Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
11/2022
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.
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KDYŽ ZNAČKY BEROULIDEM DŮSTOJNOSTSvou zkušenost z cestydo Česka společně s lidmiprchajícími před válkoupopisuje Andrej Štuk.str. 8–9JAKÉ SLUŽBY ČEŠISEŠKRTAJÍ NEJDŘÍV?Kvůli inaci začnou lidéomezovat některé výdaje.Experti tipují, že zpomalítřeba růst VOD služeb.str. 10–15OBČAS PUSŤTE DOBYZNYSU EMOCEPřejmenování Ruskézmrzliny nebyl kalkul,vysvětluje Lukáš Dědekze společnosti Bidfood.str. 20–21ODLIŠIT SEA ZAUJMOUTJAN BLÁHA1114. března 202299 Kč / 4,90 €Strana 2
objednávejte na chci.mam.cz nebo na tel.: 735 707 420roční 3 500 Kčdvouleté 6 000 Kčroční 3 500 Kčdvouleté 6 000 Kčroční 5 000 Kčdvouleté 10 000 Kčroční 10 000 Kčdvouleté 20 000 KčREDAKCE POSLALYSVÉ ŠPIČKY DO VÁLKYMédia by tentokrát nemělave válečném zpravodajstvípolevit, apeluje Člověkve válečném zpravodajstvípolevit, apeluje Člověkve válečném zpravodajstvívtísni. Ipřes rozpočty.str.6–7MARKETING JEVEDLEJŠÍ, ALE...Firmy se soustředí hlavněna pomoc, musejí rovněžale měnit tón komunikacea chránit svoje značky.str. 8–11BOJ STÁTU PROTIDEZINFORMACÍMPrvní weby šířícídezinformace už skončily.Vláda plánuje býtvpotírání ještě ostřejší.str.12–13PŘIJDE NOVÁREALITASTEFFEN R.SAEMANN107.března 202299Kč/ 4,90€REDAKCE POSLALYSVÉ ŠPIČKY DO VÁLKYMédia by tentokrát nemělave válečném zpravodajstvípolevit, apeluje Člověkve válečném zpravodajstvípolevit, apeluje Člověkve válečném zpravodajstvívtísni. Ipřes rozpočty.str.6–7MARKETING JEVEDLEJŠÍ, ALE...Firmy se soustředí hlavněna pomoc, musejí rovněžale měnit tón komunikacea chránit svoje značky.str. 8–11BOJ STÁTU PROTIDEZINFORMACÍMPrvní weby šířícídezinformace už skončily.Vláda plánuje býtvpotírání ještě ostřejší.str.12–13PŘIJDE NOVÁREALITASTEFFEN R.SAEMANN107.března 202299Kč/ 4,90€ušetřete až14 000 Kčušetřete až34 000 KčPŘIJDE NOVÁREALITASTEFFEN R.SAEMANNtištěný časopisMAMPRINTčasopis na webu nebo ve čtečceMAMDIGITALMAMKOMPLETMAM print + MAM digital+ online archivMAMEXPERTMAM print + MAM digital + onlinearchiv + vstup Forum MediaVyberte siz naší široké nabídkypředplatnéhoPŘIJDE NOVÁREALITASTEFFEN R.SAEMANNFM_inz_210x280_MAM_predplatne.indd 1FM_inz_210x280_MAM_predplatne.indd 1 10.03.2022 15:2810.03.2022 15:28Strana 3
Zvykli jsme si, že poslání májakákoli značka, prakticky kte-rýkoli produkt. Putinova invazeUkrajiny ale ukázala, jak to stěmislavnými posláními opravdu je.Minulý týden CEO McDo-nald’sChris Kempczinski napsal,že jeho značka nemůže igno-rovat utrpení Ukrajinců, udělásprávnou věc adočasně zavřesvé restaurace vRusku. Člověkby slzu zamáčkl, kdyby globálníkolos předtím situaci čtrnáctdní minimálně komunikačněneignoroval. Celou tu dobu na o-ciálním twitterovém účtu značkyviselo „uhodněte moji oblíbenouobjednávku“.Proč jsou odchody podobnýchznaček důležité? Protože tytoburgery, limonády Coca -Coly,Pepsi nebo kafe od Starbucks,které podobný krok oznámilyprakticky ve stejnou chvíli, majíspíše symbolickou hodnotu.Bez nich nikdo neumře, stojí naimage, představují úspěch zeZápadu. Když ztrhu zmizí, lidése začnou ptát proč. Mohou tímnabourat putinovskou propagan-du. Iproto jeho režim připravujepro těch téměř 300 dočasněči trvale odcházejících značekodvetná