Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
04/2022
Časopis Marketing a Media je prestižním,mimořádně vlivným oborovým médiem. Věnuje se oblasti byznysové komunikace, reklamy a médiím. Každý týden přináší exkluzívní rozhovory s nejvlivnějšími a nejzajímavějšími osobnostmi z branže, přináší obsahovou inspiraci a současně představuje platformu pro kritickou diskuzi.
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ČESKO MŮŽE PŘIJÍTO MILIARDY KORUNProducenti kritizujínefunkčnost lmovýchinvestičních pobídek prozahraniční štáby.str. 8–11OLYMPIÁDA S TICHOUPODPOROU ZNAČEKGlobální brandy balancujímezi potřebou čínskéhotrhu aostražitostí Západu.Český koncept je připraven.str. 14–15COOP BUDOUCNOSTIMÁ BRZO OTEVŘÍTDružstva letos plánujíhybridní, tradiční„komunitní“ iplněautomatizované prodejny.str. 20–21PAPÍR SE VRÁTÍVE VELKÉMMARTINHOŠEK0424. ledna 202299 Kč / 4,90 €Strana 2
objednávejte na chci.mam.cz nebo na tel.: 735 707 420ZÁJEM O REKLAMY VEHRÁCH ROSTENových hráčů stále strměpřibývá. Zadavatelé sioblíbili zejména formátnepřeskočitelného videa.str. 8–11ADCOLONY BUDEČERNÝM KONĚM ROKULinkedIn je jedničkavB2B, mladé zase vábíSnapchat, říká OndřejPavelek zHttpool.str. 20–21JE TŘEBA NAJÍTODVAHU KE ZMĚNĚZnačky by se měly zaměřitna skutečnou udržitelnostči aktivismus, míní češtíexperti na marketing.str. 22–23PRVNÍ MOMENTROZHODUJEIVANKRÁKORA0317. ledna 202299 Kč / 4,90 €roční 3 500 Kčdvouleté 6 000 Kčroční 3 500 Kčdvouleté 6 000 Kčroční 5 000 Kčdvouleté 10 000 Kčroční 10 000 Kčdvouleté 20 000 KčZÁJEM OREKLAMY VEHRÁCH ROSTENových hráčů stále strměpřibývá. Zadavatelé sioblíbili zejména formátnepřeskočitelného videa.str. 8–11ADCOLONY BUDEČERNÝM KONĚM ROKULinkedIn je jedničkavB2B, mladé zase vábíSnapchat, říká OndřejPavelek zHttpool.str. 20–21JE TŘEBA NAJÍTODVAHU KE ZMĚNĚZnačky by se měly zaměřitna skutečnou udržitelnostči aktivismus, míní češtíexperti na marketing.str.22–23PRVNÍ MOMENTROZHODUJEIVANKRÁKORA0317.ledna 202299Kč/ 4,90€ZÁJEM OREKLAMY VEHRÁCH ROSTENových hráčů stále strměpřibývá. Zadavatelé sioblíbili zejména formátnepřeskočitelného videa.str. 8–11ADCOLONY BUDEČERNÝM KONĚM ROKULinkedIn je jedničkavB2B, mladé zase vábíSnapchat, říká OndřejPavelek zHttpool.str. 20–21JE TŘEBA NAJÍTODVAHU KE ZMĚNĚZnačky by se měly zaměřitna skutečnou udržitelnostči aktivismus, míní češtíexperti na marketing.str.22–23PRVNÍ MOMENTROZHODUJEIVANKRÁKORA0317.ledna 202299Kč/ 4,90€ušetřete až14 000 Kčušetřete až34 000 KčPRVNÍ MOMENTROZHODUJEIVANKRÁKORAtištěný časopisMAMPRINTčasopis na webu nebo ve čtečceMAMDIGITALMAMKOMPLETMAM print + MAM digital+ online archivMAMEXPERTMAM print + MAM digital + onlinearchiv + vstup Forum MediaVyberte siz naší široké nabídkypředplatnéhoPRVNÍ MOMENTROZHODUJEIVANKRÁKORAFM_inz_210x280_MAM_predplatne.indd 1FM_inz_210x280_MAM_predplatne.indd 1 20.01.2022 16:3820.01.2022 16:38Strana 3
