Strana 8

Marketing & Media

Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
09/2019

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
  BOHATÁ NEVĚSTA
  A JAPONSKÝ ŽENICH
  Velký rozhovor s Petrem
  Chajdou, ředitelem sítě
  Dentsu Aegis Network
  VŠE O EVENTOVÝCH
  AGENTURÁCH
  Unikátní katalog
  eventovek působících
  na českém trhu
  ČEKÁNÍ NA MOBILNÍHO
  GODATA
  Studie, která předpovídá
  vývoj využití mobilního
  internetu
  VIRTUÁLNÍ
  REALITOU
  OSLNĚNI
  09
  4. března 2019
  99 Kč / 4,90 €
  Foto: DAFT PUNK
- Strana 2
  Pragovka
  Praha 9
  TRENDY INOVACE EMOCE
  29:3:2019
  TRENDY INOVACE EMOCE
  29
  event EXPO
  Aktivní prezentace více než 90 dodavatelů eventových služeb a lokací.
  Networking a doprovodný program. Unikátní akce pro setkání více než
  1 000 eventových profesionálů.
  easy event
  BEATRIX MOURER
  Magic Garden
  SJOERD WEIKAMP
  EventBranche.nl
  ILARIA GRANATO
  ADCGroup
  MARTIN KOTEK
  AVRAR
  ANDREA FAFLÍKOVÁ
  LEGO Group
  E VA VE I SOVÁ
  Ipsos
  JAN KUBINEC
  Česká eventová asociace
  MEZINÁRODNÍ KONFERENCE
  „Inspirace není nikdy dost.“ Prezentace aktuálních témat a trendů
  od českých a evropských profesionálů. Představení nejlepších evropských
  a českých eventů. Inspirativní příklady z praxe korporátních firem.
  Pořadatel:
  Hlavní partneři: Partneři:
  www.eventfest.cz
  210x280.indd 1 30.01.19 14:06
  MISTŘI
  A NADĚJE
  REKLAMY
  Jak uspět v roce 2019
  Autorský výběr TOP kampaní, ale i toho,
  co se nepovedlo. Čím zaujmete a co
  nikdy fungovat nebude?
  Dora Pružincová Šéfka kreativy, VMLY&R
  Josef Havelka TFO, CONTAGIOUS
  Vilém Rubeš Reklamní samuraj, MAM
  Martin Šinkovský Copywriter, ELITE SOLUTIONS
  Roman Číhalík Art Director, COMTECH
  Pozvání Ondřeje Féra, šéfredaktora týdeníku MAM, přijali:
  Vstupenky na www.fmfocus.cz
  Klub MAM
  20. března 2019 od 17.30 hodin
  Františka Křížka 1, Praha 7
  FM Focus_inz_210x280.indd 1 01.03.19 16:13
- Strana 3
  
  Kdyby bylo všechno na
  světě tak jasné, jak se
  zpětně zdá, newyorská
  Dvojčata by stále ještě
  stála.
  Foto: EDWARDS AF
  Patřím do generace, která zažila nástup in-
  ternetu coby nové technologie. Když jsme ale
  měli psát seminárku, pořád ještě jsme listovali
  vknihách achodili si hrát na intelektuály do
  Klementina. Primárním zdrojem důvěryhodné
  informace pro mě pořád ještě je kniha. Rele
  -
  vantním potvrzením důvěryhodnosti je pro mě
  recenze či kritika otištěná vprintu. Online se mi
  stále jeví nejvíc ze všeho jako obrovské smetiště,
  kde se dají najít pěkné kousky. Než je ale člověk
  najde, docela se umaže, anavíc ani opravdu
  hezké kousky nebývají tak úplně nové.
  Pokud bych ale měl vybrat jednu věc, která
  mi vonlinu opravdu leze na nervy, je to nadšení.
  Každý den na mě vybafne asi tak bambilion
  věcí audálostí, které jsou zlomové, přelomové,
  unikátní, exkluzivní, galaktické, planetární atak
  dále.
  FALEŠNÉ KAUZALITY
  Ve skutečnosti nic ztoho, co nadšený web po-
  važuje za „breaking“, nepředstavuje nic jiného
  než další kroky vevoluci, nebo přesněji řečeno
  vočekávatelném průběhu událostí.
