Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

15/2021

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

    VÝVOJÁŘI HER
    V ČESKU ROSTOU
    Hraní během pandemie
    táhne. Jak se snaží
    marketingový potenciál
    využít tuzemští tvůrci?
    str. 8–11
    ŠŤOUCHANCE, CO
    ČESKO MINULY
    Využití „nudge units
    během pandemie by
    pomohlo zachránit tisíce
    životů.
    str. 16–17
    OOH LETOS POMOHOU
    KAMPANĚ K VOLBÁM
    Venkovní reklama
    zůstává nejpostiženějším
    segmentem. Na podzim
    sektor oživí kampaně.
    str. 20–23
    DO HOSPOD
    SE VRÁTÍME
    DAVID
    ŠEBERLE
    15
    12. dubna 2021
    99 Kč / 4,90
    EXTRA
    VENKOVNÍ
    REKLAMA
  • Strana 2

    objednávejte na chci.mam.cz nebo na tel.: 735 707 420
    TELEVIZNÍ MĚŘENÍ
    ČEKAJÍ ZMĚNY
    Peoplemeterový tendr
    je za dveřmi. Televizní
    manažeři chtějí, aby
    zohlednil nové platformy.
    str. 6
    NA VĚRNOSTI ZÁLEŽÍ,
    VÍCE, NEŽ KDY JINDY
    Investice do věrnostních
    programů rychle porostou.
    Sprojekty je ale potřeba
    systematicky pracovat.
    str. 8–11
    EVENTY RÁDIÍ LETOS
    TROCHU JINAK
    Letní sezona akcí
    afestivalů je stále nejistá.
    Hudební stanice reagují
    novými formáty.
    str. 16–17
    TV NOVA V ÉŘE
    STREAMOVÁNÍ
    JAKUB
    STRÝČEK
    14
    6. dubna 2021
    99 / 4,90
    roční 3 500 Kč
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    roční 3 500 Kč
    dvouleté 6 000 Kč
    roční 5 000 Kč
    dvouleté 10 000 Kč
    roční 10 000 Kč
    dvouleté 20 000 Kč
    TELEVIZNÍ MĚŘENÍ
    ČEKAJÍ ZMĚNY
    Peoplemeterový tendr
    je za dveřmi. Televizní
    manažeři chtějí, aby
    zohlednil nové platformy.
    str.
    6
    NA VĚRNOSTI ZÁLEŽÍ,
    Investice do věrnostních
    programů rychle porostou.
    Sprojekty je ale potřeba
    systematicky pracovat.
    str.
    8–11
    EVENTY RÁDIÍ LETOS
    TROCHU JINAK
    Letní sezona akcí
    afestivalů je stále nejistá.
    Hudební stanice reagují
    novými formáty.
    str.
    16–17
    TV NOVA V ÉŘE
    STREAMOVÁNÍ
    JAKUB
    STRÝČE K
    14
    6.dubna 2021
    99/ 4,90
    ušetřete až
    14 000 Kč
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    MAM
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    MAM print + MAM digital + online
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    MAM_inz_predplatne_210x280_MAM_2021.indd 1MAM_inz_predplatne_210x280_MAM_2021.indd 1 07.04.2021 10:0107.04.2021 10:01
  • Strana 3

