06/2019

Marketing & Media

Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
06/2019

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
  CO PŘINESL LETOŠNÍ
  SUPER BOWL
  Reklamní svátek očima
  americké dopisovatelky
  a domácích expertů
  KDYŽ SE HLASUJE
  O PLATU
  Hra na kibuc se
  otevřeným společnostem
  marketingově vyplácí
  ÉRA HYPERMARKETŮ
  PRÝ KONČÍ
  Nabízejí kvalitní zboží,
  ale často se neumějí
  chovat kzákazníkům
  PR JE
  SVOBODNĚJŠÍ
  JAN
  KUČMÁŠ
  06
  11. února 2019
  99 Kč / 4,90 €
- Strana 2
  V časopisu Marketing & Media pracuji rok
  abyl jsem u jeho přerodu do dnešní podoby,
  aby byl čtenářsky atraktivní.
  Zaměřujeme se na obsah a články, které
  nejdou po povrchu. Baví mě připravovat
  zajímavá data, ve formě, která je dokáže
  srozumitelně představit.
  Jsem rád, že můžu dělat chytrý časopis
  pro chytré lidi.
  Jindřich Vogel, graﬁk MAM
  „
  Nečekejte,
  až vám bude
  chybět
  volejte 734 172 316
  pište [email protected]
  objednávejte chcimam.cz
  Předplaťte
  MAM hned
   
- Strana 3
  
  Ministr Tomáš Petříček,
  nečekaná hvězda vládní
  komunikace.
  Je srozumitelný,
  a to mu stačí.
  Foto: ČSSD
  Zařekl jsem se, že se budu oněkterých zlých
  anepěkných věcech pokoušet psát co nejméně
  akdyž už to bude muset být, nebudu do veřej
  -
  ného prostoru vypouštět některá jména. Občas
  si připadám jako admirální generál Alladín,
  který nechal slova pozitivní anegativní nahradit
  slovem alladín, ale aspoň je legrace.
  Koukejte: „Majitel černého štěněte německé
  -
  ho ovčáka jménem Tango se rozhodl, že ohodno-
  tí ministryně aministry vlády, které předsedá,
  když právě nespí, nenavštěvuje syna na Krymu
  nebo nepřelévá cash do holdingu, který mu
  nepatří.“
  Mohl bych samozřejmě napsat to jméno, ale
  proč ho zbytečně vyslovovat, že ano. Každo
  -
  pádně přišla chvíle si ministryně aministry tak
  trochu ohodnotit. Zhlediska komunikace, na víc
  si samozřejmě netroufám.
  VRCHNÍ KULTURNÍ ÚČETNÍ
  Jednoznačnou hvězdou posledních dní je
  ministr kultury Antonín Staněk. Tento sociální
  demokrat vypouští na Twitter věci, které jsou
  vzorem komunikační odpudivosti: „Dnešním
  rozhodnutím dojde kposílení Programu státní
  podpory profesionálních divadel, orchestrů
  asborů o60 mil. Kč na 220 mil. Kč, tj.o37, 5%
  aProgramu státní podpory festivalů profesionál
  -
  ního umění o40 mil. Kč, tj.o48, 8%.“
  Věřili byste tomu?
  Aco teprve tohle: „Dnes jsem podepsal roz
  -
  hodnutí, kterým se posilují nanční prostřed-
  ky do ukazatele Kulturní služby, živé umění
  o114242994 Kč, tj.navýšení schváleného roz
  -
  počtu o15,4% na celkovou částku z743 mil.Kč
  na 857242994 Kč.“
  Od ministra kultury bych čekal trochu
  více schopnosti avůle oslovit kulturní obec.
  „Kumštýři, vážím si vás, bez vás bychom nebyli.
  Dalo to práci, ale nakonec jsem pro vás zBabiše
  vymlátil skoro miliardu.“
  Nazdar bazar, ne?
  Politická komunikace přece musí být přede
  -
  vším jednoduchá apřímočará. Staněk by se mohl
  poučit třeba uvládního istranického koley
  Tomáše Petříčka. Tento mladý sociální demokrat
  je jednoznačnou hvězdou komunikace na sociál
  -
  ních sítích právě díky tomu, že se nesnaží udělat
  dojem tím, kolik čísel aodborných termitů je
  schopen nacpat do jednoho tweetu.
