00e1m uk\u00e1zal, jak na v\u00fdznam zna\u010dky. Podle n\u011bho je ka\u017ed\u00e1 zna\u010dka ment\u00e1ln\u00ed konstrukce a jej\u00ed v\u00fdznam je kl\u00ed\u010dov\u00fd, ale je\u0161t\u011b podstatn\u011bj\u0161\u00edmi atributy jsou jej\u00ed vize, mise a insight. To n\u00e1m dokonale p\u0159ibl\u00ed\u017eil na konkr\u00e9tn\u00edch p\u0159\u00edkladech, t\u0159eba na reklam\u011b od Heinekenu, Magnumu nebo Solo Stove se Snoop Doggem<\/a>. <\/p>\n\n\n\n

Cel\u00fd prvn\u00ed blok zakon\u010dili Judita R\u016f\u017ei\u010dkov\u00e1<\/a> spolu s Davidem \u010cerven\u00fdm<\/a> ze Zaraguzy<\/a>, kte\u0159\u00ed n\u00e1m uk\u00e1zali, \u017ee i kreativci a strat\u00e9gov\u00e9 dok\u00e1\u017eou naj\u00edt spole\u010dnou \u0159e\u010d. Sta\u010d\u00ed si mezi sebou nastavit zdrav\u00e9 hranice, ujistit se, \u017ee oba mluv\u00ed stejn\u00fdm jazykem a navz\u00e1jem si d\u016fv\u011b\u0159ovat. Ale taky prov\u011b\u0159ovat.<\/p>\n\n\n\n

Jak prob\u00edhaly dal\u0161\u00ed p\u0159edn\u00e1\u0161ky<\/h2>\n\n\n\n

Po p\u016flhodinov\u00e9 pauze n\u00e1s \u010dekal dal\u0161\u00ed program se t\u0159emi p\u0159edn\u00e1\u0161kami. Petr \u0160upol\u00edk<\/a> zd\u016fraznil v\u00fdznam kontextu\u00e1ln\u00ed reklamy, kter\u00e1 je vn\u00edm\u00e1na u\u017eivateli velmi pozitivn\u011b, proto\u017ee z\u00edsk\u00e1v\u00e1 pozornost p\u0159irozen\u011b a eliminuje \u0161patn\u00fd obsah. Dodal, \u017ee s rovnic\u00ed \u201e(ten spr\u00e1vn\u00fd) <\/em>kontext + (ta spr\u00e1vn\u00e1) <\/em>kreativita = pozornost spot\u0159ebitele\u201c m\u00e1te vyhr\u00e1no. <\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Leonard Savage<\/a> ze McCann Prague<\/a> se v\u011bnoval permanentn\u00edmu briefu a hned v prvn\u00edch vte\u0159in\u00e1ch p\u0159edn\u00e1\u0161ky v\u0161echny p\u0159ekvapil. Podle n\u011bho jsou toti\u017e kreativn\u00ed briefy m\u00fdtus, jako jednoro\u017eci, a jedin\u00e9 briefy, kter\u00e9 existuj\u00ed, jsou ty byznysov\u00e9, kter\u00e9 kousek t\u00e9 kreativity pot\u0159ebuj\u00ed. Uk\u00e1zal n\u00e1m p\u00e1r p\u0159\u00edklad\u016f \u2013 nap\u0159\u00edklad brief od spole\u010dnosti Gillette, kter\u00e1 klade d\u016fraz na vztah otce a syna, a taky \u010desk\u00e9 poji\u0161\u0165ovny VZP, kde je kl\u00ed\u010dov\u00e1 prevence. <\/p>\n\n\n\n

Posledn\u00ed p\u0159edn\u00e1\u0161ku v druh\u00e9m bloku vedl Atila Martins<\/a> a zab\u00fdval se craftem, kter\u00fd je podle n\u011bho nutnost\u00ed, nejen mo\u017enost\u00ed. Kl\u00ed\u010dov\u00e9 pro spr\u00e1vn\u00fd craft je, aby byl co mo\u017en\u00e1 nejjednodu\u0161\u0161\u00ed, byl tvo\u0159en pro sv\u00e9 publikum, m\u011bl jasn\u00e9 c\u00edle a priority a v\u011bnovalo se mu dostatek \u010dasu. Zaj\u00edmaj\u00ed v\u00e1s dal\u0161\u00ed tipy? Pod\u00edvejte se na jeho prezentaci<\/a>. <\/p>\n\n\n\n

