{"id":3261,"date":"2021-02-01T11:53:36","date_gmt":"2021-02-01T10:53:36","guid":{"rendered":"https:\/\/www.marketingmapy.com\/?p=3261"},"modified":"2022-05-18T14:57:47","modified_gmt":"2022-05-18T12:57:47","slug":"honza-makovicka-jak-ridi-agenturu-taste","status":"publish","type":"premium","link":"https:\/\/www.marketingmapy.com\/cs\/honza-makovicka-jak-ridi-agenturu-taste\/","title":{"rendered":"Honza Makovi\u010dka: Jak \u0159\u00edd\u00ed agenturu Taste"},"content":{"rendered":"\n<figure class=\"wp-block-embed is-type-rich is-provider-obsluzna-rutina-kodu-pro-vlozeni wp-block-embed-obsluzna-rutina-kodu-pro-vlozeni wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Honza Makovi\u010dka, jak \u0159\u00edd\u00ed agenturu Taste\" width=\"1170\" height=\"658\" src=\"https:\/\/www.youtube.com\/embed\/ELGGDnmWpMM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">P\u0159epis rozhovoru:<\/h4>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/in\/janmakovicka\/\">Honza Makovi\u010dka<\/a> , CEO a&nbsp;spolumajitel <a href=\"https:\/\/taste.cz\/taste\">Taste<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak\u00e1 je tvoje role a&nbsp;jak\u00e1 je historie Taste?<\/h3>\n\n\n\n<p>Moje jm\u00e9no je <a href=\"https:\/\/www.linkedin.com\/in\/janmakovicka\/\">Honza Makovi\u010dka<\/a> a&nbsp;jsem vedle <a href=\"https:\/\/www.linkedin.com\/in\/jantichy\/\">Honzy Tich\u00e9ho<\/a>, <a href=\"https:\/\/www.linkedin.com\/in\/sandragligic\/\">Sandry Gligi\u0107<\/a> a&nbsp;<a href=\"https:\/\/www.linkedin.com\/in\/vapenik\/\">Petra V\u00e1pen\u00edka<\/a> jeden ze \u010dty\u0159 zakladatel\u016f <a href=\"https:\/\/taste.cz\/taste\">digit\u00e1ln\u00ed agentury Taste<\/a>.<br><br>Taste vznikl koncem roku 2018 spojen\u00edm dvou star\u0161\u00edch agentur z&nbsp;d\u0159evn\u00ed doby v\u00fdkonov\u00fdch a&nbsp;analytick\u00fdch agentur \u2013 <a href=\"https:\/\/www.medio.cz\/\">Media Interactive<\/a> a&nbsp;<a href=\"https:\/\/www.sun.cz\/\">Sun marketingu<\/a>. Dosud fungujeme jako samostatn\u00e9 firmy zast\u0159e\u0161en\u00e9 zna\u010dkou Taste.<\/p>\n\n\n\n<!--more-->\n\n\n\n<p>B\u011bhem roku 2021 se chyst\u00e1me firmy slou\u010dit do jedin\u00e9 a&nbsp;z\u016fstane jenom brand Taste. Tento krok je logick\u00fd. Kdy\u017e jsme toti\u017e firmy tehdy spojovali, byla n\u00e1lada takov\u00e1, \u017ee v&nbsp;\u017e\u00e1dn\u00e9m p\u0159\u00edpad\u011b nem\u016f\u017eeme vytvo\u0159it jednu identitu. Ale dneska se uvnit\u0159 firmy u\u017e nikdo nevn\u00edm\u00e1 jako sou\u010d\u00e1st bu\u010f Sun, nebo Medio, ale jako sou\u010d\u00e1st Taste.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Ty jsi v&nbsp;Sun marketingu od za\u010d\u00e1tku?<\/h3>\n\n\n\n<p>Ano, j\u00e1 jsem pom\u00e1hal. Jedna moje spolu\u017ea\u010dka p\u0159ijela zp\u00e1tky z&nbsp;Anglie se spoustou vyd\u011blan\u00fdch pen\u011bz a&nbsp;p\u0159em\u00fd\u0161lela, do \u010deho investovat.<\/p>\n\n\n\n<p>Byla to \u00e9ra, kdy vznikaly v\u00fdkonnostn\u00ed agentury, byl tu <a href=\"https:\/\/www.dobryweb.cz\/\">Dobr\u00fd web<\/a>, za p\u00e1r m\u011bs\u00edc\u016f byla zalo\u017eena <a href=\"https:\/\/www.h1.cz\/\">H1.cz<\/a>. Uvrtal jsem ji tehdy do n\u00e1padu, \u017ee by se mohla vrhnout do internetov\u00e9ho marketingu. Zd\u00e1l se to perspektivn\u00ed obor. Ona si s&nbsp;t\u00edm zprvu trochu nev\u011bd\u011bla rady, tak\u017ee jsem j\u00ed se za\u010d\u00e1tky pom\u00e1hal.<\/p>\n\n\n\n<p>Ale celkov\u011b jsem se p\u0159ipojil a\u017e pozd\u011bji, asi za dva t\u0159i roky, kdy jsem se tomu za\u010dal v\u011bnovat u\u017e s&nbsp;n\u011bjak\u00fdm podstatn\u00fdm \u00favazkem.<\/p>\n\n\n\n<p>Sun je do velk\u00e9 m\u00edry d\u00edlo Sandry, moj\u00ed \u017eeny. St\u00e1l hodn\u011b na aktivn\u00edm obchodu a&nbsp;v&nbsp;t\u011bch d\u0159evn\u00edch dob\u00e1ch, kdy se vybojov\u00e1vala pozice na trhu a&nbsp;kdy to bylo \u00fapln\u011b jin\u00e9 ne\u017e dnes, byly na lidi zcela jin\u00e9 n\u00e1roky. \u0158\u00edk\u00e1m si, jak jsme to vlastn\u011b s&nbsp;na\u0161\u00edm nezku\u0161en\u00fdm p\u0159\u00edstupem mohli dok\u00e1zat.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jste \u010dty\u0159i spole\u010dn\u00edci. Jak\u00e1 je tvoje role v&nbsp;hierarchii a&nbsp;\u0159\u00edzen\u00ed firmy?<\/h3>\n\n\n\n<p>To je zaj\u00edmav\u00e1 zku\u0161enost, kterou m\u016f\u017eu p\u0159edat. Spojovali jsme firmy se z\u00e1m\u011brem, \u017ee budeme v\u0161ichni pokra\u010dovat d\u00e1l. Nem\u00e1me v\u016fbec v&nbsp;hlav\u00e1ch, \u017ee bychom se firmu chystali prod\u00e1vat. Samoz\u0159ejm\u011b to jednoho dne p\u0159ijde. Ale \u010dasto se to d\u011bje stylem \u201eprod\u00e1me to, jedna strana z\u016fstane dominantn\u00ed a&nbsp;druh\u00e1 um\u0159e\u201c. Na\u0161e spojen\u00ed vytvo\u0159ilo docela zaj\u00edmavou situaci. Nebyly mezi n\u00e1mi vymezen\u00e9 role \u2013 byla to takov\u00e1 kolektivn\u00ed neodpov\u011bdnost \u2013 a&nbsp;ka\u017ed\u00fd jsme intuitivn\u011b t\u00edhli k&nbsp;jin\u00e9 v\u011bci. Opravdu kr\u00e1sn\u011b se n\u00e1m to se\u0161lo: zat\u00edmco Sandra je hodn\u011b na business a&nbsp;\u010d\u00edsla, Honza Tich\u00fd je siln\u00fd v&nbsp;produktu, v&nbsp;inovac\u00edch a&nbsp;je hodn\u011b uv\u011b\u0159iteln\u00fd speaker, j\u00e1 se zase soust\u0159e\u010fuji na stav\u011bn\u00ed firemn\u00ed platformy, aby v\u011bci uvnit\u0159 spr\u00e1vn\u011b fungovaly. Tak to bylo p\u0159irozen\u00e9.<\/p>\n\n\n\n<p>Ale postupem \u010dasu se uk\u00e1zalo, \u017ee kdy\u017e nikdo nem\u00e1 definovanou odpov\u011bdnost a&nbsp;nikdo neru\u010d\u00ed za spr\u00e1vn\u00fd chod v\u011bc\u00ed,&nbsp; spousta v\u011bc\u00ed se ned\u011bl\u00e1. V&nbsp;d\u016fsledku toho jsme m\u011bli roky 2018 a&nbsp;zejm\u00e9na 2019 opravdu hodn\u011b t\u011b\u017ek\u00e9. Dostali jsme se do finan\u010dn\u00edch probl\u00e9m\u016f, m\u011bli jsme velk\u00fd probl\u00e9m s&nbsp;business teamem, do\u0161lo k&nbsp;n\u011bjak\u00e9mu \u201erozpadu\u201c. Celou dobu zkr\u00e1tka stoj\u00edme&nbsp; na aktivn\u00edm obchodu, v&nbsp;tom se mysl\u00edm hodn\u011b li\u0161\u00edme od v\u011bt\u0161iny ostatn\u00edch firem v&nbsp;oboru, kter\u00e9 tenhle kan\u00e1l podle m\u011b m\u00e1lokdy vyu\u017e\u00edvaj\u00ed. V&nbsp;kv\u011btnu nebo \u010dervnu 2019 jsme si jasn\u011b definovali pozice spole\u010dn\u00edk\u016f a&nbsp;j\u00e1 jsem se ocitl na pozici CEO. Te\u010f to m\u00e1m na triku form\u00e1ln\u011b j\u00e1.<\/p>\n\n\n\n<p>Ale mus\u00edm \u0159\u00edct, \u017ee n\u00e1m to docela pomohlo. \u0158adu v\u011bc\u00ed, kter\u00fdmi jsme se do t\u00e9 doby zab\u00fdvali p\u0159\u00edli\u0161 dlouho, \u0159e\u0161\u00edme s&nbsp;rozd\u011blen\u00fdmi kompetencemi podstatn\u011b rychleji. Spolumajitel\u00e9 se ve sv\u00fdch kompeten\u010dn\u00edch oblastech pohybuj\u00ed opravdu bez velk\u00fdch omezen\u00ed. Nen\u00ed ke v\u0161emu pot\u0159eba hlasov\u00e1n\u00ed \u010dty\u0159 lid\u00ed.<\/p>\n\n\n\n<p>Tak\u00e9 jsme se v\u00edce osobn\u011b poznali. Znali jsme se sice z&nbsp;trhu, ale p\u0159i tom nepozn\u00e1\u0161 \u00fapln\u011b mentalitu \u010dlov\u011bka a&nbsp;to, jak o&nbsp;n\u011bkter\u00fdch v\u011bcech uva\u017euje. Dnes u\u017e tak\u00e9 v\u00edm, \u017ee kdy\u017e budu n\u011bkter\u00e1 rozhodnut\u00ed d\u011blat&nbsp; bez konzultace s&nbsp;Honzou nebo s&nbsp;Petrem, neponesou to dob\u0159e, ale \u017ee v&nbsp;jin\u00fdch situac\u00edch s&nbsp;t\u00edm budou v&nbsp;pohod\u011b. U\u017e l\u00e9pe dok\u00e1\u017eu jejich n\u00e1zor p\u0159edv\u00eddat.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Mysl\u00ed\u0161, \u017ee se tedy va\u0161e slou\u010den\u00ed agentur povedlo?<\/h3>\n\n\n\n<p>Kdyby ses m\u011b zeptal p\u0159ed rokem, bych byl skepti\u010dt\u011bj\u0161\u00ed. Nev\u00edm, jestli bych to \u0159ekl ve\u0159ejn\u011b, ale tak p\u0159ed rokem a&nbsp;p\u016fl situace nebyla dobr\u00e1. Spousta probl\u00e9m\u016f. Nar\u00e1\u017eely do sebe dost nekompatibiln\u00ed firemn\u00ed kultury. Mus\u00edm \u0159\u00edct, \u017ee bych to za \u00fasp\u011b\u0161n\u00e9 nepova\u017eoval.