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.
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DEN ZEMĚ UŽ NENÍJEN JEDNO DATUMZnačky musejí na nátlakakcionářů, médií,regulátorů i spotřebitelůřešit udržitelnost non-stop.str. 8–13DATA: CO OBĚTUJEMEPRO PLANETU?Češi jsou podle dat Ipsosuznepokojeni dopady změnklimatu i na naši krajinu,postupně mění návyky.str. 12-13TY NEJBOHATŠÍNAJDETE NA LINKEDINJak oslovit až dva milionylidí na profesní síti ukázaluž třetí ročník populárníkonference LiSummit.str. 20–21O2 ARENAPOMÁHÁ PRAZEROBERTSCHAFFER1619. dubna 202299 Kč / 4,90 €Strana 2
objednávejte na chci.mam.cz nebo na tel.: 735 707 420VÁLKA NA UKRAJINĚJE BEZ PRAVIDELInvaze je intenzivní,Rusové střílejí na všechny,říká fotograf, který situacivzemi dokumentuje.str. 6–7SPOLUPRÁCE ZNAČEK,KAM SE PODÍVÁŠIvČesku přibývá rem,které uvádějí společnéprodukty. Neměly by toale dělat bez rozmyslu.str. 8–11RETAIL SUMMITUKÁZAL NADĚJIO udržitelnost se musejízasadit společnosti i vlády.Spotřebitelé už na ně tlačísvými nákupními volbami.str. 20–22PRODÁVÁMEEMOCEEVAKOZAROVÁ1511. dubna 202299 Kč / 4,90 €roční 3 500 Kčdvouleté 6 000 Kčroční 3 500 Kčdvouleté 6 000 Kčroční 5 000 Kčdvouleté 10 000 Kčroční 10 000 Kčdvouleté 20 000 KčVÁLKA NA UKRAJINĚJE BEZ PRAVIDELInvaze je intenzivní,Rusové střílejí na všechny,říká fotograf, který situacivzemi dokumentuje.str.6–7SPOLUPRÁCE ZNAČEK,KAM SE PODÍVÁŠIvČesku přibývá rem,které uvádějí společnéprodukty. Neměly by toale dělat bez rozmyslu.str.8–11RETAIL SUMMITUKÁZAL NADĚJIO udržitelnost se musejízasadit společnosti i vlády.Spotřebitelé už na ně tlačísvými nákupními volbami.str. 20–22PRODÁVÁMEEMOCEEVAKOZAROVÁ1511.dubna 202299Kč/ 4,90€VÁLKA NA UKRAJINĚJE BEZ PRAVIDELInvaze je intenzivní,Rusové střílejí na všechny,říká fotograf, který situacivzemi dokumentuje.str.6–7SPOLUPRÁCE ZNAČEK,KAM SE PODÍVÁŠIvČesku přibývá rem,které uvádějí společnéprodukty. Neměly by toale dělat bez rozmyslu.str.8–11RETAIL SUMMITUKÁZAL NADĚJIO udržitelnost se musejízasadit společnosti i vlády.Spotřebitelé už na ně tlačísvými nákupními volbami.str. 20–22PRODÁVÁMEEMOCEEVAKOZAROVÁ1511.dubna 202299Kč/ 4,90€ušetřete až14 000 Kčušetřete až34 000 KčPRODÁVÁMEEMOCEEVAKOZAROVÁtištěný časopisMAMPRINTčasopis na webu nebo ve čtečceMAMDIGITALMAMKOMPLETMAM print + MAM digital+ online archivMAMEXPERTMAM print + MAM digital + onlinearchiv + vstup Forum MediaVyberte siz naší široké nabídkypředplatnéhoPRODÁVÁMEEMOCEEVAKOZAROVÁFM_inz_210x280_MAM_predplatne.indd 1FM_inz_210x280_MAM_predplatne.indd 1 13.04.2022 15:5413.04.2022 15:54Strana 3
Vuplynulých dvou týdnechjsem byl na ShopRoku aveletrhuReshoper. Hojná účast na obouakcích naznačuje, že po dlouhédobě plné omezení se lidé na set-kávání tváří vtvář skutečně opěttěší. Další plejáda akcí aeventůnásleduje během dubna akvětna.Termínové listiny se plní takékoncerty adalšími kulturníminebo sportovními akcemi, cožvrozhovoru popsal šéf Bestspor-tu Robert Schaer. O2 arena budevedle řady koncertů posunutýchzcovidových let hostit letos takénejvětší sportovní akci unás, jíž jemistrovství Evropy vbasketbalu.Na druhou