Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

16/2022

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

    DEN ZEMĚ UŽ NENÍ
    JEN JEDNO DATUM
    Značky musejí na nátlak
    akcionářů, médií,
    regulátorů i spotřebitelů
    řešit udržitelnost non-stop.
    str. 8–13
    DATA: CO OBĚTUJEME
    PRO PLANETU?
    Češi jsou podle dat Ipsosu
    znepokojeni dopady změn
    klimatu i na naši krajinu,
    postupně mění návyky.
    str. 12-13
    TY NEJBOHATŠÍ
    NAJDETE NA LINKEDIN
    Jak oslovit až dva miliony
    lidí na profesní síti ukázal
    už třetí ročník populární
    konference LiSummit.
    str. 20–21
    O2 ARENA
    POMÁHÁ PRAZE
    ROBERT
    SCHAFFER
    16
    19. dubna 2022
    99 Kč / 4,90
  • Strana 2

    objednávejte na chci.mam.cz nebo na tel.: 735 707 420
    VÁLKA NA UKRAJINĚ
    JE BEZ PRAVIDEL
    Invaze je intenzivní,
    Rusové střílejí na všechny,
    říká fotograf, který situaci
    vzemi dokumentuje.
    str. 6–7
    SPOLUPRÁCE ZNAČEK,
    KAM SE PODÍVÁŠ
    IvČesku přibývá rem,
    které uvádějí společné
    produkty. Neměly by to
    ale dělat bez rozmyslu.
    str. 8–11
    RETAIL SUMMIT
    UKÁZAL NADĚJI
    O udržitelnost se musejí
    zasadit společnosti i vlády.
    Spotřebitelé už na ně tlačí
    svými nákupními volbami.
    str. 20–22
    PRODÁVÁME
    EMOCE
    EVA
    KOZAROVÁ
    15
    11. dubna 2022
    99 Kč / 4,90
    roční 3 500 Kč
    dvouleté 6 000 Kč
    roční 3 500 Kč
    dvouleté 6 000 Kč
    roční 5 000 Kč
    dvouleté 10 000 Kč
    roční 10 000 Kč
    dvouleté 20 000 Kč
    VÁLKA NA UKRAJINĚ
    JE BEZ PRAVIDEL
    Invaze je intenzivní,
    Rusové střílejí na všechny,
    říká fotograf, který situaci
    vzemi dokumentuje.
    str.
    6–7
    SPOLUPRÁCE ZNAČEK,
    IvČesku přibývá rem,
    které uvádějí společné
    produkty. Neměly by to
    ale dělat bez rozmyslu.
    str.
    8–11
    RETAIL SUMMIT
    UKÁZAL NADĚJI
    O udržitelnost se musejí
    zasadit společnosti i vlády.
    Spotřebitelé už na ně tlačí
    svými nákupními volbami.
    str. 20–22
    PROVÁME
    EMOCE
    EVA
    KOZARO
    15
    11.dubna 2022
    99Kč/ 4,90
    VÁLKA NA UKRAJINĚ
    JE BEZ PRAVIDEL
    Invaze je intenzivní,
    Rusové střílejí na všechny,
    říká fotograf, který situaci
    vzemi dokumentuje.
    str.
    6–7
    SPOLUPRÁCE ZNAČEK,
    IvČesku přibývá rem,
    které uvádějí společné
    produkty. Neměly by to
    ale dělat bez rozmyslu.
    str.
    8–11
    RETAIL SUMMIT
    UKÁZAL NADĚJI
    O udržitelnost se musejí
    zasadit společnosti i vlády.
    Spotřebitelé už na ně tlačí
    svými nákupními volbami.
    str. 20–22
    PRODÁVÁME
    EMOCE
    EVA
    KOZAROVÁ
    15
    11.dubna 2022
    99Kč/ 4,90
    ušetřete až
    14 000 Kč
    ušetřete až
    34 000 Kč
    PRODÁVÁME
    EMOCE
    EVA
    KOZAROVÁ
    tištěný časopis
    MAM
    PRINT
    časopis na webu nebo ve čtečce
    MAM
    DIGITAL
    MAM
    KOMPLET
    MAM print + MAM digital
    + online archiv
    MAM
    EXPERT
    MAM print + MAM digital + online
    archiv + vstup Forum Media
    Vyberte si
    z naší široké nabídky
    edplatného
    PRODÁVÁME
    EMOCE
    EVA
    KOZAROVÁ
    FM_inz_210x280_MAM_predplatne.indd 1FM_inz_210x280_MAM_predplatne.indd 1 13.04.2022 15:5413.04.2022 15:54
  • Strana 3

