Strana 2

Marketing & Media

Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
23/2019

Časopis Marketing a Media je prestižním, mimořádně vlivným oborovým médiem. Věnuje se oblasti byznysové komunikace, reklamy, marketingu a médií. Každý týden přináší exkluzivní rozhovory s nejvlivnějšími a nejzajímavějšími osobnostmi branže, přináší obsahovou inspiraci a současně představuje otevřenou platformu pro kritickou diskuzi.
- Strana 1
  EXTRA
  KINOREKLAMA
  V ROCE 2019
  LETNÍ EDICE ZBOŽÍ
  VŠEHO DRUHU
  FMCG, automobily i pevné
  disky. Výrobci přicházejí
  s letními speciály.
  A to se vyplatí?
  BURGER KINGU
  CHUTNÁ VENKOVKA
  Šéf české pobočky řetězce
  si pochvaluje, jak dobře
  lze měřit výkon venkovní
  reklamy
  JAKÉ BUDE
  ČESKÉ PR
  BYSTROV
  & PAVELKA
  23
  10. června 2019
  99 Kč / 4,90 €
  Vstupenky
  Early Bird již v prodeji!
  www.forummedia.cz
  Nabídka platí do 30. června nebo do vyprodání.
- Strana 2
  MONETA ŽIVNOSTNÍK ROKU
  VODAFONE FIRMA ROKU
  14.
  
  
  
  10 NEJLEPŠÍCH
  V KAŽDÉM KRAJI
  
  30. ČERVNA
  
  FR_inzerat_MAM_210x280_uzaverka.indd 1 03.05.19 16:30
  KAMPANĚ
  NA HRANĚ
  Probádejte teritorium tvorby reklamy
  Prospívají zadavatelům reklamy na hranici vkusu?
  Pro jaké značky se vlastně hodí? Jaké jsou etické
  azákonné limity? A na co si dát při tvorbě
  kampaně pozor?
  Vstupenky na www.fmfocus.cz
  Klub MAM
  11. června 2019 od 17.30 hodin
  Františka Křížka 1, Praha 7
  Pozvání redakce MAM přijali:
  David Brada, zakladatel, Cream Prague a Dream Digital
  Vojtěch Prokeš, research director, Behavio Labs
  Petra Dolejšová, advokátka, eLegal
  Jindra Malík a Tomáš Brožek, režiséři, Mugshots
  Juraj Felix, výkonný ředitel, MALL.TV
  Jako speciální host vystoupí neřízená střela marketingové komunikace
  starosta a bývalý bulvární novinář Pavel Novotný.
   
- Strana 3
  
  Francouzská kampaň
  Droit des Non Fumeurs
  si pohrávala s tématikou
  orálního sexu a otroctví.
  Před devíti lety způsobila
  slušné pozdvižení.
  Foto: STRATEGIES.FR
  Jelikož jsem odkojen devadesátými lety ačetbou
  Nicka Hornbyho, nevyhnutelně jsem fanouškem
  všech možných žebříčků, pořadí ahitparád.
  Logicky si tedy čas od času procházím přehle
  -
  dy reklam, které vyvolaly šok. Nepřestává mě
  fascinovat chladná úvaha, která kreativní máy
  přiměla při koncipování některých kampaní
  kcílenému vyvolání šoku. Tento přístup má
  dokonce odborný název. Shockvertising.
  Zajímavé mi vždycky přišlo, že na začátku
  shockvertisingu bylo cosi, čemu Kim Bhasinová
  (její žebříčky mají vmém žebříčku žebříčků sta
  -
  bilně vcelku vysokou pozici) vBusiness Insideru
  říká humanitní akcent.
  Příklad?
  Jistě, pan Toscani ajeho kampaně pro
  Benetton, které se na přelomu osmdesátých ade
  -
  vadesátých let vůbec nebály zaútočit na tehdejší
  tabu jako byly homosexualita nebo AIDS.
  HLAVNĚ NEKOMERČNĚ
  Většina shockvertisingu se odehrává mimo
  komerční zónu. Vroce 2005 světem otřásla
  kampaň Humans for Animals, ve které stál tuleň
  sbaseballovou pálkou vtlamě nad utlučeným
  kojencem. „Nečiňte ostatním, co nechcete, aby
  činili vám,“ říkal claim kampaně zaměřené proti
  vybíjení mořských savců.
  Jiná šokující kampaň, Droit des Non Fumeurs
  zroku 2010, drsně využívala symboliku orálního
  sexu: „Kouřit znamená být otrokem.“
  Když se do shockvertisingu pustil komerční
  svět, výsledky byly často rozporuplné. Značka
  Sisley ve své kampani Fashion Junkie (model
  -
  ky šňupající poutka bílé spodničky) vČíně
  roku 2007 vyvolala slušné haló, prodejům ale
  nepomohla. Dolce & Gabbana roku 2007 poslala
  do světa přeerotizovanou kampaň, která si
  pohrávala třeba se skupinovým sexem, výsledek
  byl ale ještě upocenější než naolejovaní panáci
  zbillboardů.
  Tolik ze světa, aco doma? Šokující reklamy
  by se unás daly spočítat celkem snadno. „Až
  to budu natírat příště, vy už tady, maminko,
  nebudete,“ vzpomínáte? Ta kampaň se Petru
  Havlíčkovi mimořádně povedla.
  Aco takhle „Bóbika“, vybavujete si ho? Pár
  přijde do čínské restaurace, chce si nechat
  pohlídat pejska jménem Bobík amísto toho mu je
  nakonec úhledně naservírován jako hlavní chod.
  Potíž je, že si vybavím reklamu, ale na co
  byla, to opravdu nevím. Což je ureklamy coby
  prostředku podpory prodeje, přiznejme si to,
  poněkud problém.
  Reklamou amarketingem na hraně se kaž
  -
  dopádně budeme zabývat už 11.června vrámci
  dalšího setkání FM Focus. Těším se, že se potká
  -
  me vredakci, mohlo by to být zajímavé, poučné
  azábavné. Vstupenky koupíte na
  
