Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
06/2023
Časopis Marketing & Media je prestižním a vlivným oborovým médiem. Věnuje se byznysové komunikaci, reklamě a médiím. Každý týden přináší exkluzívní rozhovory se zajímavými osobnostmi z branže a s těmi, kteří zodpovídají za marketingové rozpočty. Obsahem inspiruje, odhaluje trendy a podporuje kritickou diskuzi.
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AGENTURA ROKU MÁHLAVNÍ JURYMAM odhaluje logoa složení hlavní porotysoutěže pro kreativníadigitální agentury.str. 6–7MLČENÍ FIRMÁMPŘINÁŠÍ PROBLÉMYZaměstnanci pochopí,když společnost potřebuješetřit. Interní komunikaceale musí vysvětlovat.str. 8–11PRODÁVÁME VIZIBUDOUCNOSTIJádrem bude analytikaainsighty, říkají ovznikuEssenceMediacom TimIrwin aLennart Hintz.str. 18–19NA TROLLY SEMUSÍ VTIPEMONDŘEJKRÁTKÝ066. února 2023125 Kč / 5,94 €Strana 2
Very Early Bird vstupenkyprávě v prodeji23. ročník konferenceFORUM MEDIAPořadatelé aodborní partneři:www.forummedia.czFM_inz_MAM_210x280_save-the-date_zvyhodnene_vstupenky-2023.indd 1FM_inz_MAM_210x280_save-the-date_zvyhodnene_vstupenky-2023.indd 1 02.02.2023 14:3402.02.2023 14:34Strana 3
InzerceNejen odborníci na public relati-ons mohou donekonečna opako-vat, že komunikovat je potřebajasně, transparentně apravdivě.Je to ale boj světrnými mlýny.Pořád se potkáváme stím, že totak úplně nefunguje. Vaktuálnímhlavním tématu vydání řešímeinterní komunikaci rem vdoběkrize. Opět připomínáme, že lidéjsou schopni pochopit, když senezvyšují mzdy, dokonce ikdyžse propouští. Je třeba jim to aleopravdu vysvětlit. Jak se to lec-kterým rmám nedaří, ukazujítřeba stávky zuplynulého týdne.Ijá zažil rmu, kde se personál-nímu oddělení přezdívalo „náhlásmrt“. To je jasným znamením,že ve rmě není něco vpořádku.Adříve nebo později ji to dožene.Jakousi „náhlou smrt“ má zasebou ikomunikační tým neú-spěšného prezidentského kandi-dáta Andreje Babiše. Postupnězněj prchli Marek Prchal, mluvčíVladimír Vořechovský iBabišo-va dlouholetá spolupracovniceTünde Bartha. ANO tvrdí, že takvelký volební tým už není potře-ba, když se vblízké době žádnévolby konat nebudou. Na druhoustranu okolo volebního týmuse komunikovalo tak otevřeně,že ojeho velikosti aobsazeníse mohlo akorát spekulovat.Zatímco členy týmů Petra PavlaaDanuše Nerudové si na jejichwebech můžete prohlížet ještěteď, otom, kdo byl nebo nebyluBabiše se musí dohadovat Radapro rozhlasové atelevizní vysílá-ní ivolební výbor Sněmovny.Kolik zmatků by se bývaloušetřilo, kdyby se komunikovalootevřeně. Jenže to by pod volebníkampaní byli podepsaní jejítvůrci. Hromosvodem pro kritikuby se pak nestal jen Marek Prchal,který se sám hlásil kpráci nadigitálu asociálních sítích apřišelomísto vADC. Idalší by si muselipřipsat slova oneprofesionálnípráci, snimiž přišel třeba PR KlubiAsociace public relations. Atoby se do životopisu nehodilo.Jakub KřešničkaredaktorZadrhnutákomunikaceCHCEME BÝT RELEVANTNĚJŠÍZe dvou úspěšných společností jsmevytvořili něco nového, říkají IrwinaHintz oagentuře EssenceMediacom.str. 