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.
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FOTKY ZA CENUROHLÍKUJak z moře fotek vylovitty správné, které majíemoce, příběh a lokálníspecikastr. 10–13BUDE ŘETĚZEC HEBEV ČESKÉ REPUBLICE?Vypadá to, že vstuppolských drogerií knámje na spadnutí. Přitomčeský trh už je sytýstr. 6–7POMOHLY NÁMSOCIÁLNÍ SÍTĚMARTINWALLNER109. března 202099 Kč / 4,90 €Inzercewww.reklama-centrum.cz/TIPBatoh, 29 x 43 cm,kapsa pro notebook,s kabelembez DPHTIPEko hrnekbambus/korek,350 mlbez DPH59www.reklama-centrum.cz/TIPStrana 2
JARNÍSEZONA 2020v redakčním klubu19. březnaPatero přikázání funkčnímarketingové komunikacePřijďte si poslechnout, co vmarketinguakomunikaci funguje. Výběr té nejlepšípraxe znejvětší světové databázemarketingových studií avýzkumů WARC.16. dubna1. Ad Lovers’ NightVečer plný reklam ze světa, korektníchinekorektních. Reklamní kino otevíráMAM společně s Lionhearted,ofi ciálním zástupcem festivalu CannesLions proČR.14. květnaFM Focus: Marketing startupůJak pracují smarketingem dnes takpopulární startupy? Nepřehlížejí důležitostinvestic do marketingu aPR, protože simyslí, že to zvládnou samy?11. června2. Ad Lovers’ Night–jedeme do CannesCo vezou české asvětové agentury doCannes? Druhý večer vnašem reklamnímkině připravovaném společně sLionhearted.PřipravujemeFM Focus: CSR, které dává smyslLakují fi rmy svět na růžovo, jen aby zvýšily svůj profi t, nebo myslí svéspolečensko -odpovědné chování vážně? Ajak dělat CSR opravdu smysluplně?Více informací na www.fmfocus.czKlub MAMFrantiška Křížka 1, Praha 7 Strana 3
Hledáním ilustračních fotekve fotobance ke článkům seobčerstvuji, když si potřebujina chvíli odpočinout od psaní.Vypínám vté chvíli mozkovácentra zaměřená na zpracovánířeči azapínám ta odpovědná zavnímání obrázků. Teda nevím,jak to vmozku přesně probíhá,jen tím chci říct, že brouzdánívmoři nabídky fotek je jiný ado-cela příjemný druh činnosti.Radost zní kazí velké množstvíklišovitých snímků, které jsou vefotobankách běžně kdispozici.Jako novináři píšící omarke-tingu se stím často potýkáme,většinou ukomentářů, které jsouna abstraktní témata, jako třebaměření efektivity, inovace, komu-nikační krize nebo hledání úspor.Ivtomto čísle jsme se spodob-ným oříškem potýkali. Jak vybratilustrační fotograi ke komentářiokoučinku amentoringu, anižbychom se museli prokousávatvelkým množstvím strojenýchanudných snímků? Jenže coktomu také vybrat zajímavéhoaneotřelého?Práci sfotobankami jsme věno-vali hlavní téma. Jeho autor Kryš-tof Kříž se dozvěděl, se kterýmifotobankami české reklamníagentury nejčastěji pracují, jakvypadá samotný výběr snímkůico vnabídkách fotobank chybí.Zkušení fotografové od naplňová-ní bezedných fotobank už častoustupují, mimo jiné proto, žepopisování avymýšlení klíčovýchslov zabírá čas ananční návrat-nost je prý mizivá.Věnujeme se také možnémuvstupu polské drogistické sítěHebe na tuzemský trh. Zamýšlí-me se nad tím, jak bude případnáexpanze na český, drogeriemivelmi nasycený trh postupovat.Za přečtení stojí také komu-nikační kampaň Hnutí Duha,která přinesla změnu zákonaadíky tomu pomáhá našim lesůmobnovit se vco nejpřirozenějšískladbě. Je to hezký příklad mar-ketingu, který má smysl.Jan KlikaredaktorPátrání v mořifotekInzerceEDITORIALDESIGN PROSTŘEDÍTÉMATMARKETINGKAMPAŇ NA PODPORU LESŮHnutí Duha se pomocí mixukomunikačních nástrojů podařilopřesvědčit 63 tisíc lidí k podpisu.str. 18 –19RETAILMIXIT ROSTE A EXPANDUJEPři budování značky nám hodněpomohl Facebook i inuenceři, říkáspoluzakladatel Martin Wallner.str. 16 –17PŘÍBĚH ZNAČKYTŘI DEKÁDY HORSEFEATHERSČeskou snowboardovou značkuzaložili kluci na střední školevKanadě. Dnes má obrat 140 mil. Kčstr. 