Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
10/2021
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.
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KDYŽ GIGANTIZABLOKUJÍ ÚČTYŘada rem se potýkásblokacemi účtů, kritizujízejména špatnou zpětnouvazbu apodporu.str. 8–11CROWDFUNDINGZAŽÍVÁ VLNU ZÁJMUProjekty na tuzemskýchplatformách HitHitaDonio loni vybraly200milionů korun.str. 14–15NORMÁL SE NEVRÁTÍ,CHCE TO ODVAHUMarketéři iagenturymusejí být připraveni naneustále změny, zazněloběhem akce Lions Live.str. 18–19ČEŠI OBJEVUJÍNOVÉ SPORTYMAREKKINDERNAY108. března 202199 Kč / 4,90 €Strana 2
objednávejte na chci.mam.cz nebo na tel.: 735 707 420PROBLÉMY V TÝMECHUŽ NELZE PŘEHLÍŽETDuševní zdraví dostalokvůli covidu hodně zabrat.Firmy hledají pomoc prosvé zaměstnance.str. 8–12ECOMMERCE TĚŽÍZ REKORDNÍHO ROKUNakupování iplacenízmobilů ještě zesílí, důrazbude kladen na lepšípochopení zákazníků.str. 16–17INOVACE JSOUEXTRÉMNÍ SPORTZabránit ostrému sešupuprodejní křivky umíjen malá část na trhuvedených novinek.str. 20–22BEZ LIDÍ SEÚSPĚCH NEKONÁSIMONAZÁBRŽOVÁ091. března 202199 Kč / 4,90 €roční 3 500 Kčdvouleté 6 000 Kčroční 3 500 Kčdvouleté 6 000 Kčroční 5 000 Kčdvouleté 10 000 Kčroční 10 000 Kčdvouleté 20 000 KčPROBLÉMY V TÝMECHUŽ NELZE PŘEHLÍŽETDuševní zdraví dostalokvůli covidu hodně zabrat.Firmy hledají pomoc prosvé zaměstnance.str. 8–12ECOMMERCE TĚŽÍZREKORDNÍHO ROKUNakupování iplacenízmobilů ještě zesílí, důrazbude kladen na lepšípochopení zákazníků.str. 16–17INOVACE JSOUEXTRÉMNÍ SPORTZabránit ostrému sešupuprodejní křivky umíjen malá část na trhuvedených novinek.str. 20–22BEZ LIDÍ SEÚSPĚCH NEKONÁSIMONAZÁBRŽOVÁ091.března 202199Kč/ 4,90€ušetřete až14 000 Kčušetřete až34 000 KčBEZ LIDÍ SEÚSPĚCH NEKONÁSIMONAZÁBRŽOVÁtištěný časopisMAMPRINTčasopis na webu nebo ve čtečceMAMDIGITALMAMKOMPLETMAM print + MAM digital+ online archivMAMEXPERTMAM print + MAM digital + onlinearchiv + vstup Forum MediaVyberte siz naší široké nabídkypředplatnéhoMAM_inz_predplatne_210x280_MAM_2021_02.indd 1MAM_inz_predplatne_210x280_MAM_2021_02.indd 1 03.03.2021 16:5703.03.2021 16:57Strana 3
Když člověk stráví několik dníve společnosti světové špičkykreativců išéfů marketingo-vých oddělení, snadno se nechánadchnout optimistickou atmo-sférou navzdory krizi způsobenéstále nekončící pandemií. Stát sevám to mohlo během minuléhotýdne při třetím pokračováníonline konference Lions Live,oníž píšeme vtomto vydání nastránkách 18 a19.Vždyť nejistotě se dá čelitsodvahou, jak říká MadonnaBadger zBadger & Winter. Zní tojako klišé, otom žádná. Jenže kdyžho pronese dáma, která dokázalapřežít tragickou ztrátu praktickycelé rodiny aodchod klíčovýchklientů od agentury zvrátitvúspěch, jenž pomáhá klepšímuměnit celý reklamní průmysl, máto trochu jiný náboj. Když slyšítevyprávění Thomase Raneseho,jak chtěl nejdřív mazat Uber ateďzpozice šéfa marketingu pomáháznačku měnit od základů včetnětoho, že přijde skampaní, abysjeho vozy lidé nejezdili, také vámto dodá naději, že se věci mohouzlepšit, ač to bude trvat dlouho.Když sledujete globální výběrtěch