Strana 5

Marketing & Media

Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
03/2019

Časopis Marketing a Media je prestižním, mimořádně vlivným oborovým médiem. Věnuje se oblasti byznysové komunikace, reklamy, marketingu a médií. Každý týden přináší exkluzivní rozhovory s nejvlivnějšími a nejzajímavějšími osobnostmi branže, přináší obsahovou inspiraci a současně představuje otevřenou platformu pro kritickou diskuzi.
- Strana 1
  ... A CO BODÍKY,
  SBÍRÁTE BODÍKY?
  Jak obchodním řetězcům
  vychází sázka na plyšáky
  ahrnce
  MARKETING
  RULETOVÉ KULIČKY
  Casina se musí prát
  spředsudky veřejnosti
  ispřísnou legislativou
  KDYŽ MĚSTA DO NOCI
  ZÁŘILA NEONEM
  Strhující cesta do
  okouzlujícího světa
  světelné reklamy
  JAK
  PORAZIT
  LIDL
  TOMÁŠ
  ČUPR
  03
  21. ledna 2019
  99 Kč / 4,90 €
- Strana 2
  Stále více si myslím, že náš časopis je
  voboru marketingu téměř nepostradatelný.
  Azdá se, že si to myslí ihodně lidí, kterým
  je určen. Knám redaktorům se dostává
  stále více zpětné vazby od našich čtenářů.
  Obsahová igracká změna, kterou prošel
  loni, je zkrátka znát.
  Aby byl stále tak dobrý nebo ještě lepší,
  jepotřeba, aby se na něm podílel celý trh.
  Dělejme inspirativní časopis.
  Předplatné MAM tomu pomůže.
  Jan Klika, redaktor MAM
  „
  Nečekejte,
  až vám bude
  chybět
  volejte 734 172 316
  pište chci@mam.cz
  objednávejte chcimam.cz
  Předplaťte
  MAM hned
  Inzerce_MAM_predplatne_portrety_Klika_new.indd 1 18.01.19 17:53
- Strana 3
  
  Již brzy by lidé z Kliniky
  měli začít pracovat
  v komunikačních
  agenturách, neviditelná
  ruka trhu jim ještě ráda
  podrží dveře.
  Klinikáři,
  agentury
  už na vás
  čekají
  Foto: JIŘÍ SEDLÁČEK
  Necítím se na to, abych hodnotil dopad kauzy
  Klinika na politiku ana společnost. To je práce
  politologů asociologů ataké komentátorů, pro
  jejichž vymezení je Klinika očividně pozoruhod
  -
  ným akcelerátorem. Řečeno zcela srozumitelně,
  při psaní oKlinice se poměrně velká část tvůrců
  veřejného mínění odkopala způsobem, jehož
  sledování bych si klidně dokázal odpustit.
  Troufám si ale tvrdit, že Klinika představuje
  jednu znejpozoruhodnějších anejefektivnějších
  komunikačních kampaní. Povedlo se význam
  -
  ným způsobem změnit smýšlení části opinion
  makerů atím také vyhranit jakési kolektivní
  politické asociální vědomí. Nenapadá mě, kdy se
  unás naposledy objevila kampaň, která dokáza
  -
  la svynaložením tak mála dosáhnout tolik.
  TEHDY A DNES
  Zhruba před pěti lety, když se první várka akti-
  vistů nastěhovala do nevyužívané budovy vPra-
  ze, byl převládající narativ vysloveně negativní.
  Množství autorů (včetně autora tohoto editoria
  -
  lu) považovalo obsazení Kliniky za jednoznač-
  ný útok na podstatu soukromého vlastnictví.
  Neschopnost státu prosadit ochranu práva
  na soukromé vlastnictví tváří vtvář několika
  mladým lidem označili za projev slabosti. Pak už
  se výklad rozcházel, někteří tuto slabost vnímali
  jako symbol rozkladu mocenské struktury (na
  -
  příklad autor tohoto editorialu), jiní jako důvod,
  proč stát posílit („levice“), zefektivnit („pravi
  -
  ce“), po případě úplně zrušit atak podobně.
  Vytrvalost lidí zKliniky přinesla zajímavé
  výsledky, samotná komunikační práce, kterou
  odvedli, stojí za pozornost. Několik let opakovali
  pár základních tezí. Například, že právo vlastnit
  se nerovná právu svévolně ničit, zejména pokud
  držitelem tohoto práva je efemérní bytost
  jménem Stát. Do veřejného diskurzu se podařilo
  dostat tezi, podle které je vpodstatě občanskou
  povinností upozornit na to, že stát selhává ve
  své bazální úloze správce společného majetku.
  Squatting vtomto kontextu přestal být vnímaný
  jako čin na pomezí kriminality aterorismu astal
  se součástí akceptované občanské společnosti.
  Nehodnotím, jestli tento názorový vývoj je
  pro budoucnost celé naší společnosti pozitivní
  nebo negativní, pouze konstatuji, že kněmu
  došlo. Ato lze považovat za parádní komunikač
  -
  ní úspěch.
  Osobně se domnívám, že přišla chvíle, kdy
  by se personalisté komunikačních agentur měli
  zaměřit na lidi, kteří na Klinice dělali selfpromo.
  Očividně to jsou šikovní lidé, pro které by se
  práce jistě našla. Takový je totiž tržní svět. Každá
  revolta proti stávajícímu systému se postupně
  stává jeho součástí, je pečlivě zanalyzována,
  přežvýkána avyužita ve prospěch dalšího
  rozvoje trhu.
  TAKOVÝ JE ŽIVOT
  Příklad? Není to tak dávno, co Coca -Cola ve své
  kampani obratně aefektivně využila fenomén
  hipsterství. Lidé, kteří by si colu nedali ani
  kdyby byla nalitá do pohárku, který fairtraidově
  vyřezali zavokádové pecky, svou vizualitou
  prodávali… colu.
  Takový je život. Třeba se už brzy dočkáme
  toho, že některá banka bude svoje produkty
  mileniálům prodávat prostřednictvím vizuálu
  se zaťatou pěstí, který používá Socialistická
  solidarita. Což bude pěkný, patřičně paradoxní
  aabsurdní konec celého příběhu oKlinice.
  Je to skoro jako vpohádkách: Možná všechno
  nedopadne dobře, rozhodně ale tak, jak to
  dopadnout má.
  Ondřej Fér
  
