Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

18/2021

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

    JAK ZAPOJIT NA
    DÁLKU FANOUŠKY?
    Trojlístek velkých akcí
    sminimem diváků nutí
    značky hledat cesty
    kfandům vdigitálu.
    str. 8–11
    DEEPFAKE VIDEA UŽ
    NEJSOU JEN V PORNU
    Technologie amožnosti
    využití se rozvíjejí. Stejně
    tak iobavy ze zneužití
    kdezinformacím.
    str. 18–19
    NAMRAŽENÝ
    MEISTER, PROSÍM
    MICHAEL
    BOUDA
    18
    3. května 2021
    99 Kč / 4,90
    www.forummedia.cz
    12/05/2021
    ON-LINE FROM PRAGUE
    FORUM MEDIA / PR SUMMIT / EFFIE
    KONFERENCE
    FORUM MEDIA LIGHT
    Světová elita byznysu akomunikace
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  • Strana 2

    objednávejte na chci.mam.cz nebo na tel.: 735 707 420
    www.forummedia.cz
    12/05/2021
    ON-LINE FROM PRAGUE
    FORUM MEDIA / PR SUMMIT / EFFIE
    KONFERENCE
    FORUM MEDIA LIGHT
    Světová elita byznysu akomunikace
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    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
    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
    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 1 23.04.2021 8:50
    VÁBNIČKA GOOGLE
    V
    PODOBĚ SHOWCASE
    Obr bude platit pěti
    českým vydavatelům za
    obsah. Volí podobnou
    str.
    6–7
    MÍSTO OBĚDŮ A
    KÁV
    NA
    STUPUJÍ 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
    99Kč/ 4,90
    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 1 23.04.2021 8:50
    VÁBNIČKA GOOGLE
    V
    PODOBĚ SHOWCASE
    Obr bude platit pěti
    českým vydavatelům za
    obsah. Volí podobnou
    str.
    6–7
    MÍSTO OBĚDŮ A
    KÁV
    NA
    STUPUJÍ 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
    99Kč/ 4,90
    ušetřete až
    14 000 Kč
    ušetřete až
    34 000 Kč
    ČESKO JE ZATÍM
    V PUBER
    HANA
    SOUČKOVÁ
    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
    ČESKO JE ZATÍM
    V PUBER
    HANA
    SOUČKOVÁ
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  • Strana 3