opatření. Upodobnědostupného luxusu má idočasnýodchod větší hodnotu než uzna-ček typu Hermès nebo LVMH. Proty vdobě propadajícího se rublupřítomnost na trhu prostě nedáváekonomicky smysl.Jenže isymbolické značkyukázaly, že jim jde obyznys víc,než ohodnoty. Trávily čas propo-čítáváním, jestli budou větší eko-nomické škody zodchodu nebozpoškození reputace po sílícímrozhorčení zákazníků avolání pobojkotu zcelého světa.Jistě, značky musely staženíztrhu řešit iprakticky, třebavotázce zaměstnanců amezd pouzavření poboček. Ale zatímcoCoca -Cola na svém Twitteru uka-zovala veselou animaci stím, že„každý den je plný rozhodnutí“,sesterská Coca -Cola HBC své to-várny zavřela hned vden invaze24.dubna. Ale na Ukrajině. Takžeto jde irychleji.Jakub KřešničkaredaktorPoslání,nebo profitInzerceEDITORIALCENASTRATEGIEKAMPAŇ OD KOLOTOČŮZ reklamního bloku chceme vyčnívat,říká marketingový a obchodní ředitelFio banky Jan Bláha.str. 16 –17AGENTURYPOMOC UKRAJINĚ BUDE TRVATAgentury rozšiřují podle měnící senálady ve společnosti kampaně napodporu země zasažené válkou.str. 6 –7SPORTOVNÍ MARKETINGRUSKÁ SPORTOVNÍ IZOLACEPo vyloučení sportovců itýmůzRuska přichází na řadu partnerstvíaoblast sponzorských peněz.str. 23CO BUDOU ČEŠI ŠKRTAT PRVNÍ?Lidé kvůli inaci sahají hlouběji dokapsy. Úspory mohou zpomalit růstpředplatitelů VOD a zpravodajství.str. 10 –15Foto na titulní straně: BOHUMIL POSPÍŠILStrana 4
Svodka15.–16. března proběhneAdobe Summit, konference za-měřená na „digital experience“.Vystoupí na ní například RosalinBrewer (ředitelka Walgreens),John Donahoe (ředitel Nike), JensThiemer (senior vice prezidentpro značku BMW) ataké herec,producent ascenárista RyanReynolds. Zprogramu konferen-ce MAM přinese vnásledujícímvydání (12/2022) výběr tohonejzajímavějšího.Rohlik Group přišlasnovým označením YES Mania —zastřeší řady privátních značek,celkem přes 450 produktů za (jakse píše vtiskové zprávě) konku-renceschopné ceny. Do Yes Maniese zařadí vlastní značky Moddia(papírová hygiena), Pappudio(snacky, convenience apomazán-ky), Dacello (zpracované maso),Fjoru (sladkovodní ryby amořsképlody) aMiil (mléčné výrobky).Košík se vrátil na Moravu, počtyřleté přestávce startuje vOst-ravě ataké vHavířově aFrýdku--Místku. Nabízí, že nákupvhodnotě od 500 Kč, doručí začtyři hodiny od objednání asdo-pravou zdarma. Ještě během jaraplánuje spustit provoz také vBrněadalších lokalitách jižní Moravy.Funkční potravinyjsou trendy azájem oně roste.Alespoň podle hospodářskýchvýsledků společnosti Aktin,která mimo jiné provozuje e -shopnabízející speciální potravinyapotraviny pro aktivní způsobživota. Firma zaznamenala34procentní růst adosáhla vtrž-bách 368 milionů korun. Letos sechce soustředit na rozjetí výrobyznačky Vilgain aexpanzi nazápadní trhy.MyCello, projekt startupuSensio zabývající se výrobou vio-loncell na míru 3D tiskem, se stalcelkovým vítězem soutěže Cze-VÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNEUDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIAStřídání štábůna UkrajiněPo více než dvou týdnech trváníválečného koniktu na Ukraji-ně je ičas vystřídat reportéryanovináře na místě. Na Priměslavili například návrat reportér-ky Darji Stomatové afotografaJána Schürgera. VKyjevě stálezůstává Matyáš Zrno. Vnedělipřijel na Ukrajinu další štáb, AnnaSteinbachová akameraman VítekKopeček. Nova má na Ukrajiněrovněž už dva štáby. ReportérkuPetru Matýskovou nahradila Lu-cie Hlubučková, která se pohybu-je ve Lvově aokolí. Koncem týdnedo hlavního města dorazil idruhýštáb sJanem Zálužským.Do Česka se také vrátiliVojtěch Boháč aMajda Slámová,dva reportéři serveru Voxpot,kteří 3.dubna společně cestovaliautem vMakarivu adostali se podpalbu, zníž vyvázli bez zranění.