Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

10/2020

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

    FOTKY ZA CENU
    ROHLÍKU
    Jak z moře fotek vylovit
    ty správné, které mají
    emoce, příběh a lokální
    specika
    str. 10–13
    BUDE ŘETĚZEC HEBE
    V ČESKÉ REPUBLICE?
    Vypadá to, že vstup
    polských drogerií knám
    je na spadnutí. Přitom
    český trh už je sytý
    str. 6–7
    POMOHLY NÁM
    SOCIÁLNÍ SÍTĚ
    MARTIN
    WALLNER
    10
    9. března 2020
    99 Kč / 4,90
    Inzerce
    www.reklama-centrum.cz/TIP
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  • Strana 2

    JARNÍ
    SEZONA 2020
    v redakčním klubu
    19. března
    Patero přikázání funkční
    marketingové komunikace
    Přijďte si poslechnout, co vmarketingu
    akomunikaci funguje. Výběr té nejlepší
    praxe znejvětší světové databáze
    marketingových studií avýzkumů WARC.
    16. dubna
    1. Ad Lovers’ Night
    Večer plný reklam ze světa, korektních
    inekorektních. Reklamní kino otevírá
    MAM společně s Lionhearted,
    ofi ciálním zástupcem festivalu Cannes
    Lions proČR.
    14. května
    FM Focus: Marketing startupů
    Jak pracují smarketingem dnes tak
    populární startupy? Nepřehlížejí důležitost
    investic do marketingu aPR, protože si
    myslí, že to zvládnou samy?
    11. června
    2. Ad Lovers’ Night–
    jedeme do Cannes
    Co vezou české asvětové agentury do
    Cannes? Druhý večer vnašem reklamním
    kině připravovaném společně sLionhearted.
    Připravujeme
    FM Focus: CSR, které dává smysl
    Lakují fi rmy svět na růžovo, jen aby zvýšily svůj profi t, nebo myslí své
    společensko -odpovědné chování vážně? Ajak dělat CSR opravdu smysluplně?
    Více informací na www.fmfocus.cz
    Klub MAM
    Františka Křížka 1, Praha 7
     
  • Strana 3

    Hledáním ilustračních fotek
    ve fotobance ke článkům se
    občerstvuji, když si potřebuji
    na chvíli odpočinout od psa.
    Vypínám vté chvíli mozková
    centra zaměřená na zpracová
    řeči azapím ta odpovědná za
    vmání obráz. Teda nevím,
    jak to vmozku přesně probíhá,
    jen tím chci říct, že brouzdání
    vmoři nabídky fotek je jiný ado-
    cela příjemný druh činnosti.
    Radost zní kazí velké množství
    klišovitých snímků, které jsou ve
    fotobankách běžně kdispozici.
    Jako noviři píšící omarke-
    tingu se stím často potýme,
    většinou ukomentářů, které jsou
    na abstraktní témata, jako třeba
    měření efektivity, inovace, komu-
    nikační krize nebo hledání úspor.
    Ivtomto čísle jsme se spodob-
    m oříškem potýkali. Jak vybrat
    ilustrační fotograi ke komentáři
    okoučinku amentoringu, an
    bychom se museli prokousávat
    velm množstvím strojených
    anudných smků? Jee co
    ktomu také vybrat zajímavého
    aneotřelého?
    Práci sfotobankami jsme věno-
    vali hlavní téma. Jeho autor Kr-
    tof Kříž se dozvěděl, se kterými
    fotobankami české reklamní
    agentury nejčastěji pracují, jak
    vypadá samotný výběr sním
    ico vnabídkách fotobank chybí.
    Zkení fotografové od naplňová-
    ní bezedných fotobank už často
    ustupují, mimo jiné proto, že
    popisování avymýšlení kčových
    slov zabírá čas ananční návrat-
    nost je prý mizivá.
    Věnujeme se také možnému
    vstupu polské drogistické sítě
    Hebe na tuzemský trh. Zašlí-
    me se nad tím, jak bude případ
    expanze na český, drogeriemi
    velmi nasycený trh postupovat.
    Za přečtení stojí také komu-
    nikační kampaň Hnutí Duha,
    která přinesla změnu zákona
    aky tomu pomáhá našim lem
    obnovit se vco nejpřirozenější
    skladbě. Je to hezký příklad mar-
    ketingu, který má smysl.
    Jan Klika
    redaktor
    Pátní v moři
    fotek
    Inzerce
    EDITORIAL
    DESIGN PROSTŘEDÍ
    TÉMA
    T
    MARKETING
    KAMPAŇ NA PODPORU LESŮ
    Hnutí Duha se pomocí mixu
    komunikačních nástrojů podařilo
    přesvědčit 63 tisíc lidí k podpisu.
    str. 18 –19
    RETAIL
    MIXIT ROSTE A EXPANDUJE
    Při budování značky nám hodně
    pomohl Facebook i inuenceři, říká
    spoluzakladatel Martin Wallner.
    str. 16 –17
    PŘÍBĚH ZNAČKY
    TŘI DEKÁDY HORSEFEATHERS
    Českou snowboardovou značku
    založili kluci na střední škole
    vKanadě. Dnes má obrat 140 mil. Kč
    str. 23
    PRÁCE S FOTOBANKAMI
    Miliony fotograí denně proudí do
    online databází. Jak se vtom vyznat
    aodkud fotky brát anekrást?
    str. 10 –13
  • Strana 4