  Události, které mají tu tajuplnou moc obrátit
  svět vzhůru nohama, se odehrávají naprosto
  nečekaně, nejde se na ně připravit. Pokud má
  vjakémkoli oboru lidské činnosti přijít skutečná
  revoluce, nezbytně musí být vyvolána tím, že
  se stane něco dokonale nepředvídatelného. Ať
  si kdo chce myslí oNassimu Talebovi co chce,
  vtomhle se nemýlí. Zpětně viděno samozřejmě
  dokážeme ke každé události, po níž „svět už
  nikdy nebyl jako dřív“, najít souvislou kauzální
  řadu znaků apředzvěstí, které se nám najednou
  zdají být nepřehlédnutelné amluvící jasnou řečí.
  Kdyby ale bylo tak jasné, že na New York zaú
  -
  točí teroristé vletadlech, „měla by letadla pancé-
  řové dveře do pilotních kabin akolem Dvojčat by
  hlídkovaly stíhačky sodjištěnými kulomety.“
  Tento úvodník píšu ve chvíli, kdy je nadšené pro
  -
  středí onlinu plné zpráv oskládacích mobilních
  telefonech od Samsungu aHuaweie. No ano,
  dobře, je to pěkné anejspíš si to najde kupce,
  ale tohle má být revoluce? Čtu zprávy oElonu
  Muskovi– to je revoluce, Tesla?
  Nechci se nijak dotknout inovátorů ainovací,
  ale to, čím se zabývají, je pořád jenom rozví
  -
  jení stávajících, osvědčených cest globálního
  kapitalismu.
  ODOSOBNĚNÍ A NEINOVACE
  Ve společnosti je přitom hmatatelně citelné na-
  pětí, touha po něčem jiném, novém, po něčem,
  co starý unavený svět, ve kterém žijeme, změní
  vdenitivní minulost. Howard Swains, novinář,
  který pendluje mezi Velkou Británií aNew
  Yorkem apíše třeba pro Guardian, Times nebo
  Spectator, otomto napětí píše jako opsychiatric
  -
  ké kondici jménem „odosobnění.“
  Člověk si připadá jako robot, cítí se straš
  -
  ně, anení doktor, který by věděl, jak pomoci.
  Swains dodává, že „odosobněním“ trpí západní
  civilizace jako celek: ještě včera byla sama sebou
  anajednou není ničím.
  Vědkyně Laura Spinneyová veseji pro New
  Scientist napsala, že odosobněná celospole
  -
  čenská nálada směřuje vhorším (aobvyklém
  případě) knávratu kbarbarství adomněnce, že
  společnost je třeba očistit, ato násilným způso
  -
  bem. Vlepším– améně obvyklém– případě lze
  eventuální krvavou lázeň odložit na neurčito.
  Podle Spinneyové tento dar mají skutečné inova
  -
  ce: něco jako parní stroj či antikoncepce.
  Problém je, že sami sebe přesvědčujeme
  oprobíhající zlomové, galaktické atak dále
  změně, která všude kolem nás probíhá. Jenže
  ve skutečnosti se neděje nic zásadního. Tedy
  kromě toho, že je čím dál méně lidí ochotno
  zapomenout na všechno, co platilo ještě včera,
  azkusit začít ověcech přemýšlet bez ohledu na
  konvence.
  Ondřej Fér
  
  šéfredaktor
  Co bylo včera,
  jako by nebylo
  03 EDITORIAL
- Strana 4
  Svodka
  Lucie
  Vaníčkové
  Televize Prima spustila
  novou placenou službu na internetu
  iPrima Videopůjčovna. Diváci si
  mohou vypůjčit lmy ipůvodní
  seriály, ato až sedm dní před jejich
  televizní premiérou. Vypůjče
  -
  ní předpremiéry na 48hodin
  sneomezeným počtem zhlédnutí,
  bez reklam avHD kvalitě stojí
  29korun. Kromě webu je videopůj
  -
  čovna přístupná také vhybridním
  vysílání Primy. Na portálu televize
  iPrima.cz je pak řada pořadů stále
  dostupná zdarma.
  Raiﬀeisenbank si pro
  zajištění nadlinkové komunikace
  vybrala agenturu DDB apro správu
  sociálních sítí Triad Advertising,
  která nahrazuje Elite Solutions. Vý
  -
  běrového řízení na ATL agenturu se
  zúčastnilo šest subjektů. Aktuální
  reklamní koncept Artur aVikto
  -
  rie pro banku vytvořila agentura
  McCann apokračovala vněm
  iagentura Made by Vaculik, která se
  tendru rovněž zúčastnila.
  Globus přichází ve spolupráci
  sagenturou Klan snovou reklamní
  kampaní, která podporuje jeho znač
  -
  ku Poctivá výroba. Značka zastřešuje
  přes sedm set potravin vyráběných
  vpatnácti hypermarketech. Rekla
  -
  ma osloví zákazníky zbillboardů
  iztelevize asoustředí se na poctivost
  atradiční hodnoty vlastních výrob,
  kterými se hypermarkety Globus
  prezentují od začátku své přítomnos
  -
  ti na českém trhu.