    Vuplynulých dvou týdnech
    jsem byl na ShopRoku aveletrhu
    Reshoper. Hojná účast na obou
    akcích naznačuje, že po dlou
    době plné omezení se lidé na set-
    kávání tří vtř skutečně opět
    těší. Další plejáda akcí aeventů
    sleduje během dubna akvětna.
    Termínové listiny se plní ta
    koncerty adalšími kulturními
    nebo sportovními akcemi, což
    vrozhovoru popsal šéf Bestspor-
    tu Robert Schaer. O2 arena bude
    vedle řady koncertů posunutých
    zcovidových let hostit letos ta
    největší sportovní akci us, jíž je
    mistrovství Evropy vbasketbalu.
    Na druhou stranu jsou lidé
    podle Schaera nyní obezřetnější
    zhlediska nákupu vstupenek. Vy-
    soká inace už nyní krotí apetit
    řady občanů kutrácení akultura
    či sport to uitě pocítí.
    Jelikož mnoho rodin nemá
    vší úspory, může podle odhadů
    do chudoby zamířit až čtvrtina
    tuzemských domácností. Už
    během března evidovaly výrazný
    růst zájmu potravinové banky,
    tažen byl přitom nejen uprch-
    ky, ale ivětším počtem Čec
    hledajících pomoc kvůli vysokým
    cenám.
    Menší útraty anávrat ke spoře-
    ní ostatně vníma jak kamenné
    obchody, tak iinternetoví hráči.
    Jelikož výrobci budou navíc
    tlakem stoupajících cen surovin
    ienergií nuceni propsat vyšší
    klady do cen, poptávka může
    skutečně citelně oslabit. Atřeba
    pro svět české e-commerce zvyk-
    lý na výrazný meziroční růst,
    může být letošní rok pro mnoho
    e-shopů skutnou výzvou, kon-
    kurence vodvětví je obrovská.
    Určitý indikátor, jak moc
    budou Češi šeit, nabídnou letní
    dovolené. Lidé se do zahraní
    nepochybně suvolňovám ome-
    zení těší, uvidíme, kolik znich
    dražší zájezdy anižší kupní síla
    nakonec přinutí zůstat doma.
    Přeji inspirativní čtení!
    Pavel Hejkrlík
    redaktor
    Apetit utcet
    utlumí inflace
    Inzerce
    EDITORIAL
    OFICIÁLNÍ VOZY
    3.–5. 5. 2022
    www.reklama-fair.cz
    27. VELETRH REKLAMY, POLYGRAFIE, OBA
    A INOVATIVNÍCH TECHNOLOGIÍ
    RP_OBALY_22_210x99.indd 1RP_OBALY_22_210x99.indd 1 23.02.2022 11:1523.02.2022 11:15
    UDRŽITELNOSTEVENTY
    O2 ARENA SLAVÍ 18 LET
    Blízkost aren s hotelem je pro klienty
    atraktivní, říká Robert Schaer.
    str. 18 –19
    ECOMMERCE
    RECEPTY Z RESHOPERU 2022
    Tipy expertů, jak se prosadit ve stále
    tvrdší konkurenci české e-commerce.
    str. 7
    SOCIÁLNÍ SÍTĚ
    JAK USPĚT NA LINKEDIN
    Tipy i úspěšné příklady představila
    konference LiSummit 2022.
    str. 20 –21
    NEKONČÍCÍ DEN ZEMĚ JE TU
    Chránit planetu a mluvit o tom
    je disciplína jen pro nejzdatnější
    komunikátory. Kdo zaboduje letos?
    str. 8 –13
    Foto na titulní stra: BOHUMIL POSPÍŠIL
    Společnost Bestsport je partnerem
    aktuálního vydání MAM.
  • Strana 4