<\/p>\n\n\n\n<p>Uplynul ale dal\u0161\u00ed p\u0159ibli\u017en\u011b rok a&nbsp;p\u016fl od t\u011bch velk\u00fdch zm\u011bn, kter\u00e9 jsme za\u010dali d\u011blat. Slou\u010den\u00ed trv\u00e1 p\u0159ibli\u017en\u011b t\u0159i roky. V&nbsp;polo\u010dase jsme si uv\u011bdomili probl\u00e9my, kter\u00e9 m\u00e1me. Te\u010f b\u011b\u017e\u00ed druh\u00fd polo\u010das a&nbsp;k&nbsp;v\u011bcem p\u0159istupujeme trochu jinak.<\/p>\n\n\n\n<p>Dneska u\u017e to za\u010d\u00edn\u00e1m hodnotit jako \u00fasp\u011bch. V&nbsp;docela komplikovan\u00e9m roce 2020 jsme se dok\u00e1zali vr\u00e1tit do docela zaj\u00edmav\u00fdch \u010d\u00edsel i&nbsp;ekonomicky. Mysl\u00edm, \u017ee si to sedlo taky po lidsk\u00e9 str\u00e1nce. Lid\u00e9, kte\u0159\u00ed jsou s&nbsp;n\u00e1mi 8\u20139 let, se za\u010dali vn\u00edmat jako sou\u010d\u00e1st \u201etejst\u00ed\u201c identity, kter\u00e1 u\u017e nen\u00ed n\u011bco cizorod\u00e9ho, co je jim n\u011bjak nucen\u00e9. Je to i&nbsp;t\u00edm, \u017ee p\u0159ich\u00e1zej\u00ed nov\u00ed lid\u00e9, kte\u0159\u00ed starou realitu nepoznali.<\/p>\n\n\n\n<p>Pl\u00e1nujeme, \u017ee pro n\u011bkter\u00e9 aktivity, jako nap\u0159\u00edklad <a href=\"https:\/\/academy.taste.cz\/\">Taste Academy<\/a> a&nbsp;<a href=\"http:\/\/www.lovebrand.cz\/\">Lovebrand<\/a>, nech\u00e1me zna\u010dky zaveden\u00e9. Ale ostatn\u00ed ji\u017e nebudeme d\u00e1le podporovat, slou\u010d\u00ed se pod zna\u010dku Taste.<\/p>\n\n\n\n<p>Mus\u00edm \u0159\u00edct, \u017ee je to vlastn\u011b zam\u011bstnanecky drajvovan\u00e9 \u0159e\u0161en\u00ed, proto\u017ee c\u00edt\u00edme vol\u00e1n\u00ed zevnit\u0159 firmy. Opravdu se \u010dasto setk\u00e1v\u00e1me s&nbsp;feedbackem: \u201e pro\u010d tu m\u00e1me n\u011bjak\u00fd Sun a&nbsp;pro\u010d tu m\u00e1me Medio, kdy\u017e jsme v\u0161ichni Taste?\u201c Jak jsem \u0159\u00edkal, p\u0159ed zhruba t\u0159emi lety byla situace \u00fapln\u011b jin\u00e1. Kdybychom to tehdy takhle cht\u011bli ud\u011blat, p\u0159i\u0161la by obrovsk\u00e1 vzpoura. Dneska ti lid\u00e9 po slou\u010den\u00ed volaj\u00ed. V&nbsp;p\u0159\u00ed\u0161t\u00edm roce opravdu provedeme zm\u011bnu, z\u016fstane jen zna\u010dka Taste a&nbsp;nech\u00e1me jen v\u00fdzna\u010dn\u00e9 zna\u010dky zaveden\u00e9 pro ur\u010dit\u00fd velice specifick\u00fd segment.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">M\u00e1te aktivn\u00ed obchod. M\u00e1te tedy obchodn\u00ed t\u00fdm?<\/h3>\n\n\n\n<p>Prost\u0159ed\u00ed, ve kter\u00e9m jsem byl zvykl\u00fd fungovat, mi nep\u0159ijde nijak odli\u0161n\u00e9 od toho, co se od za\u010d\u00e1tku sna\u017e\u00edme budovat u&nbsp;n\u00e1s. Je ale pravda, \u017ee je to v&nbsp;online agentur\u00e1ch dost neobvykl\u00e9.<\/p>\n\n\n\n<p>Velk\u00e9, nadn\u00e1rodn\u00ed s\u00ed\u0165ov\u00e9 agentury \u010dasto z\u00edsk\u00e1vaj\u00ed zak\u00e1zky ze zahrani\u010d\u00ed pomoc\u00ed kontakt\u016f na t\u00e9 nejvy\u0161\u0161\u00ed \u00farovni nebo je z\u00edsk\u00e1 jejich matka. Takov\u00fdmi kontakty my nedisponujeme, proto se od za\u010d\u00e1tku sna\u017e\u00edme m\u00edt aktivn\u00ed obchod. Ale nem\u00e1me n\u011bkoho, kdo sed\u00ed na telefonu a&nbsp;obvol\u00e1v\u00e1 klienty. V&nbsp;Sunu to tak tedy v&nbsp;za\u010d\u00e1tc\u00edch bylo, ale Medio m\u011blo jin\u00fd princip.<\/p>\n\n\n\n<p>Jsme trochu jin\u00e1 agentura ve sd\u00edlen\u00ed znalost\u00ed. Neboj\u00edme se svoje know-how p\u0159ed\u00e1vat d\u00e1l, a\u0165 u\u017e jde o&nbsp;odbornou ve\u0159ejnost, nebo o&nbsp;klienty. Velice \u010dasto d\u011bl\u00e1me meet-upy pro klienty. Covidov\u00fd rok byl tedy trochu specifick\u00fd a&nbsp;n\u011bco jsme d\u011blali i&nbsp;po hangoutech. Prezentujeme novinky oborov\u011b zam\u011b\u0159en\u00e9 (t\u0159eba n\u011bco ke kreativit\u011b, soci\u00e1ln\u00edm s\u00edt\u00edm) a&nbsp;pr\u016f\u0159ezov\u00e9 (co se odehr\u00e1lo nov\u00e9ho). Google d\u011bl\u00e1 n\u011bco podobn\u00e9ho pro sv\u00e9 partnery,&nbsp; my zase pro sv\u00e9 klienty. Zveme i&nbsp;spole\u010dnosti, se kter\u00fdmi jsme v&nbsp;jedn\u00e1n\u00ed, kter\u00e9 by se mohly st\u00e1t na\u0161imi klienty a&nbsp;kter\u00e9 maj\u00ed na takov\u00e9 akci mo\u017enost vid\u011bt na\u0161i kompetenci. Je to tedy zdroj kontakt\u016f, pak u\u017e s&nbsp;nimi aktivn\u011b pracujeme d\u00e1l, sna\u017e\u00edme se je z\u00edskat, nen\u00ed to jen \u010dek\u00e1n\u00ed na popt\u00e1vku.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">M\u00e1te i&nbsp;pozici obchodn\u00edka?<\/h3>\n\n\n\n<p>Ano, m\u00e1me. Douf\u00e1m, \u017ee by m\u011b kluci nehnali, kdy\u017e jim \u0159eknu \u201eobchodn\u00edk\u201c, proto\u017ee kvalifika\u010dn\u00ed po\u017eadavky na n\u011b jsou v\u011bt\u0161\u00ed. My tedy jejich pozice pojmenov\u00e1v\u00e1me \u201ebusiness development\u201c neboli \u201enew-biz\u201c, intern\u011b jim \u0159\u00edk\u00e1me \u201enewbiz\u00e1ci\u201c. M\u00e1me te\u010f dva kluky a&nbsp;hled\u00e1me t\u0159et\u00edho.<\/p>\n\n\n\n<p>Jsou s&nbsp;klientem v&nbsp;procesu od z\u00edsk\u00e1n\u00ed, a&nbsp;dokonce u&nbsp;zak\u00e1zky z\u016fst\u00e1vaj\u00ed je\u0161t\u011b n\u011bjakou dobu b\u011bhem realizace, aby p\u0159enesli znalosti, kter\u00e9 z\u00edskali o&nbsp;klientovi v&nbsp;dob\u011b akvizice.<\/p>\n\n\n\n<p>Pou\u017e\u00edv\u00e1me platformu <a href=\"https:\/\/www.teamwork.com\/\">Teamwork<\/a>, n\u011bco jako <a href=\"https:\/\/slack.com\/intl\/en-cz\/\">Slack<\/a>, a&nbsp;zrovna v\u010dera jsem v&nbsp;n\u00ed vid\u011bl, jak newbiz\u00e1k prov\u00e1d\u00ed n\u011bjak\u00e9 korekce u&nbsp;klienta na z\u00e1klad\u011b informac\u00ed, kter\u00e9 o&nbsp;n\u011bm m\u011bl a&nbsp;kter\u00e9 se v&nbsp;t\u00fdmu nep\u0159edaly p\u0159i kick-offu.<\/p>\n\n\n\n<p>Ve skute\u010dnosti tedy m\u00e1me dva lidi na z\u00edsk\u00e1v\u00e1n\u00ed kontakt\u016f v&nbsp;klasick\u00e9m B2B. \u010c\u00e1ste\u010dn\u011b si musej\u00ed p\u0159\u00edle\u017eitosti vytv\u00e1\u0159et sami, \u010d\u00e1ste\u010dn\u011b jim to usnad\u0148ujeme po\u0159\u00e1d\u00e1n\u00edm odborn\u00fdch konferenc\u00ed a&nbsp;event\u016f pro klienty. Mus\u00edm \u0159\u00edct, \u017ee tohle je historicky obrovsk\u00e1 deviza Media, kter\u00e1 se do Taste p\u0159enesla ve velk\u00e9 m\u00ed\u0159e.<\/p>\n\n\n\n<p>Po\u0159\u00e1d n\u00e1m chod\u00ed hodn\u011b popt\u00e1vek. Sice to nen\u00ed rovnou zak\u00e1zka, ale \u010dasto jsou to pozv\u00e1nky do r\u016fzn\u00fdch tendr\u016f a&nbsp;v\u00fdb\u011brek. A&nbsp;hodn\u011b lead\u016f m\u00e1me z&nbsp;toho, \u017ee se n\u00e1m klienti oz\u00fdvaj\u00ed sami.<\/p>\n\n\n\n<p>Naprosto zanedban\u00fd je digit\u00e1ln\u011b marketingov\u00fd kan\u00e1l. Kdy\u017e se klienti pod\u00edvaj\u00ed na na\u0161e kan\u00e1ly, kde dominuje web a&nbsp;B2B p\u0159\u00edstup, vid\u00ed, \u017ee sami moc ne\u0159e\u0161\u00edme pr\u00e1v\u011b ty kan\u00e1ly, kter\u00e9 se jim sna\u017e\u00edme nab\u00edzet. S&nbsp;t\u00edm jako kov\u00e1\u0159ova kobyla mus\u00edme n\u011bco d\u011blat.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak\u00e9 slu\u017eby klient\u016fm nab\u00edz\u00edte?<\/h3>\n\n\n\n<p>To je \u201epoliticky\u201c velmi citliv\u00e1 ot\u00e1zka. To, \u010d\u00edm za\u010dnu, bude m\u00edt v\u011bt\u0161\u00ed v\u00e1hu ne\u017e zbytek. \ud83d\ude42<\/p>\n\n\n\n<p>V Taste, mus\u00edm to p\u0159iznat, je po\u0159\u00e1d hodn\u011b propsan\u00e9 DNA p\u016fvodn\u00edch dvou firem.&nbsp; Ten analytick\u00fd, performance p\u0159\u00edstup firem Sun a&nbsp;Media. Je to tu hodn\u011b zn\u00e1t, a&nbsp;i&nbsp;kdy\u017e se u\u017e 3\u20134 roky dost intenzivn\u011b sna\u017e\u00edme za\u0159adit i&nbsp;kreativn\u00ed, brandbuildingovou linku a&nbsp;pr\u00e1ce na strategi\u00edch, po\u0159\u00e1d hodn\u011b dominuje uva\u017eov\u00e1n\u00ed o&nbsp;klientovi \u2013 aby mu to fungovalo v&nbsp;kone\u010dn\u00fdch \u010d\u00edslech.<\/p>\n\n\n\n<p>Vypl\u00fdv\u00e1 z&nbsp;toho, \u017ee m\u00e1me p\u0159es 100 klient\u016f. Ale nep\u0159edstavuj si n\u011bjak\u00e9 milionov\u00e9 rozpo\u010dty, t\u011bch je opravdu jen p\u00e1r, proto\u017ee je pr\u00e1v\u011b v&nbsp;tom v\u00fdkonnostn\u011b orientovan\u00e9m marketingu nepot\u0159ebuje\u0161. Zato rozpo\u010dty do marketingov\u00fdch syst\u00e9m\u016f jsou obrovsk\u00e9.