{"id":242570,"date":"2024-01-29T15:16:59","date_gmt":"2024-01-29T14:16:59","guid":{"rendered":"https:\/\/rtrsports.com\/a-co-potrebujete-agenturu-a-jak-zmenit-snadno\/"},"modified":"2025-06-09T17:38:16","modified_gmt":"2025-06-09T15:38:16","slug":"a-co-potrebujete-agenturu-a-jak-zmenit-snadno","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/a-co-potrebujete-agenturu-a-jak-zmenit-snadno\/","title":{"rendered":"K \u010demu je agentura a jak se m\u011bn\u00ed. Snadno vysv\u011btliteln\u00e9."},"content":{"rendered":"<p class=\"p1\">Co je to agentura? Je to slovo, kter\u00e9 pou\u017e\u00edv\u00e1me \u010dasto, n\u011bkdy zbrkle, n\u011bkdy povrchn\u011b, a jeho\u017e v\u00fdznam n\u011bkdy ztr\u00e1c\u00edme. P\u0159esto ti, kte\u0159\u00ed pracuj\u00ed v oblasti <strong>marketingu,<\/strong> <strong>komunikace<\/strong>, ale nejen oni, mus\u00ed s agenturami neust\u00e1le jednat.<\/p>\n<p class=\"p1\">Podle <strong>slovn\u00edku<\/strong> existuj\u00ed dva hlavn\u00ed v\u00fdznamy pojmu &#8222;d\u011bj&#8220;. Agentura je p\u0159edev\u0161\u00edm <strong>podnik, jeho\u017e \u00fa\u010delem je vykon\u00e1vat zprost\u0159edkovatelsk\u00e9 funkce p\u0159i n\u00e1boru a vy\u0159izov\u00e1n\u00ed obchod\u016f jak\u00e9hokoli druhu<\/strong>. Za druh\u00e9, <strong>agentura je podnik, kter\u00fd nab\u00edz\u00ed konkr\u00e9tn\u00ed slu\u017eby t\u0159et\u00edm stran\u00e1m<\/strong>. Agentura je v podstat\u011b spole\u010dnost, kter\u00e1 vykon\u00e1v\u00e1 velmi specifick\u00e9 funkce &#8211; zprost\u0159edkov\u00e1n\u00ed, ale nejen to &#8211; jm\u00e9nem jin\u00fdch spole\u010dnost\u00ed, kter\u00e9 nemaj\u00ed tuto schopnost intern\u011b.<\/p>\n<p class=\"p1\">V t\u011bchto slovn\u00edkov\u00fdch \u0159\u00e1dc\u00edch je neuv\u011b\u0159iteln\u011b obsa\u017eena nejen definice agentury, ale tak\u00e9 jej\u00ed historie a jej\u00ed role v modern\u00edm podnik\u00e1n\u00ed. Role, kter\u00e1 se radik\u00e1ln\u011b m\u011bn\u00ed a m\u011bn\u00ed se ze zprost\u0159edkovatele na \u0159e\u0161itele probl\u00e9m\u016f a konzultanta.<\/p>\n<h2 class=\"p3\"><b><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-144183\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/business-people-are-brainstorming.jpg\" alt=\"business-people-are-brainstorming\" width=\"600\" height=\"400\" \/>Pro\u010d vyu\u017e\u00edvat slu\u017eeb agentury?