Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

20/2021

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

    EXKLUZIVNĚ: ZMĚNA
    V KONZUMACI MÉDIÍ
    Pro konferenci Forum
    Media Light provedla
    Nielsen Admosphere
    kvalitativní průzkum.
    str. 14–15
    ZA VÍTĚZSTVÍM PŘES
    GAMING A EMOCE
    Po pandemii přijde boom
    brandové komunikace,
    říkají Darko Silajdžić aDora
    Pružincová zDDB Prague.
    str. 24–25
    MISE: MALÉ
    A STŘEDNÍ
    MARTIN
    HANZAL
    20
    17. května 2021
    99 Kč / 4,90
    REPORTÁŽ
    Z ONLINE
    KONFERENCE
  • Strana 2

    objednávejte na chci.mam.cz nebo na tel.: 735 707 420
    NAVZDORY KRIZI SE
    PROPAD NEKONAL
    SIMAR zveřejnil výsledky
    za minulý rok. Obrat
    výzkumného trhu
    překonal očekávání.
    str. 6–7
    VÍTR VE VÝLOHÁCH
    NA HIGH STREET
    Pandemie některé hráče
    posílila,obsazují dříve
    nedosažitelné pozice
    naprestižních adresách.
    str. 6–7
    VYSÍLÁNÍ NA
    JEDEN KNOFLÍK
    PETR
    VLČEK
    19
    10. května 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
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    NAVZDORY KRIZI SE
    PROPAD NEKONAL
    SIMAR zveřejnil výsledky
    za minulý rok. Obrat
    výzkumného trhu
    překonal očekávání.
    str.
    6–7
    VÍTR VE VÝLOHÁCH
    Pandemie některé hráče
    posílila,obsazují dříve
    nedosažitelné pozice
    naprestižních adresách.
    str.
    6–7
    VYSÍLÁNÍ NA
    JEDEN KNOFLÍK
    PETR
    VLČEK
    19
    10.května 2021
    99Kč/ 4,90
    NAVZDORY KRIZI SE
    PROPAD NEKONAL
    SIMAR zveřejnil výsledky
    za minulý rok. Obrat
    výzkumného trhu
    překonal očekávání.
    str.
    6–7
    VÍTR VE VÝLOHÁCH
    Pandemie některé hráče
    posílila,obsazují dříve
    nedosažitelné pozice
    naprestižních adresách.
    str.
    6–7
    VYSÍLÁNÍ NA
    JEDEN KNOFLÍK
    PETR
    VLČEK
    19
    10.května 2021
    99Kč/ 4,90
    ušetřete až
    14 000 Kč
    ušetřete až
    34 000 Kč
    VYSÍLÁNÍ NA
    JEDEN KNOFLÍK
    PETR
    VLČEK
    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
    VYSÍLÁNÍ NA
    JEDEN KNOFLÍK
    PETR
    VLČEK
    MAM_inz_predplatne_210x280_MAM_2021.indd 1MAM_inz_predplatne_210x280_MAM_2021.indd 1 13.05.2021 11:2313.05.2021 11:23
  • Strana 3