<\/p>\n\n\n\n<p>Trend posledn\u00edch let je, \u017ee ka\u017ed\u00e1 \u201eperformancovka\u201c se sna\u017e\u00ed za\u010d\u00edt d\u011blat kreativu a&nbsp;brand building a&nbsp;ka\u017ed\u00e1 kreativka se sna\u017e\u00ed d\u011blat performance, data, BI. My dneska opravdu pokr\u00fdv\u00e1me z&nbsp;digit\u00e1ln\u00edho marketingu v\u0161echno. V&nbsp;n\u011b\u010dem jsme samoz\u0159ejm\u011b siln\u011bj\u0161\u00ed, v&nbsp;n\u011b\u010dem slab\u0161\u00ed. Dodnes je na\u0161\u00ed v\u00fdkladn\u00ed sk\u0159\u00edn\u00ed SEO a&nbsp;jsme na to mimo\u0159\u00e1dn\u011b hrd\u00ed. Mimochodem to bylo jedin\u00e9 odd\u011blen\u00ed ze Sun a&nbsp;z&nbsp;Media, kter\u00e9 se re\u00e1ln\u011b slu\u010dovalo. Ty firmy SEO re\u00e1ln\u011b d\u011blaly \u2013 zap\u00ednaly SEO, jak se \u0159\u00edk\u00e1.<\/p>\n\n\n\n<p>Kl\u00ed\u010dov\u00e9 slovo, se kter\u00fdm pracujeme, je cross-channel. Stejn\u011b tak je d\u016fle\u017eit\u00e1 strategie. Mus\u00edm \u0159\u00edct, \u017ee tohle je opravdu velk\u00e1 zm\u011bna za posledn\u00ed t\u0159i roky. Pokud klient nepo\u017eaduje n\u011bjakou atomickou slu\u017ebu, t\u0159eba SEO, za\u010d\u00edn\u00e1me spolupr\u00e1ci rozhovorem o&nbsp;businessov\u00fdch c\u00edlech. O&nbsp;co mu jde, jestli se sna\u017e\u00ed maximalizovat zisky, urvat v\u011bt\u0161\u00ed \u010d\u00e1st trhu nebo co jin\u00e9ho \u0159e\u0161\u00ed. Pak pokra\u010dujeme k&nbsp;definov\u00e1n\u00ed strategie, abychom z\u00edskali r\u00e1mcov\u00fd pl\u00e1n, jak se p\u0159ibl\u00ed\u017eit c\u00edl\u016fm. To p\u0159ed t\u0159emi lety nebylo v\u016fbec typick\u00e9.<\/p>\n\n\n\n<p>Dnes je\u0161t\u011b po\u0159\u00e1d pracujeme podle prvotn\u00edho nastaven\u00ed spolupr\u00e1ce s&nbsp;klientem. Na za\u010d\u00e1tku dohodneme, jak\u00fd objem pr\u00e1ce p\u016fjde do jak\u00e9ho odd\u011blen\u00ed. Ale m\u00e1m sen, \u017ee bych s&nbsp;klienty cht\u011bl uzav\u00edrat takov\u00e9 smlouvy, kter\u00e9 povedou k&nbsp;\u00fapln\u00e9 dynamice v&nbsp;rozhodov\u00e1n\u00ed. Ka\u017ed\u00fd m\u011bs\u00edc by se t\u0159eba zcela redefinovala struktura toho, co budeme v&nbsp;dal\u0161\u00edm m\u011bs\u00edci pro klienta d\u011blat \u2013 podle aktu\u00e1ln\u00ed pot\u0159eby, podle toho, jak\u00e9 kan\u00e1ly se osv\u011bd\u010duj\u00ed atd.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Trend \u0159e\u0161it s&nbsp;klienty v\u00edce strategie tak\u00e9 c\u00edt\u00edm. Je to u&nbsp;v\u00e1s placen\u00e1 slu\u017eba? Jak to prob\u00edh\u00e1?<\/h3>\n\n\n\n<p>Byl bych r\u00e1d, kdyby byla placen\u00e1 mnohem v\u00edc, ne\u017e jak v&nbsp;re\u00e1lu je, proto\u017ee ta pr\u00e1ce je velice cenn\u00e1. Je do n\u00ed zapojena spousta opravdu vysoce kvalifikovan\u00fdch lid\u00ed. Pod\u00edl\u00ed se na tom v\u011bt\u0161inou nejv\u011bt\u0161\u00ed senio\u0159i v&nbsp;odd\u011blen\u00edch a&nbsp;samoz\u0159ejm\u011b strategisti jako takov\u00ed. Mus\u00edm \u0159\u00edct, \u017ee tady hodn\u011b pr\u00e1ce na klientech odvede pr\u00e1v\u011b Honza Tich\u00fd. Ten je v&nbsp;t\u011bchto v\u011bcech hodn\u011b siln\u00fd. Um\u00ed u&nbsp;klientova probl\u00e9mu celkem snadno, a\u017e s&nbsp;takovou lehkost\u00ed, vid\u011bt \u0159e\u0161en\u00ed.<\/p>\n\n\n\n<p>Bohu\u017eel tato slu\u017eba nen\u00ed placen\u00e1 v&nbsp;takov\u00e9m rozsahu, jak by si zaslou\u017eila. Kdy\u017e se hl\u00e1s\u00ed\u0161 do n\u011bjak\u00e9ho tendru nebo v\u00fdb\u011brka, je tvoje nab\u00eddka \u010dasto u\u017e de facto n\u00e1znak strategie. Intern\u011b pou\u017e\u00edv\u00e1me slovo \u201eroad mapa\u201c pro takovou zjednodu\u0161enou strategii. Abys ji mohl d\u00e1t dohromady, mus\u00ed tomu p\u0159edch\u00e1zet pom\u011brn\u011b velk\u00e1 analytick\u00e1 \u010d\u00e1st, kdy se s&nbsp;klientem bav\u00ed\u0161 to tom, co d\u011bl\u00e1 a&nbsp;jak\u00e9 jsou jeho c\u00edle. Zabere to hodn\u011b \u010dasu, a&nbsp;kdy\u017e zak\u00e1zka nedopadne, je to probl\u00e9m. Samoz\u0159ejm\u011b kdy\u017e zak\u00e1zku z\u00edsk\u00e1me a&nbsp;klient s&nbsp;n\u00e1mi z\u016fstane dva t\u0159i roky, po\u010d\u00e1te\u010dn\u00ed investice se n\u00e1m vr\u00e1t\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak \u010dast\u00e9 jsou tendry, do kter\u00fdch chod\u00edte?<\/h3>\n\n\n\n<p>To kvantifikovat asi nedovedu. Obecn\u011b bych \u0159ekl, \u017ee tendry moc r\u00e1di nem\u00e1me. Jsou asi agentury, kter\u00e9 se na to zam\u011b\u0159uj\u00ed v\u00edc.<\/p>\n\n\n\n<p>Te\u010f jsme t\u0159eba byli&nbsp; posledn\u00ed dv\u011b agentury u&nbsp;velk\u00e9ho nadn\u00e1rodn\u00edho retailov\u00e9ho \u0159et\u011bzce a&nbsp; \u00fapln\u011b na konci tendru jsme se dozv\u011bd\u011bli, \u017ee jsme ho nevyhr\u00e1li, proto\u017ee se v&nbsp;centr\u00e1le rozhodli, \u017ee pot\u0159ebuj\u00ed mezin\u00e1rodn\u00ed s\u00ed\u0165ovku, co\u017e my bohu\u017eel moc nespl\u0148ujeme. Kdyby to dali do zad\u00e1n\u00ed hned na za\u010d\u00e1tku, vyhnuli bychom se tomu. A&nbsp;takov\u00fdch v\u011bc\u00ed se v&nbsp;tendrech d\u011bje dost.<\/p>\n\n\n\n<p>Celkov\u011b vn\u00edm\u00e1m jako ur\u010dit\u00fd handicap, \u017ee nem\u00e1me zahrani\u010dn\u00ed backing. Nejsme sou\u010d\u00e1st\u00ed n\u011bjak\u00e9 s\u00edt\u011b a&nbsp;jsme ve v\u0161em odk\u00e1zan\u00ed sami na sebe.<\/p>\n\n\n\n<p>Z toho mimochodem vypl\u00fdv\u00e1, \u017ee nejrad\u0161i m\u00e1me klienty typicky \u010desk\u00e9, st\u0159edn\u00ed v\u00fdrobn\u00ed firmy. To jsou pro n\u00e1s nejvhodn\u011bj\u0161\u00ed klienti. Jedn\u00e1\u0161 p\u0159\u00edmo s&nbsp;majitelem, on rozhoduje o&nbsp;velk\u00fdch rozpo\u010dtech a&nbsp;o&nbsp;rozsahu spolupr\u00e1ce.<\/p>\n\n\n\n<p>Nem\u00e1me probl\u00e9m \u00fa\u010dastnit se tendr\u016f, kter\u00e9 potenci\u00e1ln\u00ed klient vyp\u00ed\u0161e po tom, co jsme ho oslovili a&nbsp;pobavili se o&nbsp;podob\u011b mo\u017en\u00e9 spolupr\u00e1ce. On si tak ov\u011b\u0159\u00ed na\u0161i nab\u00eddku a&nbsp;to, jak si stoj\u00edme proti konkurenci. Ale jsme velice opatrn\u00ed s&nbsp;velk\u00fdmi tendry, kam je pozv\u00e1no 40 firem. Nejen \u017ee to stoj\u00ed spoustu hodin a&nbsp;t\u00edm i&nbsp;pen\u011bz, ale lidem, kte\u0159\u00ed t\u00fddny pracuj\u00ed na n\u011b\u010dem, co pak nedopadne, to bere spoustu energie. A&nbsp;nakonec se ani po\u0159\u00e1dn\u011b nedozv\u00edme d\u016fvod, pro\u010d n\u00e1s nevybrali.<\/p>\n\n\n\n<p>Firma na\u0161\u00ed velikosti \u2013 je n\u00e1s te\u010f kolem 60, kdy\u017e to p\u0159epo\u010dtu na full time \u00favazky (samoz\u0159ejm\u011b m\u00e1me i&nbsp;extern\u00ed spolupracovn\u00edky) \u2013 nezvl\u00e1dne p\u0159ipravovat jeden velk\u00fd tendr t\u00fddn\u011b. Tak\u017ee za m\u011bs\u00edc se m\u016f\u017eou odehr\u00e1t jen jedno dv\u011b velk\u00e1 v\u00fdb\u011brka.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Je t\u011b\u017ek\u00e9 spr\u00e1vn\u011b slo\u017eit vhodn\u00e9 slu\u017eby pro klienta?<\/h3>\n\n\n\n<p>Moje pozice je hodn\u011b zam\u011b\u0159en\u00e1 dovnit\u0159 do firmy, mus\u00edm po\u0159\u00e1d balancovat to, abych m\u011bl v&nbsp;odd\u011blen\u00ed k&nbsp;dispozici dost lid\u00ed na realizaci zak\u00e1zek. Kdy\u017e jsou v&nbsp;dod\u00e1vce slu\u017eby klientovi zastoupena jednotliv\u00e1 odd\u011blen\u00ed v&nbsp;pom\u011bru, kter\u00fd odpov\u00edd\u00e1 na\u0161im kapacit\u00e1m, je to pro n\u00e1s dobr\u00e9, jen\u017ee to zase neodpov\u00edd\u00e1 cross-chanelov\u00e9mu p\u0159\u00edstupu a&nbsp;nemus\u00ed to b\u00fdt pro klienta to nejlep\u0161\u00ed. Ide\u00e1ln\u00ed je proto vyb\u00edrat klienty tak, aby to odpov\u00eddalo na\u0161im mo\u017enostem, co\u017e se n\u00e1m ne \u00fapln\u011b da\u0159\u00ed.<\/p>\n\n\n\n<p>Ale pokud je tv\u00e1 ot\u00e1zka m\u00edn\u011bn\u00e1 opravdu produktov\u011b, asi ti nedok\u00e1\u017eu odpov\u011bd\u011bt. Na\u0161e strategick\u00e9 odd\u011blen\u00ed vede <a href=\"https:\/\/www.linkedin.com\/in\/anna-mejsnarova\/\">Ani\u010dka Mejsnerov\u00e1<\/a>. Je p\u016fvodem ze social, z&nbsp;kreativity. R\u00e1di by pl\u00e1novali v\u00edce kreativn\u00edch a&nbsp;brandbuildingov\u00fdch prvk\u016f, ale na\u0161e firma je po\u0159\u00e1d zat\u00ed\u017een\u00e1 na performancov\u00e9 v\u011bci a&nbsp;ty se v\u017edycky prosad\u00ed ve v\u011bt\u0161\u00ed m\u00ed\u0159e, ne\u017e by strategick\u00e9 odd\u011blen\u00ed cht\u011blo.