    Svodka
    Ústecká Média,rma,
    která je součástí skupiny Eurono-
    va Group Radka Nováka, uzavřela
    smlouvu snovým partnerem.
    Vstupuje do ní investní společ-
    nost Invest & Property Consul-
    ting, jež vmediální oblasti podle
    informací na webu rozvíjí noviny
    Metropol, spouští ekonomic
    zpravodajství Byznys vČesku či
    buduje vlastní televizní studio.
    Ústecká média chtějí zahájit
    vysíní vregionu Ústeckého
    kraje včervnu. Euronova Group
    již provozuje TV ZAK aPlzeň TV
    azpravodajský portál Plzeň.cz.
    Globus si vtendru na ko-
    munikaci služby online nákupu
    iGlobus vybral agenturu Better.
    #Nechmeldeti je nová
    kampaň neziskové organizace Su-
    chej únor. Má inspirovat rodiče,
    aby zžili svůj přístup při po-
    ní ochucených ineochucených
    pivních nápojů svým potomkům.
    Kprojektu patří ivlastní web.
    Biopekárna Zeman
    ka, jeden zvítězů ShopRoku
    vkategorii Udržitelný e -shop,
    otevřela vPraze vOD Kotva svou
    první značkovou prodejnu.
    Potten & Panne
    – Staněk dohla svých
    dosud nejlepších nach
    výsled. Vuplynulém roce se jí
    podařilo vygenerovat rekord
    obrat přes půl miliardy, což je me-
    ziroční růst o21 procent, oproti
    roku 2019 pak dokonce o43pro-
    cent. Jak uvedli majitelé, stála
    za tím ipandemie, která Čechy
    vzavřela do domácností.
    Lamborghini, značka
    patřící do koncernu Volkswagen,
    představila vlastní esportový
    tým. Automobili Lamborghini
    Esports, jak se oclně tým
    jmenuje, bude soutěžit na mist-
    rovství světa GT World Challenge
    Esports ve hře Assetto Corsa
    Competizione.
    10 mld. Kč dohly podle
    šetření Nielsen Admosphere
    výdaje do in -store komunikace
    vuplynulém roce.
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    ULOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Hannah má
    novou identitu
    Česká značka outdoorového
    oblečení avybavení Hannah mě
    svou vizuální identitu. Předsta-
    vuje nové logo, změny prohly
    také vonline aoine komunikaci,
    adokonce také ve výrobě. Hannah
    se od zátku své existence
    zařovala na výrobu kvalitního
    outdoor oblečení avybavení.
    Vprůběhu času do kolekce
    ibývaly ilifestylové produkty.
    Snovou vizlní identitou se však
    brand chce přihlásit ke svým
    outdoorově -sportovním kořenům.
    Tato linka znašich kolekcí nikdy
    nezmizela, ale teď ji vytahujeme
    zpět na vrchol jak produktově, tak
    komunikačně. Sport aska kí-
    rodě budou ne hlavní témata.
    Vydáváme se vpřed apodporuje
    echny ty, kteří chtějí být vždy
    oden lepší než včera,“ přibluje
    směřování vkomunikaci Jan Štika
    za značku Hannah. Autor loga
    Marius Corradini byl při jeho
    tvorbě inspirován samotm po-
    hybem člověka. První celá kolekce
    snovým logem přijde do prodeje s
    nástupem podzimu.
    Martech trh
    přesáhl 340
    miliard dola
    Podle očekávání autorů Martech
    Report 2021/2022 zMarTech
    Alliance aMoore Global dojde
    také vroce 2022 kvýraznému
    růstu celého odvětví. Podle Mar-
    tech Reportu tvořily vroce 2021
    investice do martechu 25 procent
    marketingových rozptů rem.
    Svět podle MAM
    Nová identita Hannah, startuje Comic-Con, sraz
    značek v metaverse a změna v Triadu
    Podle Global
    Payments
    Report je vmístě
    prodeje placeno
    hotovostí
    celostově
    jen 18 procent
    transak.
    Doroku 2025
    podíl klesne na
    10procent
    NA SPOLEČNÉ CESTĚ
    Dynamická, progresivní
    a prosperující společnost.
    Udáváme trendy
    a posouváme hranice
    dopravně-inženýrsho
    stavebnictví.
    KDO JSME
    Budujeme moderní
    infrastrukturu. Stojíme za
    významnými projekty,
    které zlepšují životní
    podmínky nás všech.
    CO UMÍME
    www.eurovia.cz
    Eurovia_inz_2022_210x99mm_MAM_obecny_ver02.indd 1Eurovia_inz_2022_210x99mm_MAM_obecny_ver02.indd 1 11.04.2022 14:0911.04.2022 14:09
    Zdroj: HANNAH
    04
    ZPRÁVY
  • Strana 5

