08/2022

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.

Strana 1
BOLAVÁ AGENTURNÍ
ORCHESTRACE
Když má zadavatel více
agentur, je těžší vše
ukočírovat. Každá by
chtěla mít vedoucí roli.
str. 8–11
DAŘÍ SE MEDIÁLNÍM
KOLABORACÍM
Spolupráci konkurenčních
médií přeje rostoucí
„digitál“ ihlad po zásahu
napříč mediatypy.
str. 14–15
CHCI ROZVÍJET
KREATIVNÍ MYŠLENÍ
Pokud kreativita prostoupí
celou rmou, může měnit
společnost klepšímu,
říká Gregg Harper.
str. 22–23
KLUB BUDUJE
KOMUNITU
IVANA
GOOSEN
08
21. února 2022
99 Kč / 4,90 €
Strana 2
ZA NAŠIMI STAVBAMI STOJÍ TI NEJLEPŠÍ!
Dynamická, progresivní
a prosperující společnost.
Udáváme trendy a posouváme
hranice dopravně-inženýrského
stavebnictví.
KDO JSME
Naše pověst je postavena
na odborně provedené práci, kterou
vykonávají vysoce kvalifikovaní
zaměstnanci. Lidé jsou naším
nejcennějším bohatstvím.
KDO ZA TÍM STOJÍ
Budujeme moderní infrastrukturu.
Stojíme za významnými projekty,
které zlepšují životní podmínky
nás všech.
CO UMÍME
www.eurovia.cz
Eurovia_inz_2022_210x280mm_obecny_2021.indd 2Eurovia_inz_2022_210x280mm_obecny_2021.indd 2 14.02.2022 13:4414.02.2022 13:44
Strana 3
Radovan Vávra je díky mediální
ofenzivě vposledním nejméně
roce, kdy sinvestováním radí
včláncích, rozhovorech nebo
podcastech, až se člověk bojí ote-
vřít ilednici, generací dnešních
dvacátníků až třicátníků vnímán
jako investiční guru. Umé gene-
race podobné adorace nepoží-
vá. Sřadou mladých fanoušků
vzádech se Vávra minulý týden
spojil skontroverzním projektem
Xixoio Richarda Watzkeho.
Tomu také není možno vme-
diálním prostoru uniknout, už
několik měsíců podpořen obří
marketingovou kampaní včetně
televizních spotů nebo billboar-
dů. Token XIX sice není nikde
obchodovatelný, ale podle rmy
vzrostl ostovky procent. Jakto?
No prostě to spočetli přece.
Známé rčení říká, že když něco
vypadá jako kachna, kváká jako
kachna, tak to zřejmě bude kach-
na. Pokud drtivá většina osobnos-
tí tuzemské kryptoscény oXixoio
hovoří jako oněčem, čeho by se
nedotkli ani hadrem na tyči, asi to
nebude nový krypto jednorožec.
Ale třeba se všichni mýlí…
Vávrova společnost SimpleCell
nyní nově přes Xixoio nabídne
investorům vprocesu IPCO vlast-
ní mince, přičemž očekává, že
jí to vynese nižší stovky milionů
korun. Díky tomu na trh uvede
chytrý elektroměr sintegrova-
ným IoT modulem.
„Nenapadá mě jiný inteligentní
způsob nancování této věci, kte-
rá je riziková, inovativní anení
jednoduše vysvětlitelná, než je
tokenizace,“ sdělil Vávra deníku
E15. Přeloženo: Velcí kluci zburzy
by mi takové prachy vživotě ne-
dali atak to zkusím přes nepouče-
ný retail atokenizaci.
Co ztohoto spojení vznikne
zatím jasné není, ale snad po
něm nezbude mnoho smutkem
protáhlých obličejů.
Adalší zajímavá vesmírná
synergie svedla dohromady
šéuchaře známé olomoucké
restaurace Entré ahvězdu televiz-
ních show Master Chef aSouboj
na Talíři — Přemka Forejta, sgi-
gantem asynonymem fastfoodu
McDonalds.
Sčeskou pobočkou si vrám-
ci spolupráce plácl na tři roky
avnové roli bude „kontrolorem
kvality“, což se samozřejmě na
sociálních sítích setkalo sřadou
uštěpačných poznámek avtípků.
Určitě neprávem, na okurku už
dnes nikdo nezapomene.
Pavel Hejkrlík
redaktor
Sňatky
z (ne)rozumu
03
EDITORIAL
mobilních aplikací dokázalo v loňském roce dosáhnout mety
100 milionů dolarů v příjmech od spotřebitelů. Tři čtvrtiny z nich
byly mobilní hry, o rok dříve to bylo 82 procent. Celkem loni lidé v
aplikacích utratili 170 miliard dolarů a na gaming připadlo 116 miliard.
Číslo týdne
233
AGENTURY
MÉDIA
MEDIÁLNÍ DOMY V ČESKU MAJÍ
ŘADU SPOLEČNÝCH PROJEKTŮ
Digitální prostor aboom
videoformátů posouvají česká média
kužšímu byznysovému propojení.
str. 14 –15
STRATEGIE
GALERIE BY SE NEMĚLY VNÍMAT
JAKO KONKURENCE
Tento týden otevírá Kunsthalle
Praha. Jaké jsou její marketingové
plány, odhaluje Ivana Goosen.
ABY DIRIGOVÁNÍ AGENTUR
TOLIK NEBOLELO
Mezi zadavateli ajejich agenturami