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">M\u00e1te v&nbsp;t\u00fdmu cca 60 pln\u00fdch \u00favazk\u016f. Jak je firma rozlo\u017een\u00e1 do odd\u011blen\u00ed? Jak\u00e1 je struktura firmy?<\/h3>\n\n\n\n<p>Sna\u017e\u00edme se dr\u017eet plochou strukturu firmy. My jsme majitel\u00e9, dal\u0161\u00ed linie managementu u\u017e jsou jen vedouc\u00ed odd\u011blen\u00ed, resp. jejich z\u00e1stupci. Sna\u017e\u00edme se m\u00edt dva lidi tam, kde je odd\u011blen\u00ed n\u00e1ro\u010dn\u011bj\u0161\u00ed na veden\u00ed. Aby se z\u00e1t\u011b\u017e rozkl\u00e1dala a&nbsp;v\u0161echno nele\u017eelo na jednom vedouc\u00edm. Pak u\u017e jsou pozice specialist\u016f, kde m\u00e1 kvalifikace spoustu r\u016fzn\u00fdch stup\u0148\u016f. Organiza\u010dn\u00ed struktura je relativn\u011b jednoduch\u00e1.<\/p>\n\n\n\n<p>Podle velikosti m\u00e1me na prvn\u00ed m\u00edst\u011b performance odd\u011blen\u00ed, kter\u00e9 naz\u00fdv\u00e1me PaidAds, proto\u017ee spravuje RTB rozpo\u010dty, klasick\u00e9 displayov\u00e9 reklamy.<\/p>\n\n\n\n<p>Co se t\u00fd\u010de velikosti spravovan\u00e9ho objemu, n\u00e1sleduje odd\u011blen\u00ed social media.,<\/p>\n\n\n\n<p>SEO odd\u011blen\u00ed je v\u00fdstavn\u00ed sk\u0159\u00edn\u00ed Media a&nbsp;Sunu z&nbsp;hlediska kvality a&nbsp;v\u00fdsledk\u016f, kter\u00fdch tam dosahujeme. Z&nbsp;hlediska realizovan\u00fdch hodin je a\u017e na pomez\u00ed druh\u00e9ho t\u0159et\u00edho m\u00edsta.<\/p>\n\n\n\n<p>Analytick\u00e9 odd\u011blen\u00ed&nbsp; je v&nbsp;tuto chv\u00edli z&nbsp;m\u00e9ho pohledu nejv\u00edc nevyu\u017eit\u00e1 p\u0159\u00edle\u017eitost. Odkaz Media a&nbsp;Honzy Tich\u00e9ho je obrovsk\u00fd. Slu\u017eba nen\u00ed moc kontinu\u00e1ln\u00ed, hodn\u011b se \u0159e\u0161\u00ed jednor\u00e1zov\u00e9 v\u011bci. Jen\u017ee celkov\u011b se ve firm\u011b sna\u017e\u00edme j\u00edt k&nbsp;t\u011bm komplexn\u011bj\u0161\u00edm klient\u016fm, proto bychom pot\u0159ebovali naj\u00edt zp\u016fsob, jak z\u00edsk\u00e1vat v\u00edc klient\u016f jen na \u010dist\u011b analytick\u00e9 slu\u017eby bez ohledu na zbytek. Samoz\u0159ejm\u011b ka\u017ed\u00e9mu v\u011bt\u0161\u00edmu klientovi se to v\u011bt\u0161inou do spolupr\u00e1ce v&nbsp;n\u011bjak\u00e9 form\u011b dostane, v\u017edycky pot\u0159ebuje\u0161 analytick\u00e9 odd\u011blen\u00ed. J\u00e1 mimochodem \u0159\u00edk\u00e1m analytika, v\u011bt\u0161ina lid\u00ed si p\u0159edstav\u00ed webov\u00e1, s&nbsp;ohledem na odkaz Media, ale my do toho po\u010d\u00edt\u00e1me i&nbsp;datovou analytiku, pr\u00e1ci a&nbsp;propojen\u00ed webov\u00fdch n\u00e1stroj\u016f s&nbsp;CRM klienta, n\u011bjak\u00e9 reportingy pro klienty.<\/p>\n\n\n\n<p>Strategy odd\u011blen\u00ed je nejd\u016fle\u017eit\u011bj\u0161\u00ed z&nbsp;hlediska cross-chanelov\u00e9ho p\u0159\u00edstupu. Strategista se dnes pohybuje na ka\u017ed\u00e9 zak\u00e1zce, dohled strat\u00e9ga m\u00e1me u&nbsp;ka\u017ed\u00e9ho klienta.&nbsp; Projek\u0165\u00e1k \u0159\u00edd\u00ed pr\u00e1ci, \u0159ekn\u011bme prov\u00e1d\u00ed strategii, tu ale definuje odd\u011blen\u00ed strategy. D\u016fle\u017eit\u00e1 je spolupr\u00e1ce, nefunguje to tak, \u017ee si n\u011bkdo sedne a&nbsp;nap\u00ed\u0161e si, co by r\u00e1d, ale d\u00e1v\u00e1 se to dohromady spolu s&nbsp;jednotliv\u00fdmi odd\u011blen\u00edmi.<\/p>\n\n\n\n<p>Dal\u0161\u00ed odd\u011blen\u00ed je creative, firma <a href=\"https:\/\/www.digistory.cz\/\">Digi Story<\/a>, kterou \u010dek\u00e1 integrace do Taste.<\/p>\n\n\n\n<p>Lovebrand m\u00e1me intern\u011b jako odd\u011blen\u00ed, uvnit\u0159 brandy nerozli\u0161ujeme. I&nbsp;SEO je navenek Medio, ale tady uvnit\u0159 ne. U&nbsp;Lovebrandu je to stejn\u00e9, tam odd\u011blen\u00ed naz\u00fdv\u00e1me brand building. Lovebrand je zrovna jedna z&nbsp;t\u011bch firem, kde ur\u010dit\u011b zachov\u00e1me vn\u011bj\u0161\u00ed zna\u010dku, proto\u017ee je opravdu zaveden\u00e1. P\u0159es ni n\u00e1s hodn\u011b popt\u00e1vaj\u00ed men\u0161\u00ed klienti, kte\u0159\u00ed sice dnes neodpov\u00eddaj\u00ed profilu Taste, ale po\u0159\u00e1d je to cenn\u00e1 hodnota.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak rostete, pot\u0159ebujete nov\u00e9 zam\u011bstnance, nov\u00e9 spolupracovn\u00edky. Je po nich hlad?<\/h3>\n\n\n\n<p>Je to peklo, co ti budu vypr\u00e1v\u011bt. Pot\u0159eba lid\u00ed je obrovsk\u00e1. Ty jsi s\u00e1m pro\u0161el agenturou, tak\u017ee zn\u00e1\u0161 typickou vlastnost agenturn\u00edho podnik\u00e1n\u00ed: pro lidi je to entry-level pr\u00e1ce \u2013 po \u0161kole jdou rovnou do agentury. Nese to s&nbsp;sebou \u0159adu pozitiv i&nbsp;negativ. Neust\u00e1le \u0159e\u0161\u00ed\u0161 vzd\u011bl\u00e1v\u00e1n\u00ed ve firm\u011b, po\u0159\u00e1d vychov\u00e1v\u00e1\u0161 z&nbsp;junior\u016f seniory.<\/p>\n\n\n\n<p>To je mimochodem m\u016fj argument proti home offic\u016fm, proto\u017ee podle m\u011b junio\u0159i, kte\u0159\u00ed jsou pro agentury zcela typi\u010dt\u00ed zam\u011bstnanci, se spoustu v\u011bc\u00ed nau\u010d\u00ed t\u00edm, \u017ee sed\u00ed v&nbsp;t\u00fdmu se zku\u0161en\u00fdmi lidmi a&nbsp;poslouchaj\u00ed, co \u0159e\u0161\u00ed. To se na home office samoz\u0159ejm\u011b nestane. Po m\u011bs\u00edci pr\u00e1ce na d\u00e1lku vid\u00ed\u0161, \u017ee u\u010d\u00edc\u00ed k\u0159ivky junior\u016f jsou hor\u0161\u00ed, ne\u017e byly v&nbsp;kancel\u00e1\u0159sk\u00fdch podm\u00ednk\u00e1ch. Ne\u0159\u00edk\u00e1m, \u017ee tomu \u010del\u00ed ka\u017ed\u00e1 firma, zd\u016fraz\u0148uju, \u017ee je to specifikum agentur, kde je hodn\u011b nov\u00e1\u010dk\u016f.<\/p>\n\n\n\n<p>Ale zp\u00e1tky ke tv\u00e9 ot\u00e1zce, jestli hled\u00e1me lidi. Pro n\u00e1s je nejd\u016fle\u017eit\u011bj\u0161\u00ed (a&nbsp;t\u00edm se odli\u0161ujeme opravdu z\u00e1sadn\u011b) budovat t\u00fdm, partu lid\u00ed, kte\u0159\u00ed jsou spolu r\u00e1di. Kdy\u017e \u010dlov\u011bk r\u00e1no vstane a&nbsp;prvn\u00ed my\u0161lenka je: \u201eJ\u00e9\u017ei\u0161marj\u00e1, j\u00e1 mus\u00edm zase do pr\u00e1ce, net\u011b\u0161\u00edm se tam,\u201c mus\u00ed b\u00fdt&nbsp; hned druh\u00e1 my\u0161lenka: \u201eale t\u011b\u0161\u00edm se na lidi, se kter\u00fdmi budu sed\u011bt v&nbsp;kanclu.\u201c V&nbsp;tom jsme v&nbsp;minulosti ud\u011blali spoustu chyb, brali jsme lidi jen t\u0159eba podle kvalifikace, nebo dokonce v&nbsp;n\u011bjak\u00e9 velk\u00e9 nouzi ani to ne. A&nbsp;dneska jsou d\u016fle\u017eit\u011bj\u0161\u00ed lidsk\u00e9 vlastnosti ne\u017e odbornost. Kdy\u017e zapadnou do kolektivu, v\u017edycky je n\u011bjak zvl\u00e1dne\u0161 dou\u010dit odborn\u00e9 v\u011bci.<\/p>\n\n\n\n<p>B\u011b\u017en\u00fd je u&nbsp;n\u00e1s takzvan\u00fd chemistry check. Uchaze\u010d o&nbsp;m\u00edsto s&nbsp;n\u00e1mi str\u00e1v\u00ed den nebo dva, sed\u00ed s&nbsp;t\u00fdmem, jdou spolu na ob\u011bd, ve\u010der na pivo. Navz\u00e1jem se o\u0165ukaj\u00ed a&nbsp;poznaj\u00ed, jestli by to dohromady fungovalo. D\u011bl\u00e1me to d\u016fsledn\u011b mo\u017en\u00e1 dva roky a&nbsp;hodn\u011b to pomohlo, mysl\u00edm, \u017ee se od t\u00e9 doby nestalo, \u017ee by n\u011bkdo po p\u00e1r m\u011bs\u00edc\u00edch ode\u0161el.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak udr\u017eet lidi ve firm\u011b a&nbsp;jak nabrat n\u00e1turou pasuj\u00edc\u00ed lidi?<\/h3>\n\n\n\n<p>Tady je d\u016fle\u017eit\u00e9, \u017ee neexistuje n\u011bco jako firemn\u00ed t\u00fdm. T\u00fdm je v\u017edy na \u00farovni odd\u011blen\u00ed, to je pot\u0159eba v\u011bd\u011bt. Tak\u017ee \u010dlov\u011bk, kter\u00e9ho nab\u00edr\u00e1\u0161, se mus\u00ed c\u00edtit dob\u0159e ve sv\u00e9m t\u00fdmu. P\u0159ijde mi jako velk\u00fd m\u00fdtus v&nbsp;managementu nebo leadershipu sna\u017eit se budovat identitu na celkov\u00e9 \u00farovni. Nikdy to nefunguje,&nbsp; lid\u00e9 toti\u017e \u017eij\u00ed se sv\u00fdm bezprost\u0159edn\u00edm okol\u00ed, s&nbsp;lidmi z&nbsp;kanclu.