23PRÁCE S FOTOBANKAMIMiliony fotograí denně proudí doonline databází. Jak se vtom vyznataodkud fotky brát anekrást?str. 10 –13Strana 4
38 procent říkáCoroně ne!Jedné znejpopulárnějšíchpivních značek Coroně můženynější rozmach koronavirupřinést nečekané problémy zhle-diska brandu. PR agentura 5WPRuvedla průzkum mezi dospělýmiAmeričany azjistila, že 38pro-cent znich by si pivo Corona„nekoupili za žádných okolností“.Dalších šestnáct procent uvedlo,že jsou zmatení, zda má Coronaněco společného svirem šířícímse zAsie. Výzkumná agenturaYouGov počítající skóre značeka„buzz“ kolem nich uvedla, žeCorona propadla zhodnoty 75 na51. Navíc pivní značce nepomohloani načasování nové kampaně naletní měsíce se sloganem „brzypřijde na břeh“. Podle marketin-gového experta Marka Ritsona jespodobnými výzkumy problém,protože mají tendenci zjednodu-šovat. Anaopak značka Coronase dostane ivnásledujících týd-nech do povědomí milionů pijákůpo celém světě. Protože když sejich zeptají vbaru na pivo, Coronaje napadne asi nejčastěji. ACoro-na ztoho ve nále bude těžit.EsportováligaDeník Sport aiSport.cz spouštívpartnerství se společností Sazkahistoricky největší česko-sloven-ský projekt velektronickém spor-tu Sazka eLEAGUE. Hrát se budevglobálně rozšířených hráchCounter-Strike: Global OensiveaDota 2.Cílem nové liy je významněpozvednout, zpřístupnit azpro-fesionalizovat česko-slovenskýesport. Fanoušci se mohou těšitna celkem 164 streamovaných zá-pasů, včetně studiových přímýchpřenosů zjednotlivých kvalika-cí, ligových análových kol, týmyzase na zajímavé odměny.Celkem si nejlepší týmy rozdělíčástku, která nemá obdoby, přes2 500 000 korun. Kvalikacezačínají již 14. března.SvodkaBageterie Boule-vard se po šesti letech opětstala partnerem festivalu Jedensvět. Partnerství doprovázíkampaní, která se zaměřuje naoblast ekologické udržitelnosti.Se sloganem „Jen vyměnit brčkonestačí“ se staví proti takzva-nému greenwashingu. Kampaňbude probíhat ivregionálníchpobočkách vtermínu konánífestivalu vdaném městě.Rubikon PR bude zastupo-vat společnost Adiquit, zabývajícíse vývojem mobilní aplikace proodvykání kouření. Rubikon PRbude zajišťovat klasickou korpo-rátní iproduktovou komunikaci.Podle Romana Gabrhelíka, ředite-le Adiquitu, mnoho kuřáků neví,kam se sodvykáním obrátit.Asociace komuni-kačních agentur aVy-soká škola kreativní komunikacezahájily udělování Profesníhocertikátu. Jednou ročně ho do-stanou nejlepší studenti bakalář-ského nebo magisterského studiaza mimořádné výsledky ve studiuavpraktické kreativní činnosti.Extroverts začátkem rokuvyhrála tendr na BTL agenturupro Royal Crown Colu na tentorok. Se značkou se objeví nafestivalech Colours of Ostrava,Grape, Legendy vPraze adalších.Extroverts kromě jiného obhájilispolupráci zminulého roku proklienta Kérastase, vlasovou kos-metiku pod značkou L’Oréal.Nescafé Classic zaháji-la kampaň Staň se rentiérem. Ko-munikace se zaměří na spotřebi-telskou soutěž, při které