{"id":13586,"date":"2022-08-22T08:00:22","date_gmt":"2022-08-22T06:00:22","guid":{"rendered":"https:\/\/www.vskk.cz\/cz\/?page_id=13586"},"modified":"2022-08-22T14:03:08","modified_gmt":"2022-08-22T12:03:08","slug":"vyucujici-bc-jaroslav-malina","status":"publish","type":"page","link":"https:\/\/www.vskk.cz\/cz\/aktuality\/vyucujici-bc-jaroslav-malina\/","title":{"rendered":"Vyu\u010duj\u00edc\u00ed: Bc. Jaroslav Malina"},"content":{"rendered":"

Jaroslava Malinu mohou studenti potkat v r\u00e1mci p\u0159edm\u011btu Intermedi\u00e1ln\u00ed tvorba, kde jim p\u0159ed\u00e1v\u00e1 zku\u0161enosti, kter\u00e9 z\u00edskal b\u011bhem sv\u00e9ho p\u016fsoben\u00ed nejen v komunika\u010dn\u00ed agentu\u0159e McCann Prague, kde pracuje t\u00e9m\u011b\u0159 12 let, aktu\u00e1ln\u011b jako Chief Growth Officer. V rozhovoru jsme se bavili mimo jin\u00e9 o kampani 13 minut, za kterou z\u00edskali st\u0159\u00edbrn\u00e9ho lva z Cannes, o vlivu modern\u00edch technologi\u00ed a trend\u016f na reklamu \u010di do\u017eivotn\u00edm studiu. \u201eD\u016fle\u017eit\u00e9 je si uv\u011bdomit, \u017ee toho o marketingu a komunikaci je\u0161t\u011b st\u00e1le hodn\u011b nev\u00edme \u2013 je pot\u0159eba se po\u0159\u00e1d vzd\u011bl\u00e1vat.<\/em>\u201c<\/h3>\n

Jak jste se dostal k vyu\u010dov\u00e1n\u00ed na V\u0160KK? \u010c\u00edm v\u00e1s \u0161kola zaujala?<\/strong>
\nV\u0160KK m\u00e1 jednu obrovskou v\u00fdhodu \u2013 m\u00e1 velmi dobr\u00e9 konexe na lidi z praxe. Naj\u00edt tak dal\u0161\u00edho vyu\u010duj\u00edc\u00edho vlastn\u011b znamenalo jen vytipovat n\u011bkoho z agentur. Nejv\u00edc m\u011b na v\u00fduce bav\u00ed mo\u017enost ji velmi p\u0159ibl\u00ed\u017eit praxi. To je n\u011bco, co jsem t\u0159eba p\u0159i sv\u00e9m studiu trochu postr\u00e1dal.<\/p>\n

U\u010d\u00edte Intermedi\u00e1ln\u00ed tvorbu. Co se sna\u017e\u00edte na tomto p\u0159edm\u011btu p\u0159edat student\u016fm?<\/strong>
\nIntermedi\u00e1ln\u00ed tvorba je vlastn\u011b aplikov\u00e1n\u00ed v\u0161ech teoretick\u00fdch znalost\u00ed na re\u00e1ln\u00fd projekt. Chci po studentech, aby pochopili a ide\u00e1ln\u011b si i vyzkou\u0161eli, co to znamen\u00e1 porozum\u011bt probl\u00e9mu klienta, vymyslet jeho \u0159e\u0161en\u00ed, to si sami sob\u011b rozb\u00edt, za\u010d\u00edt znovu, p\u0159ipravit se na to, jak \u0159e\u0161en\u00ed prodat klientovi, zkusit ho opravdu prodat atd. Krom\u011b aplikace teoretick\u00fdch znalost\u00ed si tak studenti vyzkou\u0161\u00ed aplikovat nezbytn\u00e9 soft-skills, identifikovat, co je d\u016fle\u017eit\u00e9 a co ne, n\u011bkdy si projdou trochu frustrac\u00ed, ob\u010das i t\u00fdmovou ponorkou\u2026 prost\u011b t\u00edm, co v praxi budou za\u017e\u00edvat denn\u011b.<\/p>\n