    Tak nám „zabili“ ministra zdravot-
    nictví, mohla by říct posluhovačka
    panu Švejkovi, kdyby Jaroslav
    Hašek sepisoval jeho osudy nyní.
    Ceremoniál na Pražském hradě,
    i němž byl za posledních sedm
    měsíců jmenován třetí šéf jednoho
    zaktuálně nejdůležitějších vlád-
    ních úřadů vzemi, připomínal
    ovšem dílo poněkud jiných kvalit.
    Vypadalo, jakoby se prezi-
    dent Miloš Zeman chopil role
    teleshoppingového krále Horsta
    Fuchse. Pravda, chybí mu oran-
    žový odsn důkladného umělého
    opálení. Nemá ani náušnice, místo
    nich mu byla ozdobou prezident-
    ská standarta na respirátoru. Ona
    ostatně už nějakou dobu funguje
    jako designový doplněk, protože
    symbolika sloganu „Pravda vítězí“
    se jaksi vytrácí. Prezident Zeman
    nepotřebuje ani diamantové
    prsteny, kterými by nekompro-
    misně tepal do kapoty auta, aby
    vyzkoušel její ochrannou vrstvu.
    Na zkoušení ochranné vrstvy
    ech prezidentovi stí, když mu
    někdo podá mikrofon.
    Jakmile se chopil slova, začal
    západními výdobytky očkova
    Zeman, prodávat ruskou vakcínu
    SputnikV. Zdůraznil to tím, že
    látky zČíny aIzraele konkrét
    nejmenoval. Slíbil zázrak, že
    s Sputnik vyvede zpandemie.
    Nezapomněl zastrovat tím, že
    „brzdy“ jeho použití — třeba Stát-
    ní ústav pro kontrolu léčiv trvající
    na klinických zkouškách aově-
    ření účinnosti — mohou za úmrtí
    lidí kvůli covidu-19. Šikovně se
    vyhnul faktu, že odpovědnost
    za boj spandemií, vyjednávání
    ovakcínách iočkování osobně
    převzal premiér Andrej Babiš.
    Že nehodící se pravdy není třeba
    zmiňovat, věděl přeci iFuchs.
    Na teleshoppingu zHradu chy-
    běla už jen Gábi, která by dodala:
    „Ato se vyplatí!“ Premiér byl na
    tuto roli příliš mící. Jinak by
    hrozilo, že by třeba musel bránit
    úřad jednající vzájmu obyvatel
    země, pro které má premiér ipre-
    zident pracovat. Jenže to je těžké,
    když jeden dělá PR jen sám sobě
    adruhý „kope“ za jiné státy.
    Jakub Křešnička
    redaktor
    Horst Fuchs
    z Hradu
    EDITORIAL
    Inzerce
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    REZERVUJTE SI VČAS VOLNÉ TERMÍNY!
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    HERNÍ MARKETINGSTRATEGIE
    ŠŤOUCHANCE NÁS MINULY
    Využití „nudge units“ jako jednotek
    rychlého nasazení zachraňuje životy
    izmírňuje polarizaci společnosti.
    str. 16 –17
    STRATEGIE
    REPREZENTOVAT JE NEJVÍC
    Soustředíme se více na značku, můj
    cíl je držet konzistentní komunikaci,
    říká David Šeberle ze Staropramenu.
    str. 12 –13
    VENKOVNÍ REKLAMA
    OOH POMOHOU VOLBY
    Kontinuální propad objemu venkovní
    reklamy oživí na podzim volební
    kampaně politických stran.
    str. 20 –23
    HERNÍM STUDIÍM SE DAŘÍ
    Jak ve světle většího zájmu ohraní
    her během pandemie reagují tvůrci
    předních her zČeska?
    str. 8 –11
    Foto na titulní straně: BOHUMIL POSPÍŠIL
  • Strana 4

