{"id":78,"date":"2011-02-05T10:57:21","date_gmt":"2011-02-05T08:57:21","guid":{"rendered":"http:\/\/bokonon.org\/blog\/?p=68"},"modified":"2011-02-05T10:57:21","modified_gmt":"2011-02-05T08:57:21","slug":"agenturizace","status":"publish","type":"post","link":"https:\/\/jandufek.cz\/en\/2011\/02\/05\/agenturizace\/","title":{"rendered":"agenturizace"},"content":{"rendered":"

\u010c\u00edm v\u00edc to pozoruju, t\u00edm v\u00edc zbyte\u010dn\u00fd a nesmysln\u00fd mi to p\u0159ipad\u00e1. \u010c\u00edm d\u00e9le pozoruji vnit\u0159ek sv\u011bta reklamy, t\u00edm v\u00edc \u0159e\u0161\u00edm jestli se sm\u00e1t nebo … \u00a0Nechci vypadat \u017ee prac\u00ed pohrd\u00e1m, ale syst\u00e9m jak\u00fdm je pr\u00e1ce v reklamn\u00ed bran\u017ei distribuov\u00e1na je fakt absurdn\u00ed.<\/p>\n

Z dlouh\u00e9 chville jsem pro p\u0159ehlednost na\u010drtl dv\u011b sch\u00e9mata. Prvn\u00ed:<\/p>\n

\"Agenturizace<\/a><\/p>\n

Takhle to d\u00e1v\u00e1 smysl. \u0158ekn\u011bme, \u017ee Klient si uv\u011bdom\u00ed, \u017ee m\u00e1 ve skladu moc o\u0159ez\u00e1v\u00e1tek, nebo pr\u00e1v\u011b o\u0159ez\u00e1v\u00e1tka vynalezl a pot\u0159ebuje roz\u0161\u00ed\u0159it pov\u011bdom\u00ed o o\u0159ez\u00e1v\u00e1tk\u00e1ch mezi lidi, kte\u0159\u00ed si je pak houfn\u011b nakoup\u00ed. Proto oslov\u00ed Tv\u016frce a ten mu vyrob\u00ed reklamu ne propagaci o\u0159ez\u00e1v\u00e1tek. Klient Tv\u016frci zaplat\u00ed a o\u0159ez\u00e1v\u00e1tka houfn\u011b m\u011bn\u00ed majitele..<\/p>\n

<\/p>\n

(ano. je to slo\u017eit\u011bj\u0161\u00ed, je t\u0159eba reklamu distribuovat v m\u00e9di\u00edch a plno dal\u0161\u00edch v\u011bc\u00ed, ale jde mi tu te\u010f o samotnou v\u00fdrobu)<\/em><\/p>\n

V realit\u011b ale nast\u00e1vaj\u00ed jin\u00e9 situace. Klient zaprv\u00e9 v\u011bt\u0161inou v\u016fbec nev\u00ed, co chce, ale v\u00ed, \u017ee by m\u011bl n\u011bco cht\u00edt, neb ostatn\u00ed to tak d\u011blaj\u00ed. A proto jde za Agenturou (tam taky chod\u00ed v\u0161ichni). Agentura v\u00ed, co chce (Obnos) a proto Klientovi vysv\u011btl\u00ed, \u017ee chce reklamu, kter\u00e1 bude propagovat n\u011bco, co Klient m\u00e1\/d\u011bl\u00e1. Klient souhlas\u00ed. Rozj\u00ed\u017ed\u00ed se koloto\u010d.<\/p>\n