Na kter\u00fdch kampan\u00edch studenti pod va\u0161\u00edm veden\u00edm v uplynul\u00e9m akademick\u00e9m roce pracovali?<\/strong>
\nVloni jsme se pustili do pr\u00e1ce pro \u010ceskou po\u0161tu, resp. jejich muzeum. Byl to velmi zaj\u00edmav\u00fd projekt, kter\u00fd jsme mohli v r\u00e1mci projektu konzultovat od A do Z. Nakonec jsme na n\u011bm pracovali oba semestry a v\u0161e vyvrcholilo prezentac\u00ed p\u0159\u00edmo gener\u00e1ln\u00edmu \u0159editeli \u010cesk\u00e9 po\u0161ty. Ten byl mimochodem z v\u00fdsledku dost nad\u0161en\u00fd. Studenti se nav\u00edc budou na samotn\u00e9 realizaci projektu i d\u00e1l pod\u00edlet pod z\u00e1\u0161titou Kreativn\u00edho Kanclu.<\/p>\n

Jak vzpom\u00edn\u00e1te na sv\u00e1 studentsk\u00e1 l\u00e9ta na V\u0160E a va\u0161e za\u010d\u00e1tky na poli marketingu? Pro\u010d jste se rozhodl pro tento obor?<\/strong>
\nDo oboru jsem pracovn\u011b nakoukl u\u017e p\u0159i st\u0159edn\u00ed \u0161kole a proto\u017ee m\u011b komunikace v\u017edy l\u00e1kala, cht\u011bl jsem se t\u00edmto sm\u011brem ub\u00edrat. Ze studia na V\u0160E mi nejv\u00edc dala vedlej\u0161\u00ed specializace Marketing, kter\u00e1 m\u011bla (a dodnes m\u00e1) skv\u011bl\u00e9 veden\u00ed a vysokou \u00farove\u0148.<\/p>\n

P\u016fsob\u00edte t\u00e9m\u011b\u0159 12 let v komunika\u010dn\u00ed agentu\u0159e McCann Prague, aktu\u00e1ln\u011b jako Chief Growth Officer. Mohl byste popsat, jak jste se z pozice Account managera dostal a\u017e do sv\u00e9 aktu\u00e1ln\u00ed role, a p\u0159ibl\u00ed\u017eit tak student\u016fm, jak nap\u0159. n\u00e1ro\u010dn\u00fd m\u016f\u017ee b\u00fdt r\u016fst v r\u00e1mci jedn\u00e9 agentury?
\n<\/strong>Mysl\u00edm si, \u017ee takto r\u016fst je mo\u017en\u00e9 prakticky v ka\u017ed\u00e9 agentu\u0159e \u2013 jen je pot\u0159eba vytrvat. Accountsk\u00e1 pr\u00e1ce je hodn\u011b \u010dasov\u011b n\u00e1ro\u010dn\u00e1 a p\u0159edev\u0161\u00edm je pot\u0159eba se nau\u010dit si ji spr\u00e1vn\u011b organizovat. To se m\u00e1lokdo nau\u010d\u00ed za rok, na to je nutn\u00e9 nasb\u00edrat dost zku\u0161enost\u00ed \u2013 a spousta lid\u00ed to bohu\u017eel po p\u00e1r letech vzd\u00e1 a zkou\u0161\u00ed \u0161t\u011bst\u00ed jinde. A pak z\u00e1le\u017e\u00ed, jak jste pr\u016fbojn\u00ed, jak\u00e9 m\u00e1te \u0161t\u011bst\u00ed na v\u00fdb\u011br m\u00edsta, na \u0161\u00e9fy atp. N\u011bkoho posunou d\u00e1l takov\u00e9 zm\u011bny, m\u011b naopak posouval d\u00e1l stejn\u00fd t\u00fdm, stejn\u00fd \u0161\u00e9f a p\u00e1r dlouhodob\u00fdch klient\u016f. D\u016fle\u017eit\u00e9 je si uv\u011bdomit, \u017ee toho o marketingu a komunikaci je\u0161t\u011b st\u00e1le hodn\u011b nev\u00edme \u2013 je pot\u0159eba se po\u0159\u00e1d vzd\u011bl\u00e1vat.<\/p>\n