    Dnes (3.5.) se slaví Světový den
    svobody tisku, který byl popr-
    vé OSN vyhlášen vroce 1993.
    Digitální svět bezpochyby přístup
    ke zprávám ainformacím značně
    demokratizoval aasi by se našla
    řada těch, kteří by se nebáli říct,
    že se jich na člověka nyní valí až
    íliš. Nejde už dávno jen otisk,
    ale také owebové zpravodajství
    adalší formáty, které přístup
    kinformacím poskytují vnonstop
    režimu.
    Vloňském roce přišlo oživot
    celkem padesát noviřů, více
    než dvě třetiny znich zemřely
    voblastech, kde se neváí, na
    druhou stranu podle Reportérů
    bez hranic (RSF) stoupá počet
    úkladných vražd na objednávku.
    Mezi zavražděnými byly vroce
    2020 idvě ženy. Vuplynulém
    týdnu zavraždili pravděpodobně
    ihádisté tři novináře, kteří
    psali vBurkině Faso opytláctví.
    Za posledních deset let podle RSF
    zemřelo násilnou smrtí 937no-
    vinářů. Podle AFP zaznamenala
    Mezinárodní federace novinářů
    od roku 1990 celkem 2658zabi-
    tých kolegů.
    Na řadě míst jsou pronásledo-
    ni, vězněni. VBělorusku po
    loňských volbách autoritářský
    režim zatkl přes 34 tisíc lidí, mezi
    nimi stovky novinářů.
    Česko se, pokud jde osvobodu
    sdělovacích prostředků, drží
    vžebříčku 180 zemí světa stejně
    jako loni na 40. místě. Ještě vroce
    2014 jsme byli třináctí. Největší
    svobodu médiím inadále posky-
    tují skandinávské země, posled
    íčky obsadily Čína, Turkmeni-
    stán, Severní Korea anejhorší je
    Eritrea. Vposledních letech však
    podle Edelemanova barometru
    důvěry bohužel stoupá nedůvě-
    ra vpráci noviřů, téměř 60
    procent respondentů z28 zemí
    uvádí, že novináři schválně dez-
    informují veřejnost publikováním
    ivých zpráv. Svůj podíl viny na
    tom má bezesporu rozmach soci-
    álních sítí adezinfomací na nich.
    Přeji zajímavé čtení!
    Pavel Hejkrlík
    redaktor
    Ještě, že už tři
    dekády můžeme
    Inzerce
    EDITORIAL
    INÁŠÍME DALŠÍ MOŽNOSTI
    PRO OOH KAMPANĚ:
    - Nové moduly citylight sítí po Praze.
    - Širší variabilita počtu ploch.
    - Nově v nabídce týdenní termíny.
    Přesnější načasování kampaní
    za výhodjších podmínek.
    www.jcdecaux.cz
    Neustále inovujeme.
    JCDecaux, světová jednička v oboru venkovní reklamy.
    MARKETING SPORTUYOUNG LIONS
    JAK VYHRÁT YOUNG LIONS?
    Rady apostřehy vítězů, porotců
    aneziskovek zletošního ročníku
    prestižní soutěže srekordní účastí.
    str. 16 –17
    STRATEGIE
    JÄGERMEISTER UŽ NELOVÍ
    Značka mění koncept. Jaký bude,
    odhaluje Michael Bouda, šéf
    marketingu Mast -Jägermeister.
    str. 12 –13
    MÍSTO PRODEJE
    MÍSTO PRODEJE: GRILOVÁNÍ
    Grilování je velice sezonní záležitostí,
    zpozornět už teď by proto měli
    všichni, kterých se týká.
    str. 22–24
    DIGITÁLNÍ CESTA K FANDŮM
    Tři sportovní taháky roku véře
    covidu nutí kluby ipartnery hledat
    nové cesty kzapojení vdigitálu.
    str. 8–11
    Foto na titulní straně: BOHUMIL POSPÍŠIL
  • Strana 4