musejí být jasná pravidla, očekávání
iotevřené sdílení informací.
str. 12 –13
str. 8 –11
SPOTŘEBITEL
STŘEDOEVOPANÉ JSOU PODLE
STUDIE IPSOSU NEDŮVĚŘIVÍ
Méně nás trápí ekologická katastrofa,
nevěříme globálním značkám, ale
máme raději e-shopy. Viz infograka.
str. 18 –19
AGENTURY
PRO SNAPCHAT SE BUDEME
STARAT O POLOVINU SVĚTA
Obsazujeme všechny pozice, které si
umíte představit, říká nový kreativní
ředitel Wunderman Thompson.
str. 2 2 –23
PŘÍPADOVÁ STUDIE
ZABODOVAT MŮŽETE I SE
SKUTEČNĚ MALÝM ROZPOČTEM
Kampaň francouzské kurýrní a taxi
služby Heetch efektivně využila
konkurenci a zvýšila znalost značky.
str. 24 –25
Foto na titulní straně: BOHUMIL POSPÍŠIL
Strana 4
Svět podle MAM
Předělané logo T-Mobile, agentury pro
Vinařský fond, pilot Lidlu a PPF nakupuje
Svodka
Dr. Max se stal absolutním
vítězem soutěže Mastercard
Obchodník roku 2021. Vítězi sor-
timentních kategorií jsou Alza.
cz, Bonprix, Datart, Decathlon,
Deichmann, dm drogerie markt,
Dráčik, Dr.Max, Ikea, Knihy
Dobrovský, Lidl, OBI aTank
ONO. Cenu veřejnosti získal Lidl.
Nováčkem na stupni vítězů je
společnost Bonprix.
Rohlik.cz po „kauze“, kdy
se jeho kurýři na sociálních sítích
bouřili kvůli novému systému od-
měňování, údajně rmu opustili
jen dva. CEO Tomáš Čupr to psal
minulý týden vdopisu zákazní-
kům. Omluvil se také za špatnou
skladovou kapacitu od začátku
roku ainformoval, že společnost
brzo představí vlastní značku
kávy Ubomi.
McDonald ’sse spojil
sšéuchařem Přemkem Forej-
tem. Během tříleté spolupráce se
veřejnost spolu sním podívá pod
pokličku výrobním procesům
oblíbených produktů fast foodo-
vého řetězce.
Studio Trifor uspělo
votevřeném výběrovém řízení
mezi 84 návrhy vizuální identity
města Ústí nad Labem. Soutěž
pořádala organizace Czechde-
sign. Nové identitě dominuje
výrazné logo, které podle tvůrců
působí přímočaře, sebevědomě,
důrazně anezaměnitelně.
A 11, vydavatel lokálního,
odborného alifestylového tisku
hlásí za loňský rok podle před-
běžných výsledků růst o300 pro-
cent. Celkový obrat A11 činí 330
milionů korun. Úspěch připisuje
vydavatelství vedle představení
nových titulů především rozvoji
bezplatných novin Náš Region.
Walmart poprvé ukázal
vrámci oznámení hospodář-
VÝBĚR ZPRÁV
Z UPLYNULÉHO TÝDNE
UDÁLOSTI
POHLEDEM REDAKCE
MARKETING & MEDIA
Nová tvář
Telekomu
Deutsche Telekom sjednotí
globální branding apředstavuje
nové logo skupiny, které podtrhu-
je přístup zaměřený na značku.
Logo se nadále soustředí kolem
písmene „T“, více zdůrazněna je
role magenta barvy. Samotné „T“
se stává kompaktnější. Za tímto
účelem společnost optimalizova-
la křivky aposílila horní, střední
aspodní část loga. Písmeno „T“
bude také hrát výraznější roli
vkomunikaci značky abude vje-
jím středu. To má umožnit lepší
integraci do různých kontextů.
Vrámci strategie jedné značky
bude Deutsche Telekom používat
nové logo ve všech společnostech
působících pod jeho značkou
vrůzných zemích. Nové logo
označuje aktuální směr positi-
oningu aje zároveň symbolem
digitálního optimismu. „Vše
je propojeno — jeden cíl, jedna
architektura značky, jedno logo,
jeden slogan ajeden design znač-
ky. Prostřednictvím naší globální
strategie značky chceme zvidi-
telnit náš vývoj směrem klídrovi
voblasti digitálních telekomuni-
kací,“ uvedl Ulrich Klenke, chief
brand ocer Deutsche Telekom.
Nová vizuální identita pochází
ze studia MetaDesign aocálně
bude představena na Mobile
Word Congressu vBarceloně, kte-
rý se koná 28. února až 3. března.
Vinařský fond si
vybral agentury
Tři partnery na další tři roky,
kteří si celkově rozdělí až zhruba
100milionů korun, si ve výbě-
rových řízeních zvolil Vinařský
fond. Kreativu astrategii bude
mít na starosti agentura Outbre-
ak, která tak od konce měsíce
nahradí dosavadní McCann
Prague. Bude se podle ředitele
Vinařského fondu Jaroslava Ma-
chovce starat otvorbu konceptů
až po klíčové vizuály či video-
spoty. Poté „štafetu“ převezme