Jak si p\u0159edstavujete ide\u00e1ln\u00edho kandid\u00e1ta na budouc\u00edho \u010dlena va\u0161eho t\u00fdmu?<\/strong>
\nKandid\u00e1t mus\u00ed b\u00fdt ochotn\u00fd se u\u010dit nov\u00fdm v\u011bcem, schopn\u00fd jednodu\u0161e formulovat my\u0161lenku a m\u011bl by m\u00edt trochu nad\u0161en\u00ed pro nov\u00e9 technologie a trendy. A b\u00fdt t\u00fdmov\u00fd hr\u00e1\u010d. Agentura obdr\u017eela r\u016fzn\u00e1 ocen\u011bn\u00ed, jako Effie, ned\u00e1vno st\u0159\u00edbrn\u00e9ho lva z Cannes\u2026<\/p>\n

Na kterou kampa\u0148 r\u00e1d vzpom\u00edn\u00e1te, jste nejv\u00edce py\u0161n\u00fd nebo v\u00e1s pr\u00e1ce na n\u00ed nejv\u00edce bavila?<\/strong>
\nTakov\u00fdch je spousta. St\u0159\u00edbrn\u00e9ho lva z Cannes m\u00e1me za kampa\u0148 13 minut, kter\u00e1 se sna\u017eila p\u0159er\u00e1movat diskuzi o nep\u0159im\u011b\u0159en\u00e9 rychlosti za volantem na diskuzi o tom, pro\u010d vlastn\u011b sp\u011bch\u00e1me a jestli to m\u00e1 smysl doh\u00e1n\u011bt zrovna v aut\u011b (nem\u00e1). Je to studie \u010dasu a statistiky ukazuj\u00ed, \u017ee zafungovala velmi dob\u0159e, a fakt, \u017ee je podstatn\u00e1 \u010d\u00e1st na\u0161\u00ed kampan\u011b k dispozici ke zhl\u00e9dnut\u00ed jako prvn\u00ed brandovan\u00fd content na HBO, je prost\u011b super. Ned\u00e1vno jsem m\u011bl tak\u00e9 velkou radost z volnosti, kterou n\u00e1m dal BeRider, a my tak mohli vzd\u00e1t takov\u00fd nen\u00e1padn\u00fd hold Praze, kterou m\u00e1m stra\u0161n\u011b r\u00e1d. A ze star\u0161\u00edch projekt\u016f t\u0159eba kampa\u0148 na Gambrinus, kter\u00fd sv\u00e9ho \u010dasu dost bojoval s vn\u00edm\u00e1n\u00edm kvality. P\u00e1r m\u011bs\u00edc\u016f jsme d\u011blali men\u0161\u00ed kampa\u0148 na novou fancy zna\u010dku Patron z mal\u00e9ho pivovaru a distribuovali ji po hospod\u00e1ch a festivalech. V\u0161ichni to pivo milovali, v\u010d. hospodsk\u00fdch. V sudech ale nikdy nebylo nic jin\u00e9ho, ne\u017e klasick\u00fd \u201eGamb\u00e1\u010d\u201c, tak\u017ee jsme lidi tak trochu podvedli a pak se za to omlouvali. \u010c\u00e1st lid\u00ed d\u00edky tomu byla ochotn\u00e1 zna\u010dce d\u00e1t znova \u0161anci. Projekt jsme tehdy museli utajit p\u0159ed v\u011bt\u0161inou koleg\u016f i v\u011bt\u0161inou zam\u011bstnanc\u016f klienta, co\u017e tomu tak\u00e9 dodalo sv\u00e9 kouzlo.
\n
\nMarketingov\u00fd sv\u011bt se v posledn\u00edch letech rapidn\u011b m\u011bn\u00ed, tv\u016frci i zna\u010dky zam\u00ed\u0159ili na <\/strong>TikTok, d\u011blaj\u00ed podcasty \u010di se seznamuj\u00ed s VR, metaverse\u2026 Jak se zvl\u00e1d\u00e1te v agentu\u0159e <\/strong>p\u0159izp\u016fsobovat trend\u016fm a nov\u00fdm form\u00e1m reklamy v digit\u00e1ln\u00edm prost\u0159ed\u00ed?<\/strong>
\nJe to tak, jako agentura mus\u00edme b\u00fdt nap\u0159ed p\u0159ed klienty, tak\u017ee vzd\u011bl\u00e1vat a vzd\u011bl\u00e1vat. Na druhou stranu je pot\u0159eba si po\u0159\u00e1d trochu dr\u017eet odstup a hl\u00eddat si, co opravdu funguje a co je jen moment\u00e1ln\u00ed hype. Jako studenti to mo\u017en\u00e1 neusly\u0161\u00edte r\u00e1di, ale studovat budete (aspo\u0148 v tomhle oboru) cel\u00fd \u017eivot.<\/p>\n