<\/p>\n\n\n\n<p>M\u016f\u017eu \u0159\u00edct, \u017ee t\u0159eba v&nbsp;na\u0161ich t\u00fdmech SEO nebo PaidAds, PPC je neskute\u010dn\u00e1 koheze. Ti lid\u00e9 jsou spolu opravdu r\u00e1di, \u00fapln\u011b vid\u00ed\u0161 a&nbsp;c\u00edt\u00ed\u0161 skv\u011blou atmosf\u00e9ru. Pak m\u00e1me odd\u011blen\u00ed, kam jsme nab\u00edrali bez ohledu na t\u00fdmovou chemii, a&nbsp;tam to nen\u00ed ono.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Z\u00e1kladna agentur stoj\u00ed na seniorech, specialistech, strat\u00e9z\u00edch, ale je tam i&nbsp;velk\u00e1 \u010d\u00e1st lid\u00ed, kte\u0159\u00ed jsou juniorn\u011bj\u0161\u00ed a&nbsp;za\u010d\u00ednaj\u00ed svou v\u016fbec prvn\u00ed pr\u00e1ci. Jak\u00e9 m\u00e1te procesy k&nbsp;za\u0161kolen\u00ed nov\u00e9ho \u010dlov\u011bka?<\/h3>\n\n\n\n<p>Li\u0161\u00ed se to odd\u011blen\u00ed od odd\u011blen\u00ed. Tam, kde se daj\u00ed dob\u0159e strukturovat pot\u0159ebn\u00e9 znalosti,&nbsp; m\u00e1me docela precizn\u011b zpracovan\u00fd onboardingov\u00fd proces.<\/p>\n\n\n\n<p>Projektov\u00ed mana\u017ee\u0159i projdou b\u011bhem p\u016flroku ka\u017ed\u00fdm odd\u011blen\u00edm a&nbsp;str\u00e1v\u00ed v&nbsp;n\u011bm n\u011bjak\u00fd \u010das. Sna\u017e\u00edme se, aby pochopili slu\u017ebu a&nbsp;aby se poznali s&nbsp;kolegy. Kdy\u017e sed\u00ed v&nbsp;SEO odd\u011blen\u00ed t\u00fdden, poznaj\u00ed se p\u0159ece jen trochu l\u00edp, ne\u017e kdy\u017e se v\u016fbec nepotkaj\u00ed.<\/p>\n\n\n\n<p>V SEO a&nbsp;v&nbsp;PaidAds je poveden\u00fd onboarding, kter\u00fd trv\u00e1 p\u0159ibli\u017en\u011b t\u0159i m\u011bs\u00edce a&nbsp;zahrnuje v\u0161echno.<\/p>\n\n\n\n<p>V\u00edm, \u017ee m\u00e1me velk\u00e9 rezervy v&nbsp;tom, \u017ee s&nbsp;lidmi m\u00e1lo \u0159e\u0161\u00edme strategii zna\u010dky Taste. V&nbsp;onboardingu se to k&nbsp;nim moc nedostane, v\u011bt\u0161inou to \u0159e\u0161\u00edme na jednor\u00e1zov\u00fdch firemn\u00edch setk\u00e1n\u00edch, kde se vrac\u00edme k&nbsp;hodnot\u00e1m.<\/p>\n\n\n\n<p>Za\u0161kolen\u00ed ohledn\u011b odborn\u00fdch v\u011bc\u00ed v&nbsp;odd\u011blen\u00ed m\u00e1me zvl\u00e1dnut\u00e9 perfektn\u011b. B\u011bhem p\u0159edem definovan\u00e9ho postupu se nov\u00e1\u010dek dozv\u00ed v\u0161echno pot\u0159ebn\u00e9, ovl\u00e1dne taky firemn\u00ed platformu a&nbsp;v\u0161echny n\u00e1stroje, kter\u00e9 pou\u017e\u00edv\u00e1me.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">M\u00e1te knowledge base, systematick\u00e9 zpracov\u00e1n\u00ed znalost\u00ed?<\/h3>\n\n\n\n<p>Jsme u\u017e 10 let naportovan\u00ed na slu\u017eby Teamworku, n\u00e1stroje pro projektov\u00e9 \u0159\u00edzen\u00ed. Pou\u017e\u00edv\u00e1me od nich \u00fapln\u011b v\u0161echno, informa\u010dn\u00ed syst\u00e9m m\u00e1me hodn\u011b propojen\u00fd. Sna\u017e\u00edme se neprogramovat to, co u\u017e v&nbsp;Teamworku nebo v&nbsp;jin\u00fdch syst\u00e9mech je. M\u00e1me u\u017e masivn\u00ed integraci. Migrovat na jinou platformu je pro n\u00e1s v&nbsp;tuhle chv\u00edli nere\u00e1ln\u00e9.<\/p>\n\n\n\n<p>Z jejich portfolia se pro \u00fa\u010del systematick\u00e9ho zpracov\u00e1n\u00ed znalost\u00ed nejv\u00edc hod\u00ed <a href=\"https:\/\/www.teamwork.com\/spaces\/\">Teamwork Spaces<\/a>. Pracuje se s&nbsp;n\u00edm podobn\u011b jako s&nbsp;<a href=\"https:\/\/www.google.cz\/intl\/cs\/docs\/about\/\">Google Documents<\/a>, ale narozd\u00edl od nich vypad\u00e1 hezky a&nbsp;umo\u017e\u0148uje definovat n\u011bjakou strukturu. Sn\u00e1z z&nbsp;toho vytvo\u0159\u00ed\u0161 n\u011bco jako knihu, co\u017e se t\u0159eba hod\u00ed, kdy\u017e pro nov\u00e1\u010dka pot\u0159ebuje\u0161 manu\u00e1l se z\u00e1kladn\u00edmi informacemi.<\/p>\n\n\n\n<p>Spr\u00e1va znalost\u00ed je dlouhodob\u011b moje velk\u00e9 t\u00e9ma. Zab\u00fdv\u00e1m se j\u00edm a&nbsp;pro\u0161el jsem taky n\u011bkolika f\u00e1zemi ne\u00fasp\u011bchu. Pro efektivn\u00ed pr\u00e1ci se znalostn\u00edmi datab\u00e1zemi je dobr\u00e9 m\u00edt v&nbsp;ka\u017ed\u00e9m odd\u011blen\u00ed jednoho ambasadora, kter\u00fd edituje zastaral\u00e9 str\u00e1nky, aktualizuje ty neplatn\u00e9, pracuje s&nbsp;nimi zkr\u00e1tka jako s&nbsp;Wikipedi\u00ed.<\/p>\n\n\n\n<p>Nap\u0159\u00edklad mi vad\u00ed typick\u00e1 situace, \u017ee n\u011bkdo najde n\u011bjak\u00fd zaj\u00edmav\u00fd zdroj informac\u00ed, ale ostatn\u00edm ho po\u0161le jenom po chatu nebo mailem. Proto\u017ee kdy\u017e do toho odd\u011blen\u00ed \u010dlov\u011bk p\u0159ijde za t\u00fdden, u\u017e se o&nbsp;tomhle nikdy nedozv\u00ed. Tehdy jsem r\u00e1d, kdy\u017e ambasador reaguje a&nbsp;p\u0159id\u00e1 informaci do knihovny zaj\u00edmav\u00fdch zdroj\u016f pou\u017eiteln\u00fdch v&nbsp;odd\u011blen\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">A mus\u00ed ho to bavit a&nbsp;v\u011bnovat tomu \u010das.<\/h3>\n\n\n\n<p>Mysl\u00edm, \u017ee tyhle v\u011bci jsou hodn\u011b d\u016fle\u017eit\u00e9. Pokud jde o&nbsp;odborn\u00e9 v\u011bci, tam velk\u00e9 probl\u00e9my nejsou. U&nbsp;syst\u00e9m\u016f, se kter\u00fdmi pracujeme dennodenn\u011b, se nemus\u00edme sna\u017eit zapisovat postupy.<\/p>\n\n\n\n<p>Hodn\u011b dokumentujeme na\u0161i \u201e\u0161t\u00e1bn\u00ed kulturu\u201c. To je n\u011bco, v&nbsp;\u010dem se tak\u00e9 sna\u017e\u00edme b\u00fdt jin\u00ed. M\u00e1me na 100 klient\u016f, ale v&nbsp;ka\u017ed\u00e9m projektu najde\u0161 \u00fapln\u011b stejnou strukturu task\u016f. Kdy\u017e specialista p\u0159ejde z&nbsp;jednoho klienta na druh\u00e9ho, je hodn\u011b snadn\u00e9 se zorientovat. Pokud dodr\u017eujete stejn\u00fd \u201ecoding standard\u201c jako ve v\u00fdvoji, je daleko jednodu\u0161\u0161\u00ed p\u0159idat do procesu dal\u0161\u00ed osoby.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Co je nejt\u011b\u017e\u0161\u00ed p\u0159i dod\u00e1v\u00e1n\u00ed slu\u017eeb klientovi?<\/h3>\n\n\n\n<p>Nejv\u011bt\u0161\u00ed probl\u00e9my v&nbsp;dod\u00e1n\u00ed slu\u017eby vznikaj\u00ed v&nbsp;situac\u00edch, kdy jsi z\u00e1visl\u00fd na dal\u0161\u00edch dodavatel\u00edch. Typicky to b\u00fdv\u00e1 u&nbsp;SEO, kam vstupuj\u00ed v\u00fdvoj\u00e1\u0159sk\u00e9 firmy z\u00e1kazn\u00edk\u016f a&nbsp;\u0159e\u0161\u00ed onpage faktory. Nebo kdy\u017e d\u011bl\u00e1me \u00fapravy v&nbsp;pou\u017eitelnosti na webu klienta, je tam tendence v\u0161e obrovsky zdr\u017eovat. U&nbsp;datov\u00e9 analytiky zase pot\u0159ebuje\u0161 napojen\u00ed v\u00fdvoj\u00e1\u0159\u016f na syst\u00e9my klienta a&nbsp;to taky b\u00fdv\u00e1 komplikovan\u00e9. Naopak celkem sob\u011bsta\u010dn\u00e9 jsou PPC nebo SEO, pokud jde o&nbsp;offpage faktory.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Tvo\u0159\u00edte klient\u016fm obsah? Tam je taky \u010dast\u00e1 bol\u00edstka, \u017ee klient nedod\u00e1 grafick\u00e9 v\u011bci, videa apod.<\/h3>\n\n\n\n<p>My se pr\u00e1v\u011b sna\u017e\u00edme dod\u00e1vat i&nbsp;grafick\u00e9 podklady, tak\u017ee to t\u00edm trochu eliminujeme. N\u011bkdy tam komplikace jsou, ale mus\u00edm \u0159\u00edct \u2013 i&nbsp;kdy\u017e nem\u00e1m \u00fapln\u011b prst na tepu t\u00e9hle \u010dinnosti \u2013 \u017ee jsem dlouho nezaznamenal, \u017ee by zrovna tohle byl probl\u00e9m. Sp\u00ed\u0161 ob\u010das \u0159e\u0161\u00edme nedostate\u010dnou kvalitu dodan\u00fdch podklad\u016f od klienta, n\u011bkdy na posledn\u00ed chv\u00edli p\u0159es spu\u0161t\u011bn\u00edm velk\u00e9 kampan\u011b v&nbsp;PPC nebo RTB. Ale tam, kde dod\u00e1v\u00e1me pro klienta v\u011bci v&nbsp;cel\u00e9m rozsahu, to b\u00fdv\u00e1 celkem bez probl\u00e9m\u016f.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jsou va\u0161i klienti n\u00e1ro\u010dn\u011bj\u0161\u00ed na dod\u00e1vku slu\u017eeb, servis a&nbsp;znalosti v\u00edce ne\u017e d\u0159\u00edve?