Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

10/2022

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

    REDAKCE POSLALY
    SVÉ ŠPIČKY DO VÁLKY
    Média by tentokrát neměla
    ve válečném zpravodajství
    polevit, apeluje Člověk
    vtísni. Ipřes rozpočty.
    str. 6–7
    MARKETING JE
    VEDLEJŠÍ, ALE...
    Firmy se soustředí hlavně
    na pomoc, musejí rovněž
    ale měnit tón komunikace
    a chránit svoje značky.
    str. 8–11
    BOJ STÁTU PROTI
    DEZINFORMACÍM
    První weby šířící
    dezinformace už skončily.
    Vláda plánuje být
    vpotírání ještě ostřejší.
    str. 12–13
    PŘIJDE NOVÁ
    REALITA
    STEFFEN R.
    SAEMANN
    10
    7. března 2022
    99 Kč / 4,90 €

  • Strana 2

    dialog je důležitý ivd.cz
    ENERGETIKA
    VZDĚLÁVÁNÍ
    ZDRAVOTNICTVÍ
    DOPRAVNÍ INFRASTRUKTURA
    UDRŽITELNOST
    Nepolitická debata
    odborníků o věcech
    veřejných a společensky
    významných
    OVLIVŇUJTE
    DĚNÍ VE
    SPOLEČNOSTI
    IVD_inzerce_210x280_MAM_image.indd 1IVD_inzerce_210x280_MAM_image.indd 1 04.03.2022 14:3204.03.2022 14:32

  • Strana 3

    Na Valném shromáždění OSN
    hlasovalo proti rezoluci odsuzu
    -
    jící ruskou agresi jen pět zemí.
    KRusku se připojila pouze KLDR,
    Syrská arabská republika, Bělo
    -
    rusko aEritrea. Rusko se tak do-
    stalo do největší izolace za dlouhé
    dekády. Soupis světových značek,
    které přestávají dodávat zboží do
    Ruska, neustále přibývá. Problém
    bude sletadly, čipy, oligarchům
    se zabavují jachty, zmrazuje ma
    -
    jetek aakcie ruských rem jsou ve
    volném pádu, podobně jako kurz
    rublu vůči dolaru. Efekt sankcí
    se navíc bude vnásledujících
    týdnech spíše prohlubovat.
    Zakladatel přední ruské algo
    -
    ritmické platformy DTI Algo-
    rithmic Alex Butmanov vživém
    vysílání ruského nančního
    kanálu připil sodou na konec
    ruského akciového trhu. „Milý
    trhu, byl jsi nám blízký azajímavý
    RIP dear comrade!“ Poté dodal,
    že bude pracovat vkostýmu Dědy
    Mráze jako to dělal před 25 lety.
    Kbojkotu se už přidaly také
    sportovní asociace aliy, které
    vylučují ruské aběloruské spor
    -
    tovce itýmy ze soutěží. MOV
    FIFA, UEFA, IIHF, Formule 1.
    Ruský fotbalista Arťom Dzjuba
    zkritizoval zacházení sruskými
    sportovci. „Válka je děsivá. Ale
    jsem šokován lidskou agresí
    anenávistí. Jsem proti diskri
    -
    minaci na základě národnosti.
    Proč všichni vždy říkají, že sport
    by se měl držet mimo politiku,
    ale při první příležitosti, když
    jde oRusko, je tento princip
