Strana 2

Marketing & Media

Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
17/2021

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
  www.forummedia.cz
  12/05/2021
  ON-LINE FROM PRAGUE
  FORUM MEDIA / PR SUMMIT / EFFIE
  KONFERENCE
  FORUM MEDIA LIGHT
  Světová elita byznysu akomunikace
  MAM_inz_ucho_FML_52x35_MAM.indd 1MAM_inz_ucho_FML_52x35_MAM.indd 1 23.04.2021 8:5023.04.2021 8:50
  VÁBNIČKA GOOGLE
  V PODOBĚ SHOWCASE
  Obr bude platit pěti
  českým vydavatelům za
  obsah. Volí podobnou
  strategii jako vzahraničí.
  str. 6–7
  MÍSTO OBĚDŮ A KÁV
  NASTUPUJÍ DATA
  B2B marketing se mění
  knepoznání. Ke slovu se
  dostávájí nové generace,
  procesy itechnologie.
  str. 8–15
  ČESKO JE ZATÍM
  V PUBERTĚ
  HANA
  SOUČKOVÁ
  17
  26. dubna 2021
  99 Kč / 4,90 €
- Strana 2
  objednávejte na chci.mam.cz nebo na tel.: 735 707 420
  VLASTNÍ MÉDIA
  PODPORUJÍ PRODEJE
  Obchodníci se naučili
  pracovat svlastněnými
  médii. Prohlubují věrnost
  jejich zákazníků.
  str. 8–11
  SPOLEČENSKÉ HRY
  V PANDEMII USPĚLY
  Přesun do onlinu hrám
  pomohl, začali se oně
  zajímat ivelcí obchodníci.
  Růst tržeb je zřejmý.
  str. 18–19
  LOGIKA, NE LÁSKA. CO
  MOTIVUJE NÁKUPY?
  Milovníky „lovebrands“
  musím bohužel zklamat,
  píše Štefan Sarvaš z Mars
  Wrigley a vysvětluje proč.
  str. 20–22
  BYZNYS POHÁNÍ
  KULTURA
  PAVEL KUHN
  16
  19. dubna 2021
  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
  VLASTNÍ MÉDIA
  PODPORUJÍ PRODEJE
  Obchodníci se naučili
  pracovat svlastněnými
  médii. Prohlubují věrnost
  jejich zákazníků.
  str.
  8–11
  SPOLEČENSKÉ HRY
  V
  PANDEMII USPĚLY
  Přesun do onlinu hrám
  pomohl, začali se oně
  zajímat ivelcí obchodníci.
  Růst tržeb je zřejmý.
  str.
  18–19
  LOGIKA, NE LÁSKA. CO
  MOTIVUJE NÁKUPY?
  Milovníky „lovebrands“
  musím bohužel zklamat,
  píše Štefan Sarvaš z Mars
  Wrigley a vysvětluje proč.
  str. 20–22
  BYZNYS POHÁNÍ
  KULTURA
  PAVEL KUHN
  16
  19.dubna 2021
  99Kč/ 4,90€
  ušetřete až
  14 000 Kč
  ušetřete až
  34 000 Kč
  BYZNYS POHÁNÍ
  KULTURA
  PAVEL KUHN
  tištěný časopis
  MAM
  PRINT
  časopis na webu nebo ve čtečce
  MAM
  DIGITAL
  MAM
  KOMPLET
  MAM print + MAM digital + online
  archiv + vstup Forum Media Focus
  MAM
  EXPERT
  MAM print + MAM digital + online
  archiv + vstup Forum Media +
  vstup Forum Media Focus
  Vyberte si
  z naší široké nabídky
  předplatného
  MAM_inz_predplatne_210x280_MAM_2021.indd 1MAM_inz_predplatne_210x280_MAM_2021.indd 1 21.04.2021 8:4821.04.2021 8:48
- Strana 3
  Jestli jste si minulý týden nevšimli
  alespoň nějaké zprávy oudržitel
  -
  nosti, pravděpodobně jste nebyli
  na internetu, nesledovali televizi
  ani neotevřeli noviny. Proběhl to
  -
  tiž už 51. Den Země. Akce vznikla
  vdobě, kdy ochrana životního
  prostředí ještě nebyla sexy. Dnes
  si příležitost pro ukázku pokro
  -
  kovosti nenechá ujít snad žádná
  značka či instituce.
  Osobně jsou mi nejsymptič
  -
  tější projekty, které ukazují, že
  na udržitelnosti rmy pracují
  dlouhodobě. Když už jsou vidět
  výsledky, proměny produk
  -
  ce, obalů, prodejů, ale třeba
  ifungování budov samotných.