výhercezíská měsíční rentu 30 tisíc korunpo dobu 10 let. Cílem je zlepšenípovědomí označce azvýšení pro-dejů. Kromě TV spotu je vplánutaké in-store adigitál.Birell uvedl na trh novouverzi colového nápoje spříchutíkolového oříšku. Komunikačníkampaň se zaměří na TV, tisk, PR,billboardy aCLV, rádio, onlineasociální média.VÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNEUDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIASvět podle MAMVirus může pomoci pivní značceastart CZ/SK esport liyPodílsledovanostiTelevize Seznamčiní aktuálněpouhých0,35procenta.Kromězpravodajstvízačne více sázetna akvizičnípořady.CMYCMMYCYCMYK04ZPRÁVYFoto: ISTOCKStrana 5
Zemřel manažer 20. stoletíJack Welch se stal symbolem podnikání.Dnes styl jeho řízení vyvolává obdiv i kritiku.Jack Welch, bývalý generální ředi-tel společnosti General Electric(GE) ajeden znejvlivnějších ma-nažerů uplynulého století, zemřelvneděli 1. března ve svém doměna Manhattanu. Bylo mu 84 let.VYSOKÉ ODSTUPNÉČasopis Fortune nazval Welchemanažerem století. Jack Welschbyl manažerskou superstar azo-sobněním silné éry americkýchkorporací v80. letech 20. století.Jeho úspěch souvisel svládouprezidenta Ronalda Reagana,který nastoupil do úřadu vlednu1981. Řadě velkých americkýchnadnárodních korporací Reaganpomáhal tím, že snížil daně. Vtédobě byli úspěšní aštědře placenívedoucí manažeři velkých remhojně obdivováni. Sám Welch,když vroce 2001 zGeneralElectric odcházel (čtyři dny předteroristickým útokem na věžeSvětového obchodního centra),obdržel rekordní odstupné ve výši417 milionů dolarů.Jeho štědré výslužné mělosvůj důvod. Obrat společnostise během Welchova funkčníhoobdobí zvýšil téměř pětinásobněna 130miliard dolarů, zatímcohodnota jejích akcií na trhu stoup-la ze 14 miliard na více než 410miliard dolarů.ROZBIL STARÝ SYSTÉMWelch se proslavil jako nekom-promisní šéf, který nesnáší byro-kracii abez zaváhání propouštízaměstnance, kteří nesplňovalijeho nároky na efektivitu. Díkysvému energickému postoji se mupodařilo rozbít zastaralý styl říze-ní, který byl pro rmu GE typickýv70. letech. Welch zrušil spoustupozic ve středním managementu,spjatých sbyrokratickým pláno-váním. Mezi manažery zavedlmotivační systém – ti nejúspěšněj-ší dostávali bonusy, zatímco desetprocent „nejméně výkonných“zaměstnanců bylo propuštěno.Zásadním krokem byla expan-ze GE Capital. Původně šlo odivi-zi, která pomáhala zákazníkůmpři nancování nákupu těžkýchzařízení GE. Později se zaměřilana poskytování půjček běžnýmklientům. Vroce 2000, vposled-ním úplném roce Jacka Welche vefunkci generálního ředitele, do-sáhla tato nanční jednotka zisku5,2 miliardy dolarů, což bylovíce než 40 procent zcelkovéhoprotu společnosti.Firma však vroce 2008 zažilahlubokou krizi. Zlatou éru mávsoučasnosti za sebou. Dnešnísvět funguje na poněkud jinýchprincipech, než jsou ty, kterépředstavoval Jack Welch ajehopojetí řízení. GE se proto snaží na-jít nové směřování. Cena akcií senyní obchoduje zhruba o80pro-cent pod úrovní roku 2000. LoniGE vykázala ztrátu 5,4miliardydolarů. Jack Welch byl představi-telem amerického korporátníhokapitalismu. Přes své nespornéschopnosti dnes bývá kritizovánjakožto symbol remní chamti-vosti aekonomické nerovnosti.InzerceCMYCMMYCYCMYKText JAN KLIKAMANAGEMENTFoto: GEStrana 6
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