    úplně zapomenut?“ shrnul ruský
    pohled Dzjuba.Ať se to líbí nebo
    ne, sport je spolitikou vtakové
    chvíli spjat aje vidět, že vylouče
    -
    ní, zákazy ajasný postoj mohou
    vést ktomu, že se lidé konečně
    více ptají, proč, aaktivněji se
    zajímají, co za tím vězí.
    Izolace roste aběžní Rusové
    nechápou, proč nemůže třeba
    hokejová sborná na mistrovství.
    Většina Rusů sice sleduje pře
    -
    vážně kremelská média, ale pád
    rublu, ztráty ve válce isportovní
    izolace je nutí hledat informace
    za hranicemi, navíc v situaci
    kdy ruský stát nezávislá média
    blokuje a ruší. Navíc Sledovanost
    ruskojazyčného zpravodajského
    webu BBC se oproti celoročnímu
    týdennímu průměru více než
    ztrojnásobila. Živě vysílaná strán
    -
    ka vruštině informující oinvazi
    byla nejnavštěvovanější stránkou
    vrámci všech neanglicky mluví
    -
    cích služeb BBC World Service.
    Zvýšený zájem Rusů zaznamena
    -
    la například iamerická CNN.
    Pavel Hejkrlík
    redaktor
    Síla v jednotě
    bojkotu
    03
    EDITORIAL
    Inzerce
    zákazníků měsíčně propojí Heureka Group s více než 55 tisíci
    internetovými obchodníky. Největší skupina nákupních rádců působí
    už v devíti zemích střední a východní Evropy, zákazníkům pomáhá
    usnadňovat nákupy a značkám expandovat na evropský trh.
    Číslo týdne
    23 mil.
    UKRAJINA
    STRATEGIE
    TCHIBO CHCE BÝT JEŠTĚ VÍCE
    V ŘETĚZCÍCH, I S NÁPOJI
    Úspěch nápoje Cozz příjemně
    překvapil. V kategorii „ready to
    drink“ letos přibude více novinek.
    str. 16–17
    UKRAJINA
    AGENTURY POMÁHAJÍ
    UKRAJINĚ PENĚZI I KAMPANĚMI
    České agentury rozjely projekty na
    boj proti dezinformacím. Odstartují
    ikampaně na podporu sbírek.
    FIRMY MUSÍ FUNGOVAT V KRIZI
    A ČELIT DEZINFORMACÍM
    Ve stínu války je většina běžných
    reklamních sdělení zbytečná, trapná.
    Co mají ale značky dělat?
    str. 14 –15
    str. 8 –13
    TRANSFORMACE
    DANONE POSÍLÍ SVOU
    ROSTLINNOU KATEGORII
    Společnost se spojila pod jednu
    střechu s Nutricií. Prioritou budou
    lokálnost a „plant-based“ značky.
    str. 20 –21
    MÉDIA
    PŘEPDLATNÉ MÁ ŠANCI
    Ochutnávky zpráv na míru, zkušební
    přístupy, autentičnost a cílený obsah,
    to u mladých o zpravodajských
    serverech rozhodne.
    str. 22
    PŘÍPADOVÁ STUDIE
    ZAVRAŽDĚNÍ K VÁM STÁLE
    PROMLOUVAJÍ
    „Nebojím se, pane prezidente,
    protože mě nemůžou zabít dvakrát,“
    říká v kampani mrtvý Javier Valdez.
    str. 24 –25
    Foto na titulní straně: BOHUMIL POSPÍŠIL