nejefektivnějších kampaníposledních let, které se zároveňsnaží pobavit aposunout společ-nost klepšímu, autoho vám vpa-měti naskakují povedené počinytuzemských kreativců, agenturarem sodvážnými marketéryvčele, dojde vám, že imy stousvětovou špičkou přeci umímedržet krok.Jenže to by pak člověk nesmělotevřít sociální sítě, které — jakrozebírá téma tohoto čísla — jsoustále schopny servírovat „sca-my“ a„fake news“ od různýchvykuků, jichž unás také mámepožehnaně. Natož pak číst zprávyotom, jak naše vláda stihne bůhvíkolikrát změnit různá opatřeníještě před tím, než se je lidévůbec mohou snažit dodržovat.Když zjistíte, že nejlepší „krizovýmanažer“ je někdo pravděpodob-ně díky tomu, že zemi zajistí tu„nejlepší“ krizi, optimismus váspomalu opouští.Máme unás spoustu expertů,kteří jsou schopni poradit, jak„udělat tečku“ za tím dlouhodo-bým marasmem. Problém ale je,že chybí odvaha jim naslouchat.Vládní správci krize se radějipředhánějí vpostování příspěv-ků na sítích, kam ipřes aktuálníhrůznou situaci nikdy nezapome-nou přidat emoji spalcem vzhů-ru. To pak máte chuť „udělovattečky“ na potkání.Umění skutečně naslouchatbude podle odborníků zLionsLive stěžejní nejen pro marketing.Tak to zkusme.Jakub KřešničkaredaktorChybí odvahanaslouchat03EDITORIALbude do roku 2024 tvořit automatizovaná reklama v celkovýchpříjmech z reklamy společnosti Disney. Letošní nárůst příjmůz programatické reklamy by měl být až 80procentní, pomoci v tommá nástroj Disney Real-Time Ad Exchange (Drax).Číslo týdne50 %ONLINECROWDFUNDINGKE CROWDFUNDINGU SEOBRACEJÍ I ZAVEDENÉ ZNAČKYVedle peněz získají díky platformámi větší viditelnost a PR. Roste takévýznam sociálního aspektu projektů.str. 14 –15STRATEGIEFOTBAL DOMINUJE, ALE ČEŠIOBJEVUJÍ DALŠÍ SPORTYO2 TV Sport představí nové studioa letos chystá 268 přenosů, říká šéfstanic Marek Kindernay.NEJASNÁ BLOKACE ÚČTŮ NASÍTÍCH DĚLÁ PROBLÉMYZískat reakci Googlu či Facebookunení podle lidí z trhu vůbecjednoduché. Scamy přitom bují.str. 12 –13str. 8 –11INOVACEKDYŽ SE INKREMENTALITAZVRHNE V KANIBALIZACIPřinášejí inovace uvedené na trhskutečně nárůst prodejů, nebo jenompožírají stávající portfolio?str. 17LIONS LIVEJISTÁ JE JEN NEJISTOTA,POTŘEBA JSOU DATA„Pokud si říkáte marketér adatanepoužíváte, je to problém,“ uvedlaCarla Hassan ze Citi na Lions Live.str. 18 –19STRATEGIEJAK OSLOVIT A SEČÍST CELOUZEMI, NEJLÉPE ONLINEČeský statistický úřad provede Sčítánílidu, domů abytů 2021. Kampaň proněj připravila agentura Ogilvy.str. 22 –23Foto na titulní straně: BOHUMIL POSPÍŠILStrana 4
SvodkaADC Czech CreativeAwards se letos pro při-hlášky otevře 1.srpna akonečnýtermín je 17.září. Slavnostnívyhlášení výsledků proběhnevlistopadu, podobně jako lonikvůli pandemii.Kofola si ve výběrovém řízenízvolila agenturu Lesensky.cz, tabude mít na starosti PR strategiivroce 2021.