<\/h3>\n\n\n\n<p>\u0158ekl bych, \u017ee je to opravdu hodn\u011b individu\u00e1ln\u00ed. M\u00e1me ur\u010dit\u011b klienty, kte\u0159\u00ed jsou vylo\u017een\u011b n\u00e1ro\u010dn\u00ed, pokud jde o&nbsp;n\u00e1\u0161 p\u0159\u00edstup k&nbsp;nim i&nbsp;v&nbsp;rozsahu slu\u017eeb. S&nbsp;n\u011bkter\u00fdmi si jednou za kvart\u00e1l \u010di p\u016fl roku ov\u011b\u0159\u00edme c\u00edle, ale jinak n\u00e1m daj\u00ed \u00faplnou volnost. Tak\u017ee co klient, to jin\u00fd p\u0159\u00edstup. Na\u0161e \u00faloha jako firmy je m\u00edt vhodn\u00e9 typy projek\u0165\u00e1k\u016f, abychom ka\u017ed\u00e9mu klientovi stihli dodat \u010dlov\u011bka, se kter\u00fdm se mu bude dob\u0159e spolupracovat.<\/p>\n\n\n\n<p>Postupem \u010dasu ale v\u00fdvoj vid\u00edme. Za\u010d\u00ednali jsme v&nbsp;dob\u00e1ch, kdy jsi musel vysv\u011btlovat, co je to reklama na internetu. Dneska tohle marke\u0165\u00e1ci i&nbsp;majitel\u00e9 firem v\u011bd\u00ed. Samoz\u0159ejm\u011b s&nbsp;nimi ne\u0159e\u0161\u00ed\u0161 detaily konkr\u00e9tn\u00ed implementace, ale tohle se posunulo rozhodn\u011b.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Vid\u00ed\u0161, \u017ee by na stran\u011b v\u011bt\u0161\u00edch klient\u016f, kte\u0159\u00ed u\u017e jsou marketingov\u00ed \u0159editel\u00e9, roste vzd\u011blanost? Maj\u00ed vy\u0161\u0161\u00ed odborn\u00e9 kompetence?<\/h3>\n\n\n\n<p>Nem\u00e1m pocit, \u017ee by se v\u0161echno zlep\u0161ilo, to ne. D\u011bl\u00e1me workshopy pro klienty, kde je vzd\u011bl\u00e1v\u00e1me. A&nbsp;jsou klienti, kte\u0159\u00ed jsou t\u011bchto v\u011bc\u00ed la\u010dn\u011bj\u0161\u00ed, ptaj\u00ed se po dal\u0161\u00edch t\u00e9matech. Ale glob\u00e1ln\u011b z\u00e1sadn\u00ed posun nevn\u00edm\u00e1m.<\/p>\n\n\n\n<p>Opravdu dob\u0159e se n\u00e1m d\u011bl\u00e1 s&nbsp;klienty, od kter\u00fdch m\u00e1me ur\u010ditou volnost v&nbsp;realizaci a&nbsp;kde nejsme pouze vykonavatel\u00e9 rozkaz\u016f ze zahrani\u010dn\u00ed centr\u00e1ly. Na za\u010d\u00e1tku si s&nbsp;nimi definujeme c\u00edle, kter\u00fdch my pak m\u016f\u017eeme dos\u00e1hnout tak, jak uzn\u00e1me za vhodn\u00e9. Takov\u00e9 klienty m\u00e1m nejrad\u0161i. A&nbsp;paradoxn\u011b jsou to ti, kte\u0159\u00ed nemus\u00ed m\u00edt velkou marketingovou kvalifikaci, ale sta\u010d\u00ed, \u017ee jdou po tom, co je zaj\u00edm\u00e1 z&nbsp;podnikatelsk\u00e9ho pohledu.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak m\u00edt spokojen\u00e9 klienty? Mluvil jsi hodn\u011b o&nbsp;strategii, o&nbsp;nastaven\u00ed spolupr\u00e1ce na za\u010d\u00e1tku. To je ta cesta?<\/h3>\n\n\n\n<p>Podle m\u011b ultim\u00e1tn\u00ed m\u011b\u0159\u00edtko spokojenosti je, \u017ee klienti neodch\u00e1zej\u00ed, \u017ee z\u016fst\u00e1vaj\u00ed l\u00e9ta.<\/p>\n\n\n\n<p>Na za\u010d\u00e1tku roku 2019 jsme pr\u00e1v\u011b po probl\u00e9mech z&nbsp;roku 2018 poztr\u00e1celi docela dost klient\u016f, spousta z&nbsp;nich s&nbsp;n\u00e1mi neobnovila smlouvu. Ubylo n\u00e1m asi 20&nbsp;% objemu hodin. Nemysl\u00edm si, \u017ee d\u016fvodem byla \u0161patn\u00e1 kvalita pr\u00e1ce, byl to sp\u00ed\u0161 d\u016fsledek probl\u00e9m\u016f v&nbsp;business teamu. Ale od t\u00e9 doby, co jsme tohle t\u00e9ma za\u010dali \u0159e\u0161it, je odchodovost klient\u016f \u00fapln\u011b minim\u00e1ln\u00ed. Z&nbsp;toho m\u00e1m velkou radost, je to skv\u011bl\u00fd v\u00fdsledek pr\u00e1ce projek\u0165\u00e1k\u016f.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Kdo s&nbsp;klientem komunikuje? Projek\u0165\u00e1k, new-biz i&nbsp;specialist\u00e9?<\/h3>\n\n\n\n<p>Za\u010dnu t\u00edm, \u017ee jsem dlouho nev\u011bd\u011bl, \u017ee jsou na trhu agentury, kter\u00e9 nemaj\u00ed cel\u00fd t\u00fdm v&nbsp;kontaktu s&nbsp;klientem. To jsem nech\u00e1pal.<\/p>\n\n\n\n<p>My m\u00e1me z\u00e1sadu \u201ev\u0161ichni do prvn\u00ed linie\u201c. Kdo s&nbsp;klientem d\u011bl\u00e1, ten se s&nbsp;n\u00edm bav\u00ed. Samoz\u0159ejm\u011b to mus\u00ed b\u00fdt tro\u0161ku vyv\u00e1\u017een\u00e9 a&nbsp;klient by m\u011bl v\u011bd\u011bt, na koho se m\u016f\u017ee kdykoli obr\u00e1tit \u2013 to je projektov\u00fd mana\u017eer. Pokud ale n\u011bkdo pro klienta spravuje, dejme tomu, soci\u00e1ln\u00ed s\u00edt\u011b, je s&nbsp;n\u00edm samoz\u0159ejm\u011b v&nbsp;kontaktu. Osobn\u011b klientovi prezentuje v\u00fdsledky pr\u00e1ce a&nbsp;\u0159e\u0161\u00ed s&nbsp;n\u00edm, kam to posouvat a&nbsp;rozv\u00edjet d\u00e1l. To jsou z\u00e1sady, kter\u00fdch se dr\u017e\u00edme. Krom\u011b toho je\u0161t\u011b v&nbsp;t\u00fdmu b\u00fdv\u00e1 strategista. A&nbsp;n\u011bjakou dobu tak\u00e9 business development mana\u017eer, tedy ten, kdo klienta z\u00edskal.<\/p>\n\n\n\n<p>M\u00e1me ale i&nbsp;velk\u00e9 klienty, na kter\u00fdch d\u011bl\u00e1&nbsp; 20\u201325 lid\u00ed, klidn\u011b i&nbsp;dva t\u0159i lidi z&nbsp;jednoho odd\u011blen\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">A v\u0161ichni komunikuj\u00ed p\u0159es Teamwork?<\/h3>\n\n\n\n<p>M\u00e1m takov\u00fd sen: firma bez e-mail\u016f. Mus\u00edm \u0159\u00edct, \u017ee jsem nebyl na za\u010d\u00e1tku \u00fapln\u011b nad\u0161en\u00fd z&nbsp;toho, \u010demu \u0159\u00edk\u00e1m \u201eslackizace\u201c firem, kdy se v\u0161echno \u0159e\u0161\u00ed po chatech. Ale n\u011bjak jsem se s&nbsp;t\u00edm vyrovnal a&nbsp;naopak se k&nbsp;tomu sna\u017e\u00edm p\u0159istupovat jako k&nbsp;dobr\u00e9mu n\u00e1stroji.<\/p>\n\n\n\n<p>Dodr\u017eujeme z\u00e1sadu, \u017ee cokoliv chce\u0161 po n\u011bkom z&nbsp;firmy, ale nechce\u0161 si hl\u00eddat term\u00edn spln\u011bn\u00ed, mus\u00ed to j\u00edt jako task do Teamworku. Kdy\u017e to n\u011bkomu po\u0161le\u0161 jenom mailem nebo zpr\u00e1vou do chatu, po\u0159\u00e1d ru\u010d\u00ed\u0161 za dod\u00e1n\u00ed. Prost\u011b n\u011bco po n\u011bkom chci = po\u0161lu mu to taskem. Men\u0161\u00ed v\u011bci se sice \u0159e\u0161\u00ed po chatu, ale po\u0159\u00e1d je ten, kdo pos\u00edl\u00e1 request, zodpov\u011bdn\u00fd za to, \u017ee ten druh\u00fd odpov\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak se v\u00e1m da\u0159\u00ed finan\u010dn\u011b? M\u00e1te stabilizovan\u00fd p\u0159\u00edjem, agentura jede dob\u0159e i&nbsp;v&nbsp;t\u00e9 dne\u0161n\u00ed dob\u011b?<\/h3>\n\n\n\n<p>V b\u0159eznu, kdy za\u010d\u00ednala prvn\u00ed vlna covidu, jsme si \u0159\u00edkali, \u017ee je to v&nbsp;h\u00e1ji. Sotva jsme se vyhrabali z&nbsp;probl\u00e9m\u016f z&nbsp;p\u0159edchoz\u00edch let, p\u0159i\u0161lo tohle. Ale potom se zbytek roku vyv\u00edjel velice dob\u0159e. Dneska se d\u00e1 \u0159\u00edct, \u017ee jsme na nejlep\u0161\u00edch \u010d\u00edslech za posledn\u00ed t\u0159i roky a&nbsp;m\u00e1me kr\u00e1sn\u011b nakro\u010deno do p\u0159\u00ed\u0161t\u00edho roku. U\u017e jsem vid\u011bl v\u00fdhled na leden 2021 a&nbsp;v\u0161ichni klienti hodlaj\u00ed pokra\u010dovat. Nevybavuji si, \u017ee by n\u011bkdo kon\u010dil. Jsou tam i&nbsp;n\u011bjak\u00e9 vyhran\u00e9 tendry z&nbsp;konce roku u&nbsp;dost velk\u00fdch klient\u016f. Tak\u017ee te\u010f sp\u00ed\u0161 \u0159e\u0161\u00edme, kde sehnat posily.<\/p>\n\n\n\n<p>Finan\u010dn\u011b jsme v&nbsp;po\u0159\u00e1dku. Je to klasick\u00fd probl\u00e9m agentury \u2013 \u0161patn\u00e1 \u0161k\u00e1lovatelnost businessu. V\u0161echno je z\u00e1visl\u00e9 na lidsk\u00e9 pr\u00e1ci. Mysl\u00edm si, \u017ee v&nbsp;2021 budeme moct lidem zase trochu v\u00edc dop\u0159\u00e1t. V&nbsp;roce 2020 se hodn\u011b omezily n\u011bkter\u00e9 benefity. M\u00edvali jsme v\u017edycky takov\u00e9 spektakul\u00e1rn\u00ed teambuildingy, opravdu hodn\u011b n\u00e1kladn\u00e9, klidn\u011b na 3\u20134 dny. A&nbsp;v\u011b\u0159\u00edm, \u017ee i&nbsp;k&nbsp;nim se budeme moct v&nbsp;roce 2021 vr\u00e1tit.<\/p>\n\n\n\n<p>Mus\u00edm p\u0159iznat, \u017ee jsme na ja\u0159e 2020 poprosili \u0159adu lid\u00ed, hlavn\u011b ve vy\u0161\u0161\u00edch platov\u00fdch p\u00e1smech, aby se do pr\u00e1zdnin uskrovnili ve mzd\u00e1ch. Zareagovali fantasticky, a&nbsp;tak jsme to pak spole\u010dn\u011b zvl\u00e1dli skv\u011ble. U\u017e p\u0159ed druhou vlnou jsme se dostali na p\u016fvodn\u00ed \u010d\u00edsla a&nbsp;provedli jsme n\u011bjak\u00e9 zvy\u0161ov\u00e1n\u00ed plat\u016f. Dne\u0161n\u00ed situace n\u00e1m umo\u017e\u0148uje, snad s&nbsp;jednou dv\u011bma v\u00fdjimkami, zvl\u00e1dat situaci, jako kdyby covid nebyl a&nbsp;ekonomika po\u0159\u00e1d \u0161lapala.