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.

  • Strana 1

    KDYŽ GIGANTI
    ZABLOKUJÍ ÚČTY
    Řada rem se potýká
    sblokacemi účtů, kritizují
    zejména špatnou zpětnou
    vazbu apodporu.
    str. 8–11
    CROWDFUNDING
    ZAŽÍVÁ VLNU ZÁJMU
    Projekty na tuzemských
    platformách HitHit
    aDonio loni vybraly
    200milionů korun.
    str. 14–15
    NORMÁL SE NEVRÁTÍ,
    CHCE TO ODVAHU
    Marketéři iagentury
    musejí být připraveni na
    neustále změny, zaznělo
    během akce Lions Live.
    str. 18–19
    ČEŠI OBJEVUJÍ
    NOVÉ SPORTY
    MAREK
    KINDERNAY
    10
    8. března 2021
    99 Kč / 4,90
  • Strana 2

    objednávejte na chci.mam.cz nebo na tel.: 735 707 420
    PROBLÉMY V TÝMECH
    UŽ NELZE PŘEHLÍŽET
    Duševní zdraví dostalo
    kvůli covidu hodně zabrat.
    Firmy hledají pomoc pro
    své zaměstnance.
    str. 8–12
    ECOMMERCE TĚŽÍ
    Z REKORDNÍHO ROKU
    Nakupování iplacení
    zmobilů ještě zesílí, důraz
    bude kladen na lepší
    pochopení zákazníků.
    str. 16–17
    INOVACE JSOU
    EXTRÉMNÍ SPORT
    Zabránit ostrému sešupu
    prodejní křivky umí
    jen malá část na trh
    uvedených novinek.
    str. 20–22
    BEZ LIDÍ SE
    ÚSPĚCH NEKONÁ
    SIMONA
    ZÁBRŽO
    09
    1. března 2021
    99 / 4,90
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    PROBLÉMY V TÝMECH
    UŽ NELZE PŘEHLÍŽET
    Duševní zdraví dostalo
    kvůli covidu hodně zabrat.
    Firmy hledají pomoc pro
    své zaměstnance.
    str. 8–12
    ECOMMERCE TĚŽÍ
    Z
    Nakupování iplacení
    zmobilů ještě zesílí, důraz
    bude kladen na lepší
    pochopení zákazníků.
    str. 16–17
    INOVACE JSOU
    EXTRÉMNÍ SPORT
    Zabránit ostrému sešupu
    prodejní křivky umí
    jen malá část na trh
    uvedených novinek.
    str. 20–22
    BEZ LIDÍ SE
    ÚSPĚCH NEKONÁ
    SIMONA
    ZÁBRŽOVÁ
    09
    1.března 2021
    99/ 4,90
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    14 000 Kč
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    tištěný časopis
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    MAM_inz_predplatne_210x280_MAM_2021_02.indd 1MAM_inz_predplatne_210x280_MAM_2021_02.indd 1 03.03.2021 16:5703.03.2021 16:57
  • Strana 3