Vletošním
Super Bowlu se
objevilo celkem
56 značek
v68reklamách.
Cena za
30sekund činila
6,5milionu
dolarů,
vroce 2018
to bylo „jen“
4,4milionu
Foto: T-MOBIL
04
ZPRÁVY
Strana 5
ských výsledků za čtvrtý kvartál
loňského roku, kolik vydělal na
reklamě. Jedná se očástku lehce
přes dvě miliardy dolarů. Ozná-
mení přichází dva týdny poté, co
poprvé spodobnými daty přišel
iAmazon, uněj se za celý minulý
rok jedná očástku 31 miliard
dolarů.
Časopis Estate má
nový web Estate.cz, který bude
nabízet odborný obsah zaměřený
na oblast realit achce být prů-
vodcem prémiovým lifestylem.
Portál plánuje rovněž zapojení do
programů Google News aSeznam
Partner.
Douglas, společnost
provozující síť parfumerií
ae -shopy, meziročně zvýšila na
českém aslovenském trhu tržby
o20 procent. Překonala tak už
podruhé za sebou miliardový
obrat. Důležitou roli vtom sehrál
počet objednávek ze -shopů, jež
meziročně vzrostl na dvojnáso-
bek. Průměrná hodnota nákup-
ního košíku fyzických prodejů se
zvedla osedm procent.
Bauhaus změnil komuni-
kační koncept aspustil kampaň
sVojtou Kotkem vroli nešikovné-
ho manžela, jeho partnerkou je
Eliška Jansová. Na nové podobě
komunikace spolupracovaly
společnosti Knowworks aStink
Films. Autory kreativního návrhu
jsou Ondřej Hübl, Viktor Říha
aTomáš Vápeník zagentury Jinej
Gang. Spot režíroval Vojta Kotek.
Hecht, společnost provozu-
jící prodejny specializované na
hobby azahradu, otevřela čtyři
nové prodejny vJičíně, Plzni,
Chomutově ave Svitavách. Cel-
kem jich má vČesku nyní 44.
Medializuj.cz, startup,
jenž je součástí Media Platform,
si klade za cíl propojit novináře
sodborníky na jednom místě
pomocí webové aplikace. Vsou-
časné době je projekt spuštěn
vČesku, na Slovensku, ve Velké
Británii, Maďarsku, Polsku, Ně-
mecku, Rakousku aRumunsku.
Za Media Platform stojí trojice
Slováků — Jana Beerová aMiro-
slava Korytková, obě zPR, aZsolt
Zsabo, který se orientuje vmezi-
národních startupech.
Kofola se rozhodla snížit ob-
sah cukru ve svých ochucených
nápojích o30 procent aotomto
kroku informuje vnové kampani
„MéněVíce“ zdílny agentury
VMC Grey, spot režírovalo duo
Mugshots.
agentura pro produkční služby,
jíž se nově stala CRS. „Ta bude
zajišťovat výrobu adistribuci
materiálů, včetně třeba in-store
projektů vřetězcích. Prostřednic-
tvím fondu bude úzce spolupra-
covat sagenturou Outbreak,“
podotkl Machovec. Agenturu pro
produkční služby vybíral fond
především kvůli tomu, aby se
tendru mohly účastnit imenší
agentury, ale také kvůli možným
úsporám. Mediální agenturou
pro Vinařský fond bude pro tři
příští roky Remmark, která střídá
nynější MQI Brno. Postará se
ovšechny kanály od TV přes tisk
až po online. Se všemi třemi agen-
turami fond spolupracuje poprvé.
Mediální agenturu vybíral ze tří
uchazečů. Tendru na produkční
služby se účastnily čtyři agentu-
ry. Vpřípadě kreativy astrategie
bylo zájemců celkem osm, ale
brněnská agentura Aetna byla
vyřazena kvůli nacenění práce
výkonného ředitele.
Lidl pilotuje
samoobslužné
pokladny
Řetězec Lidl spustil pilotní pro-