    Svodka
    SAP Customer
    Experience Summit,
    konference ovlivu zákaznic
    zkušenosti na úspěch rem, se
    koná 11.května online azdarma.
    Atmedia nabízí zadavate-
    lům televizní reklamy exkluzivní
    partnerství sportovních událostí
    na televizní stanici Eurosport1.
    Zalando upevňuje strategic-
    kou spolupráci sMercedes -Benz
    Prague Fashion Weekem astává
    se partnerem aktuální sezony.
    V24 Media, vydavatel
    Vogue CS, vyšle 13.května na trh
    první číslo magazínu Vogue Lea-
    ders. Láká na vzájemný rozhovor
    slovenské prezidentky Zuzany
    Čaputové aprvní ministryně za-
    hraničí USA Madeleine Albright.
    Investice do reklamy
    za první čtvrtletí se meziroč
    snížily. Nejlépe na tom byla TV
    (meziročně -0,3%), nejhůře ven-
    kovní reklama (-38%). Ukázal to
    monitoring Nielsen Admosphere.
    T -Mobile CR po deseti letech
    hledá novou kreativní agenturu,
    stávající Saatchi & Saatchi se ten-
    dru zúčastní. Spolupráce svítězem
    začne příští rok.
    Clio Awards rozdala
    ocenění. Čti Grand Clio získal
    The Moldy Whopper pro Burger
    King od agentur INGO Stockholm,
    David Miami aPublicis.
    Český rozhlas spustí
    21.května první sportovní stanici
    vČesku. Radiožurl Sport bude
    vysílat vDAB+ ana internetu.
    Cushman & Wake-
    field: loni bylo vČesku dokon-
    čeno či rozšířeno 23projektů ná-
    kupních retail parků scelkovou
    obchodní plochou téměř 55tisíc
    metrů čtverečních.
    Realme, značka chytrých
    telefonů, vstupuje do českého
    esportu. Stala se partnerem sou-
    těže „realme PUBG Mobile liga“,
    kterou pořádá Playzone.cz.
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Jägermeister
    přestá lovit
    Společnost Mast -Jägermeister
    po letech přichází snovým
    sloganem, který představuje ve
    spotu zlny německé agentury
    d & p.Původ„Nepřestávejte
    lovit“ nahrazuje „#Každou #Noc
    #Meisterštyk. Kampaň vznika-
    la ve spolupráci sněmecm,
    italským aslovenským týmem.
    Ispot je určen pro tyto země.
    Figuruje vněm český DJ aprodu-
    cent NobodyListen. Vmediamixu
    jsou televize idigitální formáty.
    Značka se dlouhodobě etabluje
    vzných subkulturách, proto
    počítá ise zapojením inuencerů
    (Více vrozhovoru sšéfem marke-
    tingu na str.12 až 13).
    Notino otevírá
    prodejnu v Brně
    Zatímco některé značky vpande-
    mii ztrhu odešly, pro jiné může
    krize představovat příležitost, jak
    se dostat do atraktivní lokality.
    íkladem je Notino, které otevře
    začátkem léta na brněnské pres-
    tižní adrese vulici Česká svoji
    prodejnu.
    Má se jednat odosud největší
    anejmodernější prodejnu oroz-
    loze 750 m² se širokým sortimen-
    tem make-upů, parfémů, vlasové
    apleťové kosmetiky idalších
    beauty produktů. „Zákazníci
    zde budou moci nakoupit stovky
    oblíbených značek iexkluziv-
    ho zboží, které jinde nenajdou.
    Bude zde řada studií, kde vás
    nalíčí, upraví, diagnostikují pleť
    amnoho dalšího. Jsme nadšeni,
    že se nám podařilo zajistit pro
    naši nejnovější parfumerii takto
    Svět podle MAM
    Kampaň Jägermeister, Notino vBr
    aUnilever bojuje za pva
    Oscaři už asi
    netáhnou.
    Sledovanost
    ímého
    přenosu
    zpředávání cen
    Akademie se
    letos propadla
    o58 procent,
    na 10 milionů
    divá
    Foto: JÄGERMEISTER
    04
    ZPRÁVY
  • Strana 5