Žabka, obchodní síť provozo-vaná rmou Tesco FranchiseStores ČR, otevřela vúnoru sedmnových prodejen (čtyři vČR atřina Slovensku), nyní jich má vČes-ku 128, na Slovensku pět. Rozšiřu-je také možnosti online nákupůsaplikací Bolt Food, dostupnéjsou ve 39 prodejnách.Molson Coors si prosprávu sociálních sítí (Facebook,Instagram aYouTube) vybralaAMI Digital, ta se bude staratkonkrétně oStaropramen, CoolaOstravar.Sportisimo přesune svoulogistickou základnu zRudnéuPrahy do Ostravy, kde bude mítkdispozici sklad orozloze 90 tisícmetrů čtverečních. Stěhovánízačne letos.VOS.health, aplikacepro mentální pohodu, vstupujedo remního segmentu abudenabízet programy benetů proorganizace. Brzy dojde také kpro-pojení aplikace snástroji jakoGoogle Workplace, Slack, Asana,Basecamp apod. Více oduševnímzdraví ve rmách vMAM 9/2021.Skylink pokračuje svolnýmvysíláním ivbřeznu, ato od 2.3.do 31.3. Naladit je možné Sport1HD, Sport2 HD aCANAL+ Domo.Media Bohemia pokra-čuje vrozšiřování. Rock Radio,které do zmíněné skupiny patří,lze od začátku března naladit takévPraze na frekvenci 103,7FM.Doposud na této frekvenci vysí-lalo Oldies Rádio, které přešlo nainternet.VÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNEUDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIASpot pro Kinleyjde do zahraničíČeská agentura Saatchi & Saatchize skupiny Publicis Groupe při-pravila pro pětici příchutí tonikůKinley ze společnosti Coca -Colamodulární spot, který umožňujesnadné přizpůsobení specikůmrůzných trhů. Sclaimem „Svět jeplný chutí. Objevte ho sKinley“ukazuje jednotlivé druhy tonikůve spojení smetropolemi, jakojsou Londýn, Bangkok, Stock-holm, Havana aBuenos Aires.Coca -Colu koncept zaujalnatolik, že kampaň určenou pročeský trh nasadí například ivItá-lii, Švýcarsku, Rakousku neboPolsku. VČR běží vůbec první TVkampaň Kinley od začátku břez-na, je nasazená ionline. Nákupaplán médií obstarala StarcomzPublicis Groupe. Produkcizajistil Boogielms vrežii DanaKonopáče. „Natáčení bylo velminetradiční aplné technickýchdetailů, kdy byl každý záběrakrok naplánován spreciznostína desetiny vteřiny,“ říká Kate-řina Třísková, brand manažerkaspolečnosti Coca -Cola ČR.Portu s Kovymza finančnígramotnostInvestiční platforma Portu spus-tila edukativní kampaň sinuen-cerem Kovym zaměřenou nananční gramotnost. Brandovoukampaň rozšířenou ozásah nasociálních sítích Kovyho, který seve svých videích věnuje krok zakrokem celé problematice nanč-Svět podle MAMČeská reklama jde do světa, Twittertestuje, automobilky mění logaNetix přidalvmobilníaplikacinovou službusvtipnými videi„Fast Laughs“připomínajícíkanál TikToku.Obsah tvoříkrátké klipyzlmů a showZdroj: SAATCHI & SA ATCHI04ZPRÁVYStrana 5
ní gramotnosti, má na starostikreativní tým marketingové agen-tury We Are Signature. „Kovypro nás byla jasná volba. Nejenzhlediska záběru atémat jehovideí, ale také zhlediska zásahuacílové skupiny. Navíc platformuPortu sám aktivně víc než rokvyužívá,“ říká šéa marketinguPortu Tereza Fišer. Kampaň běžína sociálních sítích FacebookaInstagram, PPC kampaně naGoogle, Seznamu.Twitter testujenové nástrojepro e -commerceTwitter potvrdil, že testuje novýzpůsob zobrazování tweetů,které odkazují na produktovée -commerce stránky. Svyužitímnového formátu karty experi-mentuje stweety, které obsahujívelké modré tlačítko „Shop“ ain-tegrují