  Očividně se mu to vyplácí, přičemž mu
  obří službu svými nenávistnými tirádami dělá
  Jiří Ovčáček, který je pro Petříčka hejtrem
  knezaplacení.
  KIM ČONG SCHILLEROVÁ
  Zcela svébytnou komunikační kategorii si pro
  sebe dokázala vytvořit ministryně nancí Alena
  Schillerová. Ta dokázala vyhlášenou marketin
  -
  govou mašinérii hnutí ANO posunout na neče-
  kanou úroveň. Ať se děje co se děje, Schillerová
  se nechá nafotit snezbadatelným úsměvem.
  Usmívá se například nad knihou Na volné noze–
  nejspíš se jí hlavou honí myšlenky na to, jak ještě
  by se dala živnostenská střední třída pokosit.
  Usmívá se uhrobu Jana Palacha. Usmívá se…
  Nic proti úsměvům, žijeme vdobě dostatečně
  smutné na to, aby každý jeden měl cenu. Paní
  ministryně ale svou pozitivnost dovedla až do
  stádia, kdy její usměvavé obrázky lidé na sociál
  -
  ních sítích sbírají apřirovnávají je knedostižné
  kolekci „Kim Čong Un se dívá na věci.“
  Paní Schillerová apan Staněk jsou podivnými
  extrémy této přemarketingované doby. Staněk
  komunikuje nesrozumitelnou záplavou dat.
  Schillerová komunikuje, aniž by cokoliv sdělova
  -
  la. Děsivé na tom, je, že politikové by tu měli být
  od toho, aby udávali směr, jímž se bude ubírat
  budoucnost.
  Takže 582638867860978, 444 aúsměv,
  přátelé!
  Ondřej Fér
  
  šéfredaktor
  Čísla
  a úsměvy
  03 EDITORIAL
- Strana 4
  Svodka
  Hany
  Vackové
  Finále Super Bowlu,
  nejvýznamnější událost na
  americkém reklamním trhu,
  letos sledovalo nejméně diváků za
  posledních deset let– 98,2 milionu.
  Je to opět procent méně než
  předchozí rok, Super Bowl je přesto
  stále nejsledovanějším televizním
  pořadem vUSA. Navzdory trvající
  -
  mu poklesu sledovanosti se zvýšila
  cena za nasazení reklamy během
  nále– opět procent na 5,25 milio
  -
  nu dolarů za 30 vteřin. Zhodnocení
  reklamní úrovně letošního ročníku
  najdete na straně 24 až 27.
  Alza má po přibližně dvou
  letech konečně vedení marketingu,
  ato hned dvouhlavé. Řediteli se
  stali původně dočasní marketingoví
  ředitelé Jan Sadílek aJaroslav Kotá
  -
  piš. „Jejich úkolem dosud bylo vést
  marketing do doby, než najdeme
  nového marketingového ředitele.
  Jak šel čas anaše hledání neneslo
  požadované ovoce, začalo se uka
  -
  zovat, že kluci vedou marketing nad
  očekávání dobře, že se velmi dobře
  doplňují,“ uvedl Tomáš Havryluk
  zpředstavenstva Alzy.
  6,5 miliardy korun
  utratí ročně Češi za kávu. Její spo
  -
  třeba však vČesku meziročně klesla
  očtyři procenta. Nejprodávanějším
  druhem kávy je mletá (téměř 50
  procent), následuje ji instantní
  (cca25 procent), kávové speciality
  typu 3v1 pak tvoří 10 procent prode
  -
  jů. Zrnková káva meziročně nejvíce
  posílila, ato na devět procent, nej
  -
  menší podíl mají se třemi procenty
  kávové kapsle. Češi nejčastěji pijí
  instatní kávu aturka, espresso pije
  8 procent lidí, mléčné variantě dává
  přednost 13 procent, překapávané
  7 procent. Data pocházejí ze studie
  společnosti AG FOODS.
  Danone slaví 100. narozeniny
  svého prvního jogurtu. Po Paříži
  vyvěsila stejně starý inzerát, který
  oprášila agentura BETC Paris.
  Guerillově pojatá outdoorová kam
  -
  paň má rozzářit únorově ponuré
  pařížské ulice.