    Když člověk stráví několik dní
    ve společnosti světové špičky
    kreativců išéfů marketingo-
    vých oddělení, snadno se nec
    nadchnout optimistickou atmo-
    sférou navzdory krizi způsobené
    stále nekončící pandemií. Stát se
    m to mohlo během minulého
    týdne při třetím pokračování
    online konference Lions Live,
    ož píšeme vtomto vydání na
    stnkách 18 a19.
    Vždyť nejistotě se dá čelit
    sodvahou, jak říká Madonna
    Badger zBadger & Winter. Zní to
    jako klišé, otom žádná. Jenže když
    ho pronese dáma, která dokázala
    přežít tragickou ztrátu prakticky
    celé rodiny aodchod klíčových
    klientů od agentury zvrátit
    vúspěch, jenž pomáhá klepšímu
    měnit celý reklamní průmysl, má
    to trochu jiný náboj. Když slyšíte
    vyprávění Thomase Raneseho,
    jak chtěl nejdřív mazat Uber ateď
    zpozice šéfa marketingu po
    značku měnit od základů včetně
    toho, že přijde skampaní, aby
    sjeho vozy lidé nejezdili, také vám
    to dodá naději, že se věci mohou
    zlepšit, ač to bude trvat dlouho.
    Když sledujete globální výběr
    těch nejefektivnějších kampa
    posledních let, které se zároveň
    snaží pobavit aposunout společ-
    nost klepšímu, autoho vám vpa-
    měti naskakují povedené počiny
    tuzemských kreativců, agentur
    arem sodvážnými marketéry
    včele, dojde vám, že imy stou
    světovou špičkou přeci ume
    držet krok.
    Jenže to by pak člověk nesměl
    otevřít sociální sítě, které — jak
    rozebírá téma tohoto čísla — jsou
    stále schopny servírovat „sca-
    my“ a„fake news“ od různých
    vykuků, jichž us také máme
    požehnaně. Natož pak číst zprávy
    otom, jak naše vláda stihne bůhví
    kolikrát změnit různá opatření
    ještě před tím, než se je lidé
    vůbec mohou snažit dodovat.
    Když zjistíte, že nejlepší „krizový
    manažer“ je někdo pravděpodob-
    ně díky tomu, že zemi zajistí tu
    „nejlepší“ krizi, optimismus vás
    pomalu opouští.
    me us spoustu exper,
    ktí jsou schopni poradit, jak
    „udělat tečku“ za tím dlouhodo-
    m marasmem. Problém ale je,
    že chybí odvaha jim naslouchat.
    Vládní správci krize se raději
    přednějí vpostování příspěv-
    ků na sítích, kam ipřes aktlní
    hrůznou situaci nikdy nezapome-
    nou přidat emoji spalcem vzhů-
    ru. To pak máte chuť „udělovat
    tečky“ na potkání.
    Umění skutečně naslouchat
    bude podle odborníků zLions
    Live stěžejní nejen pro marketing.
    Tak to zkusme.
    Jakub Křešnička
    redaktor
    Chybí odvaha
    naslouchat
    03
    EDITORIAL
    bude do roku 2024 tvořit automatizovaná reklama v celkových
    příjmech z reklamy společnosti Disney. Letošní nárůst příjmů
    z programatické reklamy by měl být až 80procentní, pomoci v tom
    má nástroj Disney Real-Time Ad Exchange (Drax).
    Číslo týdne
    50 %
    ONLINE
    CROWDFUNDING
    KE CROWDFUNDINGU SE
    OBRACEJÍ I ZAVEDENÉ ZNAČKY
    Vedle peněz získají díky platformám
    i větší viditelnost a PR. Roste také
    význam sociálního aspektu projektů.
    str. 14 –15
    STRATEGIE
    FOTBAL DOMINUJE, ALE ČEŠI
    OBJEVUJÍ DALŠÍ SPORTY
    O2 TV Sport představí nové studio
    a letos chystá 268 přenosů, říká šéf
    stanic Marek Kindernay.
    NEJASNÁ BLOKACE ÚČTŮ NA
    SÍTÍCH DĚLÁ PROBLÉMY
    Získat reakci Googlu či Facebooku
    není podle lidí z trhu vůbec
    jednoduché. Scamy přitom bují.
    str. 12 –13
    str. 8 –11
    INOVACE
    KDYŽ SE INKREMENTALITA
    ZVRHNE V KANIBALIZACI
    Přinášejí inovace uvedené na trh
    skutečně nárůst prodejů, nebo jenom
    požírají stávající portfolio?
    str. 17
    LIONS LIVE
    JISTÁ JE JEN NEJISTOTA,
    POTŘEBA JSOU DATA
    „Pokud si říkáte marketér adata
    nepoužíváte, je to problém,“ uvedla
    Carla Hassan ze Citi na Lions Live.
    str. 18 –19
    STRATEGIE
    JAK OSLOVIT A SEČÍST CELOU
    ZEMI, NEJLÉPE ONLINE
    Český statistický úřad provede Sčítání
    lidu, domů abytů 2021. Kampaň pro
    něj připravila agentura Ogilvy.
    str. 22 –23
    Foto na titulní straně: BOHUMIL POSPÍŠIL
  • Strana 4