ČT má na Ukrajině napříkladVácava Černohorského a ČRoMartina Dorazína. Podle organi-zace Reportéři bez hranic (RSF)se pod palbu na Ukrajině dostalouž několik štábů. Čtyři novinářiutrpěli zranění, fotograf EvgenySakun zKiev Live TV zahynul přibombovém útoku vKyjevě. RSFznovu apelovala na mezinárod-ní organizace, aby dodržovalymezinárodní úmluvy, které majízaručit bezpečnost válečnýchreportérů.Sorrell: Proznačky budetěžké zůstatSpotřebitelští giganti jako McDo-nald’s, Coca -Cola či Starbucksse vuplynulém týdnu připojilikseznamu značek, které zastavilysvé aktivity vRusku vkontextusinvazí Ruska na Ukrajinu. ŠéfS4Capital Martin Sorrell adlou-InstagramStories využívápravidelně96procentznačeka88procentinuencerů,TikTok pak46procentznačeka42procentainuencerůZdroj: CNN PRIMA NEWSSvět podle MAMStřídání reportérů, Sorrell oRusku,ceny Lemur aRetail Summit se blíží04ZPRÁVYStrana 5
nabídne svým zákazníkůmvšechny zpravodajské stanice,bez ohledu na to, jaký majíaktivovaný televizní balíček.Ruské státní stanice dlouhodo-bě nevysílá.Invia Group, cestovníagentura, která je součástískupiny Rockaway Capital, sipro mezinárodní komunikacivybrala vídeňskou kreativníagenturu Kobza and TheHuny Eyes (KTHE). Starat sebude osedm hlavních trhů:Německo, Rakousko, Švýcar-sko, Česko, Slovensko, PolskoaMaďarsko.holetý ředitel reklamní společ-nosti WPP minulý týden řeklve vysílání BBC Radio 4, že proostatní společnosti bude složitévRusku zůstat: „Myslím, že potom, co pozorujeme na Ukrajině,barbarské činy azvěrstva, kteráse tam dějí, by pro brandy bylovelmi složité tam zůstat,“ uvedl.Zároveň ukrajinské mini-sterstvo zahraničí apelovalona více než padesátku značek,které tak dosud neučinily. Vestředu zveřejnilo na Facebookuinfograku, která obsahujepříslušná loga atext: „Každý rubl,který je formou daní odvedenRusku se mění na mrtvé aslzyukrajinských dětí.“ Značky naseznamu zahrnují napříkladJohnson & Johnson, Kraft Heinz,výrobce pneumatik Bridgestone,Yokohama aPirelli. Ve vyjádřeníse píše, že zatím nerozhodnutéspolečnosti by měly ukončit svéprovozy vRusku, nebo že by jeměli spotřebitelé začít bojkotovat.Na seznamu gurovaly ispoleč-nosti, které se vRusku nakonecrozhodly své aktivity omezit čiukončit jako například Nestlé,Burger King, Sony či Mondeléz.Uzávěrka cenLemur se blížíNa přihlášky do sedmnáctéhoročníku soutěže Lemur — Českácena za PR, zbývají dva týdny,uzávěrka je 27.března. Jednotnácena přihlášky projektu do jednézkategorií je 5000 korun bezDPH, členové pořádající asocia-ce APRA mají slevu 15procent.Výherci budou oceněni na slav-nostním večeru, který proběhnevprvní polovině června. Pro-jekty, které zvítězí vkategoriíchKomunikační disciplíny získajípřihlášku své práce do SABREAwards. Zájemci se mohou23.března zdarma účastnit ionli-ne webináře otom, jak identiko-vat asprávě prezentovat projekty,které mají šanci na úspěch.Iletos bude oceněna osobnostza přínos oboru apráce tiskovýchmluvčí. Ti získají speciální cenuvpodkategorii tiskový mluvčístátní správy atiskový mluvčísoukromého sektoru.Partnery letošního ročníkujsou ForEvent, Monitora, STEM/MARK. Mediálními partnery jsouoborový časopis Marketing & Me-dia aslužba Protext ČTK.