Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

17/2022

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

    AKCE RÁDIÍ OPĚT
    NAPLNO OŽÍVAJÍ
    Sezona eventů, kempů
    akoncertů letos předčí
    ty předchozí. Dojde ina
    odložené akce.
    str. 6–7
    POZOR NA ŠPATNÉ
    UMÍSTĚNÍ INZERCE
    Ačkoli zájem o bezpečnost
    značek roste, zadavatelům
    se pořád objevují reklamy
    u nevhodného obsahu.
    str. 8–12
    VYDAVATELSTVÍ
    JAKO AGENTURA
    CEO Premium Media
    Group Štěpán Dlouhý se
    chce ještě více zaměřit na
    servis pro klienty.
    str. 18–19
    INVESTUJEME
    DO EXPANZE
    MARTINA
    WEBEROVÁ
    17
    25. dubna 2022
    99 Kč / 4,90 €
    EXTRA:
    REKLAMA,
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    OBALY

  • Strana 2

    PERFEKTNÍ KVALITA TISKU – ZÁKLADNÍ KÁMEN PROFESIONÁLNÍ MARKETINGOVÉ KOMUNIKACE.
    PERFEKTNÍ KVALITA TISKU – ZÁKLADNÍ KÁMEN PROFESIONÁLNÍ MARKETINGOVÉ KOMUNIKACE.
    V polygrafii ofsetového a digitálního tisku jsme ušli dlouhou cestu a vždy s jasným cílem.
    Být na trhu nejlepší. Být v kvalitě tisku vždy o krok napřed.
    Být na trhu nejlepší. Být v kvalitě tisku vždy o krok napřed.
    Od běžného tiskového formátu až po největší XXL ofsetový a digitální tisk.
    D&S Design Prague,
    D&S Design Prague, člen skupiny Gerin, je více než 20 let spolehlivým dodavatelem tiskovin ve špičkové
    kvalitě. Nejjemnější tiskové rastry současnosti (FM stochastika) v celé formátové škále polygrafické výroby,
    vysoce jakostní světlostálé barvy zaručující dlouhodobě prozářený tisk, výroba pod specializovanou
    polygrafickou normou ISO 12647.
    Katalogy, brožury, prospekty, výroční zprávy, časopisy, mapy, plakáty A0/B0 i XXL.
    Outdoorové tiskoviny: oboustranné citylighty, billboardy, bigboardy, megaboardy.
    POS stojany, veškeré klasické i velkoformátové POS/POP polygrafické produkty.
    D&S Design Prague, s.r.o.
    www.gerin.cz
    NĚKDO NAD KVALITOU V TISKU MÁVNE RUKOU.
    PRO VŠECHNY OSTATNÍ,
    PRO VŠECHNY OSTATNÍ,
    JSME TU MY.
    JSME TU MY.
    210805_EURO_210x280_CONEY2021_instalovan.indd 1210805_EURO_210x280_CONEY2021_instalovan.indd 1 05.08.2021 10:21:3005.08.2021 10:21:30