    Investice do marketingových
    technologií plánuje navýšit až
    61 procent oslovených rem,
    30 procent znich pak chce s
    rozpty navýšit ovíce než deset
    procent. Investice arůst trhu
    se již odží ve zvýšené aktivitě
    na poli fúzí aakvizic. Americký
    poskytovatel cloudových služeb
    Salesforce koupil za 27,7 miliardy
    dolarů platformu Slack. Mezi vý-
    znamné transakce loňského roku
    patřila také akvizice softwarové
    společnosti Intuit, která za 12 mi-
    liard dolarů koupila Mailchimp,
    jednu znejvyívanějších platfo-
    rem pro e -mailový marketing.
    Comic ‑Con
    příští týden
    Už třetí ročník festivalu pop-
    kultury Comic -Con Prague
    proběhne vO2 universu od
    22. do 24.dubna. Fanoušci sci -,
    fantasy ahororu se mohou těšit
    nejen na fotografování, autogra-
    miády abesedy se zahraničními
    idomácími herci aumělci, ale ina
    promíní, workshopy, soutěže,
    výstavy, koncerty ataké na hraní
    videoher astolních her.
    Na místě mohou zakoupit fa-
    nouškovský iprofesiolní merch
    spojený spopulárními franšíza-
    mi. „Účast potvrdili Bernard Hill,
    Finn Jones, Victoria Yeates aRi-
    chard Coyle. Na Comic -Con Pra-
    gue rovněž dorazí herci Christo-
    pher Lambert, Julian Glover, Sam
    Witwer, Tony Amendola aRobert
    Picardo, zhereček pak Hattie
    Hayridge nebo Cara Buono,
    vyjmenovává Pavel Reín, mar-
    ketingový ředitel Active Radio,
    jehož produkční divize NoLimits
    akci spolupořádá. Vmci obří
    videoherny budou představeny
    nové iretro konzole, videohry,
    virtuální realita, ale také her
    počítače, notebooky. Deskoherna
    nabídne desítky stolů pro karetní
    adeskové hry ahlavolamy.
    Epic Games,
    Lego a Sony
    tvoří metaverse
    Společnost Epic Games stojící
    za herním megahitem Fortnite
    oznámila investici ve výši dvou
    miliard dolarů od japonské
    společnosti Sony amateřské
    společnosti výrobce populárních
    stavebnic Lego, KIRKBY. Kaž
    zrem do Epic Games, které
    nynější investice ocenila na 31,5
    miliardy dolarů, zainvestuje
    miliardu dolarů. Stěmito penězi
    chce vytvořit bezpečnou verzi
    metaversa. Už dříve společně
    sLegem ozmily, že chtějí
    vytvořit bezpečné prostředí pro
    děti ajejich hraní. Sony do Epic
    Games už loni poslalo 200 milio-
    nů dolarů.
    Společnost nedávno představi-
    la pátou generaci herního enginu
    Unreal Engine 5, který umožňuje
    lepší ztvárnění 3D objektů ve
    hrách, avyít jej chce právě
    ipro projekt metaversa. Zatím
    není jasné, zda ktomu také spustí
    blockchainovou síť, kryptoměnu
    či vlastní NFT.
    Jankovičová
    odchází z vedení
    agentury Triad
    Po deseti letech od založení praž-
    ské pobky Triad Advertising se
    zvedení stahuje její zakladatelka
    aspolumajitelka Petra Jankovi-
    čová. „Jsem hrdá na všechno, co
    se nám podařilo vybudovat. Pro
    mě přel pravý okamžik ktomu,
    abych si našla další projekt, kte-
    rému pomohu vrůstu anechala
    volné pole působnosti novému
    vedení,“ uvedla Jankovičová,
    které pol vagentuře zůstává
    ado budoucna se chce věnovat
    mentoringu vTriadu imimo něj.
    Za Triad zůstává též členkou
    prezidia Asociace komunik-
    ních agentur, kde vede pracovní
    skupinu, která se zabývá etikou
    abojem proti dezinformacím.
    Na pozici CEO agentury, kte
    loni získala národní Grand Ee
    za kampaň se společností Ikea
    proti domácímu násilí, povýšila
    dosavadní výkonná ředitelka
    Magdaléna Křížová. Zaměří se
    hlavně na strategické směřování
    agentury ajejí obchodní rozvoj.
    Sřízením rmy sdůrazem na ka-
    ždodenní fungování, marketing
    agentury azlepšování klientské-
    ho servisu jí od února pomá
    jako COO Petra Blažková. „Nula
    scamů adoložené měřitelné vý-
    sledky— vtom bude Triad Praha
    pokračovat ive své druhé dekádě
    spoleným zkušem týmem ve
    vedení,“ dodala Jankovová.
    NA SPOLEČNÉ CESTĚ
    Dynamická, progresivní
    a prosperující společnost.
    Udáváme trendy
    a posouváme hranice
    dopravně-inženýrského
    stavebnictví.
    KDO JSME
    Budujeme moderní
    infrastrukturu. Stojíme za
    významnými projekty,
    které zlepšují životní
    podmínky nás všech.
    CO UMÍME
    www.eurovia.cz
    Eurovia_inz_2022_210x99mm_MAM_obecny_ver02.indd 1Eurovia_inz_2022_210x99mm_MAM_obecny_ver02.indd 1 11.04.2022 14:0911.04.2022 14:09
    Inzerce
    Zdroj: FORTNITE
    ZPRÁVY
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  • Strana 27

  • Strana 28

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