  • Strana 4

    Svodka
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Potřebujeme
    kampaň na
    sítích
    Jednou zklíčových aktivit,
    na něž se aktuálně soustředí
    společný projekt Asociace
    komunikačních agentur (AKA)
    aČesko.Digital, je kampaň na
    sociálních sítích. „Soci ální sítě
    jsou zásadní, protože se znich,
    po zablokování dezinformačních
    serverů, stane hlavní bojiště
    hybridní války,“ uvedl pro
    MAM Jan Binar, prezident AKA.
    Cílem kampaně bude průběž
    -
    ně šířit relevantní, pravdivé
    informace okrizi ainformovat
    širokou veřejnost okonkrétních
    způsobech pomoci. Aby byla
    kampaň účinná, je potřeba vést ji
    dlouhodobě po dobu alespoň tří
    měsíců. „Musíme získat rozpo
    -
    čet vrozmezí 300 až 400 tisíc
    korun, aby se mohly příspěvky
    podporovat aefektivně směrovat
    na vybrané cílové skupiny. Ka
    -
    ždých 10 tisíc korun se počítá,“
    vysvětlujeBinar.
    Veškeré aktivity provádějí
    účastníci iniciativy zvlastního
    přesvědčení abez nároku na
    honorář. „Kampaň na sociálních
    sítích však bez podpory apouze
    zvlastních zdrojů nancovat ne
    -
    zvládneme, potřebujeme pomoc.
    Jen skrze vaši podporu se nám
    podaří pomoci Ukrajině vboji
    sinvazí Ruska. Jen svaší nanční
    pomocí zvládneme nasměro
    -
    vat solidaritu české veřejnosti
    tam, kde to bude vždy aktuálně
    potřeba nejvíc,“ vyzývá kúčasti
    Jan Binar.
    Mediální prostor pro další lin
    -
    ky kampaně, například vtelevizi,
    už věnovali například Dr.Max,
    Mastercard, IKEA, Asahi Brewe
    -
    ries (Plzeňský Prazdroj), Tchibo,
    mBank, Škoda adalší se přidávají.
    Svět podle MAM
    Kampaň AKA, platforma pro kreativce,
    konec značek vRusku aYoko Ono kmíru
    Od začátku války
    na Ukrajině
    do poledne
    4.března vydala
    ČTK téměř
    3000zpráv
    (včetně eší
    averzí)
    sklíčovým
    slovem Ukrajina
    01485_Pomoc_Ukrajine_210x280.indd 101485_Pomoc_Ukrajine_210x280.indd 1 04.03.2022 10:0904.03.2022 10:09
    Media Bohemia, která
    provozuje například Rádio Blaník
    či Hitrádia, chystá rozhlasovou
    stanici vukrajinštině, hledá mo
    -
    derátory aspolupracovníky.
    Český rozhlas už spustil
    internetový stream ukrajinské
    veřejnoprávní vysílací společnos
    -
    ti UA:PBC.
    FeedIT.cz zpoplatňuje od
    března 2022 dosud bezplatné
    zveřejňování tiskových zpráv.
    Publikace TZ bude nyní stát roč
    -
    ně 5000 korun, měsíčně 500ko-
    run bez DPH. Služba funguje od
    září 2010. Vúnoru 2022 měla
    vdatabázi téměř 60000tisko-
    vých zpráv.
    Echo Moskvy, ruská libe-
    rální rozhlasová stanice, skončila
    dva dny poté, co úřady vzemi
    nařídily konec jejího vysílání.
    Neinformovala totiž oinvazi na
    Ukrajině podle vládních nařízení.
    Astrid představil novou
    kosmetickou řadu Bioretinol pro
    ženy středního věku, doprovází ji
    kampaň od YYY Agency, tváří je
    modelka Pavlína Němcová.
    Prima, divize společnosti
    Bidfood, se rozhodla na znamení
    solidarity sUkrajinou přejmeno
    -
    vat Ruskou zmrzlinu na Ukrajin-
    skou. Obaly snovým vizuálem
    budou na trhu od dubna. Proza
    -
    tím je původní název přelepován.
    Nadace rodiny
    Vlčkových vybrala zpěti
    nálních návrhů novou podobu
    usedlosti Cibulka. Vítězný pro
    -
    jekt vytvořilo studio Petr Hájek
    Architekti. Druhý vpořadí je
    návrh týmu OV Architekti atřetí
    vypracoval Atelier KAVA.
    Seznam.cz zobrazuje ná-
    vštěvníkům sruskou IP adresou
    či ruským prohlížečem zpravo
    -
    dajský souhrn týkající se válečné-
    ho koniktu vazbuce. Firma též
    vyčlenila 100 milionů korun na
    podporu Ukrajiny auprchlíků.
    VCCP, globální skupina re-
    klamních agentur, spustila celo-
    světově novou gamingovou divizi
    Potřebné příspěvky
    na kampaň na
    sociálních sítích
    můžete posílat
    na účet
    AKA
    297360727/0300
    a připojte poznámku:
    StojímeZaUkrajinou
    04
    ZPRÁVY