stranu jsou lidépodle Schaera nyní obezřetnějšízhlediska nákupu vstupenek. Vy-soká inace už nyní krotí apetitřady občanů kutrácení akulturači sport to určitě pocítí.Jelikož mnoho rodin nemávyšší úspory, může podle odhadůdo chudoby zamířit až čtvrtinatuzemských domácností. Užběhem března evidovaly výraznýnárůst zájmu potravinové banky,tažen byl přitom nejen uprch-líky, ale ivětším počtem Čechůhledajících pomoc kvůli vysokýmcenám.Menší útraty anávrat ke spoře-ní ostatně vnímají jak kamennéobchody, tak iinternetoví hráči.Jelikož výrobci budou navíctlakem stoupajících cen surovinienergií nuceni propsat vyššínáklady do cen, poptávka můžeskutečně citelně oslabit. Atřebapro svět české e-commerce zvyk-lý na výrazný meziroční růst,může být letošní rok pro mnohoe-shopů skutečnou výzvou, kon-kurence vodvětví je obrovská.Určitý indikátor, jak mocbudou Češi šetřit, nabídnou letnídovolené. Lidé se do zahraničínepochybně suvolňováním ome-zení těší, uvidíme, kolik znichdražší zájezdy anižší kupní sílanakonec přinutí zůstat doma.Přeji inspirativní čtení!Pavel HejkrlíkredaktorApetit utrácetutlumí inflaceInzerceEDITORIALOFICIÁLNÍ VOZY3.–5. 5. 2022www.reklama-fair.cz27. VELETRH REKLAMY, POLYGRAFIE, OBALŮA INOVATIVNÍCH TECHNOLOGIÍRP_OBALY_22_210x99.indd 1RP_OBALY_22_210x99.indd 1 23.02.2022 11:1523.02.2022 11:15UDRŽITELNOSTEVENTYO2 ARENA SLAVÍ 18 LETBlízkost aren s hotelem je pro klientyatraktivní, říká Robert Schaer.str. 18 –19ECOMMERCERECEPTY Z RESHOPERU 2022Tipy expertů, jak se prosadit ve stáletvrdší konkurenci české e-commerce.str. 7SOCIÁLNÍ SÍTĚJAK USPĚT NA LINKEDINTipy i úspěšné příklady představilakonference LiSummit 2022.str. 20 –21NEKONČÍCÍ DEN ZEMĚ JE TUChránit planetu a mluvit o tomje disciplína jen pro nejzdatnějšíkomunikátory. Kdo zaboduje letos?str. 8 –13Foto na titulní straně: BOHUMIL POSPÍŠILSpolečnost Bestsport je partneremaktuálního vydání MAM.Strana 4
SvodkaÚstecká Média, rma,která je součástí skupiny Eurono-va Group Radka Nováka, uzavřelasmlouvu snovým partnerem.Vstupuje do ní investiční společ-nost Invest & Property Consul-ting, jež vmediální oblasti podleinformací na webu rozvíjí novinyMetropol, spouští ekonomickézpravodajství Byznys vČesku čibuduje vlastní televizní studio.Ústecká média chtějí zahájitvysílání vregionu Ústeckéhokraje včervnu. Euronova Groupjiž provozuje TV ZAK aPlzeň TVazpravodajský portál Plzeň.cz.Globus si vtendru na ko-munikaci služby online nákupuiGlobus vybral agenturu Better.#Nechmeldeti je novákampaň neziskové organizace Su-chej únor. Má inspirovat rodiče,aby zvážili svůj přístup při podá-vání ochucených ineochucenýchpivních nápojů svým potomkům.Kprojektu patří ivlastní web.Biopekárna Zeman‑ka, jeden zvítězů ShopRokuvkategorii Udržitelný e -shop,otevřela vPraze vOD Kotva svouprvní značkovou prodejnu.Potten & Panne– Staněk dosáhla svýchdosud nejlepších nančníchvýsledků. Vuplynulém roce se jípodařilo vygenerovat rekordníobrat přes půl miliardy, což je me-ziroční růst o21 procent, oprotiroku 2019 pak dokonce o43pro-cent. Jak uvedli majitelé, stálaza tím ipandemie, která Čechyvzavřela do domácností.Lamborghini, značkapatřící