Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
02/2023
Časopis Marketing & Media je prestižním a vlivným oborovým médiem. Věnuje se byznysové komunikaci, reklamě a médiím. Každý týden přináší exkluzívní rozhovory se zajímavými osobnostmi z branže a s těmi, kteří zodpovídají za marketingové rozpočty. Obsahem inspiruje, odhaluje trendy a podporuje kritickou diskuzi.
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PRÁZDNOTA JAKOPŘES KOPÍRÁKExperti hodnotí spotyprezidentských kampaní.Jak si bojující oHrad stojíjako komerční značky?str. 6–9RETAILOVÁ MÉDIAJSOU V MÓDĚDíky vysokým maržím sena rozvoj soustředí stálevíce hráčů. Během pár letpřijde další výrazný boom.str. 10–15DVTV: NÁŠ VKLAD DOSÁZEK JE VYSOKÝMísto punku nejistota.Martin Veselovskýsrovnává restart DVTV sezrodem před devíti lety.str. 22–23FIRMY UŽ MAJÍPOMOC V DNAŠIMONPÁNEK029. ledna 2023125 Kč / 5,94 €Strana 2
Šampioni fandí šampionůmVychovávat talenty a budovat týmového ducha, to mají sporta stavebnictví společné. Už víc než 70 let v České republice stavímesilnice, železnice, vodní díla, mosty i domy. Záleží nám na tom, abyse společnost dále rozvíjela a rostla zdravým způsobem.Proto podporujeme Olympiádu dětí a mládeže.VCCS_ČOT-ODM_inzerce_MAM_210x280_sjezdar.indd 1VCCS_ČOT-ODM_inzerce_MAM_210x280_sjezdar.indd 1 05.01.2023 9:5605.01.2023 9:56Strana 3
03Číslo týdne18 000Tolik zaměstnanců plánuje propustit americký internetovýobchod Amazon. Jde o zdaleka největší počet v historii firmy.Původně se přitom počítalo „jen“ s deseti tisíci. Amazon pocelém světě zaměstnává přes 1,5 milionu lidí. Působí takév Česku, kde zaměstnává kolem čtyř tisíc lidí.MÉDIA A TRHZADAVATELÉ A ZNAČKYFIRMY I ZÁSTUPCI BYZNYSU SEUŽ NAUČILI POMÁHATKorporátní scéna se poslední rokyhlásí k tomu, co je ve vyspělýchstátech běžné, říká Šimon Pánek.str. 16 –18ZADAVATELÉ A ZNAČKYPREZIDENTSKÉ KAMPANĚ BEZINVENCE A JAKO PŘES KOPÍRÁKPodle kreativců cílí spoty bojujícícho Hrad na všechny, ale zároveň nanikoho. Jako značka jich obstojí pár.MALOOBCHODNÍ MÉDIA ČEKÁBRZY BOOM I V ČESKUBěhem pár let se nabídka retail médiínové generace díky svým výhodámstane standardem i na českém trhu.str. 6 –9str. 10 –15MÉDIA A TRHPO TŘECH LETECH NA PAPÍŘE.MARWICK ROZDÝCHAL COVIDFiremní časopisy mají stále své místo,komentuje návrat magazínu KPMGšéf marketingu Štěpán Kačena.str. 20MÉDIA A TRHJARNÍ SCHÉMA: MOŘE SERIÁLŮA POHLREICH NOVĚ NA NOVĚTelevizní jaro začalo 2. ledna. Běhemsezony by se mělo na obrazovkáchobjevit hned 11 seriálových novinek.str. 21MÉDIA A TRHROZCHOD S ECONOMIÍPROBĚHL BEZ HOŘKOSTIDůležitější než částka je počet lidí,kteří nám přispějí, popisuje startnezávislé DVTV Martin Veselovský.str. 22-23Foto na titulní straně: BOHUMIL POSPÍŠILJen co skončilo mistrovství světave fotbale, rozhořel se naplnodalší souboj — ten oPražský hrad.Češi aČešky na sociálních sítíchhromadně vyměnili specializaciaztěch nejlepších fotbalovýchtrenérů jsou najednou vševědou-cí politologové. Každý ví, kdo mávboji oHrad jakou šanci. Všichniuž teď vědí, jak volby dopadnou.Výstižně to mimochodem zachy-til „předvolební“ spot sázkovékanceláře Fortuna.Nechme stranou, že istuden-ty politologie musí bolet řečio„zahozených“ hlasech od těch,kdo nepochopili, jak fungujedvoukolový většinový volebnísystém. Větším paradoxem je to,že nejlepší reklamu jednoho znej-důležitějších předvolebních bojůvyplodila právě Fortuna.Člověku to nepřijde, kdyžse dívá jen na výtvor „svého“kandidáta či kandidátky, ale kdyžsi pustíte všechny prezidentskéspoty, ideálně vřadě za sebou,jsou všechny vlastně stejné. Snadani vjednom nechybí pohled nasochu Tomáše Garrigua Masary-ka, svatého Václava, nebo rovnouna obě najednou. Co na tom,že by jejich vzory na myšlenky ně-kterých kandidátů přinejlepšímjen nevěřícně zíraly.Na druhou stranu těch myšle-nek vprezidentských spotech animoc nenajdete. Všichni chtějí spo-jovat, „pomáhat achránit“. Jaktrefně poznamenávají reklamníexperti vpřehlídce spotů vtomtovydání MAM, chtějí kandidáti nanového otce či matku vlasti oslovitvšechny, atak svlastními názoryalespoň ve spotech šetří. To byMasaryk opravdu zaplesal! Ajeto zvláštní, když iod komerčníchznaček se očekávají jasné postoje.Snad jediný, kdo se trochuvymyká, je Jaroslav Bašta, jehožburcování proti systému ovšempůsobí tak nějak unaveně.Možná se není co divit, zachvilku ztoho boje budeme ot-ráveni všichni. Snad někoho pro-berou předvolební debaty, kterémají podle odborníků výraznývliv na nerozhodnuté voliče.Sledovanost mají, tak uvidíme,jak skartami zamíchají. Zmín-ky vmédiích, útraty na sítíchipředvolební výzkumy ukazují natři favority. Do druhého kola alepostoupí jen dvě osobnosti, takžetěch nerozhodnutých bude vícnež dost.Jakub KřešničkaredaktorPředvolebnípřehlídkaEDITORIALStrana 4