    Svodka
    Sutěž Fénix content
    marketing ijímá při-
    hlášky ještě tři týdny. Uzávěrka
    je 30.dubna. Letos hodnotí též
    oborovou kategorii „Best heroes
    in crises“, práce tak lze přidrit
    klibovolné hlavní kategorii.
    Skupina Dentsu vle-
    nila služby voblasti digitálních
    technologií, které dosud vČesku
    poskytovala prostřednictvím
    Isobar technologies, pod značku
    Merkle. Vjejím čele zůstává
    Daniel Urminský.
    Open House Praha,
    sedmý ročník festivalu smot-
    tem Architektura pro všechny,
    posunuje termín na léto. Vtýdnu
    od 2.do 8.srpna mimo jiné
    zpřístupní zdarma desítky běžně
    nepřístupných budov.
    Patro.cz, internetová nákup-
    ní galerie, má za sebou rekordní
    rok, během nějž zvýšila obrat o65
    procent na 255 milionů korun.
    Startup Samba.ai,
    který se specializuje na persona-
    lizaci aautomatizaci e -commer-
    ce, získal do portfolia klientů
    drogerii Teta aSportObchod.
    Atmedia dosahuje od začát-
    ku letoška každý měsíc pětipro-
    centního podílu na sledovanosti.
    Mezi komerčmi TV skupinami se
    tak posunula za Novu aPrimu.
    Průzkum Kantar pro
    skupinu EOS ukázal, že jen čtvrtina
    českých uživatelů internetu věří,
    že rmy budou sjejich daty zac-
    zet odpovědně. Polovina Čechů by
    za poskytnutí dat ajejich využívání
    chtěla naní odměnu.
    deník Rozhlas
    prošel výraznou grackou
    úpravou azavedl nové rubriky,
    jako je například názorová Rada
    starších nebo Den D či Podcasty
    snadhledem.
    IPG Mediabrands vy-
    tvořila vpartnerství sTikTokem
    sérii programů pro klienty agen-
    tury, aby jim společně pomohly
    využít plného potenclu sítě.
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Svaz proti
    českým kvótám
    Svaz obchodu acestovního ruchu
    ČR (SOCR) spustil kampaň od
    agentury DDeM proti zákonu
    kpovinným kvótám na české
    potraviny. Úvahy ojejich zave-
    dení se objevují už několik let,
    letos vlednu je poslanci schvá-
    lili. Úprava však neprošla horní
    komorou parlamentu asenátoři
    návrh vpolovině března vrátili.
    konodárci by se jím měli nově
    zabývat 13.dubna.
    „Smyšlenkou zavede
    potravinových kvót si poslan-
    ci vparlamentu pohrávají už
    několik let. Celou dobu jsme se
    snažili zákonorce přesvěd-
    čovat, jaké následky přinesou,
    abychom bránili zájmy českých
    kazní. Teď, když je zákon
    těsně před schválením, jsme
    se rozhodli připravit kampaň
    aupozornit občany, tedy voliče,
    co jim reálně hrozí. Považujeme
    to za poslední možnost, jak této
    zvrácenosti zamezit. Účelem zá-
    kona není nic jiného než přihrát
    peníze několika málo agrobaro-
    nům bez ohledu na dopady na
    veřejnost,“ sdělil Tomáš Prouza,
    prezident SOCR.
    Vlastní mediální
    agentura CNC
    Vmci vydavatelského domu
    Czech News Center (CNC) vzni
    interní medlní agentura pro
    malé astřední rmy. Povede ji
    Svět podle MAM
    Boj SOCR proti kvótám, mediálka
    vCNC, tlaky vČT apřestup roku
    Platforma
    Patreon, skrze
    niž mohout
    autoři aumělci
    svými fanoušky
    placeni přímo,
    ztrojnásobila
    hodnotu na
    4mld. dolarů,
    zejména díky
    Tiger Global
    A proto jsou kvóty na potraviny nesmysl.
    Zboží v obchodech bude kvůli nim dražší,
    bude ho míň – a některé nebude vůbec.
    Ty neexistují.
    České
    chilli papričky?
    Ta česká bude jen
    dva měsíce v roce.
    Proto jsou kvóty na potraviny nesmysl.
    Zboží v obchodech bude kvůli nim dražší,
    bude ho míň – a některé nebude vůbec.
    Salát s
    okurkou?
    Foto: DDeM/SOCR
    04
    ZPRÁVY
  • Strana 5