12 –13PŘEDSTAVUJEME HLAVNÍPOROTU AGENTURY ROKUVítěze soutěže týdeníku MAMvyberou známé osobnosti oboru.str. 6 –7CROSSMEDIÁLNÍ EVOLUCEMá spuštění cross-platformníhomodulu měření Nielsen One AdsvUSA potenciál ipro český trh?str. 20NEKOMUNIKOVAT SE NEVYPLATÍVdobě krize je interní komunikaceještě důležitější. Od covidu se vícezapojuje také vedení rem.str. 8–11Foto na titulní straně: BOHUMIL POSPÍŠILZADAVATELÉ A ZNAČKYMÉDIA A TRH KOMUNITAMÉDIA A TRHEDITORIALStrana 4
04SvodkaVictoria’s Secret vstoupína český trh. První prodejna seotevře během května vpražskémnákupním centru Westeld Cho-dov. Dosud bylo možné produktyznačky koupit pouze vtranzitníčásti letiště Václava Havla. Vedlepopulární značky prádla doČeska letos vstoupí také americkýfast food řetězec Popeyes prodá-vající smažená kuřata.Kofila slaví sto let. Kvýročí sinadělila reklamní spot adesigno-vou edici obalů, na níž se podílelistudenti Grackého designu Uni-verzity Tomáše Bati ve Zlíně. Vevideu na sociálních sítích se ob-jeví herečka Veronika Arichtevaaslovenská komička Evelyn.Coca-Cola se spojila sDis-ney vnové kampani „Multivesmírna tebe čeká“. Hlavní roli vníhrají superhrdinové Marveluapoběží ve 29 trzích. Vrámci360stupňové kampaně budevydána limitovaná edice lahvíaplechovek všesti variantáchspeciálního designu.Apple TV+ začne poprvévysílat vČesku fotbalové přenosyzkanadské aamerické fotbalovésoutěže Major League Soccer.Přenosy budou na kanále kdispo-zici od 25.února.Cože? Herec Michal Suchánekascenárista Petr Kolečko majíod února na Frekvenci 1 vlastnímini talk show spříznačnýmnázvem. Posluchači se mohouptát prostřednictvím Facebooku,Instagramu, rádia nebo e-mailu.Náš Region, bezplatnélokální noviny vydavatelství A11,rozšiřují distribuční síť abudounově dostupné vsíti prodejentabákových výrobků, tiskovinaloterijních služeb Tracon.Ceny Lemur mají uzávěrkupřihlášek 31.března. Soutěžícímohou projekty přihlašovat dokategorií rozčleněných do třískupin: Komunikační disciplíny,Oborové kategorie, Komunikačnínástroje. Výherci budou oceněnina slavnostním večeru, kterýVÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNEUDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIAVZP spouští„e-shop“ sezdravímVšeobecná zdravotní pojišťov-na (VZP) chce komunikačníkampaní od agentury McCannPrague otevřít celospolečenskoudebatu oudržitelnosti zdravot-ního systému. Kvůli popularitěonline obchodů vČesku zvolilamotiv e-shopu, který je na adresesystemshop.cz. Vněm odkrý-vá ceny za zákroky či lékařskévýkony (průměr zdat VZP zaposlední dva roky). Vnabídceje tak například transplantaceledvin či bypass. „Reklama,která vrukavičkách sděluje, žekouření škodí zdraví, už nefun-guje. Pokud chceme začít měnituvažování lidí osvém zdraví ace-lém systému, museli jsme zvolitprovokativnější formu,“ uvedlIvan Duškov, náměstek řediteleVZP pro služby klientům. E-shopdoprovodí kampaň vTV, online,vtisku arozhlase.APRA s novýmvedenímAsociace public relations (APRA)na generálním shromážděnízvolila nové vedení. Sedmičlennévýkonné radě bude příští dva rokypředsedat Radek Maršík zagentu-ry FleishmanHillard. Střídá Patri-ka Schobera (Pram Consulting),který ji vedl dvě funkční období.