Forum Media 2021

1 day / 3 stages
40+ speakers

11 November

Tereza Báčová

Media & New Business Director, Mediaplus Czech Republic



After two years at the Munich headquarters of the largest European independent agency Mediaplus, Tereza is in charge of the first Czech branch of Mediaplus in Prague. As she says herself, she has a Czech heart and a German brain, which is in line with the belief that the best brands are emotionally and economically successful. She started at Havas Media, where she played the role of Head of Strategy. In Munich, she focused on creative media planning across European markets. She has experience with such clients such like De´Longhi, BMW Mini, HORNBACH, Emirates, Ehrmann and others.

Topic lecture

Passion beats volume!

Communication of an economically successful brand is planned through passion. And this applies not only to creative strategies, but also to the numerical ones – media. Passion economy beautifully shows that for Share of Market, rather than Share of Voice, consumers need to get a proper Share of Soul. In Mediaplus, we do not only target socio-demographic parameters, but also the values ​​and attitudes of target groups. Thanks to this, it is possible to create relevance, close authenticity and, yes, chemistry in media planning. And they then have a measurable impact.

All this can finally be felt from us to the west,in the content revolution.  Data-driven definitely yes. But the time when the media will be context and non-editorial content in the digital, will create an ever-increasing need for a Human-Driven approach. Because it won’t work without brains and hearts. Hurrah. I’ll try to show you how to cast spells that end with a number. #PlanTheMagic.