do koncernu Volkswagen,představila vlastní esportovýtým. Automobili LamborghiniEsports, jak se ociálně týmjmenuje, bude soutěžit na mist-rovství světa GT World ChallengeEsports ve hře Assetto CorsaCompetizione.10 mld. Kč dosáhly podlešetření Nielsen Admospherevýdaje do in -store komunikacevuplynulém roce.VÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNEUDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIAHannah mánovou identituČeská značka outdoorovéhooblečení avybavení Hannah měnísvou vizuální identitu. Předsta-vuje nové logo, změny proběhlytaké vonline aoine komunikaci,adokonce také ve výrobě. Hannahse od začátku své existencezaměřovala na výrobu kvalitníhooutdoor oblečení avybavení.Vprůběhu času do kolekcepřibývaly ilifestylové produkty.Snovou vizuální identitou se všakbrand chce přihlásit ke svýmoutdoorově -sportovním kořenům.„Tato linka znašich kolekcí nikdynezmizela, ale teď ji vytahujemezpět na vrchol jak produktově, takkomunikačně. Sport aláska kpří-rodě budou naše hlavní témata.Vydáváme se vpřed apodporujevšechny ty, kteří chtějí být vždyoden lepší než včera,“ přibližujesměřování vkomunikaci Jan Štikaza značku Hannah. Autor logaMarius Corradini byl při jehotvorbě inspirován samotným po-hybem člověka. První celá kolekcesnovým logem přijde do prodeje snástupem podzimu.Martech trhpřesáhl 340miliard dolarůPodle očekávání autorů MartechReport 2021/2022 zMarTechAlliance aMoore Global dojdetaké vroce 2022 kvýraznémurůstu celého odvětví. Podle Mar-tech Reportu tvořily vroce 2021investice do martechu 25 procentmarketingových rozpočtů rem.Svět podle MAMNová identita Hannah, startuje Comic-Con, srazznaček v metaverse a změna v TriaduPodle GlobalPaymentsReport je vmístěprodeje placenohotovostícelosvětovějen 18 procenttransakcí.Doroku 2025podíl klesne na10procentNA SPOLEČNÉ CESTĚDynamická, progresivnía prosperující společnost.Udáváme trendya posouváme hranicedopravně-inženýrskéhostavebnictví.KDO JSMEBudujeme moderníinfrastrukturu. Stojíme zavýznamnými projekty,které zlepšují životnípodmínky nás všech.CO UMÍMEwww.eurovia.czEurovia_inz_2022_210x99mm_MAM_obecny_ver02.indd 1Eurovia_inz_2022_210x99mm_MAM_obecny_ver02.indd 1 11.04.2022 14:0911.04.2022 14:09Zdroj: HANNAH04ZPRÁVYStrana 5
Investice do marketingovýchtechnologií plánuje navýšit až61 procent oslovených rem,30 procent znich pak chce svérozpočty navýšit ovíce než desetprocent. Investice arůst trhuse již odráží ve zvýšené aktivitěna poli fúzí aakvizic. Americkýposkytovatel cloudových služebSalesforce koupil za 27,7 miliardydolarů platformu Slack. Mezi vý-znamné transakce loňského rokupatřila také akvizice softwarovéspolečnosti Intuit, která za 12 mi-liard dolarů koupila Mailchimp,jednu znejvyužívanějších platfo-rem pro e -mailový marketing.Comic ‑Con užpříští týdenUž třetí ročník festivalu pop-kultury Comic -Con Pragueproběhne vO2 universu od22. do 24.dubna. Fanoušci sci -,fantasy ahororu se mohou těšitnejen na fotografování, autogra-miády abesedy se zahraničnímiidomácími herci aumělci, ale inapromítání, workshopy, soutěže,výstavy, koncerty ataké na