  www.fmfocus.cz.
  Ondřej Fér
  
  šéfredaktor
  Shockvertising
  na Letné
  Škola jako
  tvůrčí dílna
  Filmová
  tvorba
  
  design
  
  tvorba
  www.akademiemichael.cz
  Design
  interiéru
  
  
  a mediální
  
  Inzerce
  03 EDITORIAL
- Strana 4
  UDÁLOSTI POHLEDEM
  ŠÉFREDAKTORA
  MARKETING & MEDIA
  Pornem
  k světlým
  zítřkům
  Pornograe přestala pohánět
  internet kupředu. Historická zku
  -
  šenost říká, že to světové síti věští
  úpadek apohlcení jinou technolo
  -
  gií. Stouto myšlenkou přišel Tim
  Harford, autor zajímavého formátu
  50 Things That Made the Modern
  Economy. Vychází zprůzkumu,
  podle kterého jeden ze sedmi lidí
  na netu hledá porno, což znamená,
  že šest hledá něco jiného. Harford
  tato čísla srovnává sfaktem, že ještě
  před pěti lety pět ze šesti materiálů,
  které lidé posílali po webu, bylo
  pornograckých.
  „Nic neposunulo informační
  technologii kupředu tolik, jako
  lidská touha zobrazovat sex,“ tvrdí
  Harford. Malířská perspektiva se
  podle něj zrodila zpotřeby realistic
  -
  kého zobrazení pohlavního styku.
  Pařížské „umělecké studie“ vdeva
  -
  tenáctém století zase rozvíjely foto-
  grackou techniku. Televize vzešla
  z„penny peepshow,“ automatů,
  které po vhození pár drobných ve
  třicátých letech minulého století
  přehrávaly lechtivé snímky.
  Přínos pornograe krozvoji
  internetu je ztohoto úhlu pohle
  -
  du bez diskuse. Otázkou je, jaký
  nosič bude mít tu pochybnou čest
  být pornem rozvinut až kúplné
  dokonalosti.
  Televizní souboj
  titánek
  Obchodní válka mezi Spojenými
  státy aČínou má vliv ina mediální
  provoz. Pozoruhodná je zejména
  permanentní strkanice, kterou
  provozuje americká stanice Fox
  News astátní čínská televize CGTV.
  Oblíbeným otloukánkem čínské sta
  -
  nice se stala moderátorka Foxe Trish
  Reganová, viněná zejména zpřílišné
  emocionálnosti apohrdání fakty. Ne
  že by Číňané neměli kus pravdy. Re
  -
  ganová coby oblíbená moderátorka
  prezidenta Donalda Trumpa do éte
  -
  ru vypouští tvrzení jako „všechno,
  co říkám, je dobré pro vlast.“
  „Jediné, co umí, je dštít síru
  aplameny,“ řekla oReganové její
  čínská zrcadlová kopie Liu Xin. Ta
  se zase blýskla pozoruhodným tvr
  -
  zením, že omezování lidských práv
  je nejlepším způsobem, jak snížit
  chudobu ve světě.
  Minulý týden se obě dámy
  (vizfoto) střetly vzajímavé diskusi,
  která sice nepřinesla žádný výsle
  -
  dek, ale ukázala, že pokud někdo
  může těžit zkomplikované globální
  situace, jsou to média. Potíž na
  -
  stává, když média situaci sama
  komplikují, což je přesně případ
  Foxe iCGTV. Asamozřejmě také
  mnoha dalších.
  YouTube
  přitvrzuje
  pravidla
  