04SvodkaO2 spustila po několika letechprvní employer branding kam-paň „Chceš víc?“. Vystupují vnískuteční zaměstnanci. Běží onli-ne ivATL celostátně ivregionechPrahy, Ostravy aÚstí nad Labem.L’Oréal na veletrhu CES 2023představil dvě nové technologie.Počítačový aplikátor HAPTA po-máhá lidem somezenou jemnoumotorikou vnanášení make-upu.Brow Magic je pak inteligentníaplikátor make-upu obočí.DVTV provozovaná rmouOnline Partners spustila prorestart projektu po osamostně-ní od vydavatelství Economiacrowdfoundingovou kampaň naHithitu scílem vybrat 750 tisíckorun. Ten byl překonán běhemjednoho dne. V pátek 6.lednabylo vybráno přes 1,5 milionuado konce kampaně zbývalo39dní (více viz rozhovor na stra-nách 22 až 23).Atmedia vroce 2022 dosáhlasledovanosti vprůměru nad pětprocent. Portfolio tematickýchstanic rozšířila okanál FilmBoxStars. Letos by k23 měřenýmtelevizním stanicím měla přibýtnejméně jedna další.PR Klub do 11.ledna přijímápřihlášky do soutěže Mluvčí roku2022. Soutěž Zlatý středník 2023začíná do svého 21. ročníku při-jímat přihlášky komunikačníchkampaní aremních médií od12.ledna.Kreativní voucheryBrno, program vyhlášený Br-nem, inovační agenturou JIC ahu-bem Kumst, rozdá rmám zJižníMoravy celkem 4,5 milionu korunna nové webové stránky, designnebo propagační video. Vybíratmohou mezi 138 kreativci, kteří sedo programu zaregistrovali.Saint-Gobain změnila logasvých společností Weber, RigipsaIsover. Kladou důraz na vzájem-nou propojenost značek ajejichspolečnou cestu za udržitelnýmstavebnictvím.VÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNEUDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIAE-commerceloni ztratilaČeské internetové obchody za-znamenaly pokles obratů vůbecpoprvé v historii. Obrat e-shopův loňském roce skončil 12 procentpod úrovní roku 2021, o jednumiliardu ale překonal útratyČechů na internetu v roce 2020(196 miliard).Podíl elektroniky na celkovémobratu meziročně opět mírněklesl, podíl jiných segmentů,jako je hobby či dům a zahrada,naopak rostl. Mírná konsolidace,která výrazněji bude pokračovathlavně v prvním pololetí tohotoroku, začala mezi e-shopy, kdyžjejich počet poklesl na 50 100.Přes snížení celkových obratůse význam online nakupování na-dále zvyšuje a Češi si dnes v inter-netových obchodech objednávajíprakticky kompletní sortimentzboží od potravin po stavebnímateriál. „Věřím, že v roce 2023dojde ke stabilizaci trhu a e-shopyopět prokáží svoji kvalitu a neu-stále rostoucí význam pro celýčeský maloobchod,“ uvedl JanVetyška z APEK.Peoplemetryv další pětiletceSnovým rokem začalo další pě-tileté období Projektu crossplat-formního elektronického měřenísledovanosti, které je pokračová-ním 20leté spolupráce Asociacetelevizních organizací (ATO)avýzkumné agentury Nielsen.Měření navazuje na předchozí ob-dobí aodráží proměny vmediálníkonzumaci. Nová vlna akcentujetrend nelineárního sledovánítelevizního obsahu na klasickýchiinternetových platformáchaspolečné reportování výsledků.38 nováčků načeském trhu.Kdo přijde letos?Na český maloobchodní trhvroce 2022 vstoupilo 38 novýchznaček, což je stejný přírůstekjako orok dříve. Tehdy byl všakovlivněn předchozími odkladykvůli covidu. „Maloobchodnítrh je pro zákazníky nadáleatraktivní— což je pro retailerydobrá zpráva,“ říká Jan Kotr-báček, partner ve společnostiCushman & Wakeeld.Zásadní byly vstupy luxusníchmódních značek BalenciagaaChanel do Pařížské ulice. Češtízákazníci se dočkali také prvníhostoru Lego. Zvýšená aktivita byměla pokračovat ivtomto roce.První pobočku otevře fast food Po-peyes, jehož příchod je největšímvstupem F&B hráče od roku 2017,kdy se na trh vrátila Pizza Hut.Svět podle MAME-commerce tratila, 38 nových značeka peoplemetry pro další pětiletkuV USA zákázalipoužíváníTikToku nazařízeníchfederální vládykvůli obavámo národníbezpečnostohledně čínskérmy ByteDanceZPRÁVYStrana 5
Zvýhodněná cena vstupenekprávě v prodeji23. ročník konferenceFORUM MEDIAPořadatelé aodborní partneři:www.forummedia.czFM_inz_MAM_210x280_save-the-date_zvyhodnene_vstupenky-2023.indd 1FM_inz_MAM_210x280_save-the-date_zvyhodnene_vstupenky-2023.indd 1 03.01.2023 11:3103.01.2023 11:31Strana 6
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