Strana 4

Marketing & Media

Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
04/2020

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
  NEETICKÉ PUBLIC
  RELATIONS
  Kampaň Greenpiss se tváří
  jako spontánní aktivita,
  stopy ale vedou k velkému
  byznysu
  str. 6–11
  NOVÁ TECHNOLOGIE
  RTB REKLAMY
  Cloudové adtech řešení
  adELA cílí na vydavatele.
  Ohrozí současné hráče
  natrhu?
  str. 16–17
  KAMPAŇ S PÍSNÍ OD
  BEATLES
  Raieisenbank v nové
  kampani s agenturou
  DDB vsadila na respekt
  kpráci klientů
  str. 20–21
  VSAĎTE
  NA EMOCE
  CRISPIN
  MANNERS
  04
  27. ledna 2020
  99 Kč / 4,90 €
- Strana 2
  Přijďte s námi
  oslavit 20. narozeniny
  týdeníku MAM
  13. 2. 2020
  od 18 hodin
  v Klubu MAM
  Františka Křížka 1, Praha 7
  Společně s marketingovými i mediálními matadory se podíváme, jak to všechno začalo a kam máme našlápnuto.
  Těšit se můžete na vystoupení například Viléma Rubeše, Josefa Havelky a dalších zajímavých osobností.
  Večer plný zábavy a příjemného networkingu. Akce, na které nesmíte chybět!
  Prosíme o potvrzení Vaší účasti na email: kristina.hlavata@mam.cz
  MAM_inzerce_20let_v02.indd 1MAM_inzerce_20let_v02.indd 1 17.01.2020 15:0417.01.2020 15:04
- Strana 3
  Minulý týden odstartoval online
  sběr odpovědí do velkého celo
  -
  evropského výzkumu vpublic
  relations astrategické komuni
  -
  kaci, European Communication
  Monitor. Zapojit se do něj mohou
  ičeští oboroví profesionálové.
  Vyjádří tak svůj názor na ožehavá
  témata– zejména etiku využívání
  dat aonline cílení, kyberbezpeč
  -
  nost askrytou reklamu. Výsledky
  poslouží rmám aagenturám
  kplánování strategií iakademi
  -
  kům kvědecké práci.
  European Communication
  Monitor je kombinován svýsled
  -
  ky průzkumu na reprezenta-
  tivním vzorku široké populace.
  Zodpovědí sebraných minulý rok
  vNěmecku, Itálii aVelké Británii
  vyplynulo, že PR profesionálům
  nevěří 38 procent veřejnosti. Po
  -
  lovina dotázaných je nerozhod-
  nutých ajen 12 procent jim věří.
  To věru nejsou povzbudivá čísla.
  Lidé nevěří ani novinářům, to
  když reportují zprávy ormách
  nebo organizacích– věří jim jen
  16,8 procent veřejnosti. Dá se usu
  -
  zovat, že to je právě kvůli vlivu
  PR. Když chce čtenář poznat, co
  je nezávislý redakční text o něja
  -
  ké rmě aza čím stojí PR, nemá
  to jednoduché. Celých 89 procent
  PR profesionálů tak považuje vy
  -
  budování důvěryhodného vztahu
  sveřejností za svůj hlavní úkol.
  Zmiňuji se zde otom všem
  kvůli tomu, že číslo, které držíte
  vruce, se public relations hodně
  věnuje. Kromě rozhovoru sCris
  -
  pinem Mannersem, bývalým
  šéfem oborové organizace PRCA,
  jsme se vhlavním materiálu vy
  -
  dali do neetických koutů PR. Až
  se do článku začtete, možná vám
  výše uvedená nedůvěra lidí vpu
  -
  blic relations přijde pochopitelná.
  Podstatou PR je, že vůči
  koncovým mediálním příjem
  -
  cům vystupuje skrytě. To by
  ale rozhodně nemělo znamenat
  netransparentně.
  Avíc už prozrazovat nebudu,
  dočtete se sami.
  Jan Klika
  