  Nebo když investují do podpory
  startupů, které se problematiku
  snaží řešit. To má smysl.
  Na druhé straně spektra jsou
  různé závazky aprohlášení, jak
  bude ten či onen „suprzelený“
  za nějakých pět nebo deset let.
  Zvlášť, pokud to vypadá, že se cíle
  podaří dosáhnout leda jen obcho
  -
  dem semisními povolenkami.
  Takové kampaně mi připomínají
  poradní žánr „slibem nezarmou
  -
  tíš“. Ale toho si už naštěstí lidé,
  dodavatelé izadavatelé všímají.
  Když sliby nedoprovázejí činy,
  bývá to vdnešní době problém.
  Kampaně, vnichž se brandy
  plácají po zádech za to, jak jsou
  úžasně odpovědné, už jsou asi
  také trochu mimo mísu. Lepší
  jsou ty, které se snaží kpřispění
  ke změně klepšímu „pošťouch
  -
  nout“ ostatní.
  Návrh na podobnou kampaň
  vymýšlely itýmy vnárodní soutě
  -
  ži mladých profesionálů vko-
  munikaci značek Young Lions.
  Kategorie Print totiž připadla
  právě na čtvrteční Den Země
  aměla podpořit Českou vegan
  -
  skou společnost snažící se lidi
  přesvědčit, aby omezili konzu
  -
  maci masa. Abylo na co koukat.
  Ostatně sgustem se návrhů
  chopily všechny dvojice „lvíčat“,
  které měly 24hodin na to, aby
  něco vymyslely azpracovaly.
  Zvýsledků je vidět, že se máme
  včeské reklamě aPR na co těšit
  dlouho dopředu. Ve světových
  trendech se určitě neztratíme.
  Jakub Křešnička
  
  redaktor
  „Suprzelená“
  sezona kampaní
  Inzerce
  EDITORIAL
  03
  GREEN SCREEN
  9 × 6m – jedno z největších
  studií v Praze!
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  obrazovka 11 × 3,5 m
  s možností přístavby
  NOVÁ VIRTUÁLNÍ STUDIA
  V LETŇANECH
  moderní AV technologie
  •
  skvělá akustika
  •
  rozlehlé prostory
  REZERVUJTE SI VČAS VOLNÉ TERMÍNY!
  Pavlína Kontrová | E: kontrova@abf.cz | M: 739 003 130 | www.pvaexpo.cz
  B2B MARKETINGDIGITÁLNÍ TRANSFORMACE
  DIGITALIZACE JE ZÁKLADNÍ
  INGREDIENCÍ STRATEGIE
  Samotná technologie vás ale neodliší,
  říká Hana Součková ze SAPu.
  str. 16 –17
  MÉDIA
  GOOGLE SI NAKLONIL ČESKÉ
  PUBLISHERY, ALE NE VŠECHNY
  Zahraniční experti kritizují selektivní
  přístup Google k placenému obsahu.
  str. 6 –7
  REKLAMA
  ZRODILA SE STÁTNÍ KAMPAŇ
  Vznik plošné očkovací kampaně
  optikou hlavních aktérů iniciativy
  Cesta ven. Šli by do projektu znovu?
  str. 20 –21
  UŽ ŽÁDNÉ SCHŮZKY NASLEPO
  Většina B2B marketingu se musí
  zdigitalizovat azefektivnit. Změny
  vdobě po covidu jsou nevyhnutelné.
  str. 8 –15
  Foto na titulní straně: BOHUMIL POSPÍŠIL
- Strana 4
  Svodka
  Forum Media Light,
  online konference patřící pod
  jednu střechu stradiční akcí Fo
  -
  rum Media, proběhne 12.května.
  Program začne v10:00 hodin.
  Veškeré informace jsou kdispozi
  -
  ci na webu forummedia.cz.
  Reklama Polygraf
  Obaly,
  oborový veletrh, který
  se pořádá na výstavišti PVA Expo
  Praha, byl pro letošní rok zrušen.
  Nový termín by zatím stanoven
  na 3. až 5. květen roku 2022.
  Atmedia, mediální zastu-
  pitelství tematických televizních
  stanic, připravilo třetí vydání
  průvodce TV trhem Atmedia Na
  -
  vigator. Je určen zaměstnancům
  mediálních agentur, přímým za
  -
  davatelům TV reklamy adalším.
  WPP minulý čtvrtek, přes-
  ně na Den Země, oznámila,
  že dosáhne nulové uhlíkové
  stopy svých operací do roku 2025
  (elektřina bude ze 100% zobno
  -
  vitelných zdrojů), napříč celým
  dodavatelským řetězcem to má
  vplánu do roku 2030.