  šéfredaktor
  Dobrý den
  a týden
  03 EDITORIAL
- Strana 4
  Svodka
  Lucie
  Vaníčkové
  Na hamburgery snázvem
  obsahujícím „Big Mac” a„Mc” už
  nebude mít značka McDonald’svEv
  -
  ropě výhradní právo. To vpraxi
  znamená, že ostatní restaurace
  vEU mohou nabízet pokrmy stímto
  označením, nebo jím pojmenovat
  své provozovny. Rozhodl otom Úřad
  Evropské unie pro duševní vlastnic
  -
  tví, kněmuž podal návrh na zrušení
  zápisu ochranné známky konku
  -
  renční irský fast -foodový řetězec
  Supermac. Proti rozsudku se může
  McDonald’sještě odvolat.
  Značka automobilů
  Kia
  se stává hlavním sponzorem
  nejvyšší evropské liy elektro
  -
  nických sportů LEC (League of
  Legends European Championship).
  Vrámci partnerství uvedla nový
  lm snázvem ‚Ready to Play‘
  (Připraven ke hře), natočený ve
  spolupráci se známými online
  komentátory her (tzv.castery). Kia
  chce mimo jiné využívat propagač
  -
  ní stánky na stadionech při pořá-
  dání akcí LEC avytvářet originální
  obsah se členy e -sportovního týmu.
  Francouzská značka
  Peugeot vytvořila novou reklamní
  kampaň podporující její modely
  hybridních vozidel. Jako dlouholetý
  partner tenisu ji spustí upříleži
  -
  tosti prvního grandslamového
  turnaje letošního roku. Vreklamě
  vystupují tenisté azároveň amba
  -
  sadoři značky Peugeot Alexander
  Zverev aLucas Pouille. První znich,
  nedávný vítěz Turnaje mistrů, je
  ambasadorem budoucího modelu
  Peugeot 508 SW Plug -In Hybrid.
  Druhý nejlepší francouzský tenista
  zastupuje značku fastback Peugeot
  508 Plug -In Hybrid.
  Motorola plánuje uvést na
  trh novou verzi oblíbeného telefonu
  ve tvaru „véčka“, díky kterému ve
  své době patřila mezi nejúspěš
  -
  nější světové výrobce. Vplánu má
  vyrobit 200 tisíc kusů smartphonů,
  jejichž cena dosáhne 1500 dolarů.
  Vprodeji by se mohly objevit už
  vúnoru.
  Realitní kancelář Edox
  si vybrala nového dodavatele mar-
  ketingových služeb, brněnskou
  VÝBĚR ZPRÁV
  REDAKTORKY MAM
  UDÁLOSTI POHLEDEM
  ŠÉFREDAKTORA
  MARKETING & MEDIA
  Doslova slepá
  spravedlnost
  Spojené státy jsou populární mimo
  jiné díky tomu, že se vnich lze
  soudit skýmkoliv ocokoliv, aještě
  usoudu zvítězit. Jeden takový soud
  skončil minulý týden. Nevidomý
  muž jménem Guillermo Robles už
  roku 2016 zažaloval Domino’sPizzu
  kvůli tomu, že její mobilní aplikace
  neumožňuje zrakově znevýhod
  -
  něným zákazníkům dostatečné
  služby. Roblese se cítil být poškoze
  -
  ný tím, že aplikace neposkytovala