    Online konference Forum Media
    Light, která proběhla vminulém
    týdnu, nabídla tři zahranní atři
    domácí řečníky, kteří představili
    postřehy kpandemické situaci
    ajejím dopadům na komunikaci
    amarketing izměm, kte
    poslední rok sektor provázejí.
    Někdy se lidé až příliš soustředí
    na hledání bombastických řešení,
    ale podle průkopníka aplikace
    behaviorálních věd Sama Tatama
    zbritské Ogilvy Consulting není
    třeba vymýšlet nové věci, stačí se
    inspirovat řešeními, jaká během
    milionů let evoluce vyvinula
    íroda.
    Podle šéfa Cannes Lions Si-
    mona Cooka covid způsobil krizi
    vpřístupu ke kreativitě, protože
    se lidé vyhýbali kontroverm.
    Kvůli pandemii jsme podle něj na
    hraně ekonomické krize, což je ale
    pro komunikaci příležitost, pro-
    tože období nejistoty podporuje
    kreativní práce ařeše. Právě
    ty totiž pomáhají proměňovat
    společnost abyznys vracet zpět
    krůstu.
    Otřetí verzi Barcelonských
    principů promluvila jejich
    spoluautorka Emily Peet, kte
    poukázala na to, že vdnešní
    době máme často kvalitní data,
    ale nedokážeme je vdostatečné
    kvalitě prezentovat. Vizuálně
    účinná komunikaceření dat
    itom může mít zásadní význam
    adokonalá vizualizace datového
    reportu je klíčem kjejich úspěš-
    nému využití.
    Tereza Báčová zagentury Me-
    diaplus se zařila na to, jak pře-
    mýšlet při tvorbě kampaně,proč
    dává smysl, aby měly mediální
    agentury kreativní plánování ve
    svém arzenálu aco to ve výsledku
    může přinést iznačkám. Na lidi je
    podle ní třeba působit právě přes
    kreativu aemoce.
    Tereza Šimečková, ředitelka
    Nielsen Admosphere, vidí do
    budoucna příležitost vrůstu
    odložené sledovanosti či velkého
    zájmu opodcasty, které už kon-
    zumuje více než polovina Čechů.
    Michal Vlak, člen výkonné rady
    APRA ašéf Havas PR, hovořil
    oproblematice „fake news“, které
    zkoumal nejen jako celospole-
    čenský negativní vliv, ale zabýval
    se irolí PR profesionálů vjejich
    potírání.
    Květnová akce FM Light byla
    ochutnávkou hlavní podzim
    konference, na niž všechny
    zájemce srdečně zveme. Tak
    11.listopadu vO2 universum na
    viděnou!
    Přeji inspirativní čtení!
    Pavel Hejkrlík
    redaktor
    Co hýbe světem
    marketingu
    03
    EDITORIAL
    Bude nejméně podíl recyklovaného skla v lahvích whisky značky
    Johnnie Walker firmy Diageo. To představuje ročně zhruba o 13 tisíc
    tun uhlíku méně. Veškeré plastové obaly pak budou vyrobeny ze
    sta procent z recyklátů.
    Číslo týdne
    60 %
    FORUM MEDIA
    MÉDIA
    MARTIN HANZAL BUDUJE
    INTERNÍ AGENTURU V CNC
    Po letech vprostředí globálních
    mediálek staví vrámci mediálního
    domu „full-servis“pro SME klienty.
    str. 18 –19
    FORUM MEDIA
    ZMĚNA ZAŽITÝCH POŘÁDKŮ
    Společnost Nielsen Admosphere
    provedla pro konferenci Forum
    Media Light exkluzivní kvalitativní
    průzkum. Výsledky vám přinášíme.
    JAKÉ POUČENÍ A ZMĚNY
    PŘINESLA PANDEMIE?
    Behaviorální vědy, kvalitní data
    ikreativní plánování médií aktuálně
    ovlivňují svět marketingu.
    str. 14 –15
    str. 6 –13
    RETAIL
    NÁKUPNÍ CENTRA V PANDEMII
    ZAČALA DIGITALIZOVAT
    Vmnohých obchodních centrech
    využili krizi jako příležitost
    kinovacím adigitalizaci pro nájemce.
    str. 21
    NÁZORY
    ŽIVÝ SPORT SE VRA
    NA TELEVIZNÍ OBRAZOVKY
    Diváci jsou natěšení. Živé sportovní
    přenosy — jedno zhlavních lákadel
    lineární televize — je zpět.
    str. 23
    AGENTURY
    GAMING JE NEJVĚTŠÍ HNUTÍ NA
    SVĚTĚ, LEPŠÍ PŘÍLEŽITOST NENÍ
    Není otázka jestli, ale kdy se mu
    začnou zadavatelé věnovat, říkají
    Darko Silajdžić aDora Pružincová.
    str. 24 –25
    KONFERENCE FORUM
    MEDIA LIGHT
    KLÍČOVOU DÍRKOU
    DO BUDOUCNOSTI
    Foto na titulní stra: BOHUMIL POSPÍŠIL
  • Strana 4