Agentura je toti\u017e jen agentura a proto \u00a0v\u011bt\u0161inou neum\u00ed vyrobit to, co Klientovi vymyslela. Obrac\u00ed se proto na Agenturku, kter\u00e1 je men\u0161\u00ed a \u00fazce zam\u011b\u0159en\u00e1 na druh reklamy\/propagace, kter\u00fd Agentura Klientovi nab\u00eddla. Agenturka chce tak\u00e9 sv\u016fj pod\u00edl na Klientov\u011b rozpo\u010dtu, ale z\u00e1rove\u0148 neum\u00ed vyrobit to, co velk\u00e1 Agentura chce. (Agenturka je toti\u017e jen zmen\u0161enina Agentury s ambic\u00ed r\u016fst, ne vyr\u00e1b\u011bt). Hbit\u011b se proto obrac\u00ed v potravinov\u00e9m \u0159et\u011bzci d\u00e1l, tentokr\u00e1t na Studio, kter\u00e9 se zab\u00fdv\u00e1 v\u00fdrobou reklam. Studio sice reklamy opravdu vyr\u00e1b\u00ed, ale jen z\u0159\u00eddka je vyr\u00e1b\u00ed zam\u011bstnanci Studia. Studio je sp\u00ed\u0161 jen takov\u00e1 mikro-agentura, kter\u00e1 m\u00e1 telefonn\u00ed \u010d\u00edsla (a mailov\u00e9 adresy) na freelancery a , kte\u0159\u00ed um\u00ed vyr\u00e1b\u011bt. A tak studio zavol\u00e1 tv\u016frci (m\u016f\u017ee to b\u00fdt jedinec, parta, firma..) a zad\u00e1 mu v\u00fdrobu reklamy..<\/p>\n

\"Agenturizace<\/a><\/p>\n

D\u016fle\u017eit\u00e9 je uv\u011bdomit si, \u017ee komunikace mezi jednotliv\u00fdmi u\u010dastn\u00edky hry je omezen\u00e1 jen na nejbli\u017e\u0161\u00ed \u010dl\u00e1nky v \u0159et\u011bzu. Pro Klienta to toti\u017e mus\u00ed vypadat, \u017ee v\u0161e se d\u011bje v Agentu\u0159e, Agenturka se tak\u00e9 tv\u00e1\u0159\u00ed \u017ee je posledn\u00ed \u010dl\u00e1nek v \u0159et\u011bzu atd..<\/p>\n

Jednoduch\u00e1 p\u0159ipom\u00ednka od Klienta ohledn\u011b podoby reklamy tak proch\u00e1z\u00ed slo\u017eit\u00fdm \u0159et\u011bzcem p\u0159epos\u00edlan\u00fdch mail\u016f, v n\u011bm\u017e se informace deformuje, ztr\u00e1c\u00ed v\u00fdznam a \u010dasto se tak d\u011blaj\u00ed v\u011bci, kter\u00e9 vlastn\u011b nikdo necht\u011bl, nebo pokud cht\u011bl, tak \u00fapln\u011b jinak. Z\u00e1rove\u0148 v\u011bt\u0161ina lid\u00ed v \u0159et\u011bzci nerozum\u00ed t\u00e9matu dan\u00e9 reklamy a \u010dasto ani technologii v\u00fdroby a pou\u017eit\u00ed. Vznikaj\u00ed tak krkolomn\u00e9 a nesmysln\u00e9 \u00fakony, kdy se pr\u00e1ce duplikuje, triplikuje, nebo vych\u00e1z\u00ed zcela vnive\u010d.<\/p>\n

V\u0161ichni v \u0159et\u011bzci \u00a0ale cht\u011bj\u00ed dostat sv\u016fj od\u0159ezek z Klientova rozpo\u010dtu. A tak k samotn\u00e9mu tv\u016frci doch\u00e1z\u00ed a\u017e ta nejmen\u0161\u00ed \u010d\u00e1st o\u0159ezan\u00e1 o v\u0161echny fee, provize, agenturn\u00ed hodiny a honor\u00e1\u0159e z\u016f\u010dastn\u011bn\u00fdch p\u0159epos\u00edla\u010d\u016f mail\u016f. V\u011bt\u0161inou se jedn\u00e1 o rozpo\u010dty, kter\u00e9 jsou na hranici \u00fanosnosti a vyrobitelnosti.<\/p>\n