  Heineken bude PR vytvářet
  ve spolupráci sagenturou Havas
  PR. Zakázka zahrnuje všechny
  VÝBĚR ZPRÁV
  REDAKTORKY MAM
  UDÁLOSTI POHLEDEM
  ŠÉFREDAKTORA
  MARKETING & MEDIA
  Balaclava
  Jumper, R.I.P.
  Není to ani měsíc, co společnost
  Nike čelila stížnostem kvůli
  podobnosti grackých prvků na
  jejích botách sarabskými symboly
  pro Alláha, atrable potkaly další
  velké jméno oděvního průmyslu.
  Tentokrát narazil Gucci sčerným
  rolákem jménem balaclava jumper.
  Ten totiž má velký, rudě lemovaný
  výřez pro ústa. Na sociálních sítích
  se proti roláku okamžitě zvedla
  vlna kritiky, poukazující na sku
  -
  tečnost, že takto střižené oblečení
  ponižujícím způsobem připomíná
  karikovaná stereotypní zobrazení
  Afroameričanů. Mimochodem–
  podobný problém řešila iPrada se
  svým přívěskem Blackface. Jiná
  luxusní značka, Dolce & Gabba
  -
  na, zase musela vČíně stáhnout
  kampaň, vníž asijské modelky jedly
  vrestauraci italská jídla jako špagety
  apizzu. Začátek krize byl ve všech
  třech případech stejný: kampaň po
  -
  horšila někoho na sociálních sítích.
  Což mě přivádí kzásadní otázce: co
  probůh luxusní brandy vtakovém
  hnojišti jako je online pohledávají?
  Podivuhodný
  příběh ohanbí
  Jeﬀa Bezose
  Nejbohatší člověk světa, zakladatel
  ašéf Amazonu Je Bezos, na svém
  blogu vydal pozoruhodný článek.
  Věnuje se vněm problematice
  svých intimních partií, respektive
  jejich fotograí. Vedl ho ktomu
  tlak, který na něj vyvíjela redakce
  bulvárního National Enquireru. Ta
  má údajně inkriminované choulos
  -
  tivé fotograe kdispozici aBezose
  měla blíže neurčeným způsobem
  zastrašovat. Vůbec přitom nejde
  oBezosovo bohatství nebo ojeho
  podrobně sledovaný rozvod.
  Zásadní důležitost má fakt, že
  Bezos vlastní list Washington Post,
  který kriticky popisuje působení
  administrativy prezidenta Donalda
  Trumpa. ANational Enquirer zase
  patří do skupiny, kterou majetkově
  ovládá Trumpova rodina. Tato
  fakta celé aférce dodávají to pravé
  skandální zabarvení.
  Vlastně by mě mělo šokovat, co
  všechno se dá schovat pod íkový
  list svobody slova, ale nešokuje
  mě to. Koneckonců žijeme vzemi,
  kde politici hájí svobodu zveřej
  -
  ňovat každou hloupost. Jsem tedy
  zvědav, jak by se tito vykladači
  svobody slova coby práva libo
  -
  volně blábolit reagovali, kdyby se
  dostali do kůže Jea Bezose. Ale to
  od nich asi chci víc představivosti,
  než kolik jí mají. Jejich ohanbí to
  koneckonců není, že ano.
  LOL, LOL,
  mega LOL!
  Reakce teenagerů na poslední
  pokus sociální sítě Facebook jak
  vyždímat co nejvíc lidí na planetě,
  byla vysloveně potěšující. Zucker
  -
  bergova říše modrého zla nedávno
  oznámila záměr spustit službu
  LOL. Vpodstatě mělo jít opokus,
  jak využít oblibu animovaných GIF
  formátů kdalšímu rozvoji špehová
  -
  ní, šmírování, krádeží osobních
  dat avlamování se do soukromí
  uživatelů. Jenže: reakce teenagerů
  coby cílové skupiny služby LOL
  byly natolik negativní, že se Face
  -
  book rozhodl celý projekt poslat
  kledu ještě dřív, než spatřil světlo
  světa.
  Svět podle Féra
  O různých druzích pokrytectví,
  sociálních sítích a Woodym Allenovi
  
  Na Tachovsku
  se objevily
  napodobeniny
  munů
  z polystyrenu.
  Chutnají prý
  stejně jako
  opravdové.
  Víš, co jíš?