  LaLaTV, nová televizní
  stanice pro děti, zahájí vysílání
  prvního dubna vnabídce satelitní
  -
  ho operátora UPC Direct. Stanice,
  za kterou stojí režisér aproducent
  Peter Núněz, nabídne program
  ve stylu pořadu Zpívánky, který
  kdysi vysílala Česká televize. Půjde
  ojednoduché písničkové pořady
  sčeskou produkcí. Stejný operátor
  už začátkem března rozšířil pro
  -
  gram olmový kanál Joj Cinema.
  Obě stanice budou přístupné jak
  pro české, tak slovenské diváky.
  Jejich distribuci zajišťuje společnost
  Axocom.
  Displejová reklama,
  obchodovaná programaticky,
  vlednu 2019 podle údajů Admoni
  -
  VÝBĚR ZPRÁV
  REDAKTORKY MAM
  UDÁLOSTI POHLEDEM
  ŠÉFREDAKTORA
  MARKETING & MEDIA
  Každý by chtěl
  být u berňáku
  Před pár lety Řecko ekonomicky
  házelo ručník do ringu aeuroskep
  -
  tici jeho rozpočtové trable použí-
  vali jako konečný důkaz, že projekt
  společné Evropy aevropské měny
  nikdy nebude fungovat. Čas opo
  -
  nou trh‘ akolébka demokracie se
  díky pomoci eurozóny vzpamato
  -
  vala. Její ekonomika utěšeně roste,
  což vyvolalo jiný pozoruhodný
  problém. Jak zaznamenal Marcus
  Benasson zagentury Bloomberg,
  Řecku se přestali dostávat výběrčí
  daní. Vjednu chvíli jich erár
  potřeboval pěkných dvanáct tisíc.
  Aprotože dělat pro berňák rovná
  se jistá práce, Řekyně aŘekové
  začali hromadně dávat výpovědi
  vdosavadních zaměstnáních ahlá
  -
  sili se ustátní kasy. Převis nabídky
  pracovní síly byl vjednu chvíli tak
  velký, že řecká vláda považovala za
  nutné spustit zajímavou kampaň,
  vníž občanky aobčany vyzývá,
  aby nedávali výpovědi, protože
  uberňáku prostě nemůžou praco
  -
  vat všichni.
  Z High Street
  přímo do domu
  Tlak, který na kamenné obchod-
  níky vyvíjejí onlinová tržiště, je
  kneunesení. Každý se snaží bránit
  abojovat ozákazníky jinak. Nike
  své prodejny zaplňuje virtuální
  realitou, Marks & Spencer na to
  jde zase jinak. Ikonický nájemník
  zHigh Street minulý týden uzavřel
  zajímavou smlouvu sretailerem
  Ocado. Marks & Spencer koupí
  polovinu Ocada– aOcado začne
  od září2020 doručovat zboží
  Marks & Spencer přímo do domu.
  M & Sna obchodu očividně
  záleželo. Společnost do něj nalila
  600milionů liber. Aby je měla,
  ořezala dividendu očtyřicet
  procent. To je poměrně razantní
  krok– podává ale výmluvné svě
  -
  dectví otom, že trend soupeření
  kamenných awebových obchodů
  sílí. Kamenné obchody aspoň
  podle toho, jak se chovají, cítí velké
  ohrožení.
  Osobně si troufám odhadovat,
  že nejpozději během následujícího
  roku se boj mezi „opravdovými“
  a„virtuálními“ obchody vystupňu
  -
  je azačnou se dít opravdu zajímavé
  věci. Čekejme spoustu inovací,
  spoustu příležitostí pro otevřené
  komunikační hlavy.
  Pinterest si věří,
  chce na burzu
  Sociální síť Pinterest hodlá
  vpříštích měsících vstoupit na
  burzu. Podle Wall Street Journalu
  síť podala minulý týden žádost
  oprimární veřejnou nabídku
  akcií. Management společnosti si
  od úpisu slibuje tržní ohodnocení
  ve výši zhruba dvanáct miliard
  dolarů. Na burze už zvýznam
  -
  ných sociálních sítí jsou například
  Facebook, Twitter nebo Snapchat.
  Pinterest je známý především jako
  zdroj nekonečného spamu avizu
  -
  álního odpadu, přesto se mu daří
  postupně navyšovat příjmy zrekla
  -
  my. Ty měly podle Bloombergu na
  americkém trhu překročit hranici
  půl miliardy dolarů, což je vmezi
  -
  ročním srovnání očtyřiačtyřicet
  procent více. Do roku 2020 chce
  Pinterest na reklamě vydělávat
  rovnou miliardu.
