Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

11/2021

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

    GOOGLE LÁKÁ ZDEJŠÍ
    MEDIÁLNÍ DOMY
    Technologický obr chce
    do svého programu získat
    co nejvíce vydavatelů, než
    díky zákonu „přituhne“.
    str. 6
    PÉČE O ZNAČKU JE
    ZATÍM V PLENKÁCH
    VČesku si brand safety
    teprve získává pozornost.
    Firmy se oni zajímají, až
    když nastanou problémy.
    str. 8-11
    NESKUTEČNÝ SVĚT
    DNEŠNÍHO RETAILU
    Luxusní zboží dostalo
    pandemií tvrdý zásah.
    Značky se snaží přežít
    ve virtuální realitě.
    str. 26–28
    MOTIVACÍ
    JE ZMĚNA
    LUCIE
    MÁDLOVÁ
    11
    15. března 2021
    99 Kč / 4,90 €
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    MÍSTO
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  • Strana 2

    www.eurovia.cz
    že nás
    neohrožujete
    svojí jízdou
    Všichni
    jsme na
    společné
    cestě.
    EU_MaM_inz_2020_210x280mm_Uz_nikdy_2020.indd 1EU_MaM_inz_2020_210x280mm_Uz_nikdy_2020.indd 1 28.05.2020 8:0728.05.2020 8:07

  • Strana 3

    Velmi očekávaný rozhovor prince
    Harryho ajeho ženy Meghan
    pro talk show americké miliar-
    dářky Oprah Winfreyové přinesl
    několik výbušných prohlášení.
    Což se ostatně dalo ičekat, jelikož
    vévoda ivévodkyně ze Sussexu
    už podepsali milionové smlou-
    vy sNetixem iSpotify, což jak
    Harry uvedl, původně vplánu
    neměli, ale museli ktomu přistou-
    pit, neboť je rodina nančně od-
    střihla amuseli získat prostředky
    na vlastní ochranku. Kromě toho
    zaznělo iobvinění zrasismu
    aMeghan dokonce uvedla, že
    uvažovala osebevraždě.
    Reakce byly velmi smíšené, od
    těch, kdo si myslí, že otevřenost
    Meghan pomohla aukázala ji
    vlepším světle, než dříve jako
    součást královské rodiny. Britský
    moderátor Piers Morgan zase
    vpořadu Good Morning Britain
    prohlásil, že „by jí nevěřil, ani
    kdyby mu četla předpověď po-
    časí“. Do televize vreakci přišly
    desítky tisíc stížností amoderátor
    se nakonec rozhodl pořad, jehož
    tváří byl od roku 2015, opustit.
    Četl jsem idalší názor, že Meghan
    interview přesvědčivě „zahrá-
    la“ stím, že královská rodina
    aBuckinghamský palác vpod-
    statě hrají pořád. Jen je Meghan
    lepší herečka než oni atak ztoho
    vychází lépe.
    Kdo naopak hrát neumí, je
    tuzemský miliardář Pavel Sehnal.
    Tomu se podařilo nechat se
    vpražské nemocnici na Bulovce
    přednostně naočkovat vakcínou
    proti covidu, ačkoli na to neměl
    žádný nárok. Ředitel nemocnice
    uvedl, že se nechal naočkovat
    přes jeho zákaz idíky tomu, že se
    vydával za zdravotníka. Sehnal
    se uchýlil ktrapným výmluvám
    adál „hraje“ nechápavého, místo
    aby se veřejně omluvil. Zastupite-
    lé Letňan jej chtějí odvolat, čímž
    podle Sehnala zneužívají situaci
    proti jeho osobě. Předběhl jste
    seniory alidi zprvní linie, nebo
    ne? Ano! Tak radši někam zalezte
    amlčte!
    Pavel Hejkrlík
    redaktor
    Sussexovi proti
    Windsorům
    Inzerce
    EDITORIAL
    PŘINÁŠÍME DALŠÍ MOŽNOSTI
    PRO OOH KAMPANĚ:
    - Nové moduly citylight sítí po Praze.
    - Širší variabilita počtu ploch.
    - Nově v nabídce týdenní termíny.
    Přesnější načasování kampaní
    za výhodnějších podmínek.
    www.jcdecaux.cz
    Neustále inovujeme.
    JCDecaux, světová jednička v oboru venkovní reklamy.
    BEZPEČNOST ZNAČKYCANNES LIONS
    JAK NA KREATIVU V ROCE 2021
    Expertky zCannes Lions radí zkoušet
    lokalismus, důraz na příběh místo
    značky anekonvenční technologie.
    str. 16
    CSR
    GREENWASHING SE NEVYPLATÍ
    Motivací je pro rmy to, že jsou
    součástí hnutí společenské změny,
    říká Lucie Mádlová z ACSR.
    str. 12 –13
    MÍSTO PRODEJE
    NESKUTEČNÝ RETAIL
    Aktuální hodnocení prodejen je
    neobvyklé – hodnotí se většinou
    fyzicky neexistující koncepty.
    str. 26 –28
    OPOMÍJENÉ „BRAND SAFETY“
    Obezpečí značky mají vČesku
    pečovat rmy, digitální imediální
    agentury. Chyby se ale pořád dějí.
    str. 8 –11
    Foto na titulní straně: BOHUMILPOSPÍŠIL