jekt samoobslužných pokladen
vprodejně Olbrachtova vPraze4.
Vsoučasné době je jich vtéto
prodejně kdispozici celkem šest.
Po celou dobu otevření prodejny
je vsamoobslužné pokladní zóně
kdispozici proškolený zaměstna-
nec, který zákazníkům vpřípadě
potřeby poradí apomůže. Mimo
samoobslužnou pokladní zónu
jsou zákazníkům kdispozici ještě
čtyři standardní ačtyři expresní
pokladny. „Vsoučasné době se
nacházíme vtestovací fázi. Vpří-
padě, že bychom vbudoucnu
plánovali rozšířit samoobslužné
pokladny do dalších prodejen,
budeme otom včas informovat,“
uvedl vedoucí remní komunika-
ce Tomáš Myler.
Myler také potvrdil, že Lidl se
chystá otevřít atypickou pro-
dejnu vpražském centru vulici
Na příkopě. „Prodejna bude
umístěna vhistorické budově, kde
dříve fungovala Československá
obchodní banka. Zasazení prodej-
ny do těchto unikátních prostor
je pro nás výzvou avěříme, že
nová prodejna zjednoduší život
především rezidentům přilehlých
čtvrtí, ale také zaměstnancům
anávštěvníkům centra,“ uvedl
Myler. Ulice Na příkopě patří mezi
top dvacet nejdražších ulic světa.
Snap investoval
do Aleph
Mateřská společnost Aleph
Group, do níž patří ičeský Htt-
pool, globální partner největších
světových digitálních platforem,
oznámila další minoritní investici
společnosti Snap. Ta Aleph pod-
poří ve vzdělávacích aktivitách
na poli digitálního marketingu na
rozvíjejících se trzích. Investice
pomůže skupině Aleph zajistit
vzdělání acertikaci více než
50tisícům digitálních profesio-
nálů v90 zemích avytvořit nové
pracovní pozice. „Další zklíčo-
vých digitálních partnerů skupi-
ny, Snap, se stal naším strategic-
kým investorem amy nemůžeme
být pyšnější,“ uvedl Gastón Ta-
ratuta, zakladatel aředitel Aleph
Group. VČR působí Aleph Group
prostřednictvím společnosti
Httpool, která na zdejším trhu
zastupuje exkluzivně řadu platfo-
rem, včetně LinkedInu, Twitteru
iSnapchatu. Značky, které tvoří
skupinu Aleph, tedy Httpool, IMS,
Ad Dynamo, Connect Ads, Wise.
Blue aSocial Snack jsou exkluziv-
ními partnery společnosti Snap
na 39 trzích napříč Evropou,
Afrikou aLatinskou Amerikou,
ale také vIndii.
Další mediální
nákup PPF
Skupina PPF oznámila, že
prostřednictvím své společnosti
CME uzavřela dohodu opřevzetí
100 procent chorvatské soukro-
mé televizní společnosti RTL
Hrvatska. Hodnota získávaných
aktiv činí 50 milionů eur. CME
vedle TV Nova provozuje vČesku
ivlastní platformu Voyo. Má
také komerční televize vBulhar-
sku, Rumunsku, na Slovensku
ave Slovinsku. Transakce mezi
CME aRTL podléhá schválení
chorvatským antimonopolním
úřadem (AZTN) atamní agen-
turou pro elektronická média
(AEM). „Adriatický region nabízí
výjimečné příležitosti amá znač-
ný potenciál růstu,“ uvedl Didier
Stoessel, CEO CME pro Českou
republiku, Rumunsko, Slovensko
aSlovinsko.
05
ZPRÁVY
Foto: LIDL
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Strana 27
Strana 28

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Marketing & Media

Marketing & Media

08/2022

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