Tohle je samoz\u0159ejm\u011b jen modelov\u00fd p\u0159\u00edklad, ale realita je velmi podobn\u00e1 v r\u016fzn\u00fdch variac\u00edch a odst\u00ednech. N\u011bkdy se cel\u00fd \u0159et\u011bzec zde popsan\u00fd m\u016f\u017ee odehr\u00e1vat jen v r\u00e1mci gigantick\u00e9ho Klienta, kter\u00fd m\u00e1 des\u00edtky marketingov\u00fdch odd\u011blen\u00ed, kter\u00e1 propagaci \u0159e\u0161\u00ed. V jin\u00e9 situaci jsem za\u017eil \u0159et\u011bz, kter\u00fd od klienta sm\u011brem dol\u016f zahrnoval p\u0159es patn\u00e1ct subjekt\u016f, kter\u00e9 musely b\u00fdt koordinov\u00e1ny produk\u010dn\u00edm, aby se syst\u00e9m nezhroutil (jednalo se o nato\u010den\u00ed dvou vide\u00ed a v\u00fdrobu t\u0159\u00ed internetov\u00fdch banner\u016f)…<\/p>\n

Tenhle cel\u00fd sv\u011bt je tak neekonomick\u00fd a nefunk\u010dn\u00ed, \u017ee je zcela nepochopiteln\u00e9, \u017ee v\u016fbec je\u0161t\u011b funguje, d\u00fdch\u00e1 a vlastn\u011b se m\u00e1 fajn. Je zalo\u017een na distribuce pr\u00e1ce subjekt\u016fm, kter\u00e9 ji neum\u00ed vykonat a tak distribuuj\u00ed d\u00e1l.<\/p>\n

Pokud pominu nesmyslnost cel\u00e9ho \u0159et\u011bzce, je zar\u00e1\u017eej\u00edc\u00ed jak je stra\u0161ideln\u011b neekonomick\u00fd.<\/p>\n

Ale jsem r\u00e1d, \u017ee m\u00e1m mo\u017enost vid\u011bt tenhle sv\u011bt zevnit\u0159 i zvenku. A jsem r\u00e1d, \u017ee nemus\u00edm tr\u00e1vit uvnit\u0159 p\u0159\u00edli\u0161 mnoho \u010dasu…<\/p>","protected":false},"excerpt":{"rendered":"

\u010c\u00edm v\u00edc to pozoruju, t\u00edm v\u00edc zbyte\u010dn\u00fd a nesmysln\u00fd mi to p\u0159ipad\u00e1. \u010c\u00edm d\u00e9le pozoruji vnit\u0159ek sv\u011bta reklamy, t\u00edm v\u00edc \u0159e\u0161\u00edm jestli se sm\u00e1t nebo … \u00a0Nechci vypadat \u017ee prac\u00ed pohrd\u00e1m, ale syst\u00e9m jak\u00fdm je pr\u00e1ce v reklamn\u00ed bran\u017ei distribuov\u00e1na je fakt absurdn\u00ed. Z dlouh\u00e9 chville jsem pro p\u0159ehlednost na\u010drtl dv\u011b sch\u00e9mata. Prvn\u00ed: Takhle to […]<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13,14,17],"tags":[],"class_list":["post-78","post","type-post","status-publish","format-standard","hentry","category-ekonomie","category-hlavou","category-reklama"],"_links":{"self":[{"href":"https:\/\/jandufek.cz\/en\/wp-json\/wp\/v2\/posts\/78","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/jandufek.cz\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/jandufek.cz\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/jandufek.cz\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/jandufek.cz\/en\/wp-json\/wp\/v2\/comments?post=78"}],"version-history":[{"count":0,"href":"https:\/\/jandufek.cz\/en\/wp-json\/wp\/v2\/posts\/78\/revisions"}],"wp:attachment":[{"href":"https:\/\/jandufek.cz\/en\/wp-json\/wp\/v2\/media?parent=78"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/jandufek.cz\/en\/wp-json\/wp\/v2\/categories?post=78"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/jandufek.cz\/en\/wp-json\/wp\/v2\/tags?post=78"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}