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Dok\u00e1\u017ee\u0161 pojmenovat n\u011bjak\u00fd krok, kter\u00fd v\u00e1m pomohl dostat se ze \u0161patn\u00fdch let? Z&nbsp;\u010deho jste se pou\u010dili?<\/h3>\n\n\n\n<p>Kdy\u017e jsme spojovali Medio a&nbsp;Sun, p\u0159estali jsme m\u00edt jako majitel\u00e9 focus na business. P\u0159\u00edstup Media byl v\u017edycky takov\u00fd, \u017ee aktivn\u00ed obchod nen\u00ed dobr\u00e1 v\u011bc, \u017ee je to n\u011bco divn\u00e9ho, co bychom rad\u0161i nem\u011bli \u0159e\u0161it, a&nbsp;tohle se v&nbsp;prvn\u00edm roce spolupr\u00e1ce hodn\u011b propsalo do celkov\u00e9 atmosf\u00e9ry a&nbsp;p\u0159\u00edstupu ke klient\u016fm. Prost\u011b jsme to p\u0159estali \u0159e\u0161it. Nebyli jsme schopn\u00ed z\u00edsk\u00e1vat nov\u00e9 klienty, nav\u00edc jsme si na konci roku 2018 nepohl\u00eddali obnoven\u00ed smluv s&nbsp;klienty. Vedlo to k&nbsp;probl\u00e9m\u016fm v&nbsp;roce 2019, ten byl opravdu nejt\u011b\u017e\u0161\u00ed, asi skoro cel\u00fd, a\u017e ke konci roku za\u010dala b\u00fdt vid\u011bt n\u011bjak\u00e1 zlep\u0161en\u00ed.<\/p>\n\n\n\n<p>Vypl\u00fdv\u00e1 z&nbsp;toho rada: pohl\u00eddejte si business. Po\u0159\u00e1d, po\u0159\u00e1d, po\u0159\u00e1d mus\u00ed b\u00fdt p\u0159\u00edsun nov\u00fdch klient\u016f do firmy. I&nbsp;kdy\u017e se ti da\u0159\u00ed v\u0161echny klienty dr\u017eet, i&nbsp;kdybys nikoho neztr\u00e1cel, je to zdroj r\u016fstu firmy a&nbsp;na t\u00e9hle b\u00e1zi se mus\u00ed zv\u011bt\u0161ovat.<\/p>\n\n\n\n<p>Je t\u0159eba si uv\u011bdomit obrovskou setrva\u010dnost chyb. Ne\u017e se z&nbsp;potenci\u00e1ln\u00edho klienta stane z\u00e1kazn\u00edk, m\u016f\u017ee trvat klidn\u011b p\u016fl roku, tak\u017ee \u0161kody zp\u016fsoben\u00e9 o&nbsp;pr\u00e1zdnin\u00e1ch zjist\u00ed\u0161 a\u017e na konci roku. Nen\u00ed tam okam\u017eit\u00e1 zp\u011btn\u00e1 vazba, jak je dne\u0161n\u00ed mlad\u00e1 generace v&nbsp;online zvykl\u00e1.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Co je pro tebe jako CEO nejt\u011b\u017e\u0161\u00ed v&nbsp;\u0159\u00edzen\u00ed agentury?<\/h3>\n\n\n\n<p>M\u00e1m obrovsk\u00fd probl\u00e9m, \u017ee jsem velk\u00fd detailista, a&nbsp;ostatn\u00ed t\u00edm hrozn\u011b \u0161tvu. M\u011bl bych aspo\u0148 redukovat mno\u017estv\u00ed p\u0159\u00edpad\u016f, kdy se zab\u00fdv\u00e1m n\u011bjak\u00fdmi detaily. Rozhodn\u011b to nejd\u016fle\u017eit\u011bj\u0161\u00ed, co mus\u00edm \u0159e\u0161it, jsou lidi. Potenci\u00e1ln\u00edch klient\u016f bude v\u017edycky dost, ale kvalitn\u00edch zam\u011bstnanc\u016f je hrozn\u011b m\u00e1lo. My jsme si to je\u0161t\u011b zt\u00ed\u017eili t\u011bmi t\u00fdmov\u00fdmi po\u017eadavky a&nbsp;je to t\u011b\u017ek\u00e9.<\/p>\n\n\n\n<p>V posledn\u00ed dob\u011b si za\u010d\u00edn\u00e1m \u010d\u00edm d\u00e1l t\u00edm v\u00edc uv\u011bdomovat probl\u00e9m s&nbsp;p\u0159ed\u00e1v\u00e1n\u00edm informac\u00ed. Po\u0161le\u0161 v\u0161em zpr\u00e1vu, ale dostane\u0161 feedback, \u017ee nikdo o&nbsp;ni\u010dem nev\u00ed. Lidi p\u0159est\u00e1vaj\u00ed \u010d\u00edst zpr\u00e1vy, ale nem\u016f\u017ee\u0161 p\u0159ece s&nbsp;ka\u017ed\u00fdm v\u0161echno \u0159e\u0161it osobn\u011b.<\/p>\n\n\n\n<p>Je pom\u011brn\u011b slo\u017eit\u00e9 balancovat to, \u017ee po zam\u011bstnanc\u00edch chceme v\u00fdkony a&nbsp;z\u00e1rove\u0148 je za n\u011b chceme dob\u0159e odm\u011bnit. Rozhodn\u011b nejsme firma, kam si jde\u0161 pole\u017eet, ale sna\u017e\u00edme se, aby se dobr\u00e1 pr\u00e1ce lidem odrazila v&nbsp;platech a&nbsp;aby m\u011bli i&nbsp;wellfare na pracovi\u0161ti a&nbsp;dobr\u00fd kolektiv.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Kam m\u00ed\u0159\u00ed trh digit\u00e1ln\u00edch agentur?<\/h3>\n\n\n\n<p>V na\u0161em kritick\u00e9m obdob\u00ed jsme byli hodn\u011b zam\u011b\u0159en\u00ed na sebe. \u0158e\u0161ili jsme v\u011bci, kter\u00e9 bychom \u0159e\u0161it nemuseli, neb\u00fdt slu\u010dov\u00e1n\u00ed firem.<\/p>\n\n\n\n<p>Posledn\u00ed roky vid\u00edm u&nbsp;v\u0161ech agentur, \u017ee kreativky si d\u011blaj\u00ed datov\u00e1 odd\u011blen\u00ed a&nbsp;analyticko-performancov\u00e9 firmy si d\u011blaj\u00ed kreativn\u00ed a&nbsp;brandbuildingov\u00e1 odd\u011blen\u00ed. A&nbsp;d\u00e1 se \u0159\u00edct, \u017ee u&nbsp;velk\u00fdch agentur je to zkompletovan\u00e9.<\/p>\n\n\n\n<p>Je ot\u00e1zka, jestli p\u0159ep\u00ed\u0161e\u0161 snadno DNA firem touhle novou pozic\u00ed. My po\u0159\u00e1d bojujeme s&nbsp;t\u00edm, \u017ee je st\u00e1le zn\u00e1t odkaz na\u0161ich p\u016fvodn\u00edch firem. Mysl\u00edm, \u017ee kreativky to budou m\u00edt p\u0159esn\u011b naopak, kdy\u017e se sna\u017e\u00ed j\u00edt opa\u010dn\u00fdm sm\u011brem.<\/p>\n\n\n\n<p>Agentury se dnes jednozna\u010dn\u011b sna\u017e\u00ed b\u00fdt v\u00edc partnerem klienta v&nbsp;businessu. Bav\u00ed se s&nbsp;n\u00edm i&nbsp;o&nbsp;jeho podnik\u00e1n\u00ed, \u0159e\u0161\u00ed jeho produkt. Mo\u017en\u00e1 by to m\u011bly p\u0159idat do portfolia. Mysl\u00edm, \u017ee tenhle sm\u011br bude u&nbsp;digit\u00e1ln\u00edch agentur n\u00e1sledovat. Digit\u00e1ln\u00ed agentura dnes zahrnuje i&nbsp;data, t\u00edm p\u00e1dem vid\u00ed dob\u0159e do toho, co klient d\u011bl\u00e1. Tak\u017ee bych \u0159ekl, \u017ee agentura bude partner do businessu, sm\u011brem ke konzulta\u010dn\u00edm slu\u017eb\u00e1m. \u010c\u00edm\u017e ne\u0159\u00edk\u00e1m, \u017ee ty star\u00e9 v\u011bci kon\u010d\u00ed, ale rozhodn\u011b se otev\u00edraj\u00ed p\u0159\u00edle\u017eitosti k&nbsp;tomu, \u017ee by v\u00e1m klient mohl sv\u016fj business posunout. Tam vid\u00edm ur\u010ditou cestu.<\/p>\n\n\n\n<p>No a&nbsp;samoz\u0159ejm\u011b je tu skryt\u00e1 hrozba, a&nbsp;tou je pro n\u00e1\u0161 obor jednozna\u010dn\u011b riziko postupuj\u00edc\u00ed automatizace. Pokud z\u00edtra Google vyd\u00e1 zpr\u00e1vu, \u017ee lid\u00e9, kte\u0159\u00ed dnes \u0159e\u0161\u00ed reklamy v&nbsp;Google Ads, nejsou pot\u0159eba, bude to samoz\u0159ejm\u011b pro rozpo\u010dty digit\u00e1lek obrovsk\u00fd z\u00e1sah.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Dal bys mi tip na n\u011bjak\u00e9 agentury, kter\u00e9 sleduje\u0161? Inspiruje t\u011b n\u011bkdo?<\/h3>\n\n\n\n<p>Up\u0159\u00edmn\u011b \u0159e\u010deno, moc tohle ned\u011bl\u00e1m. Jsem v&nbsp;tom trochu ignorant, konkurenci nesleduju. Ne\u0159\u00edk\u00e1m, \u017ee nesleduju oborov\u00e1 m\u00e9dia agenturn\u00edho typu, sp\u00ed\u0161 se sna\u017e\u00edm b\u00fdt in v&nbsp;tom produktu, kter\u00fd d\u011bl\u00e1me, ne\u017e abych sledoval, jak to d\u011bl\u00e1 konkurence. Sp\u00ed\u0161 se d\u00edv\u00e1m po tom, jak t\u0159eba pracuj\u00ed s&nbsp;klienty.<\/p>\n\n\n\n<p>Mus\u00edm \u0159\u00edct, \u017ee si hodn\u011b cen\u00edm agentur, kter\u00e9 vzd\u011bl\u00e1vaj\u00ed klienty. A&nbsp;to ti vypadne p\u00e1r firem v&nbsp;\u010cesku. Ne ka\u017ed\u00e1 o&nbsp;tom mluv\u00ed. V\u00edm od kolegyn\u011b, kter\u00e1 k&nbsp;n\u00e1m p\u0159i\u0161la z&nbsp;<a href=\"http:\/\/www.publicis.com\/\">Publicisu<\/a>, \u017ee se tam d\u011blaj\u00ed opravdu velk\u00e9 celodenn\u00ed akce pro klienty, ale nikde to ve\u0159ejn\u011b nekomunikuj\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Kdo je\u0161t\u011b vzd\u011bl\u00e1v\u00e1 je\u0161t\u011b trh, kdybys mohl jmenovat?<\/h3>\n\n\n\n<p>Krom\u011b n\u00e1s (d\u011bl\u00e1me opravdu velk\u00e9 konference i&nbsp;workshopy pro klienty) je zn\u00e1m\u00e1 t\u0159eba <a href=\"https:\/\/www.marketup.cz\/cs\">MarketUp<\/a>. Ti p\u0159istupuj\u00ed ke vzd\u011bl\u00e1v\u00e1n\u00ed podobn\u011b jako my a&nbsp;d\u011blaj\u00ed podobn\u00fd form\u00e1t \u2013 spole\u010densk\u00e1 setk\u00e1n\u00ed, networking, p\u0159i kter\u00e9m sou\u010dasn\u011b p\u0159edstav\u00ed\u0161 klient\u016fm n\u011bjak\u00e9 novinky v&nbsp;oboru, kter\u00fd pro n\u011b \u0159e\u0161\u00ed\u0161. Ale jinak nev\u00edm, konkurenci nesleduju.