  04
  SCÉNA
- Strana 5
  značky (Krušovice, Starobrno,
  Zlatopramen, Heineken, Despe
  -
  rados, Strongbow, Lišácké Jablko,
  Březňák aZlatý Bažant) akromě
  PR ikorporátní komunikaci, CSR
  amedializaci sponzorství.
  ING bank spustila kampaň
  na své spořicí konto. Kreativně vní
  navazuje na předchozí tv spoty. Při
  -
  pravila ji divize McQueen zrodiny
  McCann Prague, režie se ujal Matěj
  Šámal zArmada Films, vizuály fotil
  Patrik Klema zMcCann Prague.
  Kampaň je nasazená vtelevizi, na
  internetu ana sociálních sítích.
  Deník Blesk je podle
  nových dat výzkumu Media Projekt
  nadále nejčtenějším celostátním
  deníkem, následuje ho MF Dnes
  aPrávo. První dva přitom svou
  čtenost oproti předchozímu měření
  zvýšily, jediný zdeníků, který na
  -
  výšil svou čtenost meziročně, jsou
  Lidové noviny. Naopak meziroční
  snížení zaznamenaly Hospodářské
  noviny adeník Sport.
  Deník E15 ijeho magazín
  Premium redesignoval. Novou
  podobu vytvářel grak Ladislav
  Anděl, který navrhoval úplně první
  verzi E15 vroce 2007. Změna spo
  -
  čívá vodlehčení grackého pojetí,
  titul má nyní nové fonty azlom.
  Penny Market ve
  výběrovém řízení na PR služby
  vybral agenturu CCL. Ta vystřídala
  dosavadní BrainZone. Proti tomuto
  tendru se ohradila Asociace PR
  agentur, varovala případné účast
  -
  níky před neférovými podmínkami
  (vizMAM 50/2018).
  Mladá Fronta nově získa-
  la od české agentury na podporu
  obchodu CzechTrade zakázku na
  výrobu aredakční služby pro titul
  Export apodnikání, informující
  oexportních příležitostech ve světě
  aoproexportních aktivitách státu.
  První číslo magazínu vychází jako
  příloha týdeníku Euro aměsíčníku
  Prot. Hlavním tématem je region
  Latinské Ameriky.
  Český rozhlas minulý
  pátek zařadil stanici Český rozhlas
  Vysočina mezi regionální stanice.
  Ke stávajícím čtrnácti, znichž čtyři
  jsou celoplošné, pět digitálních
  apět regionálních, tak přibude
  další regionální stanice.
  NVIDIA spolupracuje sobsa-
  hovou agenturou Konektor Social.
  Ta bude mít kromě správy prolů na
  Facebooku aInstagramu na starosti
  ilokalizaci centrálních PR aktivit.
  Samsung spouští kampaň
  kdesátému výročí smartphonů Ga
  -
  laxy, atak jako mnoho jiných zna-
  ček to dělá výhledem do budouc-
  nosti. Kampaň má slogan Stím, co
  máte dnes, vytvoříte budoucnost,
  hudební podkres videa tvoří píseň
  Que será, será Doris Dayové.
  Twitter
  překvapil,
  Google nikoliv
  Když už jsme usociálních sítí avší
  té onlinové havěti, pojďme si ve
  stručnosti promrskat novinky
  unejvýznamnějších hráčů. Nejprve
  Twitter: Ve čtvrtém kvartálu zvýšil
  čistý zisk na 255 milionů dolarů,
  příjmy vzrostly na 909 milionů
  azásadně překonaly očekávání.
  Hospodářským výsledkům
  pomohly především příjmy zvideo
  -
  reklamy. Počet aktivních měsíč-
  ních uživatelů sociální síti klesl
  aTwitter oznámil, že už nebude
  sdělovat čísla ovývoji jejich počtu.
  Je to zřejmě nějaký nový trend:
  společnosti zveřejňují jen ta data,
  která uznají za hodna.
  Co se Googlu týče, ten na soci
  -
  álních sítích dále jede kampaň, ve
  které se ohání svobodou přístupu
  kinformacím. Přitom ale přišla
  zpráva, že vyhledavač vRusku
  blokoval některá hledání.
  Takhle nějak vypadá pokrytec
  -
  tví, jestli se nepletu.