  Mastercard spustila kal-
  kulačku uhlíkové stopy. Poskytu-
  je přehled emisí uhlíku vzniklých
  vsouvislosti snákupy vjednotli
  -
  vých kategoriích výdajů. Bankám
  zároveň umožňuje upravit své
  služby tak, aby byly ekologičtější.
  Cetin, společnost provozující
  telekomunikační infrastrukturu
  vČR, která je součástí PPF, si ve
  výběrovém řízení vybrala pro své
  komunikační aktivity agenturu
  Ogilvy. Jako první přijde na řadu
  výkonnostní online kampaň
  ataké celorepubliková digitální
  brandová kampaň zaměřená na
  povědomí označce.
  
  Caroda, česká technolo-
  gická společnost specializující
  se na videoreklamu rozšiřuje
  VÝBĚR ZPRÁV
  Z UPLYNULÉHO TÝDNE
  Superligové
  evropské ﬁasko
  Velkolepé plány odvál velko-
  lepý krach arozčarování. Plán
  elitních evropských klubů
  na vytvoření nové evropské
  Superliy nenašel pochopení
  ani mezi fanoušky. Vprojektu
  plánované elitní soutěže pro
  20týmů, znichž patnáct by mělo
  účast automaticky zajištěnu,
  zhruba 48hodin od vyhlášení
  ociálně zbyly vsoutěži už jen
  FC Barcelona aReal Madrid. Jak
  poznamenali na BBC, soutěž
  trvala kratší dobu než manželství
  Britney Spears.
  Anglické kluby odstoupily
  ze zamýšlené ryze komerční
  nezávislé soutěže po mimořádně
  silné kritice fanoušků, hráčů,
  trenérů imezinárodních federací
  UEFA aFIFA, které účastníkům
  pohrozily sankcemi. Jak by ne,
  když chtějí do soutěží přivést co
  nejvíce účastníků aexit hrstky
  nejmocnějších by je připravil
  ohlavní taháky. Za vším byly pe
  -
  níze. Elitní kluby si od uzavřené
  superliy nancované americkou
  investiční bankou JP Morgan sli
  -
  bovaly, že budou moci rozdělovat
  mezi zbývající týmy více peněz
  než aktuálně UEFA asoutěž lépe
  marketingově využijí. Nakonec to
  skončilo dvoudenním informač
  -
  ním chaosem aaskem celého
  projektu vzárodku.
  Primark váhá
  s otevřením
  Pandemie avládní opatření jsou
  hlavním důvodem, proč irský
  řetězec slevnou módou Primark
  opět posunul otevření svého
  prvního obchodu vČesku. Přesné
  načasování už po předchozích
  peripetiích odmítá sdělit.
  Primark původně sliboval ote
  -
  vření prodejny na Václavském ná-
  městí č.47na loňské jaro, dalším
  termínem byl podzim 2020aná
  -
  sledně začátek roku 2021.
  Zdroj: WIKIMEDIA COMMONS
  UDÁLOSTI
  POHLEDEM REDAKCE
  MARKETING & MEDIA
  Svět podle MAM
  Superligové asko, P&G roste e -shop,
  Knihobot s Mitonem aPrimark váhá
  
  Aby víc vydělal,
  začne Facebook
  testovat
  reklamy vrámci
  Instagram Reels.
  Nejprve vIndii,
  Německu
  avAustrálii.
  Inzerenti si
  budou vybírat
  podle témat
  ZPRÁVY
  04
- Strana 5
  „Vnávaznosti na situaci
  scovid-19 amístní vládní nařízení
  jsme posunuli otevření pražské
  pobočky na pozdější termín
  vtomto roce. Zdraví abezpečnost
  našich zaměstnanců azákazníků
  jsou pro nás na prvním místě.
  Více informací, včetně konkrét
  -
  ního data otevření, zveřejníme
  vnásledujících týdnech. Sote
  -
  vřením naší pražské pobočky na-
  bídneme zákazníkům módu pro
  nadcházející sezonu, speciální
  edice produktů ataké cenově do
  -
  stupné produkty pro každodenní
  potřebu,“ zní ociální stanovisko
  společnosti, které MAM zpro
  -
  středkovala Kateřina Outlá, PR
  konzultantka zagentury Grayling.
  Dove proti
  retuším dívek
  Kosmetická značka Dove společ-
  nosti Unilever představila nové
  video vrámci Dove projektu
  sebedůvěry. Poukazuje vněm
  na fenomén retušování selí
  -
  ček pro sociální sítě, což dělají
  především mladé dívky. Chtějí,
  aby jejich podobizny odpovídaly
  běžně rozšířeným standardům
  vnímání krásy. Video snázvem
  Reverse Sele (obrácené sele/
  sele naruby) volá po nových,
  přirozených standardech krásy.
