Strana 27

Marketing & Media

Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
22/2022

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
  ESG RATING UKÁŽE
  FIRMÁM, JAK DÁL
  Díky nové kategorii cen
  SDG se mohou rmy
  navzájem porovnat
  vudržitelnosti.
  str. 14–15
  NEJVĚTŠÍ ÚNIK DAT
  V HISTORII KVŮLI RTB
  Četnost sdílení dat uživatelů
  vrámci reklamních aukcí
  se pohybuje vřádu miliard
  za jeden jediný den.
  str. 18–19
  VIRTUÁLNĚ
  AŽ K JÁDRU
  KATEŘINA
  BARTŮŠKOVÁ
  22
  30. května 2022
  99 Kč / 4,90 €
  FESTIVALY ČEKAJÍ
  REKORDNÍ ZÁJEM
  Promotérům stouply
  náklady, někteří partneři
  přehodnotili priority. Léto
  ale bude rozhodně silné.
  str. 8–11
- Strana 2
  @marketingamedia
  Sledujte
  aktuality
  z oboru na
  FM_inz_post-on-phone_MAM_210x280_klima.indd 1FM_inz_post-on-phone_MAM_210x280_klima.indd 1 26.05.2022 16:4726.05.2022 16:47
- Strana 3
  Správa železnic si za devět milio-
  nů korun na několik dnů pronaja-
  la francouzský rychlovlak TGV od
  francouzské SNCF. Během června
  sjeho pomocí chce propagovat
  přípravu vysokorychlostních
  tratí abudoucnost železniční
  dopravy unás.
  Ovšem ona komunikovaná
  „česká budoucnost“ bude sym-
  bolizována soupravou TGV PSE
  vyrobenou formou Alstom vroce
  1980, tedy spíše reliktem zminu-
  losti. Ale jak jinak to také udělat?
  Takový Šinkanzen, ač je ještě
  mnohem rychlejší, by zJaponska
  nedojel apodobné platí pro čín-
  ské maglevy, které dokáží jezdit
  až 600 km/h. Takže 42 let starý
  stroj „odvedle“ je vlastně fajn
  asrdce železničních nadšenců
  určitě zaplesá itak.
  Aposun na železnici je vidět,
  ne že ne. Za časů mých studií
  atehdy probíhající modernizace
  koridoru cesta do rodného města
  zabrala běžně přes pět hodin,
  teď trvá tři ačtvrt. Tak třeba
  rychlovlaky za dvacet let, než se
  tratě zmodernizují, ukrojí další
  hodinku.
  Mediálním prostorem zhusta
  vířily také dvě dopravní nehody,
  každá se přitom ubírala zcela od-
  lišnou mediální cestou. Vpřípadě
  hokejisty Jaromíra Jágra, který
  boural svozem Kia stramvají
  aodešel se štěstím nezraněn, šlo
  především orychlou reakci na
  danou situaci ze stran značek,
  jejichž je ambasadorem.
  Kauand toho na Facebooku
  využil pro fotomontáž nehody
  sJágrovou usmívající se hlavou
  vystrčenou zokna asměrovkou
  do Kauandu na cestě se sděle-
  ním „Když spěcháte na středeční
  akce do Kaufu“ shumornou
  nadsázkou.
  Automobilka Kia pak odkázala
  na výsledky evropských nárazo-
  vých testů, které vyšly tentýž den
  av nichž model EV6 získal pět
  hvězdiček. Obě rmy zároveň ne-
  opomenuly nabádat kopatrnosti
  na silnících. Díky osobě české
  68 se nehodě výrazně věnovala
  izpravodajská média zřady
  zahraničních zemí apříspěvky
  měly značný dosah.
  Zjiného mediálního soudku je
  pak nehoda herečky Dády Patra-
  sové. Ta se naopak zmediálního
  pokrytí týkala čistě tuzemské
  scény ana rozdíl od Jágra ji
  vnarativech doprávazel omnoho
  méně pozitivní tón. Celá story se
  stala „žrádlem“ pro bulvár…
  Pavel Hejkrlík
  redaktor
  Zpátky do
  budoucnosti CZ
  Společnost ČEZ je partnerem
  aktuálního vydání MAM.