Určitě je chvályhodné, když seoaktivity spojené sudržitelnostípokoušejí energetické společ-nosti. Rovnou dvě skupiny veVelké Británii ale ukázaly, jak byse to dělat nemělo. Trojka mezinejvětšími ostrovními dodavatelienergií, společnost Ovo, rozeslalasvým zákazníkům link na blogstipy, jak mohou pomoci životní-mu prostředí snížením spotřeby.Doporučila jim například, abyse zahřáli tím, že budou skákatpanáka, nebo aby více objímalisvé zvířecí mazlíčky. Zahanbitse nenechala ani dvojka na trhu,skupina E.On. Její divize obnovi-telných zdrojů rozeslala zákaz-níkům teplé pletené ponožky sezprávou, že budou moci ménětopit amít „lehčí krok“, čímžzmenší své „uhlíkové stopy“.Byly by to možná vtipné kam-paně, kdyby neprobíhaly zrovnavdobě energetické krize, běhemkteré desítky neziskových orga-nizací vyzývají britskou vládu,aby alespoň těm nejohroženějšímskupinám pomohla sřešenímnančních problémů. Obě společ-nosti se omluvily, ikdyž vyjád-ření zakladatele Ovo StephenaFitzpatricka, že při rozesílánílinku „měl někdo špatný den“,jepřinejmenším úsměvné.Pár špatných dní má za sebouikoncern Unilever, který to zasvé „podnikání sposláním“schytal zobou stran. Jednomuznejvětších investorů vadí, že tospolečnost sposláními údajněpřehání akvůli tomu vyděláváméně. Zdruhé strany „zaútočila“organizace Milieudefensie, kterákoncern vyzvala krychlejšímusnižování emisí, aby byly vsou-ladu sPařížskou dohodou, jinakho zažaluje. To už má ostatně zasebou se společností Shell.Podle některých expertů tkvíproblém sudržitelností vtom, žejsou sní spojené aktivity špatněkomunikovány, atak jim lidénevěří. To by pravděpodobněpotvrdili iskákající zákazníciOvo. Na další zádrhel pak trefněupozorňuje Mark Ritson. Abystrůjci azastánci udržitelnýchprojektů obhájili svá poslání,prezentují je jako báječně výdě-lečné aúspěšnější než „obyčejné“produkty aslužby. Tomu zasenevěří investoři, kterým počtyvycházejí jinak. Ritson se ptá,jestli náhodou uudržitelnýchprojektů nejde ioněco jiného nežozisk. Když pak zisky porostoupomaleji, vadí to? Aby komunika-ce oudržitelnosti byla udržitelná,měla by být uvěřitelná.Jakub KřešničkaredaktorNeudržitelnákomunikace03EDITORIALO tolik mezi dvěma pololetími roku 2021 narostly v e-commercepodle Shoptetu obraty kategorie sběratelství v Česku. Skokanemna druhé příčce je cestování (+81 %) a pak následují erotické zboží(+71 %) a gastronomie (+58 %).Číslo týdne165 %MÍSTO PRODEJERETAIL V RŮŽOVÉ ZÁPLAVĚJen málokomu se na sváteksv.Valentýna podaří vymanit zestereotypu prvoplánových symbolůasladkých barevných kombinací.str. 22–24RETAILCOOP SE CHYSTÁ OTEVŘÍT„PRODEJNU BUDOUCNOSTI“Podle šéfa marketingu Coopu LukášeNěmčíka, bude ale většina prodejendál plnit komunitní funkci.ESGstr. 20 –21BUDOVÁNÍ ZNAČKYPAPÍR SE V KOMUNIKACIBUDE VE VELKÉM VRACETDirect marketing spapírem má vevýsledku větší efekt než čistě televizníkampaň, říká Martin Hošek.SÍTĚ ZAŘÍDÍ VĚTŠÍ DOPADProblematice ESG se včeskýchmédiích zatím nejvíce věnují auditořiabanky, zmanažerů Zuzana FilipovázMonety. Polsko je aktivnější než ČR.str. 12–13str. 6 –7PRODUKCEPRODUKČNÍ SPOLEČNOSTIKRITIZUJÍ SYSTÉM POBÍDEKPokud Česko nezareaguje nastreamovací boom a nezvýší pobídky,může se rozloučit s miliardami.str. 8 –11Foto na titulní straně: BOHUMIL POSPÍŠILSpolečnosti Maappi amhosek.cz jsou partneryaktuálního vydání Marketing & MediaStrana 4