  • Strana 3

    Minulý týden vcelku bez většího
    povšimnutí médií, kterým už
    delší dobu dochází šťáva vdůsled-
    ku „vytěženosti“ tématu covidu,
    proběhla zpráva opřekonaných
    40 tisících obětí pandemie.
    Smutná počítadla, která se na
    webech přesunula do podsekcí
    anepochybně se vdohledném
    horizontu zastaví úplně, nám
    pořád ještě připomínají, že covid
    tu snámi je dnes adenně. Na
    podzim se navíc patrně vrátí
    snovou silou, respektive mutací.
    Proočkovanost obyvatel se ale
    stále pohybuje kolem 65 procent,
    čísla už poslední týdny zvedají
    jen ti nejodhodlanější, společně
    sukrajinskými uprchlíky.
    Dobrovolná pro bono iniciativa
    komunikačních agentur Cesta
    ven, jež si částečně připisuje
    zásluhy na zvýšení povědomí
    oočkování, už ukončila svou
    činnost ado dějin marketingu se
    zapsala spíše než tvrdými daty
    ovýsledcích kampaně, obrov-
    ským odhodláním profesionálů
    zoboru spojit se pro dobrou věc.
    Ktomu došlo vmomentě, kdy
    minulá vláda totálně zaspala
    aveškeré komunikační aktivity
    neustále odkládala. Na centrální
    kampaň tak třeba nečekalo Hlav-
    ní město Praha, které si vytvořilo
    vlastní očkovací promo sDDB.
    Důkazem, že kampaň Tečka
    od Cesty ven udělala na úřední-
    ky pozitivní dojem amožná jim
    iukázala, jak ušetřit, je čerstvý
    výrok ministra zdravotnictví
    Vlastimila Válka. Vrozhovoru
    publikovaném vpátek na Seznam
    Zprávách uvedl vkontextu sdalší
    plánovanou kampaní pro přeo-
    čkování obyvatel před podzimní
    vlnou: „My teď soutěžíme agen-
    turu, která to bude dělat. Je to tak
    závažná záležitost aje vtom tolik
    dezinformací, tolik vyhrocených
    postojů jednotlivých skupin,
    že tady bude opravdu potřeba
    pokorně požádat profesionály
    přes marketing vcelé republice,
    zapojit do toho všechny. Audě-
    lat kampaň tak, jak odborníci
    poradí, aby byla co nejkvalitněj-
    ší,“ svěřuje se Válek pokorně do
    náruče profesionálů. Jak azda
    vůbec si budou proíci chtít pora-
    dit stakovým oříškem, je nejasné.
    Obzvlášť, když uvážíme, že jen
    nějakých osm procent obyvatel
    Česka je nastaveno na pravidelný
    očkovací mód proti mutacím
    chřipky.
    Mluvčí resortu zdravotnictví
    Ondřej Jakob pak ještě po tele-
    fonu upřesňoval, že pan ministr
    nemá úplný detail aže zakázka se
    teprve připravuje. Podrobnosti
    irozpočet se včas dozvíme, ale
    zatím to prý vypadá, že se vše
    zvládne, aby vlétě kampaň stihla
    vyburcovat masy.
    Irena Buřívalová
    redaktorka
    Chystejte
    mozky, profíci!
    03
    EDITORIAL
    Společnost Malni je partnerem
    aktuálního vydání MAM.
    O tolik v období od ledna do března meziročně narostla hodnota
    reklamního prostoru (srovnání ceníkových cen podle Nielsen
    Admosphere). Největší meziroční změnu v prvním čtvrtletí
    zaznamenaly venkovní reklama (+35 %) a rozhlas (+23 %).
    Číslo týdne
    12 %
    ZNAČKA
    BEZPEČNOST ZNAČKY JE
    TŘEBA ŘEŠIT I MIMO KRIZE
    Starost obrand roste uzahraničních
    rem, české by měly přidat.
    str. 8 –12
    ROZHLAS
    RÁDIOVÉ AKCE SE ROZJÍŽDĚJÍ
    S NOVOU INTENZITOU
    Letošní sezona akcí dohání ty
    covidové. Bude z čeho vybírat.
    str. 6 –7
    REKLAMNÍ TEXTIL
    MALFINI ŘEŠÍ MARKETING VE
    DVANÁCTI JAZYCÍCH
    Rosteme díky dlouhodobým
    partnerstvím, říká Martina Weberová
    str. 14 –15
    MÉDIA
    PREMIUM MEDIA GROUP
    ROZŠIŘUJE PORTFOLIO
    Nově přidali Investiční web
    asoustředí se na klientský servis.
    str. 18 –19
    MÍSTO PRODEJE
    OPTICE TRADIČNÍ KAMENNÝ
    PRODEJ PŘEJE
    V segmentu brýlí dochází k propojení
    onlinového a reálného světa.
    str. 24 –26
    EXTRA
    EXTRA MAM: REKLAMA,
    POLYGRAFIE, OBALY
    Celým segmentem rezonuje důraz na
    udržitelnost materiálů a digitalizaci.
    str. 2 –7
    Foto na titulní straně: BOHUMIL POSPÍŠIL