  Zprávy
  z první
  ruky
  ALZA ZJEDNODUŠUJE
  Český e -shop Alza.cz se rozhodl
  v letošním roce zjednodušit
  komunikaci. „Tento rok jsme
  kampaně spojili do jednotlivých
  celků. Výsledkem bude zhruba
  17 kampaní, které budou mít
  v rámci segmentů společnou
  jednotící linku. Příkladem je
  současná únorová kampaň.
  Stejné schéma se objeví v jarní
  kampani,“ řekl MAM marketingový
  ředitel Alza.cz Jan Sadílek.
  V předchozích letech realizovala
  Alza.cz přibližně 30 nadlinkových
  kampaní za rok.
  LIDL ROZŠÍŘÍ E SHOP
  Lidl se v blízké době chystá do
  svého e -shopu zařadit i potraviny,
  řekl na Retail Summitu Marek
  Vondřich, chief information oﬃcer
  Lidlu. Zároveň uvedl, že na jednom
  ze svých trhů testují službu
  Click & Collect a její zavedení
  i v Česku není jen teorie.
  MARKETING HAMÉ
  POD VITANOU
  Skupina Orkla, jež v Česku vlastní
  Hamé a Vitanu, restrukturalizovala
  marketing svých značek. Rozpustila
  marketingové oddělení Hamé,
  práci na značce z Kunovic přebral
  marketingový tým Vitany.
  NA LETNÉ TO ŽIJE!
  Digitální agentura 2FRESH
  otevřela multifunkční kreativní
  prostor na Letné s názvem
  Studio F. Produkční ateliér
  o rozloze 87 m² je vybaven pro
  focení, natáčení, ale i pořádání
  workshopů a jiných akcí. 2FRESH
  se kromě tvorby vlastního
  obsahu dlouhodobě zaměřuje na
  zlepšení uživatelské a zákaznické
  zkušenosti.
  Foto: BIOGRAPHY.COM
  05
  SCÉNA
  Libo -li drogový
  brand?
  Co se módních trendů týče, slim t
  by pro mě za mě mohla být müsli
  tyčinka. El Chapo (na obrázku) je
  pro mě především právě souzený
  boss mexického drogového kartelu.
  Ahleďme, ona to je také značka
  oblečení. Snikoliv neobvyklým
  smyslem pro vytěžení potenciálu
  zčehokoliv bez ohledu na trochu
  slušného vychování ji založila sleč
  -
  na Alejandrina Giselle Guzmánová,
  dcera již zmíněného narkobarona.
  Za pozornost stojí, že Guzmá
  -
  nová se zabývá vpodstatě pouze
  nalepováním visaček snápisem El
  Chapo, El Chapo Guzmán nebo také
  El Chapo 701 na různé kusy oble
  -
  čení, ale také na stereotypizované
  mexikánské propriety jako jsou
  sombréra nebo ponča či pouzdra
  na kytary.
  To celé Guzmánová prodává
  přes sociální sítě. Zajímavé je, že
  proti tomu nikdo zuřivě nepro
  -
  testuje. Týt ze jména drogového
  velko zločince nevadí, hlavně že
  není uražena žádná menšina et
  cetera et cetera.
  (Ne)zdvořilý
  Woody
  Bezosem jsme začali aBezosem
  také skončíme. Jeho Amazon čelí
  žalobě ze strany třiaosmdesátileté
  -
  ho lmaře Woodyho Allena. Žijící
  klasik neurotické kinematograe
  Amazon zažaloval oosmašedesát
  milionů dolarů, protože společnost
  neuvedla jeho lm ARainy Day in
  New York avycouvala zdohody
  oněkolika dalších dílech. Podle
  Allenovy žaloby rma vycouvala ze
  spolupráce kvůli desítky let starým
  obviněním, že režisér vroce 1992
  obtěžoval adoptivní dceru Dylan.
  Otěchto obviněních podle Alle
  -
  nových právníků všichni dávno
  věděli, jsou čtvrt století stará ane
  -
  podložená ajako taková nemohou
  být důvodem kukončení spoluprá
  -
  ce. Film ARainy Day in New York
  se točil už vroce 2017, vhlavních
  rolích sJudem Lawem, Rebeccou
  Hallovou aTimothéem Chalame
  -
  tem. Někteří herci začali vracet
  honoráře avysvětlovat, že předtím
  nevěděli, jak zavrženíhodný člověk
  Woody Allen údajně je.
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