hranívideoher astolních her.Na místě mohou zakoupit fa-nouškovský iprofesionální merchspojený spopulárními franšíza-mi. „Účast potvrdili Bernard Hill,Finn Jones, Victoria Yeates aRi-chard Coyle. Na Comic -Con Pra-gue rovněž dorazí herci Christo-pher Lambert, Julian Glover, SamWitwer, Tony Amendola aRobertPicardo, zhereček pak HattieHayridge nebo Cara Buono,“vyjmenovává Pavel Renčín, mar-ketingový ředitel Active Radio,jehož produkční divize NoLimitsakci spolupořádá. Vrámci obřívideoherny budou představenynové iretro konzole, videohry,virtuální realita, ale také hernípočítače, notebooky. Deskohernanabídne desítky stolů pro karetníadeskové hry ahlavolamy.Epic Games,Lego a Sonytvoří metaverseSpolečnost Epic Games stojícíza herním megahitem Fortniteoznámila investici ve výši dvoumiliard dolarů od japonskéspolečnosti Sony amateřskéspolečnosti výrobce populárníchstavebnic Lego, KIRKBY. Každázrem do Epic Games, kterénynější investice ocenila na 31,5miliardy dolarů, zainvestujemiliardu dolarů. Stěmito penězichce vytvořit bezpečnou verzimetaversa. Už dříve společněsLegem oznámily, že chtějívytvořit bezpečné prostředí proděti ajejich hraní. Sony do EpicGames už loni poslalo 200 milio-nů dolarů.Společnost nedávno představi-la pátou generaci herního enginuUnreal Engine 5, který umožňujelepší ztvárnění 3D objektů vehrách, avyužít jej chce právěipro projekt metaversa. Zatímnení jasné, zda ktomu také spustíblockchainovou síť, kryptoměnuči vlastní NFT.Jankovičováodchází z vedeníagentury TriadPo deseti letech od založení praž-ské pobočky Triad Advertising sezvedení stahuje její zakladatelkaaspolumajitelka Petra Jankovi-čová. „Jsem hrdá na všechno, cose nám podařilo vybudovat. Promě přišel pravý okamžik ktomu,abych si našla další projekt, kte-rému pomohu vrůstu anechalavolné pole působnosti novémuvedení,“ uvedla Jankovičová,které podíl vagentuře zůstáváado budoucna se chce věnovatmentoringu vTriadu imimo něj.Za Triad zůstává též členkouprezidia Asociace komunikač-ních agentur, kde vede pracovnískupinu, která se zabývá etikouabojem proti dezinformacím.Na pozici CEO agentury, kteráloni získala národní Grand Eeza kampaň se společností Ikeaproti domácímu násilí, povýšiladosavadní výkonná ředitelkaMagdaléna Křížová. Zaměří sehlavně na strategické směřováníagentury ajejí obchodní rozvoj.Sřízením rmy sdůrazem na ka-ždodenní fungování, marketingagentury azlepšování klientské-ho servisu jí od února pomáhájako COO Petra Blažková. „Nulascamů adoložené měřitelné vý-sledky— vtom bude Triad Prahapokračovat ive své druhé dekáděsposíleným zkušeným týmem vevedení,“ dodala Jankovičová.NA SPOLEČNÉ CESTĚDynamická, progresivnía prosperující společnost.Udáváme trendya posouváme hranicedopravně-inženýrskéhostavebnictví.KDO JSMEBudujeme moderníinfrastrukturu. Stojíme zavýznamnými projekty,které zlepšují životnípodmínky nás všech.CO UMÍMEwww.eurovia.czEurovia_inz_2022_210x99mm_MAM_obecny_ver02.indd 1Eurovia_inz_2022_210x99mm_MAM_obecny_ver02.indd 1 11.04.2022 14:0911.04.2022 14:09InzerceZdroj: FORTNITEZPRÁVYStrana 6
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