    Svodka
    ADC Czech Creative
    Awards se letos pro při-
    hlášky otevře 1.srpna akonečný
    termín je 17.září. Slavnostní
    vyhlášení výsledků proběhne
    vlistopadu, podobně jako loni
    kvůli pandemii.
    Kofola si ve výběrovém říze
    zvolila agenturu Lesensky.cz, ta
    bude mít na starosti PR strategii
    vroce 2021.
    Žabka, obchodní síť provozo-
    vaná rmou Tesco Franchise
    Stores ČR, otevřela vúnoru sedm
    nových prodejen (čtyři vČR atři
    na Slovensku), nyní jich má vČes-
    ku 128, na Slovensku pět. Rozšiřu-
    je také možnosti online nákupů
    saplikací Bolt Food, dostupné
    jsou ve 39 prodejnách.
    Molson Coors si pro
    správu sociálních sítí (Facebook,
    Instagram aYouTube) vybrala
    AMI Digital, ta se bude starat
    konktně oStaropramen, Cool
    aOstravar.
    Sportisimo přesune svou
    logistickou základnu zRud
    uPrahy do Ostravy, kde bude mít
    kdispozici sklad orozloze 90 tisíc
    metrů čtverečních. Stěhování
    začne letos.
    VOS.health, aplikace
    pro mentální pohodu, vstupuje
    do remho segmentu abude
    nabízet programy benetů pro
    organizace. Brzy dojde také kpro-
    pojení aplikace snástroji jako
    Google Workplace, Slack, Asana,
    Basecamp apod. Více oduševním
    zdraví ve rmách vMAM 9/2021.
    Skylink pokračuje svolným
    vysíláním ivbřeznu, ato od 2.3.
    do 31.3. Naladit je možné Sport1
    HD, Sport2 HD aCANAL+ Domo.
    Media Bohemia pokra-
    čuje vrozšiřování. Rock Radio,
    které do zněné skupiny patří,
    lze od začátku března naladit ta
    vPraze na frekvenci 103,7FM.
    Doposud na této frekvenci vysí-
    lalo Oldies Rádio, které přešlo na
    internet.
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Spot pro Kinley
    jde do zahraničí
    Česká agentura Saatchi & Saatchi
    ze skupiny Publicis Groupe při-
    pravila pro pětici příchutí toniků
    Kinley ze společnosti Coca -Cola
    modurní spot, který umožňuje
    snadné přizsobení specim
    různých trhů. Sclaimem „Svět je
    plný chutí. Objevte ho sKinley“
    ukazuje jednotlivé druhy toniků
    ve spojení smetropolemi, jako
    jsou Londýn, Bangkok, Stock-
    holm, Havana aBuenos Aires.
    Coca -Colu koncept zaujal
    natolik, že kampaň určenou pro
    český trh nasadí například ivItá-
    lii, Švýcarsku, Rakousku nebo
    Polsku. VČR běží vůbec první TV
    kampaň Kinley od začátku břez-
    na, je nasazená ionline. Nákup
    aplán médií obstarala Starcom
    zPublicis Groupe. Produkci
    zajistil Boogielms vrežii Dana
    Konopáče. „Natáčení bylo velmi
    netradní aplné technických
    detailů, kdy byl každý záběr
    akrok naplánován sprecizností
    na desetiny vteřiny,“ říká Kate-
    řina Třísková, brand manažerka
    společnosti Coca -Cola ČR.
    Portu s Kovym
    za finanční
    gramotnost
    Investiční platforma Portu spus-
    tila edukativní kampaň sinuen-
    cerem Kovym zařenou na
    nanční gramotnost. Brandovou
    kampaň rozšířenou ozásah na
    soclních sítích Kovyho, který se
    ve svých videích věnuje krok za
    krokem celé problematice na-
    Svět podle MAM
    Česká reklama jde do světa, Twitter
    testuje, automobilky mění loga
    Netix přidal
    vmobilní
    aplikaci
    novou službu
    svtipnými videi
    „Fast Laughs
    připomínající
    kanál TikToku.
    Obsah tvoří
    krátké klipy
    zlmů a show
    Zdroj: SAATCHI & SA ATCHI
    04
    ZPRÁVY
  • Strana 5