  hlasovou podporu pro případ, že si
  klient rozmyslí objednávku achce ji
  na poslední chvíli změnit.
  Soud se táhl dva roky adošlo
  vněm krůzným peripetiím,
  nakonec ale skončil Roblesovým
  vítězstvím – vzhledem kanglosaské
  lásce kprávním precedentům navíc
  nyní společnostem nezbývá nic
  jiného, než svoje aplikace upravit
  tak, aby je nikdo nemohl svyužitím
  analogické argumentace zažalovat.
  Vývojářům tedy začínají syté
  časy, protože aplikací na objed
  -
  návky jídla jen vUSA fungují
  desetitisíce.
  Antiplastová
  aliance
  Osmadvacet globálních společ-
  ností včetně rem BASF, DowDu-
  Pont, Procter & Gamble aSABIC,
  založilo alianci pro boj splastovým
  odpadem. Během příštích pěti
  let do tohoto boje vloží půldruhé
  miliardy dolarů, píše agentura
  Reuters.
  Aliance AEPW chce nanční
  prostředky investovat do odpadové
  infrastruktury, zejména vAfrice
  aAsii. Konkrétně globální rmy
  hodlají vyvíjet technologie recyk
  -
  lace aopětovného využití odpadů.
  Zajímavá bude ikomunikační
  část operace: AEPW bude nan
  -
  covat vzdělávání vlád imístních
  společenství. Podle AEPW více
  než polovina plastového odpadu
  pochází zpěti asijských zemí, totiž
  Číny, Indonésie, Filipín, Thajska
  aVietnamu.
  Klíčovým světovým znečišťova
  -
  telem je Čína – ato je právě to. Žád-
  ná zčínských chemiček valianci
  není. Aneexistuje páka, která by na
  tom dokázala cokoliv změnit. Tolik
  kefektivitě dobrých úmyslů.
  Něco si přej,
  padá Zoot
  Internetový obchod smódou Zoot
  České národní bance na sklonku
  minulého týdne sdělil, že se dostal
  do nančních problémů apřestal
  splácet své nanční závazky. Podle
  serveru E15. cz, který informa
  -
  ci přinesl, Zoot ČNB napsal, že
  nejprve nebyl schopný uhradit
  úvěr ve výši 35 milionů korun od
  Raieisenbank. Půjčku bankovní
  dům následně prodal společnosti
  Natland Finance investiční fond.
  „Podle informací dostupných
  společnosti Zoot, společnost
  Natland Finance zároveň jedná
  sdalšími významnými věřiteli Zoot
  opřevzetí jejich pohledávek, zejmé
  -
  na se společností Citibank Europe,“
  doplnila rma.
  Rád bych na tomto místě upozor
  -
  nil na tři věci. Ad jedna: mizerná
  kondice Zootu byla známa nejméně
  rok, přesto se média dávala krmit
  sluníčkovými příběhy otom, že se
  rmě daří. Ad dva: české podniky
  stále častěji nedokáží ustát vstup
  zahraniční konkurence na trh. Aad
  tři: marketing fakt není všechno.
  Svět podle Féra
  Ospravedlnosti, božích mlýnech
  adalších věcech mezi nebem azemí
  
