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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