SvodkaAction, nizozemský diskont-ní řetězec snepotravinovýmzbožím, otevírá vPraze Kbelíchsvou celkově dvoutisící prodejnu,vČesku jde otřetí obchod. Strate-gie řetězce je postvena na rychlese měnícím sortimentu produktůve 14 kategoriích, znichž většinastojí méně než 25 korun.Tesla Batteries, českárma vyrábějící baterie aakumu-látory sexportem do 40 zemí, sivybrala jako svou digitální agen-turu Advisio. Agentuře nedávnopřibyl ještě výrobce pánskýchkošil Janek aobhájila spoluprácisDopravním podnikem Ostrava.Bauhaus spustil minulý tý-den vČesku e -shop sdoručenímdomů nebo rezervací aodběremvprodejně.Atmedia nabízí zada-vatelům partnerství Zimnícholympijských her vPekingu2022 na Eurosport 1. Společnostvyčlení stanici zobchodních ba-líčků atmax, atadults aatchoiceanabídne inzerentům několikreklamních formátů: sponzorskévzkazy, spoty sgarantovanoupozicí istandardní spoty.Svět motorů, nejprodá-vanější český motoristický týde-ník, slaví 75. let. VydavatelstvíCzech News Centerm připravilona toto výročí připomenutí histo-rických titulních stran a„facelift“časopisu. První Svět motorů vyšel20. ledna 1947.PPC Bee, agentura, kterávyvíjí aprovozuje aplikaci proautomatizaci asprávu digitálníchkampaní, získala investici od fon-du Reex Capital Ondřeje Fryce.Fond bude nově vPPC Bee držet12,4 procenta, za něž zaplatildesítky milionů korun.Profimed, společnost, kterápůsobí voblasti dentální hygienyVÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNEUDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIAŠkoda si vybraladvě agenturySpolečnosti Etnetera MotionaZaraguza si pro přípravuaadaptaci nadcházejícíchkampaní vČeské republicezvolila ve výběrovém řízeníŠkoda Auto. Automobilka vybí-rala zdeseti uchazečů ve dvoukolech — vprvním zpracovávalitři případové studie, ve druhémřešili uvedení nového modeluFabia na trh.Vpřípadě Etnetera Group jeŠkoda jedním zklíčových klientůapartnerů, jak voblasti kreativ-ní komunikace, tak voblasti ITřešení ainovací. Aktuálně nej-novějším projektem vMotion jeATL kampaň Obraz budoucnostipro Škoda Kariéra, která odstar-tovala na podzim loňského roku.Zaraguza vtendru Škoda Autouspěla již poněkolikáté anavazu-je tak na dlouholetou spolupráci.Jedním zposledních projektů jeprosincová brandová kampaň,vníž automobilka prezentovalasvé dlouhodobé aktivity sdů-razem na odpovědnou budouc-nost, jako je bezpečnost, elektro-mobilita či vysazování stromů zakaždý prodaný vůz.Škoda Auto také vede uzavře-né výběrové řízení na dodavatelePR služeb na českém trhu, doněhož pozvala devět agentur.Tendr je dvoukolový avyhodno-cen by měl být do konce února.Instagramspouští službupro předpláceníSkupina Meta pokračuje ve snazezískat audržet si tvůrce obsahutím, že umožňuje, aby si jejichSvět podle MAMŠkoda si vybrala, exkluzivníInstagram a e-shop RossmannuVeškerétransakceučiněné přesPayPal by letosměly přesáhnoutjeden biliondolarů (+22%),počet uživatelůpřekročí200milionůFoto: ETNETERA MOTION04ZPRÁVYStrana 5