Vn\u00edm\u00e1te zvy\u0161uj\u00edc\u00ed se po\u017eadavky na pr\u00e1ci s AI, VR atd. ze strany klient\u016f?
\n<\/strong>Je to r\u016fzn\u00e9 \u2013 jsou klienti, kte\u0159\u00ed r\u00e1di experimentuj\u00ed a zkou\u0161\u00ed nov\u00e9 v\u011bci, a pak jsou klienti, kte\u0159\u00ed cht\u011bj\u00ed ide\u00e1ln\u011b p\u0159edem n\u011bjak\u00fd d\u016fkaz, \u017ee \u201eto\u201c bude fungovat. Co\u017e se u experiment\u016f slibuje h\u016f\u0159. Mysl\u00edm, \u017ee sp\u00ed\u0161 klient\u016fm vnucujeme novinky sami.<\/p>\n

Kter\u00fdm sm\u011brem p\u0159edpov\u00edd\u00e1te, \u017ee se budou reklamn\u00ed agentury technologicky ub\u00edrat? <\/strong>Jak vid\u00edte budoucnost offlinu?<\/strong>
\nPodle m\u011b nen\u00ed v\u016fbec podstatn\u00e9, kde komunikace prob\u00edh\u00e1. D\u016fle\u017eit\u00fd je p\u0159\u00edb\u011bh, emoce, jak na \u010dlov\u011bka komunikace p\u016fsob\u00ed a co si z toho (v\u011bt\u0161inou sp\u00ed\u0161 jeho podv\u011bdom\u00ed) odnese. Nejlep\u0161\u00ed kampan\u011b jsou ty, kter\u00e9 skute\u010dn\u011b dok\u00e1\u017e\u00ed klient\u016fm pomoci r\u016fst nebo \u0159e\u0161it probl\u00e9my. D\u016fle\u017eit\u00e1 je tak\u00e9 v\u011bt\u0161inou velikost z\u00e1sahu a toho dnes nejl\u00e9pe dos\u00e1hnete vhodnou kombinac\u00ed m\u00e9di\u00ed. A h\u00e1dejte, jak\u00e9 m\u00e9dium po\u0159\u00e1d vede v pozornosti \u2013 je to TV a nemysl\u00edm si, \u017ee by se to m\u011blo zm\u011bnit. Zm\u011bn\u00ed se ur\u010dit\u011b zp\u016fsob, jak\u00fdm na n\u00ed sledujeme obsah, ale po\u0159\u00e1d to bude ta velk\u00e1 placat\u00e1 v\u011bc v ob\u00fdv\u00e1ku na zdi. A zna\u010dk\u00e1m budou po\u0159\u00e1d nejv\u00edc pom\u00e1hat ty emotivn\u00ed p\u0159\u00edb\u011bhy, kter\u00e9 na n\u00ed vypadaj\u00ed nejl\u00edp.<\/p>\n