  • Strana 4

    Svodka
    WeDo přebírá stovku výdej-
    ních boxů Mallu anabídne je
    idalším partnerům. Společnost
    vznikla loni po akvizici Uloženky
    army InTime, krebrandingu
    došlo vlistopadu. Společnost plá-
    nuje iexpanzi výdejních míst.
    Hecht, prodejce zahradní
    techniky apotřeb provozující
    vČR 39 prodejen, uvedl na trh
    vlastní značku krmiva pro psy
    akočky Prominent. Dostup-
    ná bude vsíti prodejen Hecht
    ave-shopu. Vdubnu ji podpoří
    televizní kampaň. Podle zjištění
    společnosti Nielsen utratili Češi
    mezi srpnem 2019 ačervencem
    2020 vmaloobchodě za krmivo
    5,6 miliardy korun.
    Event Fest, festival event
    marketingu, letos proběhne
    virtuálně od 23. do 24. března.
    Ze zahraničních hostů vystoupí
    například Salvatore Sagone,
    prezident světových eventových
    cen Bea World aCEO oceňované
    německé agentury Vok Dams.
    Digital Ant nově pracuje
    pro Stiebel Eltron, společnost
    působící voblasti obnovitelných
    zdrojů energie, ohřevu vody
    aelektrického vytápění. Agentu-
    ra bude připravovat online kam-
    paně avytvoří novou koncepci
    komunikace na sociálních sítích.
    iRozhlas.cz bude mít mo-
    bilní aplikaci, představí ji na pod-
    zim. Později přibudou ihlasové
    služby apočítá se svyužitím AI.
    Novou mobilní aplikaci připraví
    společnost Futured.
    Sportisimo otevřela
    13.prodejnu, ato vpražském ob-
    chodním centru Šestka. Vcentru
    již provozují obchod Rockpoint,
    Alpine pro ataké Intersport. Pro-
    dejny slouží aktuálně ale pouze
    jako výdejny e-shopů, což nyní
    čeká dvoupatrové Sportisimo.
    Eurowag si pro media
    relations abudování jména vy-
    brala agenturu Pram Consulting.
    Ta bude komuniakční aktivity
    pokrývat nejen vČesku, ale ive
    střední avýchodní Evorpě.
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Online inzerce
    za 40 miliard
    Výdaje do internetové reklamy
    dosáhly loni podle průzkumu Me-
    dianu pro Sdružení pro interneto-
    vou reklamu (SPIR) 39,5miliardy
    korun. Meziročně šlo o15procent-
    ní nárůst, tempo mírně zpoma-
    lilo zpředchozích 20 procent.
    Pro letošní rok se počítá srůstem
    okolo osmi procent. Největší
    část inzertních výdajů připadá
    na display reklamu (27,0 mld.
    korun vceníkových cenách). Do
    reklamy ve vyhledávání investo-
    vali inzerenti 11,3miliardy korun.
    „Internet svým objemem atakuje
    reálné investice do televizní
    reklamy. Důvodem je, že ostatní
    mediatypy pracují výhradně
    sceníkovými cenami,“ komen-
    toval výsledky Michal Hanák,
    předseda výkonné rady SPIR.
    Vcelkových reklamních výdajích
    vrámci všech mediatypů připadá
    na online reklamu podíl více než
    30 procent.
    Ceny Velkého
    bratra uděleny
    Uplynulý týden byly pošestnácté
    rozdány Ceny Velkého bratra
    udělované už od roku 2005
    digitálně -právní organizací
    Iuridicum Remedium. Cílem
    těchto anticen je upozornit na
    nejcitelnější zásahy do našeho
    soukromí. Vkategorii Dlouhodo-
    bý slídil „uspělo“ Ministerstvo
    zdravotnictví za sérii pochybení
    při nakládání sosobními údaji
    vprůběhu epidemie. Cenu pro
    Svět podle MAM
    Nárůst výdajů do online reklamy,
    Ceny Velkého bratra a nová agentura
    Už příští měsíc
    spustí Twitter
    audio platformu
    Spaces, kterou
    chce konkurovat
    Clubhousu, bude
    dostupná pro
    Android iiOS.
    Twitter zvažuje
    ipodporu hudby
    MĚNÍTE SVĚT
    K LEPŠÍMU?
    Hledáme projekty, které míří k naplňování Cílů udržitelného
    rozvoje a nechávají Česko stoupat k lepšímu.
    www.a-csr.cz
    design nominacevýzkummediální partneřipartneři
    ve spolupráci sorganizátor
    Uzávěrka
    přihlášek
    31. březen
    2021
    Výdaje do reklamy
    podle mediatypů (v mld. Kč)
    Zdroj: SPIR A NIELSEN ADMOSPHERE
    04
    ZPRÁVY