    Svodka
    Czech News Center
    spustilo mobilní agregátor vlast-
    ních zpráv szvem Pět minut.
    Mobilní aplikace pro telefony
    sAndroidem iiOS přiší přehled
    zpravodajství zvíce než čtyřiceti
    různých titulů mediálního domu.
    Binance, světovou burzu
    kryptoměn, bude vČesku zastu-
    povat PR studio Punchline!, za
    mž stojí Jan Hostinský aHonza
    Borýsek, který spoluvlastní ta
    agenturu Advertia digital.
    Vinted, přeprodejní platfor-
    mě secondhandové módy z
    ivČesku, se podilo na další
    rozvoj získat investici ve výši 250
    milionů eur. Vloží ji do zlepšování
    zákaznické/členské zkušenosti,
    aby přilákala další nakupující.
    Lemur, soutěž pro PR pro-
    jekty APRA, ozmil nalisty. Na
    shortlist se probojovalo 133 prací,
    nejvíce šancí má Ogilvy.
    Bohemia Interactive
    spustila české účty na Facebooku
    aInstagramu, slouží ipro nábor
    nových kolegů.
    Můj Albert, věrnost apli-
    kaci maloobchodního řetězce, si
    zhruba měsíc od ostrého startu
    stáhlo 600 tisíc zákazníků.
    Nielsen Admosphere
    se stala třem realizátorem výzku-
    mu poslechovosti rádií Radiopro-
    jektu. Dosud se na něm podílely
    agentury Median aStem/Mark.
    Agentura Advisio, zís-
    kala tři nové klienty: Siberica.cz,
    Čerstvě uteno aColeman.
    Young Guns 19, soutěž
    pro mladé kreativce, je otevřena
    pro přihlášky. Nejbližší termín je
    30.června, nejzazší 26.července.
    PRAM Consulting se
    nově stará okomunikaci společ-
    nosti Motorola na českém trhu.
    Equa bank si ve výběrovém
    řízení vybrala na správu soclních
    médií agenturu Made by Vaculik.
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    ULOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    V centrech
    skončilo
    300 prodejen
    Podle statistik, které MAM
    poskytla retailová dataze
    Shopiny, ukončilo od letošního
    ledna do konce dubna ve 230čes-
    kých nákupních centrech provoz
    312obchodů. Nově naopak ote-
    vřelo 122 prodejen.
    Zdat společnosti, kte
    průběžně analyzuje odchody
    apříchody značek do obchod-
    ních center nejen vČesku, ale
    také na Slovensku avregionu
    DACH, byl odchody nejvíce
    postižen segment módy. Zavřelo
    141 prodejen soblečením (včetně
    sportovního), doplňky, šperky
    aobuví. Skončilo také 46 restau-
    rací akaváren. Nejvíce nových
    prodejen naopak otevřelo vmci
    stravovacích služeb, ato 25.
    Všichni čekali nějaký dra-
    matický vývoj vretailu, ale tyto
    předpovědi se zatím nenaplnily.
    Žádný Armagedon se nekoná.
    Zajímavé bude sledovat vývoj
    vdaích měsících,“ uvedl Jan
    Hübner, CEO Shopiny.
    Gate4ad.com
    nabídne online
    prodej reklamy
    VČesku letos včervnu odstartuje
    první evropská elektronická
    Svět podle MAM
    Nová evropská platforma pro prodej reklamy,
    konec 300 prodejen a Zlaté pero pro policisty
    VUSA bude
    letos více lidí
    generaceZ
    využívat TikTok
    než Instagram,
    uvádí eMarketer.
    Alesp jednou
    síč
    TikTok natíví
    37,7 milionu
    mladých lidí
    Foto: ISTOCK
    HLEME
    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
    04
    ZPRÁVY
  • Strana 5