Jdeme do fin\u00e1le<\/h2>\n\n\n\n

Po ob\u011bdov\u00e9 pauze jsme se vrhli do odpoledn\u00edho bloku, kde n\u00e1s \u010dekalo je\u0161t\u011b 5 posledn\u00edch p\u0159edn\u00e1\u0161ek. Posledn\u00ed \u010d\u00e1st konference otev\u0159ela Zuzana Mag\u00e1lov\u00e1<\/a> a v\u011bnovala se briefu. Ta n\u00e1s ujistila, \u017ee je oukej m\u00edt na za\u010d\u00e1tku v hlav\u011b chaos, proto\u017ee pr\u00e1v\u011b brief n\u00e1m podle n\u00ed uleh\u010d\u00ed \u017eivot a ut\u0159\u00edd\u00ed my\u0161lenky spr\u00e1vn\u00fdm sm\u011brem. Brief slou\u017e\u00ed z\u00e1rove\u0148 tro\u0161ku jako zrcadlo, t\u00edm n\u00e1m zabra\u0148uje sklouznout k subjektivit\u011b a z\u00e1rove\u0148 pom\u016f\u017ee s efektivitou. <\/p>\n\n\n\n

Konference v roce 2023 a zat\u00edm \u017e\u00e1dn\u00e1 p\u0159edn\u00e1\u0161ka o um\u011bl\u00e9 inteligenci? Rozhodn\u011b ne. Jan Tyl <\/a>se o n\u00ed rozpov\u00eddal a rozebral jej\u00ed potenci\u00e1l v kreativit\u011b. P\u0159edstavil n\u00e1m z\u00e1kladn\u00ed koncepty AI jako je ANI (narrow AI), kter\u00e1 zvl\u00e1d\u00e1 jen jeden \u00fakol najednou, AGI (general AI) aneb v\u0161e, co zvl\u00e1daj\u00ed sami lid\u00e9, nebo dokonce S<\/strong>uper AI <\/strong>aneb nadlidsk\u00e1 inteligence. A nakonec n\u00e1m uk\u00e1zal jeho projekty Matylda, DigiHavel<\/a> nebo rozpracovan\u00fd Magick\u00fd den\u00edk, kde hraje um\u011bl\u00e1 inteligence hlavn\u00ed roli. <\/p>\n\n\n\n

Pak p\u0159i\u0161el na \u0159adu celkem buzzword \u2013 vyho\u0159en\u00ed. Probl\u00e9m, o kter\u00e9m v\u0161ichni mluv\u00ed, ale m\u00e1lokdo v\u00ed, jak ho rozpoznat v\u010das. Alice Budov\u00e1<\/a> n\u00e1m na p\u0159\u00edb\u011bhu Magdal\u00e9ny<\/a> uk\u00e1zala n\u011bkolik tip\u016f a rad, jak dos\u00e1hnout v \u017eivot\u011b balanc a vyhnout se workoholismu. C\u00edt\u00edte se emo\u010dn\u011b otup\u011bl\u00fd? Nepom\u00e1h\u00e1 v\u00e1m u\u017e ani v\u00edkend volna nebo dokonce dovolen\u00e1? To jsou typick\u00e9 p\u0159\u00edznaky vyho\u0159en\u00ed, tak to nepodce\u0148te a za\u010dn\u011bte to \u0159e\u0161it v\u010das. <\/p>\n\n\n\n

Po posledn\u00ed kr\u00e1tk\u00e9 pauze vystoupil Alan Z\u00e1ruba<\/a> a sd\u00edlel s n\u00e1mi sv\u00e9 nad\u0161en\u00ed pro sport. Aplikaci Livesport<\/a> zn\u00e1me asi v\u0161ichni, ale on se rozpov\u00eddal o Flashscore<\/a>, vlajkov\u00e9m produktu spole\u010dnosti, a spu\u0161t\u011bn\u00ed nov\u00e9 slu\u017eby \u2013 Flashscore News. Ta posouv\u00e1 klasickou sportovn\u00ed \u017eurnalistiku na dal\u0161\u00ed level a pou\u017e\u00edv\u00e1 vizu\u00e1ln\u00ed anal\u00fdzu dat se zapojen\u00edm automatizace tvorby obsahu d\u00edky um\u011bl\u00e9 inteligenci. Den zakon\u010dil Vojt\u011bch Proke\u0161<\/a> z Behavio<\/a>, kter\u00fd n\u00e1m na konkr\u00e9tn\u00edch p\u0159\u00edkladech kampan\u00ed uk\u00e1zal, \u017ee jen z\u00e1bavn\u00e1 kreativa nesta\u010d\u00ed k tomu, aby byla reklama \u00fasp\u011b\u0161n\u00e1, ale je t\u0159eba si promyslet kl\u00ed\u010dovou message a zp\u016fsob, jak\u00fdm to provedeme.<\/p>\n\n\n\n