  Jsme vněm svědky toho, jak se
  zuměle vytvořené dospělé ženy
  sbohatými kadeřemi aplnými
  rty stává krásná dívka, ibez
  zásahu technologií.
  „Nespokojenost svlastním
  tělem aúzkosti spojené se vzhle
  -
  dem mohou způsobit, že mladí
  lidé neumějí využít svůj potenciál
  na maximum. Kromě toho také
  mohou mít dopad na jejich zdra
  -
  votní stav, přátelství adokonce
  ivýsledky ve škole,“ píše se na
  stránce projektu.
  Dove také připojuje statistiku,
  že ve věku třinácti let už 80pro
  -
  cent dívek nějak upravuje azkre-
  sluje svůj vzhled pro sociální sítě.
  Dívky tím podporují existující
  nerealistické standardy apodko
  -
  pávají sebevědomí dalších dívek.
  P&G rostou
  online prodeje
  Společnosti Procter and Gamble
  (P&G) meziročně vzrostly tržby
  ze -shopu opadesát procent,
  za což vděčí zejména síle svých
  jednotlivých značek. Lidé za
  pandemie se totiž často obraceli
  ke známým značkám atýkalo se
  to segmentu čisticích prostředků
  adezinfekce. Tržby P&G zonline
  prodejů se tak už vyrovnají těm
  zkamenných obchodů. Celkem
  za první čtvrtletí dosáhly prodeje
  18,1 miliard dolarů. Růst je podle
  nančního ředitele Andreho
  Schultena zapříčiněn právě
  silou jednotlivých brandů ataké
  robustní logistikou. „Síla našich
  brandů je ve -commerce velká,
  díky tomu se často objevujeme
  na prvních místech vyhledává
  -
  ní,“ uvedl Schulten. Do budoucna
  se chce značka kzajištění dalšího
  růstu zaměřit na další prohloube
  -
  ní produktivity akonstruktivní
  disrupce voblastech, jako jsou
  obalové materiály, brandová
  komunikace aexekuce vretailu.
  Knihobotu
  pomůže Miton
  Knižní second -hand Knihobot
  vznikl před dvěma lety, loni se
  přes něj už prodalo více než sto
  tisíc knih. Na příští rok plánuje
  služba vyplatitmajitelům knížek
  více než 100milionů korun apo
  -
  moci má investice skupiny Miton,
  která za 30milionů korun získala
  ve rmě patnáctiprocentní podíl.
  Z30milionů nově vydaných
  knížek se těch zdruhé ruky prodá
  jen asi 800tisíc kusů atěch, které
  by mohly ještě dělat někomu ra
  -
  dost, se ročně likvidují miliony.
  „Všichni si rádi kupujeme kníž
  -
  ky, ale ne všechny potřebujeme
  nastálo vknihovně. Málo znás
  pak takové knihy vrací do oběhu.
  Stále nemáme dostatek možností,
  jak knihy pohodlně poslat dál,“
  popisuje situaci zakladatel Kniho
  -
  botu Dominik Gazdoš. „Pak to
  připomíná začarovaný kruh, kdy
  by si čtenář rád pravidelně kupo
  -
  val knihy zdruhé ruky, ale často
  nemá kde,“ uzavírá. Ato chce
  Knihobot sMitonem změnit.
  nabídku formátů auvádí
  Video Interstitial. Formát je
  dostupný pro desktopovou
  amobilníreklamu.
  Continental
  Barum si na eventy vybra-
  la agenturu Amdem. Taza-
  jistí předsezonní event pro
  zaměstnance sítě BestDrive
  vČesku ana Slovensku ataké
  další VIP akce pro významné
  eetovézákazníky.
  Epic, PR agentura, vje-
  jímž čele stojí Ondřej Tesař
  aRobert Hladil, vstoupila do
  Asociace public relations.
  WebTop100, soutěž
  pro nejinspirativnější digitální
  projekty, se otevřela pro při
  -
  hlášky; přijímá je do 2. května.
  100+ Accelera-
  tor, investiční program,
  který vroce 2018 iniciovala
  společnost AB InBev (matka
  Budweiseru) scílem podpořit
  startupy amladé rmy vtom,
  aby vytvářely udržitelnější
  aekologičtější dodavatel
  -
  ský řetězec, má nové členy.
  Přidaly se kněmu společnosti
  Colgate-Palmolive, Coca-Cola
  aUnilever. Doposud podpořil
  36 rem v16 zemích.
  Zdroj: DOVE
  ZPRÁVY
  05
  Kombinuj práci
  a studium
  marketingu.
  vskk.cz
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