    lukratovní prostory, které jsou
    skvěle dostupné aumožní našim
    kazníkům prožít smi svět
    krásy naplno. Samozřejmostí
    jsou pak internetové ceny, kte
    poskytujeme na všech našich
    prodejnách,“ říká Andrea Kabic-
    , PR manerka Notina. Prostor
    pro Notino se uvolnil po mód
    značce Camaïeu, která opustila
    Česko už loni.
    Fenomén audio
    jako Stories
    Podle šéfa společnosti Spotify
    Daniela Ecka se živé audioformáty
    stanou součástí kdé větší soci-
    ální sítě, jako vípadě například
    Stories. Spotify nedávno získala
    aplikaci Locker Room, sníž plá-
    nuje vytvářet audioobsah slidmi
    ze sportu, kultury nebo hudební
    brae. „Vnímám live audio jako
    zajímavou sadu funkcí, tvůrci se
    budou zapojovat do platforem,
    které jim nabízejí nejlepší vztah
    sfanoušky. Avývoj bude podobný
    jako uStories,“ řekl Eck. Za nás-
    tem zájmu oaudio formáty stojí
    vzestup sítě Clubhouse. Poté, co
    se na ní začaly objevovat celebrity
    typu Elona Muska nebo Oprah, vě-
    nují se audiu více idaí platformy.
    Facebook, Instagram, Reddit,
    Twitter, Discord, Telegram nebo
    LinkedIn pracují na vlastních
    klonech. Živé audio má osmi mi-
    lionům tvůrců na Spotify dodat
    další kanál na cestě k350milio-
    nům uživatelů.
    Unilever
    a „Narozená
    takto“
    Značka LUX Beauty spadající
    pod kolos Unilever společ
    sWunderman Thompson
    podpořily vkampani „Born
    This Way“ jihoafrickou běžkyni
    aolympijskou vítězku Caster
    Semenyaovou vjejím boji proti
    kazu startu na OH vTokiu. Tělo
    atletky už od narození produkuje
    nadměrné množství testosteronu
    aMezirodní atletická federace
    ji změnou pravidel připravila
    omožnost obhajovat vTokiu
    zlatou medaili zRia 2016 vhu
    na 800 metrů.
    „Caster je příkladem ain-
    spirací pro mnoho žen, aby se
    dokázaly povznést nad každo-
    denní odsuzování aukázaly svou
    autentickou krásu,“ řekla globál-
    ní viceprezidentka LUX Severine
    Vauleon.
    Vmci dlouhodobé globál-
    ní kampaně chce značka LUX
    do roku 2025 oslovit vmci
    partnerství 50 milionů žen, aby
    jim pomohla přenést se přes
    sexistické vnímání aodsuzování.
    Animovaný spot končí vzkazem,
    že by ženy neměly být posuzová-
    ny podle vzhledu.
    „Mezi ambasadorky LUX
    patřily Marilyn Monroe nebo
    Liz Taylor. LUX má také silný cíl
    aje ochoten postavit se za s
    přesvědčení. Což znamená stát
    za všemi ženami. Caster Seme-
    nya je jen jednou ztěch žen,
    uvedl šéf kreativy Wunderman
    Thompson Bas Korsten. Podporo-
    vatelé používají na sítích hashtag
    #IStandWithCaster.
    Melta mění styl,
    spouští kampaň
    robce cereálho nápoje Melta,
    pardubická společnost Kávoviny,
    slaví letos 125let od svého založe
    apředstavuje novou vizuální iden-
    titu celé produktové řady. Podpoří
    ji tiskovou aon-line kampaní,
    která startuje první květnové pon-
    dělí. Kampaň vznikala ve spolu-
    práci srmou Shop4Experience,
    agenturou PPPartners, fotografem
    Jakubem Urbanem abaristkou
    Aničkou Bedřovou.
    Jedm zcílů kampaně je
    vymanit Meltu ze škatulky
    „náhrek kávy“, jako cereální
    nápoj chce vyjít vstříc aktlním
    spotřebitelským trendům arozši-
    řovat základnu konzumentů. Na
    nových stnkách Melta.cz anově
    založeném facebookovém prolu
    rma ukazuje třeba přípravu
    Melty vmoka konvičce, netrad-
    ní spojení skořením či kombi-
    naci sirskou whiskey. Kampaň
    upozorňuje ina Meltu vsáčcích
    nebo její instantní variantu. Na
    tyto výrobky bylo podle zástupců
    společnosti Kávoviny potřeba
    více upozornit asjednotit vizl-
    ní prezentaci Melty vobchodech.
    „Na podzim plánujeme před-
    stavit inovou příchuť instant
    Melty, jež má ambice oslovit
    skupinu spotřebitelů, kteří ještě
    klasické Meltě ‚nepřli na chuť‘
    apijí ji spíše nárazově,“ dodává
    Jan Šolta, marketingový poradce
    společnosti Kávoviny.
    HLEDÁME
    10
    NEJLEPŠÍCH
    V KAŽDÉM KRAJI
    UZÁVĚRKA PŘIHLÁŠEK
    
    16.
    ROČNÍK
    SOUTĚŽE
    MONETA
    ŽIVNOSTNÍK ROKU
    FR_inz_2021_neony-konference_210x99_MAM.indd 1FR_inz_2021_neony-konference_210x99_MAM.indd 1 23.04.2021 9:2223.04.2021 9:22
    Inzerce
    Foto: UNILEVER
    ZPRÁVY
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  • Strana 27

  • Strana 28

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