  • Strana 5

    Úředního slídila získali poslanci
    Monika Červíčková aJiří Mašek
    za návrh na zavedení povinného
    registrování rodných čísel lidí
    nakupujících anonymní SIM
    karty. Firemního slídila získala
    společnost Cogniware vyvíjející
    sledovací systém, který využívají
    autoritářské režimy, ale ičeská
    policie. Výrok Velkého bratra
    putuje kprofesoru Jaroslavu
    Flegrovi. Vítězem Pozitivní ceny
    Edwarda Snowdena za ochranu
    soukromí se stala dvě disentní
    stanoviska ústavní soudkyně
    Kateřiny Šimáčkové.
    WPP také
    ohlásila pokles
    Pokles srovnatelných tržeb
    meziročně o8,2 procenta ohlásila
    skupina WPP. Lehce tím předčila
    očekávání analytiků avýsledky
    dopadly lépe, než jak to vypadalo
    na začátku pandemie.
    WPP předpokládá, že se
    krůstu vrátí ve druhém čtvrtletí
    letošního roku. Idíky úsporám
    vcelkové výši 800 milionů liber,
    mezi něž se počítá propouštění,
    méně časté využívání freelan-
    cerů avýrazné škrty vrozpočtu
    na cestování. Iostatní velké
    komunikační holdiny ohlásily
    poklesy celoročních tržeb —
    Omnicom meziročně otéměř
    12 procent, Dentsu ovíce než
    10, Interpublic o6,5 anejlépe
    dopadla Publicis Groupe spo-
    klesem 0,9 procenta.
    Fury založil
    Darwin and the
    Machines
    Hybridní agentura Darwin and
    the Machines, jejíž vznik Marian
    Fury (na fotograi vlevo) avizoval
    už při svém loňském odchodu
    ze Zaraguzy, bude zaměřena na
    dlouhodobou efektivitu. Fury ji
    řídí vČesku, na Slovensku Martin
    Blaško (na foto vpravo). Kreativ-
    ním ředitelem je Michal Pastier
    (uprostřed), strategické oddělení
    vede Juraj Pobjecký adesign
    Tereza Talichová.
    Sclaimem „Ideas by humans,
    enhanced by machines“ si dávají
    za cíl tvořit dlouhodobou akonzi-
    stentní komunikaci značek. Spe-
    cialisté mají podle potřeb klienta
    vybírat ty nejvhodnější nástroje
    na marketingovou automatizaci
    akombinovat je se strategickým
    přístupem kaktivačním kam-
    paním akomunikaci na posílení
    brandu.
    Agentura bude přímo na-
    pojená na brandingové studio
    GoBigname, které už má za sebou
    více než 250 projektů nových
    značek. Vedle zmíněných hlav-
    ních tváří Furyho nová agentura
    zaměstnává iumělou inteligenci.
    Virtuální kolegové Roy aBrandon
    jsou specialisté na branding, ana-
    lytička Joy zkoumá přes videoho-
    vory emocionální reakce cílové
    skupiny na reklamní spoty.
    „Chceme pomáhat klientům
    srozvojem kampaní ahledat nové
    příležitosti pro jejich byznys. Od
    strategie, kreativy, po mediální
    plánování,“ uvedl Fury.
    Soutěž Young
    Lions je letos
    i pro starší
    Prestižní světová soutěž pro mla-
    dé kreativce Young Lions pořá-
    daná Cannes Lions letos po roční
    přestávce proběhne virtuálně,
    před konáním samotného festi-
    valu. Kvůli vypuštěnému ročníku
    také nechává stejnou věkovou
    hranici, jaká byla nastavena loni.
    René Jež, reprezentant festiva-
    lu aorganizátor českých Young
    Lions, ktomu říká: „Je to skvělá
    zpráva pro všechny, kteří si
    mysleli, že už nemohou soutěžit.
    My se tomu vnaší národní soutěži
    rádi přizpůsobíme atu příleži-
    tost jim dáme.“ Posouvá se tedy
    ivěkový limit pro třináctý ročník
    národních Young Lions, účastnit
    se mohou lidé narození 22.červ-
    na1989 amladší.
    Vúterý 16.března od 18:00
    proběhne virtuální warmup
    meeting určený všem zájemcům
    oúčast vletošních Young Lions.
    Účastníci ijejich šéfové se tu
    dozví vše oletošní soutěži, jak
    se na ni připravit, jak ji zvlád-
    nout avyužít pro svůj rozvoj. Je
    to příležitost setkat se sorga-
    nizátory, předchozími vítězi
    aporotci.
    Registrace, pro niž je nální
    termín 1.duben, je možná na
    webu soutěže younglions.cz.
    Klání pak proběhne od pátku
    16.do23.dubna, 28. a29.květ-
    na se uskuteční winners camp.
    MĚNÍTE SVĚT
    K LEPŠÍMU?
    Hledáme projekty, které míří k naplňování Cílů udržitelného
    rozvoje a nechávají Česko stoupat k lepšímu.
    www.a-csr.cz
    design nominacevýzkummediální partneřipartneři
    ve spolupráci sorganizátor
    Uzávěrka
    přihlášek
    31. březen
    2021
    Inzerce
    Foto: DARWIN AND THE MACHINES
    ZPRÁVY

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