  redaktor
  Začal velký
  průzkum
  Inzerce
  EDITORIAL
  TÉMA
  T
  ONLINE REKLAMA
  ZMĚNY NA TRHU RTB REKLAMY
  Tři tuzemská vydavatelství testují
  novou cloudovou technologii adELA.
  Je lepší než déle fungující řešení?
  str. 16–17
  PUBLIC RELATIONS
  NECHTE MLUVIT ZÁKAZNÍKY
  Je dobré pochopit, co zákazníky
  inspiruje, avyzvat je kakci, říká
  Crispin Manners
  str. 14–15
  REKLAMA
  RESPEKT K PRÁCI KLIENTŮ
  Raieisenbank láká klienty
  vrámci nové kampaně pro osobní
  apodnikatelské účty bez podmínek
  str. 20 –21
  NEETICKÉ PUBLIC RELATIONS
  Když PR agentury sahají kmetodám,
  které porušují zásady profesionálního
  aetického jednání
  str. 6–11
- Strana 4
  Svodka
  Generali Česká
  pojišťovna
  spustila po
  sjednocení značek zkonce minu
  -
  lého roku první marketingovou
  kampaň. Za kreativním kon
  -
  ceptem stojí agentura VMLY&R
  Prague. Kampaň bude kvidění
  na komerčních stanicích aběhem
  sponzorských spotů také vČeské
  televizi. Televizní komunikaci
  doplňují online média avenkov
  -
  ní reklama, která se objeví na
  billboardech, citylight vitrínách,
  zastávkách MHD nebo vmetru.
  Xiaomi, čínská společnost
  zaměřená na výrobu chytrých
  produktů, navázala partnerskou
  spolupráci shokejovými týmy HC
  Slavia Praha aHC Orli Znojmo.
  Značka podporuje idalší české
  sportovce, angažuje se například
  vzávodech formulí, kde spon
  -
  zoruje Sauber Junior Team nebo
  Dakar, nančně podporuje jezdce
  Martina Michka.
  Ikea letos otevře sedm nových
  výdejních míst ve městech
  Hradec Králové, Karlovy Vary,
  České Budějovice, Plzeň, Ústí
  nad Labem, Liberec aZlín. Nová
  řešení chystá ipro pražské po
  -
  bočky, zprovoznit chce například
  schránky pro vyzvedávání zboží.
  Vletošním roce má vúmyslu
  začít také stestováním služby
  pronájmu nábytku pro remní
  zákazníky.
  Mileus je nový český startup,
  specializující se na plánování
  dopravy ve velkých městech.
  Uživatelům vrámci své digitál
  -
  ní platformy nabídne možnost
  kombinovat MHD, taxi apře
  -
  pravní služby. Cílem startupu je
  motivovat uživatele ke sdílení jízd
  azlepšovat tak dopravní situaci ve
  městě. Pilotní program pro Praža
  -
  ny spustí Mileus letos na jaře.
  OC Opatovská, nové
  obchodní centrum na pražském
  VÝBĚR ZPRÁV
  Z UPLYNULÉHO TÝDNE
  UDÁLOSTI
  POHLEDEM REDAKCE
  MARKETING & MEDIA
  Story a bungee
  prase
  Minulý týden zaujaly hned dva
  nepovedené případy komunika
  -
  ce. Vtom prvním se časopis Story
  rozhodl obšťastnit své čtenáře ba
  -
  lením šamponu jako dárku kvy-
  dání. Jenže hned vedle šamponu
  na čtenáře kouká ztitulní strany
  zcela vyholená hlava zpěvačky
  Anny Slováčkové, která veřejně
  přiznala boj srakovinou aléčí
  se pomocí chemoterapie. Tak to
  dopadá, když inzertní oddělení
  nekomunikuje snikým, kdo tvoří
  redakční obsah. Avyjde ztoho
  takový průšvih. Na špatnou kartu
  vsadili iprovozovatelé zábavního
  parku Meixin Red Wine Town
  vČíně. Ti se rozhodli využít
  vrámci otevření nové atrakce
  bungee jumpingu 75 kilogramů
  vážící domácí prase, které vynesli
  až nahoru na věž anakonec ho
  shodili ztéměř sedmdesáti me
  -
  trů. Nebohý kvíkající čuník sice
  přežil, povýkonu však zamířil
  přímo na jatka. Video pobouřilo
  celý internet azástupci parku se
  omluvili za nevhodný marketing.
  Podobný kousek předvedli před
  deseti lety na jihu Ruska, kde
  pro změnu vrámci kampaně
  na letovisko uAzovského moře
  nechali letět na laně přivázaném
  na motorový člun osla. Hýkající
  zvíře bylo tehdy ve vzduchu půl
  hodiny. Asvět také šílel.
  Narcismem za
  lepší svět
  Nová kampaň tness značky
  Equinox opět šokuje, což se jí
  povedlo už vroce 2016 srekla
  -
  mou okojení. Vnové kampani od
  agentury Droga5 staví na hlavu
  řeckou báji oNarcisovi – muži,
  který se zamiloval do vlastního
  odrazu svého těla, avykresluje
  jej, jako někoho, koho bychom
  měli spíše oslavovat. Reklama
  snázvem „Udělejte ze sebe dárek
  pro svět“ má podle ředitele
  marketingu Setha Solomona cílit
  na lidi, kteří jsou oddaní tomu,
  Svět podle MAM
  Holohlavé Story a bungee prase, narcismus,
  síla Babišova PR a nevědomost novinářů
  