  03
  EDITORIAL
  FESTIVA LY
  UDRŽITELNOST
  DÍKY ESG RATINGU SE MOHOU
  FIRMY ZAČÍT POROVNÁVAT
  Nový žebříček vrámci Cen SDG
  ukáže rmám, jak jsou na tom
  konkurenti ve stejném segmentu.
  str. 14 –15
  VIRTUÁLNÍ REALITA
  S VR BRÝLEMI AŽ K REAKTORU
  NEBO DO SKLADU PALIVA
  Zájem škol iveřejnosti je obrovský,
  říká vedoucí Infocenter skupiny ČEZ
  Kateřina Bartůšková.
  FESTIVALOVÝ NÁŠUP
  NEZASTAVÍ ANI INFLACE
  Letos čekají promotéři rekordní
  zájem. Jenže vstupenky už jsou
  nakoupené většinou za „staré“ ceny.
  Bude to ekonomicky fungovat?
  str. 12 –13
  str. 8 –11
  REKLAMA
  MARKETING JE JAKO STALKING,
  PROTO SE MU LIDÉ VYHÝBAJÍ
  Reklamy diváky nebaví, nevěnují jim
  pozornost avmetrikách to není znát,
  zaznělo na konferenci WFA.
  str. 20
  REBRANDING
  KDYŽ MĚNÍTE FUNGUJÍCÍ
  ZNAČKU DESETI MILIONŮM LIDÍ
  Vlastní brand nám dává lepší
  manévrovací prostor, popisuje šéa
  brandu telco z PPF Lenka Rosolová.
  str. 22 –23
  Foto na titulní straně: BOHUMIL POSPÍŠIL
  recenzí a hodnocení e ‑shopů zanechali spotřebitelé za
  uplynulý rok v rámci programu Ověřeno zákazníky, který
  provozuje nákupní rádce Heureka. Každou minutu zákazníci
  udělili v průměru 13 hodnocení, která ostatním pomohla při
  rozhodování a výběru e ‑shopu.
  Inzerce
  Číslo týdne
  6,8 mil.
- Strana 4
  Svodka
  BigBoard plánuje více
  propojit svět OOH aobchodování
  vonline prostředí. Od červen-
  ce spustí novou online divizi,
  zaměří se na stávající aktivity
  (Plakatov.cz, hyperinzerce.cz,
  owee.cz, tydenikhrot.cz adalší).
  AČRA MK přijala vkvětnu
  nového člena, společnost Evrop-
  ská databanka, která se soustředí
  na marketingové služby pro malé
  astřední rmy.
  Everli, online tržiště spotra-
  vinami, získalo pod vedením no-
  vého investora United Ventures
  nance ve výši přes půl miliardy
  korun. Chce urychlit stávající
  plány mezinárodní expanze.
  Radioservis, dceřiná spo-
  lečnost Českého rozhlasu, ukončí
  po 99 letech na konci června
  zekonomických důvodů vydává-
  ní tištěného Týdeníku Rozhlas.
  Marketér roku 2021,
  soutěž pořádaná Českou mar-
  ketingovou společností, udělila
  hlavní cenu Simoně Liškové,
  marketingové ředitelce českého
  zastoupení Vodafone.
  M7 Group, provozovatel
  česko -slovenské internetové asa-
  telitní platformy Skylink, ukončí
  ke 30. červnu pilotní provoz
  terestrické programové nabídky
  Anténa+. Nevidí vní významný
  komerční potenciál.
  Kaspen/Jung von
  Matt uspěla vtendru pro
  letošní kampaň značky Rajec ze
  skupiny Kofola ČeskoSlovensko.
  Vkomunikaci se věnuje tématu
  aktivního životního stylu.
  O2 TV mění od začátku
  června pořadí televizních kanálů.
  Na vyšších, prémiových pozicích
  budou stanice skupiny Nova.