Jak si udr\u017eujete p\u0159ehled nejen v marketingov\u00e9m sv\u011bt\u011b? Kde se u\u010d\u00edte, \u010derp\u00e1te inspiraci <\/strong>pro pr\u00e1ci i \u017eivot obecn\u011b?<\/strong>
\nJe cel\u00e1 \u0159ada skv\u011bl\u00fdch m\u00e9di\u00ed \u2013 WARC, WGSN, Marketing week atp. Je mnoho skv\u011bl\u00fdch autor\u016f, jako je Mark Ritson, Les Binet, Byron Sharp, Jenni Romaniuk, Peter Field, Richard Shotton nebo t\u0159eba Orlando Wood (kter\u00fd bude na podzim na konferenci Brand Management tady v Praze), od kter\u00fdch je dobr\u00e9 \u010d\u00edst kn\u00ed\u017eky a sledovat je na soc. s\u00edt\u00edch. A pak je spousta kreativc\u016f, kte\u0159\u00ed d\u011blaj\u00ed fam\u00f3zn\u00ed pr\u00e1ci v agentur\u00e1ch a mal\u00fdch studi\u00edch. Je fu\u0161ka to v\u0161e p\u0159i pr\u00e1ci stihnout vst\u0159ebat, zvl\u00e1\u0161\u0165 kdy\u017e je dobr\u00e9 k tomu ob\u010das mrknout i na n\u011bjakou psychologii nebo aktu\u00e1ln\u00ed v\u00fdzkumy. No a v \u017eivot\u011b obecn\u011b jsou nejv\u011bt\u0161\u00ed inspirac\u00ed i zdrojem energie bezesporu
\nd\u011bti. \ud83d\ude42<\/p>\n

Jakou radu \u010di vzkaz byste na z\u00e1v\u011br m\u011bl pro aktu\u00e1ln\u00ed i potenci\u00e1ln\u00ed studenty V\u0160KK?<\/strong>
\nPokud chcete budovat kari\u00e9ru v marketingu, nau\u010dte se z\u00e1klady. V oboru je mnoho lid\u00ed, kte\u0159\u00ed do toho sko\u010dili po hlav\u011b a u\u010dili se po cest\u011b. N\u011bkomu to funguje skv\u011ble, n\u011bkomu tolik ne \u2013 ale ty z\u00e1klady v\u00e1m nikdo nevezme (a stejn\u011b se je pak budete muset dou\u010dit). A pak p\u0159ijm\u011bte fakt, \u017ee se ty z\u00e1klady budete muset vlastn\u011b u\u010dit po\u0159\u00e1d dokola, proto\u017ee se \u010dasem uk\u00e1\u017ee, \u017ee nejsou tak \u00fapln\u011b pravda. \ud83d\ude42 M\u00e1te velkou v\u00fdhodu, \u017ee p\u016fvodn\u00ed z\u00e1klady z minul\u00e9ho stolet\u00ed dneska m\u016f\u017eete s klidem p\u0159esko\u010dit.<\/p>\n

\"\"
\nAutor: <\/strong>Tereza Barto\u0161kov\u00e1<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Jaroslava Malinu mohou studenti potkat v r\u00e1mci p\u0159edm\u011btu Intermedi\u00e1ln\u00ed tvorba, kde…<\/p>\n","protected":false},"author":9,"featured_media":13587,"parent":53,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"news.php","meta":{"episode_type":"","audio_file":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","date_recorded":"","explicit":"","block":"","filesize_raw":"","footnotes":""},"yoast_head":"\nV\u0160KK - Vysok\u00e1 \u0161kola kreativn\u00ed komunikace<\/title>\n<meta name=\"description\" content=\"V\u0160KK - Vysok\u00e1 \u0161kola kreativn\u00ed komunikace - Jedna \u0161kola, stovky p\u0159\u00edle\u017eitost\u00ed. 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