  Společnost YouTube minulý týden
  oznámila změny ve fungování své
  platformy na sdílení videí, která mají
  omezit šíření konspiračních teorií
  avymýtit sdělení hájící diskriminaci
  na základě rasy či pohlaví. Zakázána
  jsou nově mimo jiné videa, jejichž
  tvůrci popírají holokaust. Na YouTu
  -
  be jsou tedy nově zakázána videa,
  která hájí nadřazenost jisté skupiny,
  „aby ospravedlnila diskriminaci, se
  -
  gregaci, nebo vyloučení“ na základě
  věku, pohlaví, rasy, víry či sexuální
  orientace.
  To zahrnuje videa, která oslavují
  nacistickou ideologii, která je ze své
  podstaty diskriminační,“ píše se
  vtiskovém sdělení, které společ
  -
  nost zveřejnila na svém blogu.
  Všechno vpořádku, jen si říkám,
  co si budu na YouTube pouštět, až
  zněj zmizí pořady otom, že Země je
  placatá avšemu vládnou ilumináti.
  Genderový
  Skleněný lev
  Skleněného lva by si zletošního
  reklamního festivalu vCannes měla
  odnést některá zmnoha kampaní,
  které se zaměřují na problematiku
  genderových stereotypů ane
  -
  rovnosti mužů ažen, tipuje Doug
  Zanger zAdWeeku.
  My si tipovat netroufáme, ale
  po vzoru novináře Jana Paličky,
  který vyrazil svůj článek zpětně
  ověřovat do Stockholmu, se do
  Can nes vydáme. Už za několik dní
  se tedy můžete těšit na zpravodaj
  -
  ství přímo zmísta.
  Svět podle Féra
  Sklenění lvi, podíl porna na
  technologickém rozvoji et cetera
  