asní spojených produktů, spolu-pracuje sagenturou Acomware.Ta se stará osprávu PPC kampanízaměřených na výkon aznačkunejen vČesku, ale také na Sloven-sku, vPolsku aMaďarsku.Globus a Albert majípodle průzkumu projektu Rost-linně největší nabídku rostlinnýchproduktů. Naopak nejhůře je natom Penny. Globus dopadl nejlé-pe, Albert byl vhodnocení druhýana třetím místě skončilo Tesco.Následovaly řetězce KauandaLidl. Billa nebyla do hodnocenízařazena, protože zástupci rmynedodali potřebná data.Zlatý středník, soutěžkomunikačních projektůaremních médií organizacízČeska iSlovenska, otevřelapřihlašování. Organizátor PRKlub přidal dvě nové kategorie:podcasty akomunikace udrži-telných investic (ESG). Uzávěrkapřihlášek je 31. 3. Vyhlášení budeletos vzáří.Nova Sport, konkrétnějejí hokejová sekce, má novouposilu. Stálým expertem pro stu-dia NHL se stává Slavomír Lener,který byl naším prvním trené-rem vNHL. Do loňského rokupůsobil jako šéftrenér svazuledního hokeje ajako manažerčeské hokejové reprezentace.Ikea loni utržila vČesku 9,7 mi-liardy korun, což je o7,5 procentaméně ve srovnání spředchozímrokem. Online prodeje se natržbách podílely 39,5 procenta.Letos představí formát plánova-cích kiosků vkrajských městech.Spustí také pilotní provoz službyScan&Go nebo začne nabízetpoužitý nábytek online.Zoen.shop, nová video-nákupní platforma, která máambici usnadnit komunikaci meziprodávajícím akupujícím, začalana českém aslovenském trhufungovat od 15. ledna. Podobnéplatformy již fungují vzahraničí,například vBritánii aFrancii.Zpočátku se platforma soustředína český aslovenský trh, vkrát-kém časovém horizontu chcečinnost rozšířit ido NěmeckaaRakouska. Do roku 2023 od-haduje, že VideoCall Shop & Paybude mít několik tisíc obchodů.České ADC Awardsse letos neuskuteční. ADC sechce vrátit ktradičnímu jarnímutermínu, atak30. ročník soutěžeposouvá na rok 2023. Na přihláš-ky bude 18měsíců. Foto: KÄRCHERfanoušci předpláceli exkluzivníobsah. Pro síť na sdílení foto-graí avideí spustila vtestova-cím režimu službu InstagramSubsriptions. Sledující se jejímprostřednictvím budou moci za0,99 až 99,99 dolaru měsíčněpřihlásit kodběru Stories jenpro předplatitele či exkluzivníchživých přenosů.Služba je zatím dostupná jenvUSA ajen pro deset inuencerů.Jejich řady by se měly rozšiřovatvnásledujících měsících.Instagram od tvůrců prozatímnevybírá podíl zpředplatného.Síť vpříspěvku onovince na svémblogu uvedla, že se tak nestanepřinejmenším do roku 2023, stej-ně vdalších podobných službáchmateřské skupiny Meta. Do nípatří iFacebook, jenž už podob-nou službu Subscriptions nabízíod roku 2020. Vnásledujícíchměsících chce předplatitelům po-skytnout inástroj, který spočítáodhadované příjmy zpředplatné-ho isvýpočtem toho, kolik znějodvádějí společnostem jako jeApple (ten si strhává část zplatebvaplikacích běžících na iOS).Meta má na podporu tvůrcůvyčleněnu miliardu dolarů. Jeto