  Svět podle Féra
  Řecký berňák, podnikatelské
  prostředí adalší poněkud
  suchopárná, ale důležitá témata
  
  Kritička MF
  Dnes Mirka
  Spáčilová
  označila
  seriál Most! za
  sluníčkářskou
  agitku, kterou
  jako jedna
  zmála dokázala
  prohlédnout.
  Ta skromnost!
  04
  SCÉNA
- Strana 5
  toringu předstihla objem displejové
  reklamy prodávané napřímo. Pro
  -
  jekt měření výdajů do celoplošné
  internetové reklamy nově rozšířil
  své výstupy oreklamní investice
  do programaticky obchodovaného
  inzertního prostoru. Přidaná kate
  -
  gorie přesněji popisuje investice do
  online reklamy, které vposledních
  letech kontinuálně rostou, přičemž
  se mění jejich distribuce.
  Wüstenrot si vdvoukolo-
  vém výběrovém řízení na kreativní
  agenturu vybrala Scholz & Friends.
  Společně tak zahájí devátý rok
  spolupráce. Agentura bude mít na
  starosti přípravu 360° komunikač
  -
  ního konceptu scílem stanovit nový
  positioning společnosti.
  Agentura Dorland
  získala nového klienta, personálně-
  -poradenskou společnost Synergie
  ČR. Vytvořila pro něj grackou
  podobu komunikace na sociál
  -
  ních sítích LinkedIn, Facebook či
  Instagram. Francouzská Synergie
  Group působí 25let na českém
  trhu, přítomna je v16 zemích se 710
  pobočkami a3700 zaměstnanci.
  mBank spouští nový
  dlouhodobý komunikační koncept,
  který doprovází slogan Život na
  prvním místě. Vytvořila ho nová
  agentura banky Loosers acílem je
  posílit positioning mBank jako jed
  -
  noduché amobilní banky. Kampaň
  se objevuje ivdigitálu, na sociál
  -
  ních médiích apobočkách.
  Pietro Filipi si nechalo
  vytvořit novou vizuální identitu ato
  od studia Najbrt. Základem je stále
  černobílá varianta gracky zpra
  -
  covaného názvu logotypu. Oproti
  dosavadní verzi však logo, stejně
  jako vpřípadě většiny světových
  značek, „zeštíhlelo“.
  Magazín Xantypa
  změnil vlastníka. Společnost Kovo-
  hutě Příbram nástupnická časopis
  prodala rmě Xantypa Publishing,
  jejímž jediným vlastníkem je David
  Matouš. Společenský magazín vy
  -
  chází na českém trhu od roku 1995,
  zakládala jej Magdalena Dietlová.
  Podle údajů vydavatele měsíčník
  vychází vtištěném nákladu 19 tisíc
  výtisků.
  BBC a komerční ITV
  připravují společnou streamovací
  videoslužbu, s níž se chtějí postavit
  konkurenci Netixu a dalších glo
  -
  bálních služeb. Nový portál by se
  měl jmenovat BritBox a spustit by
  se mohl v druhé polovině letošního
  roku. Služba by měla uživatelům
  nabízet starší i nové pořady obou
  televizí.
  Časopis Motocykl
  zvydavatelství Mladá fronta
  vydává speciál Motocykl Reno
  -
  vace. Jedná se odruhé, doplněné
  vydání. Speciál nabízí renovační
  tipy, rady apostupy pro milovníky
  jednostopých veteránů. Průvodce
  renovací je zaměřen především na
  českou značku motocyklů Jawa
  .
  Pozvánka
  do kina na seriál
  o krizovém PR
  Co si budeme povídat, máme to
  vživotě těžké. Pokud mohu soudit
  podle sebe anejbližšího kruhu
  kolegů, kulturně se pohybujeme
  kdesi mezi sledováním Simpsono
  -
  vých (stále dokolečka) aTlapkové
  patroly (pokud máme děti, ale taky
  dokolečka).
  Pokud by se někomu chtělo
  ztohoto bludného kruhu vybřed
  -
  nout, doporučuji seriál Flack. Brian
  Lowry (ato je opravdu kritik, žádná
  Spáčilka) pro CNN uvedl, že nic tak
  trpce vtipného, jako je nejnovější
  série opublic realtions exper
  -
  tech, už dlouho neviděl. Flack se
  odehrává navíc vprostředí krizové
  komunikace, vníž se všichni řídí
  železnou zásadou: „Je to přede
  -
  vším váš malér, tak se stím nějak
  poperte.“
  Mimochodem, Flack zatím
  vypadá jako vůbec první opravdový
  anezpochybnitelný úspěch POP
  TV, streamovací odnože gigantu
  americké CBS.