  Stanice FTV Prima vpořadí
  klesnou anebude na nich možné
  přetáčení reklam.
  Skupina Accenture
  Interactive bude nově na trhu
  působit pod jménem Accenture
  Song. V roce 2019 koupená agen-
  tura Droga5 si svůj název nechá.
  VÝBĚR ZPRÁV
  Z UPLYNULÉHO TÝDNE
  UDÁLOSTI
  POHLEDEM REDAKCE
  MARKETING & MEDIA
  Člověk v tísni
  s novým logem
  Nezisková organizace dostala
  ke 30. výročí své existence nové
  logo, které vzešlo zjednokolové
  soutěže pořádané ve spolupráci
  se společností Czechdesign.
  Všichni účastníci se jí účastnili
  pro bono. Vítězný návrh je od stu-
  dia Marvil (tým tvořený Terezou
  Saitzovou, Vojtěchem Vavřínem,
  Jiřím Karáskem aOlgou Benešo-
  vou, pod vedením Pavla Zelenky).
  Logo staví na jednoduchém
  symbolu člověka anázvu organi-
  zace. Je rozpoznatelné ačitelné
  vterénu izdálky. Součástí změny
  je také sytě modrá barva, která
  zdůrazňuje posun kpozitivnější
  komunikaci, anová barevná
  paleta pro různé oblasti činnosti,
  vzhledem ktomu že se vedle hu-
  manitární oblasti věnuje ivzdě-
  lávání nebo pořádání festivalu
  Jeden svět. Vítěz soutěže též po-
  skytl bezplatnou licenci, kterou
  Člověku vtísni udělila itvůrkyně
  písma vizuálu Veronika Burian ze
  studia TypeTogether. Pro bono
  poskytlo své služby ispecializo-
  vané úložiště BrandCloud.
  Knowlimits
  rostla nejvíce
  Pařížský institut RECMA vypo-
  čítal hodnotu portfolia Knowli-
  mits na 250 milionů eur. Tím se
  agentura poprvé vhistorii stává
  jedničkou na českém mediálním
  trhu. Dle žebříčku Client Portfolio
  Growth zledna2022 vykazuje
  zvýšení mediální hodnoty klientů
  agentury 46 procent. „Za velký
  narůst vděčíme naším klientům,
  Svět podle MAM
  Nové logo Člověka v tísni, Super Bowl
  bez Pepsi a NFT s Gretzkým od eBay
  
  Streamovací
  služba Netix
  vreakci na
  horší výsledky
  propustila 150
  zaměstnanců
  aosekává výdaje
  na produkci
  nových snímků
  Foto: ČLOVĚK V TÍSNI
  04
  ZPRÁVY
- Strana 5
  kteří nám svěřují své reklamní
  rozpočty, avyužívají stále více
  marketingových služeb, které na-
  bízíme,“ uvedli Markéta Dyllong
  aPetr Bažant, managing partneři
  Knowlimits.
  Pařížský institut RECMA je
  jedinou nezávislou organizací
  hodnotící mediální agentury vce-
  losvětovém měřítku. Shromažďu-
  je aanalyzuje údaje od více než
  1400 agentur v90 zemích světa.
  Jedním zkritérií, která institut
  sleduje, je růst klientských port-
  folií mediálních agentur. Vtomto
  ohledu se na druhém místě umís-
  tila agentura OMD.
  Tatra kampaní
  shání 500 lidí
  Kopřivnická společnost zvyšuje
  výrobu anaráží na problém
  snedostatkem pracovní síly,
  proto rozjela náborovu kampaň
  scílem nabrat 500 lidí. Nasazení
  je vplánu zatím na červen. Objeví
  se na sociálních sítích abillboar-
  dech vokolí Kopřivnice. Inzerce
  se uplatní ivregionálním tisku
  arozhlase, konkrétní nasazení se
  zatím dolaďuje. PR pro kampaň
  připravuje agentura PP Partners,
  která ve spolupráci sTatrou řeší
  inákup médií.