<\/b><\/h2>\n<p class=\"p1\">Tato ot\u00e1zka je zlomysln\u00e1 jen zd\u00e1nliv\u011b. Pro\u010d bych se m\u011bl obracet na t\u0159et\u00ed stranu, aby vykon\u00e1vala funkce nebo \u00fakoly, kter\u00e9 slou\u017e\u00ed ke zlep\u0161en\u00ed m\u00e9 osoby nebo m\u00e9ho podnik\u00e1n\u00ed? D\u016fvody jsou stru\u010dn\u011b n\u00e1sleduj\u00edc\u00ed 4:<\/p>\n<ul class=\"ul1\">\n<li class=\"li1\"><strong>Odbornost<\/strong><\/li>\n<li class=\"li1\"><strong>Objektivita<\/strong><\/li>\n<li class=\"li1\"><strong>\u010casov\u00e1\/n\u00e1kladov\u00e1 efektivita<\/strong><\/li>\n<li class=\"li1\"><strong>Podpora a \u0161k\u00e1lovatelnost<\/strong><\/li>\n<\/ul>\n<p class=\"p1\">Za prv\u00e9, <strong>kompetence<\/strong>. Konkr\u00e9tn\u00ed agentura um\u00ed n\u011bco, co j\u00e1 nebo m\u016fj t\u00fdm neum\u00edme. Pokud je pot\u0159eba specifick\u00e1, okam\u017eit\u00e1 a omezen\u00e1, \u0159e\u0161\u00ed agentura okam\u017eit\u00fd probl\u00e9m p\u0159eklenut\u00edm mezery v know-how. Agentura m\u00e1 zku\u0161enosti, znalosti a zdroje, kter\u00e9 j\u00ed umo\u017e\u0148uj\u00ed p\u0159in\u00e9st n\u011bco, co tu dosud nebylo.<\/p>\n<p class=\"p1\">Za druh\u00e9, <strong>objektivita<\/strong>. Jako nez\u00e1visl\u00e9 a autonomn\u00ed agentury nejsou v\u00e1z\u00e1ny vnit\u0159n\u00ed logikou, nejsou ovliv\u0148ov\u00e1ny okol\u00edm a mohou si dovolit velk\u00fd luxus b\u00fdt up\u0159\u00edmn\u00e9 a transparentn\u00ed. To je v\u00fdhoda zejm\u00e9na v rozhodovac\u00edch procesech, kde je t\u0159eba \u0159\u00eddit se sp\u00ed\u0161e daty a znalostmi ne\u017e instinktem nebo zvykem.<\/p>\n<p class=\"p1\">Za t\u0159et\u00ed: ka\u017ed\u00e1 agentura &#8211; a\u0165 u\u017e je jak\u00e9hokoli typu &#8211; by m\u011bla mn\u011b a m\u00e9mu t\u00fdmu umo\u017enit <strong>u\u0161et\u0159it \u010das, energii a t\u00edm i pen\u00edze<\/strong>. Agentura sni\u017euje n\u00e1roky na u\u010den\u00ed a odpout\u00e1v\u00e1 se od slo\u017eit\u00e9ho firemn\u00edho \u017eivota, aby se mohla soust\u0159edit pouze na sv\u016fj \u00fakol.<\/p>\n<p class=\"p1\">A kone\u010dn\u011b <strong>podpora<\/strong> a <strong>\u0161k\u00e1lovatelnost<\/strong>. Ne v\u0161echny projekty jsou stejn\u00e9, ne v\u0161echny okam\u017eiky v \u017eivot\u011b firmy jsou stejn\u00e9. Agentury maj\u00ed tu v\u00fdhodu, \u017ee poskytuj\u00ed podporu a pracovn\u00ed s\u00edlu v dob\u011b vysok\u00e9ho zat\u00ed\u017een\u00ed nebo pot\u0159eby a \u017ee se pohybuj\u00ed jako harmonika a okam\u017eit\u011b zvy\u0161uj\u00ed nebo sni\u017euj\u00ed sv\u016fj vklad.<\/p>\n<h2 class=\"p3\"><b>Jak se m\u011bn\u00ed agentura<\/b><\/h2>\n<p class=\"p1\">Se zm\u011bnou spole\u010dnosti, obchodu a komunikace se musela p\u0159izp\u016fsobit i agentura, aby z\u016fstala modern\u00ed. <strong>Jak ji\u017e bylo zm\u00edn\u011bno na za\u010d\u00e1tku, agentura se ze zprost\u0159edkovatele stala \u0159e\u0161itelem probl\u00e9m\u016f a konzultantem.