Co se mi na akci (ne)l\u00edbilo <\/h2>\n\n\n\n

Cel\u00fd program Creative Restartu<\/a> byl skv\u011ble propojen a jednotliv\u00e9 p\u0159edn\u00e1\u0161ky do sebe kr\u00e1sn\u011b zapadaly. Jako plus byla i mo\u017enost interakce s p\u0159edn\u00e1\u0161ej\u00edc\u00edm, proto\u017ee po ka\u017ed\u00e9 p\u0159edn\u00e1\u0161ce div\u00e1ci mohli prost\u0159ednictv\u00edm Slido pokl\u00e1dat anonymn\u00ed ot\u00e1zky. K tomu se v\u00e1\u017ee mo\u017en\u00e1 mal\u00e9 m\u00ednus. V\u011bt\u0161inou na tyto ot\u00e1zky nezbylo moc \u010dasu, a tak se na v\u0161echny z nich nestihlo odpov\u011bd\u011bt. <\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Co mi ned\u00e1 a mus\u00edm to zm\u00ednit jsou vybran\u00e9 prostory. Pro p\u0159edn\u00e1\u0161ky bylo kino v\u00edc ne\u017e dosta\u010duj\u00edc\u00ed. Ale ve chv\u00edli, kdy se v\u0161ichni \u00fa\u010dastn\u00edci b\u011bhem ob\u011bdov\u00e9 pauzy vrhli na catering, bylo jasn\u00e9, \u017ee nen\u00ed moc mo\u017enost\u00ed si s j\u00eddlem n\u011bkam sednout. V\u011bt\u0161ina \u00fa\u010dastn\u00edk\u016f tak musela sed\u011bt na schodech nebo s j\u00eddlem st\u00e1t. A pol\u00e9vka se ve stoje j\u00ed celkem blb\u011b\u2026<\/p>\n\n\n\n

M\u00e9 celkov\u00e9 dojmy\u2026<\/h2>\n\n\n\n

V\u00edce ne\u017e pozitivn\u00ed. I p\u0159es mal\u00e9 drobnosti byla konference p\u0159\u00ednosn\u00e1 a bylo vid\u011bt, \u017ee Taste<\/a> za sebou u\u017e n\u011bkolik Restart\u016f<\/a> m\u00e1. I kdy\u017e konference prob\u00edh\u00e1 cel\u00fd den, rychl\u00e9 a zaj\u00edmav\u00e9 p\u0159edn\u00e1\u0161ky udr\u017e\u00ed va\u0161i pozornost. Creative Restart rozebral kreativitu z n\u011bkolika \u00fahl\u016f a zd\u016fraznil, \u017ee kreativita nen\u00ed jen o marketingu a produktech, ale o celkov\u00e9m vn\u00edm\u00e1n\u00ed sv\u011bta a na\u0161em pohledu na n\u011bj. Pro udr\u017een\u00ed kreativity je nutn\u00e9 ob\u010das vystoupit z komfortn\u00ed z\u00f3ny a b\u00fdt otev\u0159en\u00fd podn\u011bt\u016fm z vn\u011bj\u0161\u00edho prost\u0159ed\u00ed, kter\u00e9 pak sta\u010d\u00ed jen propojit. <\/p>\n\n\n\n

Tak co, vid\u00edme se na dal\u0161\u00edm Creative Restartu?<\/p>\n\n\n\n

P\u0159ipom\u00edn\u00e1m, \u017ee z\u00e1znamy v\u0161ech p\u0159edn\u00e1\u0161ek najdete na str\u00e1nk\u00e1ch Creative Restartu<\/a>. <\/p>\n\n\n\n

\"\"<\/figure>\n","protected":false},"excerpt":{"rendered":"

Posledn\u00ed den v listopadu jsem zav\u00edtal na marketingovou konferenci Creative Restart, kter\u00e1 se konala v kin\u011b Dlaba\u010dov. Ano, poznali jste spr\u00e1vn\u011b, jej\u00edm hlavn\u00edm t\u00e9matem byla kreativita. Akci uspo\u0159\u00e1dal Roman \u010c\u00edhal\u00edk ve spolupr\u00e1ci s digit\u00e1ln\u00ed agenturou Taste.cz, a cel\u00fdm dnem prov\u00e1zel moder\u00e1tor Michael Koch. Jak to dopadlo? Poj\u010fme na to. Kreativita v marketingu Kreativita je zejm\u00e9na […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false},"categories":[21,59],"tags":[110,87,109,46,50,106,8,57,13,108],"acf":[],"yoast_head":"\nCreative Restart 2023: Pro udr\u017een\u00ed kreativity mus\u00edte vystupovat z komfortn\u00ed z\u00f3ny | Andr\u00e9 Kohout si p\u00ed\u0161e<\/title>\n<meta name=\"description\" content=\"Posledn\u00ed den v listopadu jsem zav\u00edtal na marketingovou konferenci Creative Restart, kter\u00e1 se konala v kin\u011b Dlaba\u010dov. 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