„APRA vstupuje do letošního rokuvhistoricky nejsilnější sestavěstéměř 40členy zřad agenturirem. Nová výkonná rada budedále rozvíjet klíčové projekty,“Svět podle MAMNová kampaň VZP, včele APRA Maršíkakonference Brand Restart aRetail SummitPoprvé od roku2014 spadlpodíl Googlua Facebookuna digitálníchreklamníchútratách v USApod 50 procent,když loni činil48,4 procentaZdroj: VZPZPRÁVYStrana 5
05říká Maršík stím, že se APRA budetéž dál více zapojovat do veřejnýchdiskusí.Ve výkonné radě dál pokra-čují Petr Lesenský (Lesensky.cz)aRostislav Starý (Konektor), nověje doplňují Anna Balíčková (Gray-ling Czech Republic), Jan Klíma(AC & C Public Relations), MichalRůžička (Stance Communicati-ons) aOndřej Tesař (Epic PR).Etickou asmírčí komisi obsazujíVladimír Bystrov (Bison & Rose),Dita Stejskalová (Ogilvy PR), PavelNovák (AMI Communications),Marek Pražák (Svengali) aPavlínaRieslová (Ewing).Brand Restartuž příští týden„Ztratily značky koule?“ je podti-tul letošního ročníku konferenceBrand Restart, která se zaměřína to, jak značky využívají data.Vrámci celodenního programupohovoří například VojtěchProkeš zBehavia oplýtvání po-tenciálem zákaznických potřeb,designér Jan Čepek aBoris RajdlzPalírny Uzeleného stromuse budou věnovat tomu, jakývýzkum je vhodný pro digitálníkampaně, agreenwashing sivezme na paškál Graeme Murray(Brand Therapist, The little redsofa). Konference se koná 16.úno-ra vkině Dlabačov a je určena promajitele rem, brand manažery,online marketéry, agenturníifreelance konzultanty.Rohlík cílí naNěmeckoRohlik Group vloňském rocedosáhla obratu téměř 14 miliardkorun, přičemž doručila přesjedenáct milionů objednávek.Letos se plánuje soustředit naautomatizaci distribuce apostup-nou expanzi ataké chce podlemajitele Tomáše Čupra aředi-tele pro mezinárodní trh OlinaNováka svůj provoz už nancovatzvlastních zdrojů. Pro budouc-nost Rohlíku je totiž podle nichklíčové, aby rma dokázala býtco nejdříve zisková na západníchtrzích, zejména vklíčovém Ně-mecku. „Na všech trzích bychomchtěli být ziskoví ještě letos.Udělat protabilní německý trhse ještě vnašem byznysu nikomunepodařilo,“ uvedl Tomáš Čupr.Vloňském roce vChrášťanechuPrahy otevřela své první auto-matizované distribuční centrumvČR. „Když podobné skladyjako vChrášťanech postavímekolem každého většího města,není nikdo, kdo by nám mohlkonkurovat,“ prohlásil Čupr. Užbrzy by měla skupina vstoupitdo španělského Madridu čiitalského Milána. Dále chce sázetpředevším na rozvoj vlastníchprivátních značek, které mányní tři— Ubomi, Yutto aSutcha.Zdalších novinek chce zákazní-kům umožnit plánované nákupy.Důraz bude klást na další zkvalit-nění zákaznické zkušenosti ilepšípersonalizaci.Retail Summitsází na změnuVpořadí 29. ročník vrcholovéhosetkání hráčů středoevropskéhoobchodního trhu se vPraze konáuž 28.—30.března. Letošní RetailSummit právě zveřejnil program,jehož ústředním motivem je„sázka na změnu“.