<\/strong><\/p>\n<p class=\"p1\">Typickou rol\u00ed \u010dist\u00e9ho zprost\u0159edkovatele je star\u00e1 realitn\u00ed kancel\u00e1\u0159. Titius chce d\u016fm prodat, Caius ho chce koupit, agentura zprost\u0159edkuje komunikaci mezi Titiem a Caiusem a vezme si procenta z p\u0159echodu. Je to nepochybn\u011b d\u016fle\u017eit\u00e1 role, ale hroz\u00ed, \u017ee zanikne, proto\u017ee n\u00e1stup nov\u00fdch n\u00e1stroj\u016f tyto pot\u0159eby zprost\u0159edkov\u00e1v\u00e1 a odstra\u0148uje vzd\u00e1lenost mezi stranami. K \u010demu je mi cestovn\u00ed kancel\u00e1\u0159, kdy\u017e si mohu s\u00e1m t\u00e9m\u011b\u0159 okam\u017eit\u011b porovnat ceny stovek let\u016f?<\/p>\n<p class=\"p1\">Dal\u0161\u00edm p\u0159irozen\u00fdm krokem je \u0159e\u0161en\u00ed probl\u00e9m\u016f, tj. p\u0159evzet\u00ed odpov\u011bdnosti za pot\u0159eby z\u00e1kazn\u00edka a jejich uspokojen\u00ed ve v\u0161ech ohledech. V tomto ohledu je dobr\u00fdm p\u0159\u00edkladem komunika\u010dn\u00ed agentura, kter\u00e1 vznikla v 80. letech 20. stolet\u00ed. Spole\u010dnosti mus\u00ed jednat s m\u00e9dii, \u0159\u00eddit reklamu, vytv\u00e1\u0159et obrazov\u00fd materi\u00e1l a prezentovat se z\u00e1kazn\u00edk\u016fm: v\u0161echny tyto \u010dinnosti jsou delegov\u00e1ny na extern\u00ed subjekty a p\u0159eb\u00edraj\u00ed je tyto skupiny, kter\u00e9 jsou tak dob\u0159e reprezentov\u00e1ny mnoha televizn\u00edmi seri\u00e1ly.<\/p>\n<p class=\"p1\">Pokud je v\u0161ak nab\u00eddka na trhu velmi vysok\u00e1, provozn\u00ed mo\u017enosti t\u00e9m\u011b\u0159 nekone\u010dn\u00e9 a potenci\u00e1ln\u00ed trajektorie \u010detn\u00e9, mus\u00ed se \u0159e\u0161en\u00ed probl\u00e9m\u016f prom\u00edtnout do poradenstv\u00ed. Role agentury se zm\u011bnila z \u010dist\u011b operativn\u00ed na vysoce strategickou. Modern\u00ed agentura, kter\u00e1 se op\u00edr\u00e1 o dlouholet\u00e9 zku\u0161enosti, osv\u011bd\u010denou s\u00ed\u0165, neust\u00e1l\u00e9 aktualizace a skv\u011bl\u00e9 vztahy v oboru, pom\u00e1h\u00e1 zna\u010dce v rozhodov\u00e1n\u00ed a navigaci, p\u0159\u00edpadn\u011b pozd\u011bji operativn\u011b p\u0159enech\u00e1v\u00e1 provoz extr\u00e9mn\u011b vertik\u00e1ln\u00edm studi\u00edm a &#8222;butikov\u00fdm agentur\u00e1m&#8220;.