  ČT získala práva
  na další čtyřletý
  olympijský
  cyklus. ČT sport
  tak bude živě
  přenášet nejen
  LOH vTokiu, ale
  iZOH zPekingu
  vroce 2022
  aLOH zPaříže
  vroce 2024.
  Foto: YOUTUBE
  04
  ZPRÁVY
- Strana 5
  Jižním Městě, se ociálně otevře
  15.února. Většina prodejen je
  ale vprovozu už od minulého
  pondělí. Zákazníci mohou
  navštívit například Lidl nebo
  lékárnu Benu. Už před Vánoce
  -
  mi obchodní centrum otevřelo
  prvních pět prodejen, mezi nimi
  Pepco, Pet Center nebo drogerii
  dm. Informaci přinesl server
  Mediaguru.
  Košík.cz rozšiřuje rozvozo-
  vou oblast. Nově budou kurýři
  českého online supermarketu
  nákup zavážet ido Mělníka
  aokolí. Jedná se odalší oblast
  ztzv.metropolitního prstence,
  který služba plánuje pokrýt.
  Naposledy Košík.cz rozvozovou
  oblast rozšířil minulé září, kdy
  začal nákupy doručovat do Mla
  -
  dé Boleslavi aKosmonos.
  Donuo, online dobročinná
  platforma, která vznikla vříjnu
  minulého roku, chce letos zre
  -
  alizovat stovky dalších sbírek.
  Zájemci mohou po registraci na
  jejím webu přispět na libovolný
  projekt, ato minimální částkou
  100 korun. Každý znich má
  zároveň svého patrona, snímž
  se vybraní dárci mohou osobně
  setkat. Vtuto chvíli jsou do
  projektů zapojeni například
  Tamara Klusová, Helena Třeští
  -
  ková nebo Bára Hrzánová.
  WeDigital hlásí nové
  klienty. Vletošním roce bude
  spravovat kampaně značek
  Dove, Signal aPukka Tea, které
  spadají pod koncern Unilever.
  Oinuencer kampaně se nově
  postará ve společnosti L‘Oréal.
  Vroce 2020 obhájila spolupráci
  ise stávajícími klienty, mezi
  které patří Sunar nebo Pilsner
  Urquell. Vnávaznosti na nové
  spolupráce agentura rozšiřuje
  tým odva nové lidi. Celkově jich
  vněm aktuálně působí dvanáct.
  Newton Academy
  nabízí nový roční postgraduál-
  ní studijní program snázvem
  Moderní marketing. Zaměřený
  je především na praxi aučit
  vněm budou například Milan
  Formánek, který se marketingu
  apřidruženým odvětvím ve
  společnosti Redbull věnuje přes
  13let, nebo zakladatel Obsahové
  agentury Martin Brablec. Vkurzu
  se účastnici dozvědí ozákladech
  SEO, UX, PR, obsahového marke
  -
  tingu, sociálních sítí, nebo brand
  buildingu. Za studium zaplatí
  69tisíc korun.
  Foto: INVIA
  stát se těmi nejlepšími, jakými
  mohou být. Nejde jen oto být t
  po fyzické stránce, podle jed
  -
  noho průzkumu tři čtvrtiny lidí
  tvrdí, že jsou schopni být lepšími
  přáteli či partnery, pokud se
  soustředí na to, jak být sami lepší.
  Čili určitá míra vlastní zahledě
  -
  nosti nás může dělat lepšími ive
  vztahu kostatním. Mít sám sebe
  rád může proto být bráno jako
  nesobecký čin azaslouží si podle
  Equinoxu oslavu.
  Umění prodat
  správné PR
  Nyní už exministr dopravy Vladi-
  mír Kremlík (ANO) byl absolutně
  manažersky nekompetentní.
  Jinak lze těžko jakkoliv obhájit
  cenovku 400 milionů korun za
  systém na nákup elektronických
  dálničních známek, když praktic
  -
  ky všichni velcí hráči ze -commer-
  ce segmentu tvrdí, že by se to
  zvládlo udělat za desetinu. Čiré
  diletantství nebo tunel. Podobně
  ministerstvo obrany po vedením
  Lubomíra Metnara (také ANO)
  koupilo dva pasivní radary Vera
  NG za 1,5 miliardy korun sdaní.
  Jde otrojnásobnou cenu, než za
  obdobný systém zaplatilo NATO.
  Kauzu bude opět osobně řešit
  premiér Babiš. Dá se to vnímat
  tak, že kdo Babišovi (potažmo
  ANO) udělá negativní PR, jde od
  válu. Asám Babiš ajeho PR tým
  toho ještě dokáží dobře využít,
  jelikož premiéra vykreslí jako
  ochránce veřejných peněz, který
  se do věci vloží asvou autoritou
  zjedná ihned nápravu, což je
