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 koley
    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 vtakovém
    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
    munů
    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 aTimothéem Chalame
    -
    tem. Někteří herci začali vracet
    honoráře avysvětlovat, že předtím
    nevěděli, jak zavrženíhodný člověk
    Woody Allen údajně je.

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