    platforma pro prodej medlho
    prostoru ve všech typech médií
    snázvem Gate4ad.com. Od pro-
    since má být funní pro všechny
    země EU aŠvýcarsko.
    Je to reakce na celosvětový
    trend přesunu všech aktivit do
    online prostředí, což se dotýká
    také prodeje medlního prosto-
    ru,“ říká Jan Klápa, zakladatel
    projektu aředitel společnosti
    Gate4ad. „Elektronická platfor-
    ma nabídne zadavatelům stejné
    služby jako současné agentury,
    umožní nakoupit reklamu ve více
    zemích najednou azrychlí objed-
    návání. Médiím zajistí 100procet-
    ní platbu reklamního prostoru
    dopředu amožnost rozšířit si
    portfolio klientů,“ vypítává
    ínosy projektu Klápa, který sto-
    jí například iza zpravodajským
    projektem Zitrek.cz.
    inStreamly
    a monetizace
    streamů
    Polský startup InStreamly po zís-
    ní investice ve výši 1,1 milionu
    eur vstoupil na český aslovenský
    trh, kde chce autorům nabíd-
    nout lepší možnosti monetizace
    obsahu. InStreamly chce rozšířit
    stávající spolupráci svíce než
    dvanácti tisíci tvůrci obsahu vEv-
    ropě aposkytovat všem hráčům
    íležitosti doposud vyhrazené
    jen těm největším kanám na
    Twitchi.„Chceme navázat na
    úspěchy na polském trhu arozjet
    zde spolupráci stop značkami
    aagenturami,“ uvedl pro web
    CzechCrunch Ondřej Šilhavý,
    jenž je vInStreamly zodpověd
    za český aslovenský segment.
    Podle něj mohou být pro značky
    zajímaví imenší streameři se
    svými věrnými komunitami.
    Twitch iky pandemii zažívá
    růst zájmu, za rok 2020 diváci
    zhlédli více než 17 miliard hodin
    živého vyní.
    Žabka nově
    spolupracuje
    s Woltem
    Moderní způsob nákupu potravin
    zpohodlí domova nabízí síť
    prodejen Žabka již více než rok.
    Obliba zákazníků utéto formy
    kupů neusle roste, proto
    se Žabka rozhodla rozšířit svou
    nabídku aspustila spolupráci
    sonline kurýrní službou Wolt.
    „Snažíme se reagovat na měnící
    se potřeby zákazníků. Častější
    využívání online nákupů patří
    ktrendům posledho roku.
    Vrámci spolupráce se společností
    Wolt nabídneme zákazníkům na
    850 položek vrámci celé šíře na-
    šeho sortimentu avedle doručení
    domů je možná ivarianta vyzved-
    nutí vprodejně,“ vysvětluje Ra-
    dim Lunda, generální ředitel sítě
    obchodů Žabka vČR. Služba bude
    dostupná zákazníkům vPraze
    aBrně, vrámci pilotho provozu
    se do ní zapojí zatím 10 obchodů
    aslibuje doručení do půl hodiny.
    Žabka do svého sortimentu ne-
    dávno zařadila ivolně prodejná
    léčiva. Od loňského dubna nabízí
    imožnost online nákupů, které
    provozuje ve spolupráci sapli-
    kací Bolt Food. Vsoučasnosti je
    dostupná v39 obchodech ana
    výběr má přes 800 položek.
    Zlaté pero
    získali policisté
    Desátý ročník soutěže onejlepší
    reklamní text, kterou pořádá
    český Creative Copywriters
    Club, vyhla možná překvapivě
    facebooková stránka Městská
    policie Přerov aZlaté pero tak
    putovalo „mimo obor“. „Snad
    poprvé jsem byl díky Městské
    policii Přerov svědkem toho, že
    íspěvek policie nebyl na sítích
    sdílený shanlivým podtextem,
    ale naopak sobdivem, úžasem
    apobavením,“ podotkl předse-
    da poroty Marek Partyš. „Je to
    ksný důkaz otom, že chytrý
    ahravý text může pozvednout
    celé vníní značky,“ dodal.
    Oceněnou facebookovou
    stnku sleduje více než 22 tisíc
    lidí ajejí statusy pravidelně získá-
    vají více než tisíc reakcí. Městská
    policie Přerov je také po výběru
    poroty ve le soutěže Magnesia
    Litera vkategorii blogu roku.
    Ovítězi rozhodují čtenáři, kteří
    mohou hlasovat do 1.června.
    Porota Zlatého pera letos
    udělila též dvě zvláštní oceně
    pracím, které si podle ní zaslouží
    pozornost publika, ač nesplňova-
    ly pravidla soutěže. Jednu získal
    instagramový účet Terapie sdíle-
    m. Druhou výzva Stay Inside.
    Putovní trofej vítězi soutěže by
    měli včernu valtánu Grébovka
    předat zástupci agentury Symbio
    loni ocenění za deep fake „projev
    prezidenta“ pro HBO Europe.
    Inzerce
    Foto: TESCO
    HLEME
    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
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  • Strana 27

  • Strana 28

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