  tristní vzhledem kfaktu, že je
  sám obviněný za dotační podvod.
  Na kauzu zareagoval podnikatel
  Tomáš Vondráček, majitel české
  pobočky reklamní agentury
  WMC Grey adigitální agentury
  Actum. Ten se ouplynulém
  víkendu rozhodl uspořádat ha
  -
  ckathon, během nějž chce zadar-
  mo spomocí dobrovolníků celý
  e -shop naprogramovat avpondě
  -
  lí jej funkční odevzdat. Zda se to
  povedlo, bude zřejmé vdobě, kdy
  budete číst tyto řádky. Jen pro
  připomenutí, Babišovu „vládu
  odborníků“ za rok apůl opustilo
  už sedm ministrů. Za chvíli bude
  premiér potřebovat pomoc od
  headhunterů, ty superskvělé
  manažery už nemá, chudák,
  odkud brát.
  Ach ta
  nevědomost
  Ajedna zpráva zmediálního
  soudku. Štáb skotské televize
  ITV se rozhodl napálit vlastní
  reportérku, která vAustrálii
  připravovala reportáž ozvířatech
  ohrožených tamními rozsáh
  -
  lými požáry. Štáb se domluvil
  sochránci přírody areportérce
  nakukali, že mají posledního
  jedince příbuzného druhu koaly,
  který se ale živí masem. Atato
  krvelačná bestie dokáže prý
  rozsápat idospělého člověka. Ne
  -
  bohou reportérku proto navlékli
  do výzbroje (snad na paintball),
  dali jí ochranné brýle ado náručí
  koalu. Ta se ve vstupu pak sna
  -
  žila svážným výrazem působit
  klidně, protože kdyby medvídek
  vycítil paniku, mohl by zaútočit.
  Pobavený štáb pak virální video
  zveřejnil, aby pomohl získat více
  peněz. Připomíná mi to udá
  -
  lost, kdy autor této rubriky šel
  zpovídat šéfa dozorčí rady Čezu
  Václava Pačese. Na místě byla
  ireportérka jedné nejmenované
  komerční televize, která na něj
  čekala také. Celou půlhodinu pro
  -
  jížděla Instagram. Do lobby pak
  sešel člověk ztiskového oddělení,
  který mě pozdravil avtu chvíli
  vyskočila jak bodnutá včelou
  asmikrofonem běžela za námi.
  „Pane Pačes, jak rada rozhodla?“
  Mluvčí, pětatřicátník shustými
  černými kadeřemi (na rozdíl od
  Pačese, kterému tehdy bylo 74 let
  amá holou hlavu) jen nevěříc
  -
  ně zíral. Vdnešní éře chytrých
  telefonů nemusí být nikdo za hlu
  -
  páka, stačí si vtelefonu informaci
  vyhledat. Jenže to je někdy tolik
  práce…
  Invia se
  Schellingerem
  Zdařilou kampaň vytvořenou na
  základě zákaznických zkušeností
  spustil cestovní portál Invia.
  Ve spolupráci sagenturou DDB
  připravila Invia kampaň „Léto
  stebou“ na podporu prodejů rst
  minute zájezdů. Hlavním moti
  -
  vem je stejnojmenná píseň Jiřího
  Schelingera avrámci konceptu
  využívá videozáběrů zdovole
  -
  ných svých klientů. Předchozí
  spoty značky se zaměřovaly spíše
  na hlavní benety včasného ná
  -
  kupu. Tentokrát zapojují emoce
  azážitky zdovolených od vlast
  -
  ních klientů snarativem, že nej-
  hezčí momenty vždy zažíváme se
  svými blízkými. Ačasto právě na
  společných dovolených. Schellin
  -
  gerova píseň kletnímu dovo-
  lenkovému klipu vytváří hezký
  zvukový podkres. Do kampaně se
  podle Invie během týdne zapojily
  více než čtyři stovky klientů.
  Kampaň běží ina Slovensku,
  kde cover písně nazpíval zpěvák
  Adam Ďurica. Kreativní koncept
  je srůznými obměnami plánován
  na následující dva roky.
  
  05
  ZPRÁVY
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Marketing & Media

04/2020

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ročník 2019

ročník 2018

ročník 2017

ročník 2016

ročník 2020

ročník 2021

ročník 2022

Forum Media

ročník 2023

ročník 2024

Balíček pro partnery

Balíček Šrollová

Balíček ZPMVCR

BlueDear

CHCIMAM2020

CHCIMAM212220

CHCIMAMLOOSERS

MAM1217

MAM141720

MAM141720_Coca_Cola

Radka Mayaud

CREATIVE CAMP 2024

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