  • Strana 5

    Ukrajinští
    kreativci nejsou
    bez práce
    Odstartovala „job“ platfor-
    ma pro ukrajinské kreativce
    creativeshelter.cz, jež má za cíl
    propojit agentury sprofesionály.
    Všichni, kdo pracují vkreativ
    -
    ním průmyslu ajejichž životy jsou
    zasaženy válečným koniktem,
    se mohou přihlásit aregistrovat
    vplatformě creativeshelter.cz.
    Mohou to být fotografové, copy
    -
    writeři, videotvůrci, social media
    manažeři, produkční, accounti,
    ale istudenti marketingu kvůli
    placeným stážím. Agentury, které
    by chtěly ukrajinským kolegům
    zoboru nabídnout práci, se
    mohou zapojit jednoduše. Stačí
    vyplnit kontaktní údaje na zod
    -
    povědnou osobu na stránkách
    vGoogle sheetu.
    V Rusku končí
    další velké
    značky
    Vminulém týdnu se začal vreakci
    na ruský útok na Ukrajinu rozrůs
    -
    tat seznam značek, které dávají
    ruce pryč od Ruska, aminimálně
    pro tuto chvíli vtéto zemi ukonču
    -
    jí své aktivity. Například švédská
    nábytkářská Ikea se rozhodla
    pozastavit všechny své aktivity
    vRusku ivBělorusku. Oznámila to
    ve čtvrtek agentura AFP. Opatření
    se dotkne téměř patnácti tisíc za
    -
    městnanců, sedmnácti obchodů
    atří výrobních závodů.
    „Tato válka má zlidského po
    -
    hledu obrovský dopad azároveň
    způsobuje výrazné narušení
    dodavatelského řetězce aob
    -
    chodních podmínek. Proto jsme
    se rozhodli dočasně pozastavit
    aktivity Ikey vRusku,“ uvedly ve
    společném prohlášení společnost
    Inter Ikea, která je majitelem
    značky Ikea, arma Ingka Group,
    jež vlastní většinu obchodů Ikea.
    Prodej vRusku zastavily
    idalší, například švédský oděvní
    řetězec H&M či britští interneto
    -
    ví prodejci módy Asos aBoohoo.
    Výrobu vRusku zastavila také
    rma Volkswagen. Vozy nebude
    do země ani vyvážet. Přerušení
    prodeje oznámily také některé
    americké společnosti, včetně
    Apple, Ford či Harley -Davidson.
    Disney aWarnerMedia nebu
    -
    dou vruských kinech uvádět
    svénovinky.
    Yoko Ono
    a kampaň
    Imagine Peace
    Vdova po Johnu Lennonovi,
    téměř devadesátiletá Yoko Ono,
    představila novou uměleckou in
    -
    stalaci, jejíž hlavním poselstvím
    je šíření míru. Obří OOH plochy
    vLondýně, Berlíně, Soulu, Los
    Angeles, Melbourne avMiláně
    ukazují jednoduchý nápis Ima
    -
    gine Peace vlokálních jazycích
    na bílém pozadí. Na digitálních
    obrazovkách se objeví vždy
    v8:22každý večer po celý březen.
    Akce přichází 53let poté, co
    Yoko smanželem Johnem Lenno
    -
    nem uspořádali během líbánek
    slavnou akci Bed -In vhotelech
    vMontrealu aLondýně. Zároveň
    se prodávají limitované tisky
    Yoko Ono avýdělek půjde na Uni
    -
    ted Nations Central Emergency
    Response Fund.
    Yoko Ono už vroce 2007
    například jako vzpomínku na
    Lennona vytvořila „Imagine
    Peace Tower“ na ostrově uisland
    -
    ského Reykjavíku; představovala
    moudrost alásku afungovala jako
    maják pro ty, kdo chtějí přispět ke
    světovému míru.
    Aktuální kampaň přichází
    dvacet let poté, co Yoko Ono
    přišla splakátem „Imagine all
    the people living life in peace“
    ze slavné písně Johna Lennona
    anavazuje na jejich návrh světa
    Nutopia bez hranic.
    Foto: CIRCA
    VCCP+. Koncepce jde otevřeně
    proti současnému fenoménu
    metaversa, vněmž agentura vidí
    zatím nejasnou budoucnost aroz
    -
    ptýlení od skutečné příležitosti.
    ČSOB nabízí uprchlíkům
    zUkrajiny běžný účet skartou
    zdarma spříspěvkem 2500ko
    -
    run imožnost zřízení devizo-
    vého účtu bez poplatků. Banka
    vypsala sbírku SOS Ukrajina
    na Darujspravne.cz, kde chce
    vybrat 25 milionů korun ačástku
    zdvojnásobit.
    Radegast ze skupiny
    Plzeňský Prazdroj uvedl na trh
    svou první IPA snázvem Rog.
    Komunikační koncept pro no
    -
    vinku připravila Boomerang
    Communication.
    Sberbank, jejíž vlastní-
    kem je Ruská centrální banka,
    ukončila působení vČesku
    iEvropě. Ještě před tím stu
    -
    zemskou pobočkou rozvázaly
    spolupráci agentury Proboston
    Creative, AMI Communicati
    -
    ons aEtnetera Group.
    CNN spustí streamovací
    službu CNN+, podle Reuters
    ma začít vysílat na jaře vUSA.
    Zpravodajsko -zábavná plat
    -
    forma má stát měsíčně necelé
    tři dolary, po skončení akce
    dvojnásobek — stejně jako
    konkurenční Fox Nation.
    ZPRÁVY
    Jedna škola,
    stovky uplatnění
    v kreativním průmyslu
    On-line dny otevřených dveří:
    10. 3., 7. 4., 2. 6., 8. 9. 2022
    VYSOKÁ
    ŠKOLA
    KREATIVNÍ
    KOMUNIKACE
    Marketing/
    Management
    Design/
    Motion/
    Copy
    vskk.cz
    Inzerce

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  • Strana 27

  • Strana 28

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