  Nejvíc hlasů
  ve volbě členů
  Rady ČTK získal
  militantní
  klerikál
  Semín aautor
  pochybných
  reportáží
  Soukup.
  Chystejte si
  spacáky.
  Foto: CGTV
  04
  SCÉNA
- Strana 5
  Svodka
  Lucie
  Vaníčkové
  Samsung vyhlásil první kolo
  výběrového řízení na agenturu,
  která mu bude na českém trhu
  poskytovat kompletní služby
  voblasti vztahů sveřejností. Tendr
  je otevřený všem subjektům, které
  splní podmínky. Agentura musí mi
  -
  nimálně dva roky působit na trhu,
  mít adekvátní zkušenost voblasti
  PR technologických společností
  adosáhnout minimálního ročního
  obratu 10 milionů korun. Vprvním
  kole, do něhož se mohou zájemci
  hlásit do 23.června, nemá být hod
  -
  notícím kritériem cena. Agentury
  pozvané do druhého kola budou
  oznámeny do 21.července.
  Zalando, německý módní
  e -shop, který loni na podzim vstou
  -
  pil na český trh, přichází snovou
  reklamní kampaní. Ta pochází od
  agentury Mother London ainterní
  marketingový tým rmy ji adapto
  -
  val pro český trh. Zákazníky vní
  značka nabádá, aby byli sami sebou
  apři oblékání nedali na názory
  druhých. Reklama běží vtelevizi,
  OOH, vonlinu ana webu ivapli
  -
  kaci Zalando. Snovou kampaní na
  českém trhu přišla ikonkurenční
  značka About You, která angažova
  -
  la modelku Karolínu Kurkovou.
  Skylink, český aslovenský
  provozovatel satelitního vysílání,
  spouští nový e -shop sprodejem
  vybavení pro příjem satelitní
  ainternetové televize. Zakoupit je
  tu možné satelitní komplety nebo
  multimediální přehrávač Tesla
  Mediabox pro sledování interneto
  -
  vé Skylink Live TV. Spuštění provází
  videospot sambasadorkou Adélou
  Gondíkovou.
  Business Factory
  investuje jeden milion eur do oddě-
  lení Innovation Lab. To se zaměřuje
  na analýzu uživatelských dat, na
  niž navazuje vývoj personalizované
  reklamy ireklamních technologií.
  Právě vtzv.big datech vidí agen
  -
  tura Karla Tlusťáka budoucnost
  marketingu. Vedle toho provozuje
  projekty Arbitreo pro vydavatele
  ainzerenty, Openshop, který
  pomáhá majitelům e -shopů stvor
  -
  bou mobilních aplikací aRetail
  Solutions, které měří dopady online
  propagace na oine prodeje.
  Nielsen rozšiřuje měření
  digitálních kampaní vrámci
  produktu Digital Ad Ratings odata
  zmobilní aplikace YouTube. Vedle
  Česka se služba zavádí ina dalších
  33 světových trzích včetně Norska,
  Nizozemí, Brazílie nebo Hong
  Kongu. Rozšíření je založeno na
  dosavadním měření Nielsenu, které
  nabízelo přehled opubliku reklam
  zhlédnutých na YouTube na počíta
  -
  čích apřes mobilní prohlížeče.
  KitKat přichází skampaní od
  agentury Symbio, jež doprovází
  uvedení nového produktu KitKat
  Ruby. Ten se odlišuje zejména
  růžovou čokoládou, která se vyrábí
  ze speciálních růžových kakaových
  bobů. Komunikace staví na claimu
  se slovní hříčkou „Dej si pauzu na
  -
  Ruby“, kampaň běží na Instagramu,
  YouTube avkinech CineStar. Cílem
  je aktivizovat zejména mladé lidi do
  25let, což je ijeden zdůvodů, proč
  se její tváří stal youtuber akomik
  Vladimír Kadlec vystupující pod
  přezdívkou @vladavideos. Symbio
  spolupracuje se značkou KitKat již
  třetím rokem. Za loňskou kampaň
  Mistrovství světa vPauzování spo
  -
  lečně získaly ocenění Ee.
  Gemius se svým výzkumem
  vyhrál cenu IAB Research Award,
  udělovanou mezinárodním sdruže
  -
  ním IAB Europe nejlepším projek-
  tům vEvropě. Společnost zvítězila
  vkategorii audience measurement
  se svou technologií Single Source.
  Ta díky jednotnému panelu uživa
  -
  telů, poskytuje komplexní analýzu
  reklamního trhu– jak tradičních
  reklamních kanálů (televize, radio)
  tak online (PC amobile) včetně
  velkých internetových hráčů jako
  jsou Facebook, YouTube nebo
  Instagram.
  Storyous spustil e -shop,
  který propojuje restaurace smíst
  -
  ními dodavateli. Skrze platformu
  Storyous Market odběratelé pořídí
  zboží za velkoobchodní ceny. Zatím
  se zapojily desítky výrobců. E -shop
  má být příležitostí pro menší doda
  -
  vatele, kteří mohou nastolit férovou
  cenu bez nutnosti dodávat vysoké
  objemy zboží.
  VÝBĚR ZPRÁV
  REDAKTORKY MAM
  Zprávy
  z první
  ruky
  PUBLICIS OPĚT V SOUTĚŽÍCH
  Agentury komunikační sítě
  Publicis už nebudou chybět
  v reklamních soutěžích. Důvodem
  jejich neúčasti byla úspora
  nákladů kvůli vývoji Marcela,
  komunikační platformy na
  bázi umělé inteligence, která
  má propojit celou síť Publicis
  čítající 80 tisíc zaměstnanců.
  Marcel byl poprvé spuštěn
  přede dvěma týdny ve Velké
  Británii, rok poté, co Publicis
  oznámil jeho vývoj. Další země
  se budou připojovat postupně.
  Kdy přijde na řadu Česko, zatím
  není známo. Podle Tomáše Vargy,
  ředitele středoevropské sítě
  Publicis, by nemuselo být mezi
  posledními. ČR je díky nedávné
  akvizici digitální Kindred Group
  strategicky významná.
  EKOLOGIZUJÍCÍ CHATBOT
  Společnost EKO -KOM spolu
  s komunikační agenturou
  Havas spustila chatbota,
  který má vzdělávat hlavně
  mladé lidi v oblasti třídění
  a recyklace odpadu. Funguje
  v aplikaci Messenger. „Abychom
  návštěvníkům stránek předali
  konkrétní informace, rozhodli
  jsme se pro formu uzavřené
  komunikace s virtuálními
  experty, maskoty Tříďou
  a PEŤkou, a rozdělili ji do dvou
  linií: boření mýtů a testování
  znalostí v kvízu. Chatbot pracuje
  s předdeﬁnovanými okruhy
  podle témat, o kterých víme, že
  je lidé řeší. Vše je doplněné o gify,
  videa a vtípky, jaké dnes lidé
  v konverzaci používají,“ popisuje
  Milica Petrik, šéa digitálního
  oddělení Havasu. V prvních dnech
  si chatbota vyzkoušelo přes dva
  tisíce lidí, někteří se k němu vrátili
  i několikrát a našli se i takoví, co
  s ním strávili hodinu času. Řešení
  umožňuje i sbírat kontakty na
  fanoušky a díky tomu s nimi dál
  pracovat.
  Škola, která tě bude bavit.
  www.skolamichael.cz
  Management
  a produkce
  Fotograﬁcká
  tvorba
  Graﬁcký
  design
  Filmová
  tvorba
  Design
  interiéru
  Inzerce
  05
  SCÉNA
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- Strana 32
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