  • Strana 4

    Svodka
    T-Mobile, prostřednic-
    tvím svého hudebního projektu
    Electronic Beats, vstupuje jako
    první mobilní operátor na herní
    platformu Roblox svlastním vir-
    tuálním klubem Beatland. Chce
    nabídnout nový způsob zážitku
    zhudby spolu sřadou dalších
    aktivit vrámci metaversa.
    Kaufland přichází sno-
    vým komunikačním konceptem
    chytré domácnosti, kterou
    reprezentuje šestičlenná rodina
    Chytrých. Ta je chytrá díky život-
    ní zkušenosti, selskému rozumu,
    ale imoderním technologiím.
    Všechny její členy však pojí
    jedno— Kauand. Komunikační
    koncept vytvořila agentura Ee
    Praha, televizní spoty režíroval
    Tom Wilson aprodukci zajistila
    Heroes Prague.
    Reklama Polygraf
    Obaly, veletrh zaměřený na
    technologie amateriály pro výro-
    bu reklamy, signmaking, polygra-
    i, POP/POS, dárkové předměty
    adalší služby, proběhne od 3. do
    5.května na výstavišti PVA Expo
    Praha vLetňanech.
    Marketup zaznamenal za
    rok 2021 nárůst tržeb o26pro-
    cent na 245 milionů korun,
    spravoval marketingové rozpočty
    klientů ve výši 411 milionů. Do bu-
    doucna chce zdvojnásobit obrat
    každé tři roky.
    Henkel ČR je podle dat
    Nielsen Admosphere největším
    zadavatelem inzerce detergentů,
    čisticích alešticích prostředků
    vprvním kvartálu 2022 podle
    ceníkové hodnoty prostoru.
    Doprvní pětky patří též: Reckitt
    Benckiser, Procter & Gamble,
    Unilever aAC Marca CR.
    Alza, největší tuzemský
    online obchod, se po šesti letech
    vrátil do cenového srovnávače
    Heureka. Obě rmy se opět do-
    hodly na spolupráci vČesku ina
    Slovensku. Produkty Alzy se od
    minulého týdne načítají na Slo-
    vensku avČesku se start chystá.
    Alza zHeureky odešla vkvětnu
    2016 army se dokonce soudily.
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Kaufland se
    spojil se Sinners
    Kauand jako první retailový
    řetězec vČeské republice vstu-
    puje do světa esportu aspojil se
    sprofesionální hráči zliberec-
    kého týmu Sinners. Esportový
    tým Sinners má hráče vněkolika
    esportových hrách: League of
    Legends, CS:GO, FIFA, Rocket
    League či Trackmania. „Part-
    nerství přináší novou formu
    spolupráce, kdy se naše společ-
    nost připojuje ke světu esportu.
    Chceme tím rozšířit naši cílovou
    skupinu onové mladé zákazníky,
    azávazek Kauandu ke zdravým
    ačerstvým stravovacím návykům
    přenést ido online prostředí,“
    vysvětluje Pavel Kulfánek, ve-
    doucí oddělení CRM společnosti
    Kauand ČR. Sinners po dva
    roky vřadě získali zlato ve všech
    českých ligách aturnajích ve hře
    CS:GO včetně největší liy Sazka
    eLeague aprestižního turna-
    je Mistrovství ČR vPC hrách.
    Sinners jsou také prvním českým
    týmem, který se vCS:GO dostal
    do TOP 25 celosvětového žebříč-
    ku apatří imezi světovou špičku.
    Digital
    Transformation
    Summit
    Třetí ročník Digital Transformati-
    on Summitu už 12.května přinese
    zkušenosti ainspiraci od českých
    lídrů vautomatizaci adigitalizaci
    marketingu, remních procesů či
    obchodu. VKongresovém centru
    vPraze ionline se osvé zkuše-
    nosti apraktické ukázky podělí
    Svět podle MAM
    Kauand a Sinners, e-commerce
    zpomalila růst a nalisté SABRE Awards
    V důsledku
    neuspokojivého
    počtu získaných
    uživatelů se
    Netix zamýšlí
    nad novou
    cestou, jak
    získat příjmy.
    Zvažuje druh
    předplatného
    s reklamami
    Zdroj: KAUFLAND
    Uzávěrka
    přihlášek
    30. června
    2022
    MĚNÍTE SVĚT K LEPŠÍMU?
    www.cenysdgs.cz
    Přihlaste svůj projekt a získejte
    prestižní ocenění v udržitelnosti.
    ESG Rating
    mediální partneřipartneři
    ve spolupráci sorganizátor
    04
    ZPRÁVY