„Zažíváme otřesy voblastitechnologií, biologie, ekologieageopolitiky, které vedou ksysté-movým změnám. Každý ztěchtootřesů nabízí zároveň také příle-žitosti avy se můžete inspirovatspolečnostmi, jež se jich chopily,“říká Peter Hinssen, klíčový řečníkRetail Summitu 2023 aodborníkna inovace adigitalizaci.Do konce roku 2030 čekajíevropský retail investice ve výšistovek miliard eur. Jaké jsou jejichdůvody, do jakých oblastí směřujíajak se to dotkne trhu aspotřebi-telů vČR, vysvětlí Tomáš Prouza,prezident SOCR ČR aviceprezi-dent EuroCommerce. Následněozměnách bude diskutovatsšéfy Tesco aKofoly KatarínouNavrátilovou aJannisem Samara-sem. Spolu snimi vystoupí takéněkolik generálních ředitelů, jakotřeba Liam Casey (Billa), MichalČarný (Mastercard), StefanHoppe (Kauandu), Daniel Horák(Dr. Max), Pavel Hrstka (CityZen),Michal Menšík (DoDo) či MichalFarník (jednatel Lidlu) adalší.Majitelé rem ačlenové vrcholo-vého managementu tvoří zároveňpolovinu zvíce než tisícovkyúčastníků konference. Během Re-tail Summitu proběhne vyhlášenívítězů jubilejního 20. ročníkusoutěže Mastercard Obchodníkroku 2022.Zdroj: ROHLÍKZPRÁVYproběhne 15.června v prostoruWPP Campusu. Také pro letošnírok platí partnerství s prestižnísoutěží Sabre Awards.Nuagencía je název novéženské agentury na českém trhu,která vznikla spojením kreativ-ního studia Heels Make Dealsaprodukční agentury MaňanaProduction.Agentura Social-sharks uspěla ve výběrovémřízení energetické společnostiE.on. Povede pro ni sociálnísítě, postará se oinuenceryabude spolupracovat na strategiiakomunikaci ekologické soutěžeE.on Enery Globe. Agentura setaké nově bude starat okomuni-kaci na sítích řetězce KFC aroz-šiřuje spolupráci sautomobilkouŠkoda Auto.Festival United Islandspřichází snejvětší vizuální pro-měnou za dobu svého konání. Zanovou vizuální identitou stojí kre-ativec vystupující pod jménemJsem Václav.Sněmovní výbor doporu-čil odvolat Daniela Köppla zRadypro rozhlasové atelevizní vysílá-ní (RRTV) kvůli střetu zájmů.Česká fotbalováreprezentace avýrobcetelevizorů TCL prodloužilyspolupráci do roku 2026. TCL jepartnerem reprezentace už odroku 2020. TCL zůstává partne-rem reprezentačního „A“ týmuinárodního výběru do 21 let.Malfini, prodejce reklamníhotextilu, za loňský rok dosáhl ob-ratu 2,4 miliardy korun adokázalvyrůst o26,5 procenta.Cognito, brněnská digitálníagentura, je novým členemAsociace.biz sdružující vý-znamné agentury zdigitálníhoprostředí.Ceny Český lev mají novývizuál kuž 30. ročníku, jenž vy-tvořili Jana Krchová sOndřejemFučíkem. Ceny Český lev budoupředány 4.března vpřímém pře-nosu České televize zRudolna.Osošku se utká 32 titulů v19sta-tutárních kategoriích.Novým členem RadyČT se stane jeden z nálovétrojice Jiří Bílek, Jakub KončelíkaTomáš Řehák. Do Rady Českéhorozhlasu půjde Miroslav Dittrich,Marek Lichtenberk anebo Old-řich Vágner.Stardance se po dvoule-té odmlce vrátí na podzim naobrazovky České televize snovouřadou. Diváci se mohou těšit nadeset večerů snovými soutěží-cími.Strana 6
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