    38 procent říká
    Coroně ne!
    Jedné znejpopurnějších
    pivních značek Coroně může
    nynější rozmach koronaviru
    inést nečekané problémy zhle-
    diska brandu. PR agentura 5WPR
    uvedla průzkum mezi dospělými
    Amerany azjistila, že 38pro-
    cent znich by si pivo Corona
    „nekoupili za žádných okolností“.
    Daích šestnáct procent uvedlo,
    že jsou zmatení, zda má Corona
    něco společného svirem šířícím
    se zAsie. Výzkumná agentura
    YouGov počítající skóre značek
    a„buzz“ kolem nich uvedla, že
    Corona propadla zhodnoty 75 na
    51. Navíc pivní značce nepomohlo
    ani načasování nové kampaně na
    letní měsíce se sloganem „brzy
    ijde na břeh“. Podle marketin-
    gového experta Marka Ritsona je
    spodobnými výzkumy problém,
    protože mají tendenci zjednodu-
    šovat. Anaopak znka Corona
    se dostane ivsledujících týd-
    nech do povědomí milionů pijáků
    po celém světě. Protože když se
    jich zeptají vbaru na pivo, Corona
    je napadne asi nejčastěji. ACoro-
    na ztoho ve le bude těžit.
    Esportová
    liga
    Deník Sport aiSport.cz spouš
    vpartnerství se společností Sazka
    historicky největší česko-sloven-
    ský projekt velektronickém spor-
    tu Sazka eLEAGUE. Hrát se bude
    vglobálně rozšířených hrách
    Counter-Strike: Global Oensive
    aDota 2.
    lem nové liy je význam
    pozvednout, zpřístupnit azpro-
    fesionalizovat česko-slovenský
    esport. Fanoušci se mohou těšit
    na celkem 164 streamovaných zá-
    pasů, včetně studiových přímých
    přenosů zjednotlivých kvalika-
    cí, ligových análových kol, týmy
    zase na zajímavé odměny.
    Celkem si nejlepší týmy rozdělí
    částku, která nemá obdoby, přes
    2 500 000 korun. Kvalikace
    začínají již 14. března.
    Svodka
    Bageterie Boule-
    vard se po šesti letech opět
    stala partnerem festivalu Jeden
    svět. Partnerství doprovází
    kampaní, která se zaměřuje na
    oblast ekologické uditelnosti.
    Se sloganem „Jen vyměnit brčko
    nestí“ se staví proti takzva-
    nému greenwashingu. Kampaň
    bude probíhat ivregionálních
    pobkách vtermínu konání
    festivalu vdaném městě.
    Rubikon PR bude zastupo-
    vat společnost Adiquit, zabývající
    se vývojem mobilní aplikace pro
    odvykání kouření. Rubikon PR
    bude zajišťovat klasickou korpo-
    rátní iproduktovou komunikaci.
    Podle Romana Gabrhelíka, ředite-
    le Adiquitu, mnoho kuřáků neví,
    kam se sodvykám obrátit.
    Asociace komuni-
    kačních agentur aVy-
    soká škola kreativní komunikace
    zahájily udělování Profesho
    certikátu. Jednou ročně ho do-
    stanou nejlepší studenti bakalář-
    ského nebo magisterského studia
    za mimořádné výsledky ve studiu
    avpraktické kreativní činnosti.
    Extroverts začátkem roku
    vyhla tendr na BTL agenturu
    pro Royal Crown Colu na tento
    rok. Se značkou se objeví na
    festivalech Colours of Ostrava,
    Grape, Legendy vPraze adalších.
    Extroverts kromě jiného obhájili
    spolupráci zminulého roku pro
    klienta Kérastase, vlasovou kos-
    metiku pod značkou L’Oréal.
    Nescafé Classic zaháji-
    la kampaň Staň se rentiérem. Ko-
    munikace se zaří na spotřebi-
    telskou soutěž, při které výherce
    ská měsíční rentu 30 tisíc korun
    po dobu 10 let. Cílem je zlepšení
    povědomí označce azvýšení pro-
    dejů. Kromě TV spotu je vplánu
    také in-store adigitál.
    Birell uvedl na trh novou
    verzi colového nápoje spříchutí
    kolového oříšku. Komunik
    kampaň se zaměří na TV, tisk, PR,
    billboardy aCLV, rádio, online
    asoclní média.
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Svět podle MAM
    Virus může pomoci pivní značce
    astart CZ/SK esport liy
    Podíl
    sledovanosti
    Televize Seznam
    činí aktuálně
    pouhých
    0,35procenta.
    Kromě
    zpravodajství
    začne více sázet
    na akviziční
    pořady.
    C
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    CM
    MY
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    CMY
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    04
    ZPRÁVY
    Foto: ISTOCK
  • Strana 5