  Neviditelná
  ruka trhu má
  jasno: Huawei
  loni za 11měsíců
  zvýšil vČesku
  prodej chytrých
  mobilních
  telefonů
  o19procent
  na 552 tisíc
  zařízení
  04
  SCÉNA
- Strana 5
  reklamní agenturu Hi Promotion
  zaměřenou na online marketing.
  Pomoci jí má spodporou brandu
  asnáborem nemovitostí kprodeji.
  Svou komunikaci chce letos značka
  směřovat do online ioine médií,
  kromě onlinu zapojí například
  irádia či OOH média.
  Jaromír Soukup,
  majitel mediální skupiny Em-
  presa Media avlastník mediální
  agentury Médea, oznámil zalo
  -
  žení vlastního politického hnutí.
  Ozájem voličů se tak nově bude
  ucházet List Jaromíra Soukupa.
  „Rozhodl jsem se, že chci aktivně
  vstoupit do dění. Bez výmluv
  aprázdných řečí. Prostě dám
  svou tvář, svoje jméno všanc,“
  řekl ve svém pořadu Moje zprávy
  na TV Barrandov.
  Lesensky.cz, brněnská PR
  amarketingová agentura získala
  začátkem roku čtyři nové klienty.
  PR aktivity nově zajišťuje pro inter
  -
  netovou televizi Kuki, pojišťovnu
  Direct ačeskou sít sakceleračními
  programy Impact Hub. Pro švýcar
  -
  ský koncern Rieter pak bude reali-
  zovat marketingovou HR kampaň.
  Obchodní řetězec
  Kauand uvedl na český trh novou
  privátní značku Newletics zamě
  -
  řenou na sportovní potřeby. Vedle
  oblečení na jógu, pilates aběžecký
  sport sortiment tvoří ipomůcky
  na cvičení jako činky, cvičební
  podložky nebo gumy. Během roku
  ještě obchodní řetězec nabídne vtý
  -
  denních akcích další sportovní pří-
  slušenství pro tness, běh, chůzi,
  inline bruslení či různé míčové hry.
  Vplánu je také zboží pro cyklisty
  afanoušky trekkingu.
  Digitální televize
  O TV získala vysílací práva na
  všechny galavečery asijské ONE
  Championship vysílající zápasy
  ve smíšených bojových uměních
  (MMA). Televize vletošním roce
  odvysílá také všechny nejsledo
  -
  vanější domácí MMA organizace
  jako Oktagone MMA, X Fight Nights
  (XFN) adalší. Ktomu nabídne
  přímé přenosy zruské organizace
  M1 Global.
  Plzeňský Prazdroj
  přemýšlí onové kategorii produk-
  tů, kterými jsou sušenky zmláta.
  Využil by tak zbytku ze sladu,
  který používá při výrobě piva.
  SBiopekárnou Zemanka zatím
  vytvořil zkušební sérii se sladkými
  aslanými produkty, které by měly
  být zdravější variantou kběžným
  sušenkám.
  Chatovací platforma
  Viber uvádí novou funkci Polls,
  díky níž mohou uživatelé hlasovat
  ve skupinových chatech akomuni
  -
  tách. Aplikace vyvíjená společností
  Rakuten umožňuje uživatelům vo
  -
  lat, posílat obrázky, videa aodesílat
  textové ahlasové zprávy
  .
  Disidentem
  snadno a pozdě
  Dvojice novinářů vydavatelství
  Empresa Media, Miloš Kozumplík
  aRadka Smejkalová, vreakci na
  vstup majitele mediálního domu
  Jaromíra Soukupa do politiky
  podala výpovědi. „Ze včerejší
  -
  ho večerního vysílání televize
  Barrandov jsme se spřekvapením
  dozvěděli, že pan Jaromír Soukup,
  majitel časopisů, vnichž jsme
  zaměstnáni, aktivně vstoupil
  na politickou scénu. Ohlášené
  angažmá pana vydavatele je vzá
  -
  sadním rozporu snaší představou
  osvobodném anezávislém výkonu
  novinářské práce, která je pro nás
  víc než pouhým zaměstnáním,”
  tvrdí novináři.
  Ponechme stranou fakt, že za
  využití podobné argumentace se
  od Soukupa dalo odejít vlastně
  kdykoliv. Zajímavé je, že se kdra
  -
  matickému odchodu zEmpresy
  chystalo podle Kozumplíka dvanáct