<\/p>\n<p>&nbsp;<\/p>\n<h2 class=\"p3\"><b><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-144192\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/colleagues-working-together-modern-office-using-devices-gadgets-during-creative-meeting-600x400.jpg\" alt=\"kolegov\u00e9-pracuj\u00edc\u00ed spolu-modern\u00ed kancel\u00e1\u0159-pou\u017e\u00edv\u00e1n\u00ed za\u0159\u00edzen\u00ed-gadget\u016f-p\u0159i tv\u016fr\u010d\u00edch sch\u016fzk\u00e1ch\" width=\"600\" height=\"400\" \/><\/b><\/h2>\n<h2 class=\"p3\"><b>B\u00fdt agenturou dnes<\/b><\/h2>\n<p class=\"p1\">P\u0159es v\u0161echno, co bylo \u0159e\u010deno v\u00fd\u0161e, <strong>nen\u00ed dnes b\u00fdt agenturou snadn\u00e9<\/strong>, a\u010dkoli je to st\u00e1le vzru\u0161uj\u00edc\u00ed, z\u00e1bavn\u00fd a neust\u00e1le se vyv\u00edjej\u00edc\u00ed \u00fakol, stejn\u011b jako hluboce u\u017eite\u010dn\u00fd a n\u011bkdy rozhoduj\u00edc\u00ed.<\/p>\n<p class=\"p1\">V dne\u0161n\u00ed dob\u011b mus\u00ed b\u00fdt agentura kompetentn\u00ed, pozorn\u00e1, ale tak\u00e9 velmi p\u0159\u00edtomn\u00e1 a mimo\u0159\u00e1dn\u011b propojen\u00e1 s r\u016fzn\u00fdmi \u010d\u00e1stmi odv\u011btv\u00ed, ve kter\u00e9m p\u016fsob\u00ed. Modernost, neust\u00e1l\u00fd v\u00fdzkum a zv\u00eddavost jsou stejn\u011b nezbytn\u00e9 jako bohat\u00fd kontaktn\u00ed program, \u0159ada zdrav\u00fdch a pevn\u00fdch vztah\u016f a vysok\u00e1 m\u00edra specializace v oboru.<\/p>\n<p class=\"p1\">Pokud si toti\u017e agentura m\u016f\u017ee dovolit luxus <strong>objektivity<\/strong> a <strong>nez\u00e1vislosti<\/strong>, mus\u00ed z\u00e1rove\u0148 p\u0159ijmout povinnost mimo\u0159\u00e1dn\u00e9 <strong>kompetence<\/strong> a b\u0159emeno spr\u00e1vn\u00e9 odpov\u011bdi za v\u0161ech okolnost\u00ed.<\/p>\n<h2 class=\"p3\"><b>Sportovn\u00ed marketingov\u00e1 agentura<\/b><\/h2>\n<p class=\"p1\">L&#8216;<a href=\"http:\/\/rtrsports.com\"><br \/>\n<strong>sportovn\u00ed marketingov\u00e1 agentura<\/strong><br \/>\n<\/a> nen\u00ed v tomto sm\u011bru v\u00fdjimkou, ba naopak, pokud je to mo\u017en\u00e9, je nyn\u00ed na extr\u00e9mn\u00edm konci specializace a poradenstv\u00ed.<\/p>\n<p class=\"p1\">Ve sv\u011bt\u011b, kter\u00fd je myln\u011b interpretov\u00e1n jako snadn\u00fd sv\u011bt sportu, ale ve skute\u010dnosti je pln\u00fd \u00faskal\u00ed a specifik, mus\u00ed<strong>sportovn\u00ed marketingov\u00e1 agentura<\/strong> bojovat s dvoj\u00edm p\u0159edsudkem: \u017ee tuto pr\u00e1ci lze vykon\u00e1vat samostatn\u011b a bez odborn\u00fdch znalost\u00ed (proto\u017ee sport stejn\u011b zn\u00e1 ka\u017ed\u00fd) a s poradensk\u00fdm aspektem, kter\u00fd st\u00e1le nen\u00ed v\u017edy pln\u011b pochopen a sd\u00edlen.