Strana 19

Marketing & Media

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,“
  vysvětlujeBinar.
  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 koniktem,
  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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