  Na
  okraj
  týdne
  ULOŽ.TO PROHRÁLO SOUD
  O AUTORSKÁ PRÁVA
  Internetové úložiště Ulož.to
  prohrálo zásadní soud s ochránci
  autorských práv. Ve sporu
  s agenturou Dilia bylo rozhodnuto,
  že služba nesmí nabízet ke stažení
  šest ﬁlmů včetně Pelíšků a Ostře
  sledovaných vlaků. „Požadavky
  Dilie představují zásah do
  svobody projevu a práva na
  přístup k informacím,“ komentoval
  závěr soudu pro iDnes.cz právník
  Ulož.to Jan Krabec.
  Podle něj by byla kontrola ze
  strany ﬁrmy fakticky nemožná,
  protože by kvůli velkému množství
  různých formátů nebylo možné
  vytvořit efektivní ﬁltrovací
  mechanismus.
  DECATHLON VE FRANCII
  USTOUPIL OD HIDŽÁBŮ
  Prodejce sportovních potřeb
  Decathlon nezačne ve Francii
  prodávat hidžáb na běhání.
  Původně plánoval následovat
  některé ostatní značky, které již
  sportovní módu pro islámské ženy
  v nabídce mají. Po kritice ovšem
  mluvčí Decathlonu oznámil, že
  se na francouzských pultech
  sportovní hidžáb neobjeví.
  KRÁTCE K PODPOŘE
  PODNIKÁNÍ
  Českomoravská záruční
  a rozvojová banka poskytla loni
  malým a středním podnikům
  podporu za 12,5 miliardy korun. To
  je nejvíce za více než čtvrt století
  fungování státní banky. Ještě
  krásnějším způsobem podpory
  malého a středního podnikání by
  bylo vyčištění právního prostředí
  a omezení systémové šikany, ale
  to bych asi chtěl příliš.
  Foto: POP TV  CBS
  05
  SCÉNA
  Velká stravovací
  bublina
  Robert Jakobi je mladý manažer,
  který dokázal téměř neuvěřitelné.
  Skomírající Metcalfovo müsli nejen
  postavil na nohy, ale dokázal zněj
  udělat jednu znejrychleji rostou
  -
  cích značek na britském trhu. Ato
  není málo: britský trh je konzerva
  -
  tivní ina své spotřebitelské rovině
  avelkým byznysovým trhákům
  nijak zvlášť nepřeje.
  Jakobi byl hostem ekonomického
  editora veřejnoprávní televize BBC
  Simona Jacka. Vjeho studiu pronesl
  zajímavou myšlenku. Trh spotravi
  -
  nami se podle Jakobiho chová jako
  ten technologický ve své nejnero
  -
  zumnější fázi.
  „Velké značky jsou doslova
  posedlé uváděním nových brandů
  na trh,“ řekl Jakobi. „Vůbec si
  přitom neuvědomují, že místo aby
  posilovaly arozšiřovaly svoje stáva
  -
  jící portfolio, jenom je rozmělňují
  aoslabují svoje klíčové produkty.“
  Jakobi současně dodal, že potra
  -
  vinářské značky dělají chybu, když
  Evropskou unii považují za jedno
  -
  litý trh spůl miliardou hladových
  krků ažíznivých hrdel. „Každý ná-
  rodní stát má svoje stravovací zvyky
  anávyky aty jsou daleko silnější
  než jakýkoliv sebepromyšlenější
  marketing,“ varoval Jakobi.
  Jak si snadno
  naběhnout
  na vidle
  Ministryně průmyslu aobchodu
  Marta Nováková vpořadu České
  televize 168hodin řekla, že Češi si za
  drahé datové mobilní tarify mohou
  sami: kdyby Češi více využívali
  drahá mobilní data, zvedne se
  operátorům příjem atarify pak
  zlevní. Následně Nováková po vlně
  nesouhlasu nařkla veřejnoprávní
  Českou televizi zvytržení svých
  výroků zkontextu. Televize proto
  odvysílala kompletní dva rozhovory
  sministryní. Na záznamu své teze
  oceně dat paní ministryně zopako
  -
  vala dohromady osmkrát. Měl bych
  komunikační radu pro politiky: Stačí
  říct „sorryjako,“ ito je totiž lepší, než
  se nechat takhle hloupě nachytat.
  Víc si oeskapádě paní ministryně
  můžete přečíst vsondě na straně 17.
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