  Součástí kampaně je inový
  personální web značky chcido-
  tatry.cz, který Tatra vytvořila
  ve spolupráci se společností
  Sherwood Digital. Ina webu se
  objevují krátké spoty „práce
  vTatře“, vnichž sebe asvé profe-
  se představují zaměstnanci Tatra
  Trucks. Koncept videí, kterých
  bude přibývat, je od Tatry sa-
  motné anatočila je novojičínská
  společnost Gate Television.
  Pepsi dala vale
  Super Bowlu
  Nápojářský gigant Pepsi už
  nebude sponzorem každoroční
  poločasové bombastické show
  během nále Super Bowlu. Spo-
  lečnost byla sponzorem poločaso-
  vé přestávky Big Game dlouhých
  deset let.
  Vprohlášení Pepsi uvedla, že
  ukončení partnerství je odrazem
  „většího strategického posunu
  scílem přinést bezprecedentní
  hudební azábavní zážitky spotře-
  bitelům tam, kde jsou nyní akde
  budou vbudoucnu“. Firma plá-
  nuje soustředit více mediálních
  výdajů do digitálního vysílání,
  protože diváci tradičním televi-
  zím ubývají. Sledovanost poloča-
  sové show dosáhla vrcholu vroce
  2015 sKate Perry se 120,7miliony
  diváků, ale postupně klesala až
  na 96,7 milionu pro The Weekend
  vroce 2021.
  Vreakci na oznámení mluvčí
  NFL uvedl, že liga zaznamenala
  velký zájem společností, které
  se chtějí přihlásit jako sponzor
  poločasové show Super Bowl.
  Cena by se však mohla pohybovat
  až kolem 50 milionů dolarů.
  Pepsi však podepsala další
  sponzorský kontrakt sligou NFL
  Před Pepsi byla poločasovým
  sponzorem mezi lety 2008 a2013
  Bridgestone.
  eBay se spojila
  s Gretzkým
  Do oblasti NFT se vrhl aukční
  portál eBay, který se při této
  příležitosti spojil s„Great One“,
  tedy nejlepším hokejistou historie
  Waynem Gretzkým. Společnost
  představí třináctku limitova-
  ných NFT ve spolupráci sWeb3
  platformou OneOf, každé NFT
  bude obsahovat 3D animovaný
  render nejslavnějších akcí muže
  sčíslem 99 na zádech. Vprůběhu
  roku plánuje OneOf uvést na trh
  další NFT série sikonami světo-
  vého sportu, které se objevily na
  titulní stránce magazínu Sports
  Ilustrated. Scenovkou pro běžné
  smrtelníky, která bude začínat na
  deseti dolarech.
  „Před čtyřiceti lety jsem byl
  vděčný, že jsem na obálce Sports
  Illustrated, byl to monumentální
  okamžik vmém životě,“ uvedl
  Gretzky vprohlášení. „Je mi ctí
  přinést tento sběratelský zážitek
  mým hokejovým fanouškům,
  kteří moji kariéru sledovali po
  celá desetiletí.“
  Vminulosti zaznamenaly sbě-
  ratelské karty Gretzkého rekordy
  voblasti hokejových memorabilií,
  přičemž nová karta se vroce 2021
  prodala za 3,75 milionu dolarů.
  Vroce 2020 se nováčkovská karta
  sGretzkym stala první hokejovou
  kartou, která se prodala za více
  než milion dolarů. NFT ovšem
  vposledních měsících zazname-
  naly výrazný pokles hodnoty.
  In-store design
  a modulární
  stojany
  Eko
  Low cost
  Illuminated
  Interactive
  Jsme výrobci In-store designu a prodejních stojanů.
  Jde to lehce:
   Nastavíme fungující strategii
   Vytvoříme kreativní designový návrh
   Nízké ceny přímého výrobce
  Realizace největšího rebrandingu v ČR přinesla meziroční nárůst tržeb o 35 % (síť drogerií Teta).
  www.moris.cz
  Nárůst tržeb až
  35
  %
  Inzerce
  Foto: PEPSI
  ZPRÁVY
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Marketing & Media

22/2022

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