  • Strana 5

    osm lídrů rem, které patří
    kinovátorům na poli digitalizace
    aautomatizace.
    „Naším cílem je především
    poskytnout možnost přiučit se
    něco konkrétního apraktického
    od úspěšných rem zrůzných
    segmentů ekonomiky. Ato ať už
    člověk pracuje vmarketingu, zá-
    kaznickém servisu, obchodu, IT
    nebo na back oce,“ popisuje Jiří
    Mach, CEO české technologické
    společnosti Enehano Solutions,
    která je hlavním organizátorem
    DTS. Tajemství svého úspěchu
    poodhalí společnosti jako Česká
    spořitelna, Carvago, Moneta,
    Slovnaft nebo Bobcat.
    Růst obratu
    e-commerce
    zpomalil
    Zatímco loňský první kvartál
    rostla e-commerce meziročně
    o80 procent, letos je oproti loň-
    sku o25 procent nižší, vyplývá
    zeCommerce insideru nákupní-
    ho rádce Heureka.cz.
    Aktuální pokles obratu e-shopů
    očtvrtinu vporovnání sprvním
    kvartálem 2021 stále znamená
    růst oproti předpandemickému
    období. Za meziročním poklesem
    stojí pokles velkých segmentů
    jako je například elektronika,
    velké spotřebiče, kuchyňská
    elektronika. Do trendu význam-
    ně promluvila kromě zdražování
    také situace na Ukrajině. „Svy-
    puknutím válečného koniktu
    vidíme vdatech prakticky ze dne
    na den propad nákupů na inter-
    netu téměř otřetinu,“ uvedl CEO
    Heureka Group Tomáš Braver-
    man. Průměrná výše objednávky
    činila vprvním čtvrtletí 1390 ko-
    run, meziročně o12 procent více.
    „Určitě se bude nakupovat vyba-
    vení pro dům azahradu, nábytek,
    hobby asportovní vybavení. Lidé
    budou hledat prostor, jak dobíjet
    baterky,“ doplnil Braverman.
    Čeští finalisté na
    SABRE Awards
    Přes 400 kampaní vybraných
    zvíce než 2000 přihlášek se
    dostalo na shortlist letošního roč-
    níku prestižní oborové soutěže
    SABRE Awards pro region EMEA,
    kterou pořádá PRovoke Media.
    Vyhlášení vítězů proběhne
    27.května vlondýnské Guildhall.
    Češi mají šest šancí. Dvě
    nominace získala MSL ze skupiny
    Publicis Groupe — skampaní na
    chytré hodinky Huawei aprojek-
    tem NFT Maestropiece pro McDo-
    nald’ssagenturou Follow Bubble
    adílem od TMBK (na fotograi).
    Pram Consulting je mezi nalisty
    sprojektem Indexu investiční
    gramotnosti pro platformu Portu
    společnosti Wood & Company.
    Nominaci má iiniciativa Cesta
    ven sprojektem Udělejme tečku
    za koronavirem. Konektor je mezi
    nalisty sprvním herním komik-
    sem na Instagramu pro karty Nvi-
    dia. Agentura Ewing sprojektem
    Join us Worked pro klienta Ball
    Beverage Packaging CR.
    Zdroj: TMBK/MCDONALD‘S
    Uzávěrka
    přihlášek
    30. června
    2022
    MĚNÍTE SVĚT K LEPŠÍMU?
    www.cenysdgs.cz
    Přihlaste svůj projekt a získejte
    prestižní ocenění v udržitelnosti.
    ESG Rating
    mediální partneřipartneři
    ve spolupráci sorganizátor
    Inzerce
    ZPRÁVY

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