Šest medailípro SeznamSeznam Brand Studio výrazněuspělo na letošním ročníku cenNative Advertising Awards 2022,když získalo hned tři zlata, dvěstříbra ajeden bronz. SeznamBrand Studio uspělo vkategoriistudia roku nad 20 zaměstnanců.Zlato získal Seznam společněsagenturou Symbio také zanejlepší využití nativní reklamysmalým rozpočtem za kampaňDěti apeníze pro Českou národníbanku.Další zlato přidal SeznamsWMC Grey vkategorii nejlepšínativní reklamy zpohledu aktiva-ce uživatele za kampaň Žízeň popohybu pro značku Rajec. „Nativ-ní reklama je stále pestřejší ana-bízí více možností, jak nenásilněpropojit české online publikum seznačkami. Je oni rostoucí zájemze strany klientů. Investice do níunás meziročně stouply o53 pro-cent,“ říká Ondřej Sitta, vedoucíSeznam Brand Studia společnostiSeznam.cz.Ten iletos opět získal nominacivkategorii Osobnost roku nativníreklamy. Loni se umístil na třetímmístě. Letos jej předstihl pouzeTim Clark, viceprezident aředitelnativní reklamy společnosti SAP.Vkategorii nejefektivnější nativníreklamní kampaň pak Seznambral stříbro skampaní Going tothe Euro pro automobilku Huyn-dai. Druhou příčku obsadil takéza nejlepší design skampaní Ces-ta za svobodou pro značku rumůHeron. Bronz získal za kampaňFoodie’sCzechlist pro agenturuCzechTourism. Zčeských zástup-ců získalo ještě bronz vkategoriinejlepší využití infograkyvydavatelství Czech News Centerza kampaň pro společnost HeroCzech aznačku Sunar.Retail Summituž v dubnuVKongresovém centru Praha pro-běhne od 4. do 6.dubna2022 už28. ročník Retail Summitu. MAMje mediálním partnerem oborovéakce, které se zúčastní přes tisíclidí ana níž vystoupí sedmdesátřečníků. Za každý prodaný vstupna Retail Summit 2022 letos pořa-datelé věnují 500 korun na kontona podporu Ukrajiny organizaceČlověk vtísni. Retail Summit letosotevře téma „Smysluplné budouc-nosti“, abude se zabývat hlavnětím, jak vobchodě dlouhodoběvyvážit lidskost, udržitelnostaefektivitu. „Technologie námumožnily zrychlit azefektivnitobchod. Lidský rozměr by se znějale neměl vytratit, zvláště podobě pandemie aodosobnění,“říká Jan Patera ze společnostiBlue Events, která konferencipořádá ve spolupráci se SOCR ČR.Hlavním řečníkem bude ViktorMayer -Schönberger, autor best-selleru „Framers“chInvest Creative Business Cup2022 onejkreativnější startupČeska, rovněž získal cenu Miláčekpublika ataké cenu Moravsko-slezského inovačního centra.VOS.health, aplikacezajišťující péči oduševní zdraví,za níž stojí čeští vývojáři studiaQusion ataké investice MitonuaReex Capital, uvolnila prémio-vý přístup pro všechny Ukrajincezcela zdarma.Telly přidala do všech balíčkůzpravodajský kanál Ukraina 24.Dostupná je zdarma pro všechnyzákazníky. Telly zároveň dočasně05ZPRÁVYJedna škola,stovky uplatněnív kreativním průmysluDny otevřených dveří:7. 4., 2. 6., 8. 9. 2022VYSOKÁŠKOLAKREATIVNÍKOMUNIKACEMarketing/ManagementDesign/Motion/Copyvskk.czInzerceStrana 6
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