  lidí, nakonec ale odešel jen on
  aSmejkalová.
  Ostatní buď nemají problém
  sotevřeným politickým angažmá–
  Zprávy
  z první
  ruky
  RODENŮV SOUD S EMPRESOU
  POKRAČUJE
  Městský soud v Praze musí
  důkladněji zdůvodnit výši
  odškodnění pro Rodena, jeho
  partnerku a dvě děti za články
  médií vydavatelství Empresa
  Media rozebírající jejich soukromí.
  Vydavatelství Jaromíra Soukupa
  už má Rodenovi zaplatit 900 tisíc
  korun. Důležitá je připomínka
  soudu, že soukromý život je
  součástí takzvané vnitřní intimní
  sféry a nemůže být věcí veřejného
  zájmu. „Výjimka existuje
  u známých a sledovaných lidí,
  ale jen pokud dané informace ze
  soukromí mají souvislost s jejich
  činností ve veřejném životě,“
  dodal soud.
  (of)
  ŠEPOTY A VÝKŘIKY
  Z PRAŽSKÉ TŘÍDY LUXUSUI
  V luxusní pražské obchodní třídě
  probíhají velké změny. Podle
  informací MAMu má v Pařížské
  skončit stávající provozovatel
  obchodu Hugo Boss. A aby
  toho nebylo málo, v kavárně
  Lamborghini se začalo mluvit
  o tom, že by měl v Pařížské začít
  platit vyšší nájem Louis Vuitton.
  Ten prý dostal poměrně nízký
  základní nájem proto, aby mu
  stálo za to v Pařížské sídlit, jeho
  prodeje ale nejsou takové, jak se
  čekalo.
  (vin)
  ONI SAMI,
  VŽDYCKY SAMI
  Společnost Procter and Gamble
  se na americkém trhu rozhodla,
  že už nebude využívat služby
  mediálních agentur. Jeden
  z největších zadavatelů si celou
  svou agendu bude nadále
  obstarávat sám s odůvodněním,
  že potřebuje snížit výdaje a být
  ﬂexibilnější.
  (vin)
  .
  Foto: RINGER
  05
  SCÉNA
  anebo naopak mají problém najít
  takhle narychlo práci jinde.
  Padák
  na americký
  způsob
  Na jiném místě píšu otom, jak je
  jednoduché stát se díky výpovědi
  disidentem. Za oceánem se zase
  díky výpovědím lidé snadno arych
  -
  le mohou stát milionáři. Například
  někdejší generální ředitel CBS
  Les Moonves (na obrázku). Ten se
  musel odporoučet loni na podzim
  po obvinění ze sexuálně útočného
  chování. Moonves si sbalil svých
  pět švestek abez problémů vyklidil
  kancelář.
  Teď ale trvá na dodržení ma
  -
  nažerské smlouvy, ata mu dává
  jistotu vpodobě 120 milionů dolarů
  zlatého padáku (Američané tomu
  říkají exit package).
  Dozorčí radu CBS Moonvesův
  požadavek vyděsil. Společnost
  ekonomicky neprožívá nejlepší
  časy a120 milionů není úplně málo.
  Vlastně se očekávalo, že Moonves
  kvůli ostudě opadák ani nepožádá,
  což svědčí mimochodem otom,
  jak strašně MeToo zdeformovalo
  právní vnímání. Moonves prohlá
  -
  sil, že nebyl obžalován auž vůbec
  ne odsouzen. Aikdyby snad byl,
  nemění to nic na znění smlouvy,
  kterou uzavřel se svým teď už býva
  -
  lým zaměstnavatelem.
  Jak říkal Eduard Druhý blahé
  paměti, „pactum serva!“
  Prim, Rathouský
  a Žid: Vyřešeno
  Společnost Elton, výrobce svě-
  toznámých hodinek, po léta se táh-
  noucím řízením vyhrála soudní při
  ologo Prim. Autorem loga hodinek
  Prim není výtvarník Jiří Rathous
  -
  ký, ale typograf Josef Žid. Po dvou
  letech takto rozhodl Krajský soud
  vHradci Králové.
  Tím končí patrně nejvýznam
  -
  nější spor zcelkem asi dvaceti pří,
  které mezi sebou vedou dva výrobci
  hodinek stradičním názvem.
  Primky podle soudního verdiktu
  patří společnosti Elton – aspoň do
  dalšího soudu.
  
- Strana 6
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Marketing & Media

03/2019

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