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">A nejsi jedin\u00fd \u0159editel, kter\u00fd mi to \u0159\u00edk\u00e1. Honzo, d\u011bkuji za vy\u010derp\u00e1vaj\u00edc\u00ed rozhovor se spoustou t\u00e9mat, kter\u00e9 by bylo super rozeb\u00edrat d\u00e1l a&nbsp;d\u00e1l. Moc r\u00e1d jsem si s&nbsp;tebou popov\u00eddal a&nbsp;d\u011bkuji za tv\u016fj \u010das. A\u0165 se ti da\u0159\u00ed.<\/h3>\n\n\n\n<p>D\u011bkuji za pozv\u00e1n\u00ed a&nbsp;mo\u017enost p\u0159edat \u010d\u00e1st na\u0161ich zku\u0161enost\u00ed.<\/p>\n\n\n\n<p>Rozhovor vedl <a href=\"https:\/\/www.linkedin.com\/in\/krutis\/\">Michal Kruti\u0161<\/a> a&nbsp;byl nato\u010den v&nbsp;prosinci 2020.<\/p>\n\n\n\n<p>S\u00e9rie rozhovor\u016f o&nbsp;\u0159\u00edzen\u00ed agentur:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/www.marketingmapy.com\/cs\/veronika-buresova-jak-ridi-agenturu-h1-cz\/\">Veronika Bure\u0161ov\u00e1, H1.cz<\/a><\/li><li><a href=\"https:\/\/www.marketingmapy.com\/cs\/petr-jiranek-jak-ridi-agenturu-webprezent\/\">Petr Jir\u00e1nek, WebPrezent<\/a><\/li><li><a href=\"https:\/\/www.marketingmapy.com\/cs\/marketa-kabatova-jak-ridi-agenturu-ulab\/\">Mark\u00e9ta Kab\u00e1tov\u00e1, uLab<\/a><\/li><li>Honza Makovi\u010dka, Taste<\/li><li><a href=\"https:\/\/www.marketingmapy.com\/cs\/honza-nedved-jak-ridi-agenturu-inizio\">Honza Nedv\u011bd, Inizio<\/a><\/li><li><a href=\"https:\/\/www.marketingmapy.com\/cs\/petr-vataha-jak-ridi-agenturu-ant-studio\/\">Petr Vataha, ANT studio<\/a><\/li><li><a href=\"https:\/\/www.marketingmapy.com\/cs\/jarda-vidim-jak-ridi-agenturu-evisions\/\">Jarda Vidim, eVisions<\/a><\/li><\/ul>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\"><style>.wp-block-kadence-spacer.kt-block-spacer-_9af202-8a .kt-block-spacer{height:60px;}.wp-block-kadence-spacer.kt-block-spacer-_9af202-8a .kt-divider{border-top-width:1px;height:1px;border-top-color:#eee;width:80%;border-top-style:solid;}<\/style>\n<div class=\"wp-block-kadence-spacer aligncenter kt-block-spacer-_9af202-8a\"><div class=\"kt-block-spacer kt-block-spacer-halign-center\" style=\"height:60px\"><hr class=\"kt-divider\" style=\"border-top-color:#eee;border-top-width:1px;width:80%;border-top-style:solid\"\/><\/div><\/div>\n\n\n<style>.wp-block-kadence-column.kb-section-dir-horizontal > .kt-inside-inner-col > #kt-info-box_593281-20 .kt-blocks-info-box-link-wrap{max-width:unset;}#kt-info-box_593281-20 .kt-blocks-info-box-link-wrap{border-color:#8ed1fc;border-top-width:5px;border-right-width:5px;border-bottom-width:5px;border-left-width:5px;background:#ffffff;padding-top:24px;padding-right:24px;padding-bottom:24px;padding-left:24px;margin-top:50px;}#kt-info-box_593281-20 .kt-blocks-info-box-link-wrap:hover{border-color:#8ed1fc;background:#ffffff;}#kt-info-box_593281-20.wp-block-kadence-infobox{max-width:100%;}#kt-info-box_593281-20 .kadence-info-box-image-inner-intrisic-container{max-width:100px;}#kt-info-box_593281-20 .kadence-info-box-image-inner-intrisic-container .kadence-info-box-image-intrisic{padding-bottom:100%;width:1080px;height:0px;max-width:100%;}#kt-info-box_593281-20 .kadence-info-box-icon-container .kt-info-svg-icon, #kt-info-box_593281-20 .kt-info-svg-icon-flip, #kt-info-box_593281-20 .kt-blocks-info-box-number{font-size:50px;}#kt-info-box_593281-20 .kt-blocks-info-box-media{color:#444444;background:#ffffff;border-color:#eeeeee;border-top-width:5px;border-right-width:5px;border-bottom-width:5px;border-left-width:5px;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}#kt-info-box_593281-20 .kt-blocks-info-box-media-container{margin-top:-75px;margin-right:0px;margin-bottom:20px;margin-left:0px;}#kt-info-box_593281-20 .kt-blocks-info-box-link-wrap:hover .kt-blocks-info-box-media{color:#444444;background:#ffffff;border-color:#eeeeee;}#kt-info-box_593281-20 .kt-infobox-textcontent h2.kt-blocks-info-box-title{padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;margin-top:5px;margin-right:0px;margin-bottom:10px;margin-left:0px;}.wp-block-kadence-infobox#kt-info-box_593281-20 .kt-blocks-info-box-text{font-size:23px;}#kt-info-box_593281-20 .kt-blocks-info-box-learnmore{color:#ffffff;background:#0693e3;border-color:#555555;border-radius:5px;font-weight:bold;border-width:0px 0px 0px 0px;padding-top:8px;padding-right:15px;padding-bottom:10px;padding-left:15px;margin-top:15px;margin-right:0px;margin-bottom:15px;margin-left:0px;}#kt-info-box_593281-20 .kt-blocks-info-box-link-wrap:hover .kt-blocks-info-box-learnmore,#kt-info-box_593281-20 .kt-blocks-info-box-link-wrap .kt-blocks-info-box-learnmore:focus{color:#ffffff;background:#00527c;border-color:#444444;}@media all and (max-width: 767px){#kt-info-box_593281-20 .kt-blocks-info-box-link-wrap{display:block;}#kt-info-box_593281-20 .kt-blocks-info-box-link-wrap .kt-blocks-info-box-media{display:inline-block;max-width:100%;}}<\/style>\n<div id=\"kt-info-box_593281-20\" class=\"wp-block-kadence-infobox cta-blok-obrazek\"><a class=\"kt-blocks-info-box-link-wrap info-box-link kt-blocks-info-box-media-align-top kt-info-halign-left\" href=\"https:\/\/www.marketingmapy.com\/cs\/orchestrace-digitalni-agentury-premiovy-obsah-k-zakoupeni\/\"><div class=\"kt-blocks-info-box-media-container\"><div class=\"kt-blocks-info-box-media kt-info-media-animate-none\"><div class=\"kadence-info-box-image-inner-intrisic-container\"><div class=\"kadence-info-box-image-intrisic kt-info-animate-none\"><div class=\"kadence-info-box-image-inner-intrisic\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.marketingmapy.com\/wp-content\/uploads\/2022\/05\/ctverec.png\" alt=\"\" width=\"1080\" height=\"1080\" class=\"kt-info-box-image wp-image-5019\" srcset=\"https:\/\/www.marketingmapy.com\/wp-content\/uploads\/2022\/05\/ctverec.png 1080w, https:\/\/www.marketingmapy.com\/wp-content\/uploads\/2022\/05\/ctverec-500x500.png 500w, https:\/\/www.marketingmapy.com\/wp-content\/uploads\/2022\/05\/ctverec-1000x1000.png 1000w, https:\/\/www.marketingmapy.com\/wp-content\/uploads\/2022\/05\/ctverec-300x300.png 300w, https:\/\/www.marketingmapy.com\/wp-content\/uploads\/2022\/05\/ctverec-768x768.png 768w\" sizes=\"auto, (max-width: 1080px) 100vw, 1080px\" \/><\/div><\/div><\/div><\/div><\/div><div class=\"kt-infobox-textcontent\"><p class=\"kt-blocks-info-box-text\">U\u0161et\u0159ete \u010das a&nbsp;energii p\u0159i zakl\u00e1d\u00e1n\u00ed nebo r\u016fstu agentury. Z\u00edskejte kvalitn\u00ed pr\u00e9miov\u00fd obsah. Orchestrace agentury: celkem 26 \u010dl\u00e1nk\u016f s&nbsp;mnoha praktick\u00fdmi tipy, screenshoty, odkazy, vyj\u00e1d\u0159en\u00edm jin\u00fdch CEO a&nbsp;checklisty s&nbsp;t\u00e9maty, kter\u00e9 v&nbsp;agentu\u0159e \u0159e\u0161\u00edte. <\/p><div class=\"kt-blocks-info-box-learnmore-wrap\"><span class=\"kt-blocks-info-box-learnmore\">Jak koupit pr\u00e9miov\u00fd obsah<\/span><\/div><\/div><\/a><\/div>\n\n\n<style>.wp-block-kadence-spacer.kt-block-spacer-_2207f4-17 .kt-block-spacer{height:60px;}.wp-block-kadence-spacer.kt-block-spacer-_2207f4-17 .kt-divider{border-top-width:1px;height:1px;border-top-color:#eee;width:80%;border-top-style:solid;}<\/style>\n<div class=\"wp-block-kadence-spacer aligncenter kt-block-spacer-_2207f4-17\"><div class=\"kt-block-spacer kt-block-spacer-halign-center\" style=\"height:60px\"><hr class=\"kt-divider\" style=\"border-top-color:#eee;border-top-width:1px;width:80%;border-top-style:solid\"\/><\/div><\/div>\n<\/div><\/div>\n\n\n","protected":false},"author":4,"featured_media":3405,"menu_order":32,"template":"","kategoriepremium":[64],"class_list":["post-3261","premium","type-premium","status-publish","has-post-thumbnail","hentry","kategoriepremium-rozhovory-ceo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Honza Makovi\u010dka: Jak \u0159\u00edd\u00ed agenturu Taste - Marketing Mapy<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketingmapy.com\/cs\/honza-makovicka-jak-ridi-agenturu-taste\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Honza Makovi\u010dka: Jak \u0159\u00edd\u00ed agenturu Taste - Marketing Mapy\" \/>\n<meta property=\"og:description\" content=\"P\u0159epis rozhovoru: Honza Makovi\u010dka , CEO a&nbsp;spolumajitel Taste Jak\u00e1 je tvoje role a&nbsp;jak\u00e1 je historie Taste? 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