    ní gramotnosti, má na starosti
    kreativ tým marketingové agen-
    tury We Are Signature. „Kovy
    pro nás byla jasná volba. Nejen
    zhlediska záběru amat jeho
    videí, ale také zhlediska zásahu
    alové skupiny. Navíc platformu
    Portu sám aktivně víc než rok
    využívá,“ říká šéa marketingu
    Portu Tereza Fer. Kampaň běží
    na sociálních sítích Facebook
    aInstagram, PPC kampaně na
    Google, Seznamu.
    Twitter testuje
    nové nástroje
    pro e -commerce
    Twitter potvrdil, že testuje nový
    způsob zobrazování tweetů,
    které odkazují na produktové
    e -commerce stnky. Svyužitím
    nového formátu karty experi-
    mentuje stweety, které obsahují
    velké modré tlačítko „Shop“ ain-
    tegrují detaily produktu přímo do
    samotného tweetu (včetně názvu
    produktu, obchodu aceny). Nový
    formát by se podle serveru Tech-
    Crunch mohl stát platformou
    pro autory atvůrce. Tento odhad
    potvrzuje také nedávno ozme-
    né plány spředplatným „Super
    Follow“, které uživatelům umož-
    ní sledovat exkluzivní obsah, ale
    ikomerční nabídky aslevy. Více
    kupních (shoppable) tweeto-
    vých formátů by mohlo pomoci
    tvůrcům nasměrovat jejich
    fanoušky kdaným produktům.
    Renault má nové
    logo ve 2D
    Daí automobilkou, která
    vposledních měsících sáhla ke
    změně loga, se stal Renault. Místo
    trojrozměrného kostverce
    edstavila automobilka dvou-
    rozměrné logo připomínající typ
    používaný od sedmdesátých do
    devadesátých let.
    Stím rozlem, že nově mají
    strany kosočtverce jen po dvou
    linkách, nikoliv po čtyřech jako
    íve. Vposlední době jde o-
    kolikátou změnu mezi automo-
    bilkami. Na zátku letošního
    roku za pomoci letky 303 dronů,
    které synchronizovaně odpálily
    stovky náloží ohňostroje tak,
    aby vytvořily nové logo, před-
    stavila novou podobu korejská
    automobilka KIA. Díky počtu
    dronů se automobilka dostala
    do Guinessovy knihy rekordů.
    Nepřerušovaná křivka symbolu,
    který značka zíná používat, má
    představovat odhodní zpro-
    středkovat okaiky inspirace,
    symetrické tvary pak mají zname-
    nat důvěryhodnost.
    V loňském roce změnila logo
    japonská automobilka Toyota a
    také sáhla ke „zploštění loga“,
    jelikož se s ním snáze pracuje
    napříč různými platformami.
    Součástí loga už nebude ani nápis
    Toyota, což svědčí o sebevědo
    značky v tom, že je rozpoznatelná
    i bez vysvětlování.
    Ke změně loga sáhl v uply-
    nulých měsících také Nissan,
    který jej udělal jednodušší, užší a
    exibilnější. Poprvé od roku 1997
    změnila loni logo i automobilka
    BMW, která jej také zploštila a u
    vnějšího kruhu znaku zmizelo
    černé pozadí.
    K úpravám sáhly v nedáv
    minulosti také automobilky Opel
    nebo Volkswagen.
    Google cookies
    nenahradí ničím
    podobným
    Google už před rokem ozmil,
    že do dvou let ve svém interneto-
    vém prohlížeči ukončí podporu
    pro cookies třetích stran, kte
    umožňují sledovat chování lidí
    na internetu ainzerentům podle
    toho cílit reklamu. Teď zašel ještě
    l. „Jasně říme, že jakmile
    skončí podpora pro cookies tře-
    ch stran, nevyvineme alterna-
    tivní identikátory pro sledování
    jednotlivců na internetu, ani je
    nebudeme používat pro ne pro-
    dukty,“ uvedl vociálním blogu
    David Temkin, šéf Google pro
    řízení reklamních produktů.
    Podle rmy různé náhrady
    cookies, které jsou na trhu vyví-
    jeny, neobstojí vůči vzrůstajícím
    rokům veřejnosti na soukromí
    azpřísňujícím se restrikcím ze
    strany regulátorů. Googlu tak
    investice do podobných nástrojů
    nedává smyl. Výnosné možnos-
    ti cílení reklam se ale nechce
    vzdát úplně. Má vplánu použít
    stroje jako takzvaný Federated
    Learning of Cohorts (FLoC), jenž
    anonymní údaje ouživatelích
    shromažďuje do větších skupin,
    na něž je možné cílit svyšší
    ochranou jejich soukromí. Itak
    ale stoupá důležitost dat zprvní
    ruky, kvůli nimž samotní zadava-
    telé budují vlastní nástroje jako
    například různé možnosti před-
    placení služeb aproduktů.
    Inzerce
    Foto: R ENAULT
    ZPRÁVY
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  • Strana 27

  • Strana 28

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