<\/p>\n<p class=\"p1\">Sportovn\u00ed marketingov\u00e1 agentura m\u00e1 dnes povinnost extr\u00e9mn\u00ed vertikality,<strong> proto\u017ee sv\u011bt sportu je p\u0159\u00edli\u0161 rozs\u00e1hl\u00fd a mnohotv\u00e1rn\u00fd na to, aby mohla p\u0159edst\u00edrat, \u017ee zn\u00e1 v\u0161e,<\/strong> ale tak\u00e9 povinnost v\u0161estrann\u00e9 marketingov\u00e9, komunika\u010dn\u00ed a mana\u017eersk\u00e9 kompetence, aby byla schopna zvl\u00e1dnout oblasti aktivace a reportingu, stejn\u011b jako z\u00e1kladn\u00ed oblasti uzav\u00edr\u00e1n\u00ed obchod\u016f.<\/p>\n<p class=\"p1\">Ji\u017e t\u00e9m\u011b\u0159 30 let nab\u00edz\u00ed spole\u010dnost RTR sports poradenstv\u00ed v oblasti sportovn\u00edho marketingu spole\u010dnostem a zna\u010dk\u00e1m, kter\u00e9 cht\u011bj\u00ed vyu\u017e\u00edt motoristick\u00fd sport jako \u00fa\u010dinn\u00fd komunika\u010dn\u00ed n\u00e1stroj pro sv\u00e9 kampan\u011b a strategie. Star\u00e1me se o motoristick\u00fd sport prvn\u00ed \u00farovn\u011b, <a href=\"https:\/\/rtrsports.com\/sponsorizzazioni-formula-1\/\"><br \/>\n<strong>Formule 1<\/strong><br \/>\n<\/a>, <strong>MotoGP<\/strong>, <a href=\"https:\/\/rtrsports.com\/cs\/andretti-autosport-sponzoring-formula-e\/\"><br \/>\n<strong>Formule E<\/strong><br \/>\n<\/a>, WEC a Superbike, proto\u017ee tyto discipl\u00edny dob\u0159e zn\u00e1me a \u00fasp\u011b\u0161n\u011b se jim v\u011bnujeme ji\u017e des\u00edtky let.<\/p>\n<p class=\"p1\">Pokud m\u00e1te dotazy, informace a chcete v\u011bd\u011bt, jak v\u00e1m m\u016f\u017eeme pomoci, najdete n\u00e1s v\u017edy na adrese <a href=\"mailto:info@rtrsports.com\"><br \/>\n<span class=\"s1\">info@rtrsports.com<\/span><br \/>\n<\/a> nebo na kontaktech na t\u011bchto str\u00e1nk\u00e1ch<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Co je to agentura? Je to slovo, kter\u00e9 pou\u017e\u00edv\u00e1me \u010dasto, n\u011bkdy zbrkle, n\u011bkdy povrchn\u011b, a jeho\u017e v\u00fdznam n\u011bkdy ztr\u00e1c\u00edme. P\u0159esto ti, kte\u0159\u00ed pracuj\u00ed v oblasti marketingu, komunikace, ale nejen oni, mus\u00ed s agenturami neust\u00e1le jednat. Podle slovn\u00edku existuj\u00ed dva hlavn\u00ed v\u00fdznamy pojmu &#8222;d\u011bj&#8220;. Agentura je p\u0159edev\u0161\u00edm podnik, jeho\u017e \u00fa\u010delem je vykon\u00e1vat zprost\u0159edkovatelsk\u00e9 funkce p\u0159i n\u00e1boru [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":196219,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20230,20228],"tags":[],"class_list":["post-242570","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing","category-sportovni-sponzorstvi"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>K \u010demu je agentura a jak se m\u011bn\u00ed. Snadno vysv\u011btliteln\u00e9.<\/title>\n<meta name=\"description\" content=\"Co je to agentura? 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