detaily produktu přímo dosamotného tweetu (včetně názvuproduktu, obchodu aceny). Novýformát by se podle serveru Tech-Crunch mohl stát platformoupro autory atvůrce. Tento odhadpotvrzuje také nedávno oznáme-né plány spředplatným „SuperFollow“, které uživatelům umož-ní sledovat exkluzivní obsah, aleikomerční nabídky aslevy. Vícenákupních (shoppable) tweeto-vých formátů by mohlo pomocitvůrcům nasměrovat jejichfanoušky kdaným produktům.Renault má novélogo ve 2DDalší automobilkou, kterávposledních měsících sáhla kezměně loga, se stal Renault. Místotrojrozměrného kosočtvercepředstavila automobilka dvou-rozměrné logo připomínající typpoužívaný od sedmdesátých dodevadesátých let.Stím rozdílem, že nově majístrany kosočtverce jen po dvoulinkách, nikoliv po čtyřech jakodříve. Vposlední době jde oně-kolikátou změnu mezi automo-bilkami. Na začátku letošníhoroku za pomoci letky 303 dronů,které synchronizovaně odpálilystovky náloží ohňostroje tak,aby vytvořily nové logo, před-stavila novou podobu korejskáautomobilka KIA. Díky počtudronů se automobilka dostalado Guinessovy knihy rekordů.Nepřerušovaná křivka symbolu,který značka začíná používat, mápředstavovat odhodlání zpro-středkovat okamžiky inspirace,symetrické tvary pak mají zname-nat důvěryhodnost.V loňském roce změnila logojaponská automobilka Toyota ataké sáhla ke „zploštění loga“,jelikož se s ním snáze pracujenapříč různými platformami.Součástí loga už nebude ani nápisToyota, což svědčí o sebevědomíznačky v tom, že je rozpoznatelnái bez vysvětlování.Ke změně loga sáhl v uply-nulých měsících také Nissan,který jej udělal jednodušší, užší aexibilnější. Poprvé od roku 1997změnila loni logo i automobilkaBMW, která jej také zploštila a uvnějšího kruhu znaku zmizeločerné pozadí.K úpravám sáhly v nedávnéminulosti také automobilky Opelnebo Volkswagen.Google cookiesnenahradí ničímpodobnýmGoogle už před rokem oznámil,že do dvou let ve svém interneto-vém prohlížeči ukončí podporupro cookies třetích stran, kteréumožňují sledovat chování lidína internetu ainzerentům podletoho cílit reklamu. Teď zašel ještědál. „Jasně říkáme, že jakmileskončí podpora pro cookies tře-tích stran, nevyvineme alterna-tivní identikátory pro sledováníjednotlivců na internetu, ani jenebudeme používat pro naše pro-dukty,“ uvedl vociálním bloguDavid Temkin, šéf Google prořízení reklamních produktů.Podle rmy různé náhradycookies, které jsou na trhu vyví-jeny, neobstojí vůči vzrůstajícímnárokům veřejnosti na soukromíazpřísňujícím se restrikcím zestrany regulátorů. Googlu takinvestice do podobných nástrojůnedává smyl. Výnosné možnos-ti cílení reklam se ale nechcevzdát úplně. Má vplánu použítnástroje jako takzvaný FederatedLearning of Cohorts (FLoC), jenžanonymní údaje ouživatelíchshromažďuje do větších skupin,na něž je možné cílit svyššíochranou jejich soukromí. Itakale stoupá důležitost dat zprvníruky, kvůli nimž samotní zadava-telé budují vlastní nástroje jakonapříklad různé možnosti před-placení služeb aproduktů.InzerceFoto: R ENAULTZPRÁVYStrana 6
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