    Martin Hanzal, který přichází
    zpozice CEO agentury Mindshare.
    „Dlouhodobě vidíme velký
    potenciál vregionech. Pro menší
    astřední rmy (SME), které by
    třeba ani neuvažovaly ovyuži
    medlní agentury, chceme
    vytvořit full -servisové oddělení,
    které jim nabídne odborný kon-
    zultní prodej zpohledu média
    spolu se strategickým přístu-
    pem využívaným vagenturním
    prostředí. Nabízet budeme nejen
    výběr inzerce vrámci širokých
    možností CNC, ale pomůžeme
    také například svýkonnostním
    marketingem či nákupem inzerce
    vostatních mediálních domech.
    Zřízení interní agentury pova-
    žujeme za logický krok vrámci
    současných změn, které vCNC
    probíhají,“ popisuje David Ša-
    roch, obchodní ředitel printové
    inzerce vCNC.
    Ředitel ČT čelí
    tlaku radních
    Pravděpodobnost, že generál-
    ní ředitel České televize Petr
    Dvořák bude předčasně odvolán
    zfunkce, minulou středu po
    jední Rady ČT stoupla. Podle
    radní Hany Lipovské vlastnil se
    současm šéfem PPF (Ladisla-
    vem Bartoníčkem) rmu Gopas
    přes daňový ráj. ČT si utéto rmy
    objednávala IT poradenství.
    Častá kritka ředitele ČT tvrdí,
    že je ohrožena „veřejnoprávní
    podstata anestrannost televize“.
    Dvořák měl do konce minu-
    lého týdne obvinění ze střetu
    zájmů vysvětlit aodpovědět na
    zaslané otázky. Lipovská přišla na
    středeční radu sochrankou.
    Fernando
    Machado „pálí
    mosty“
    Jeden znejoceňovanějších mar-
    ketérů světa, Fernando Machado,
    odczí zpozice globálho CMO
    Restaurant Brands International
    (RBI), pod niž spadají značky jako
    Burger King, Popeyes či Tim Hor-
    tons. Od 12.dubna nastupuje do
    role šéfa marketingu herního vý-
    vojáře Activision Blizzard, které-
    mu patří úspěšné tituly jako Call
    of Duty, World of Warcraft, Diablo
    nebo Candy Crush. Na dosavad
    přestup roku upozornil server
    AdAge. Vůbec prvním globálním
    CMO Activision byl předloni jme-
    nován David Messinge, kterého
    Machado nahrazuje. Firma těží
    zrostoucí obliby her, knimž se
    během pandemie uchylovali
    lidé vizolaci svých domovů (více
    khermu průmyslu na str.811).
    Silný růst byznysu by si chtěla
    udržet ispomocí šikovného
    marketingu, pro nějž mohla těžko
    najít lepšího kormidelníka.
    Machado je proslulý důrazem
    na inovativní kampaně, které
    způsobují rozruch apomáhají
    krůstu byznysu. Ještě než se loni
    stal vRBI globálm CMO, staral
    se pět let obrand Burger Kingu,
    pod jeho vedením vznikly kam-
    paně jako virtlní pálení reklam
    konkurence (na fotograi) nebo
    snad nejúspěšnější projekt loň-
    ského roku, Moldy Whopper. Ten
    ukázkou plesnivějícího burgeru
    upozorňoval na jeho bio kvality.
    Před nástupem do RBI Machado
    pracoval 18let vUnileveru.
    Amazon roste
    v inzerci
    Poprvé se Amazonu podilo za
    rok 2020 překonat desetipro-
    centní podíl na trhu sdigitální
    reklamou vUSA, když uněj
    zadavatelé za inzerci utratili přes
    15,7 miliardy dolarů, meziročně
    o57procent více. Ukazuje to
    výzkum eMarketer, jenž pro
    letošek Amazonu věští růst příjmů
    zreklamy odalších 30 procent.
    Nejvíce tím společnost ohrožuje
    konkurenční Google, jehož podíl
    na trhu sdigitální reklamou loni
    činil 29 procent ado roku 2023 má
    klesnout odva procentní body.
    Obchodníci bijí
    na poplach
    Stát nestíhá vyplácet dotace aob-
    chodníkům doczejí nance
    na provoz. Do léta může podle
    Retailové asociace, která sdru-
    je obchodníky jako Alpine Pro,
    Tchibo či Ugo, zaniknout více než
    tisíc obchodů.
    Retailová asociace upozorňuje
    na to, že obchody jsou vČesku
    uzavřené nejdelší dobu na světě,
    itom výše arychlost vyplácení
    kompenzací je „zcela nedosta-
    čující“. Podle ankety mezi členy
    asociace se více než 40 procent
    znich chystá uzavřít své prodejny
    aukončit činnost již během léta,
    pokud do měsíce nedostanou
    kompenzace.
    Foto: BURGER KING
    Inzerce
    
    
    
    
    
    
    
    
    
    
    
    
    
    
    
    
    
    ZPRÁVY
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  • Strana 27

  • Strana 28

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