    Zemřel manažer 20. století
    Jack Welch se stal symbolem podniní.
    Dnes styl jeho řízení vyvová obdiv i kritiku.
    Jack Welch, bývalý genelní ředi-
    tel společnosti General Electric
    (GE) ajeden znejvlivnějších ma-
    nažerů uplynulého století, zemřel
    vneděli 1. března ve svém domě
    na Manhattanu. Bylo mu 84 let.
    VYSOKÉ ODSTUPNÉ
    Časopis Fortune nazval Welche
    manažerem století. Jack Welsch
    byl manerskou superstar azo-
    sobněm silné éry amerických
    korporací v80. letech 20. století.
    Jeho úspěch souvisel svládou
    prezidenta Ronalda Reagana,
    který nastoupil do úřadu vlednu
    1981. Řadě velkých amerických
    nadrodních korporací Reagan
    pomáhal tím, že snížil daně. V
    době byli úspěšní aštědře placení
    vedoucí manaži velkých rem
    hojně obdivováni. Sám Welch,
    když vroce 2001 zGeneral
    Electric odczel (čtyři dny před
    teroristickým útokem na věže
    Světového obchodního centra),
    obdel rekordní odstupné ve výši
    417 milionů dolarů.
    Jeho štědré výslužné mělo
    svůj důvod. Obrat společnosti
    se během Welchova funkčního
    období zvýšil téměř pětinásobně
    na 130miliard dolarů, zatímco
    hodnota jejích akcií na trhu stoup-
    la ze 14 miliard na více než 410
    miliard dolarů.
    ROZBIL STARÝ SYSTÉM
    Welch se proslavil jako nekom-
    promisní šéf, který nesnáší byro-
    kracii abez zaváhání propouští
    zastnance, kteří nesplňovali
    jeho nároky na efektivitu. Díky
    svému energickému postoji se mu
    podařilo rozbít zastaralý styl říze-
    ní, který byl pro rmu GE typický
    v70. letech. Welch zrušil spoustu
    pozic ve středním managementu,
    spjatých sbyrokratickým pláno-
    ním. Mezi manažery zavedl
    motivační systém – ti nejúspěšněj-
    ší dostávali bonusy, zatímco deset
    procent „nejméně výkonných“
    zastnanců bylo propuštěno.
    sadním krokem byla expan-
    ze GE Capital. Původně šlo odivi-
    zi, která pomáhala zákazkům
    i nancování nákupu těžkých
    zařízení GE. Později se zaměřila
    na poskytování půjček běžm
    klientům. Vroce 2000, vposled-
    m úplném roce Jacka Welche ve
    funkci generálního ředitele, do-
    hla tato nanční jednotka zisku
    5,2 miliardy dola, což bylo
    více než 40 procent zcelkového
    protu spolnosti.
    Firma však vroce 2008 zažila
    hlubokou krizi. Zlatou éru má
    vsoučasnosti za sebou. Dneš
    svět funguje na poněkud jiných
    principech, než jsou ty, kte
    představoval Jack Welch ajeho
    pojetí řízení. GE se proto snaží na-
    jít nové směřování. Cena akcií se
    nyní obchoduje zhruba o80pro-
    cent pod úrovní roku 2000. Loni
    GE vykázala ztrátu 5,4miliardy
    dolarů. Jack Welch byl představi-
    telem amerického korporátního
    kapitalismu. Přes své nesporné
    schopnosti dnes bývá kritizován
    jakožto symbol remní chamti-
    vosti aekonomické nerovnosti.
    Inzerce
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    Text JAN KLIKA
    MANAGEMENT
    Foto: GE
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