jeden zdalších kroků, jimiž sichce Meta (podobně jako dalšísítě včetně Twitteru, TikToku čiYouTube) zajistit své místo vod-větví placeného obsahu neboli„creators economy“. Jeho hod-nota se odhaduje na 100 miliarddolarů astále roste. Prosazují sevní sítě, které tvůrce přímo pro-pojují spředplatiteli jako Patreon,Substack, OnlyFans či vČeskuPickey nebo Gazetisto.Kärcher vysávána sítích stylověSpolečnost Kärcher spustila (nej-prve) na sociálních sítích reklamuna VC vysavače, svážnou tváříslibuje, že do vysávání opět vrátí„wow efekt“. S ním rma pracujenapříč portfoliem už třetím ro-kem. Kampaň vytvořila německáagentura Antoni. Hlavní sdělenívideí, že vysavač má dva módy,respektive dvě úrovně intenzityvysávání aže umí smetí odstra-ňovat ive svislé poloze, komuni-kuje značka suchým humoremainterakcí stylově oblečenýchherců v různém věku. Parodujetak reklamy módních značek.Vše rámuje slogan „It‘savacuumcleaner, guys. But it brings backthe wow every time.“Společnost plánuje tento komuni-kační koncept v adaptacích uvéstv průběhu prvního čtvrtletí nacelkem 40 trhů.VČesku se Kärcher loni vjarníkampani zaměřila na komunika-ci svých produktů na zahradu.Autorem televizního spotu bylarovněž agentura Antoni.Praha pořádávýběrové řízeníPraha vyhlásila tendr na komu-nikační kampaň Operačníhoprogramu Praha — pól růstu ČR(OPPPR). Projekt má trvat do kon-ce příštího roku, celková hodnotaje téměř 3,59 milionu korun alhů-ta pro doručení nabídek či žádostíoúčast je do 14. února.Zakázka je rozdělena dodvou částí. Předmětem plněníprvní znich je zajištění účasti naeventech, jako jsou výstavy, účastna festivalech či jiných akcíchspolu skompletním servisem dlepotřeb apožadavků zadavate-le. Hodnota této části je takřka2,94milionu korun.Menší část zakázky (648 tisíckorun) představuje kvantitativnívýzkum komunikačních aktivitzadavatele vrámci Operačníhoprogramu Praha — pól růstu,jenž má proběhnout dotazníko-vým šetřením široké veřejnostivhlavním městě. Předmětemevaluace komunikačních aktivitbude posouzení efektivity infor-mačních apropagačních opatřeníprováděných vrámci komuni-kační strategie vnávaznosti naSpolečnou komunikační strategii.Rossmann máklubový e -shopŘetězec Rossmann je novýmhráčem na poli e -commerce.Podmínkou nákupu ve -shopu jeovšem vstup do věrnostního pro-gramu Rossmann Club aaplikace.„Neustále sílí trend onlinenákupu přes mobilní aplikace,aimy jsme se rozhodli nabídnoutzákazníkům možnost nákupuprávě přes naši mobilní aplikaciRossmann Club. Počet členů pro-gramu se blíží jednomu milionu.Nabízíme rychlý nákup celéhonašeho sortimentu odkudkoliv.Vyzvednutí je možné buď do dvouhodin přímo ve vybrané prodej-ně, nebo sdoručením domů,“napsala MAM komunikační ma-nažerka společnosti Olga Stanley,která poprvé e -shop zmínila napředloňské online konferenciPOPAI Day. Svůj e -shop spustila užvroce 2018 dm drogerie markt,orok později se přidala idroge-rie Teta. Prodávají ji iAlza.cz čiRohlík.cz.05ZPRÁVYStrana 6
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