Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

23/2021

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

    STREAMOVACÍ ŽNĚ
    JSOU U KONCE
    Rýsují se silná mediální
    spojenectví. Rychlý růst
    anabírání předplatitelů bez
    úsilí jsou minulostí.
    str. 8–11
    VŠICHNI SE ZAPOTÍME
    PŘI TVORBĚ KAMPANÍ
    Zapojujeme ioperní pěvce
    hackery čitness trenéry,
    říká Jason Romeyko, člen
    Síně slávy Golden Drum.
    str. 7
    VELKÉ ZNAČKY
    MĚ FASCINUJÍ
    Umělec Pasta Oner říká, že
    značky miluje a rád s nimi
    spolupracuje, což je znát
    i na jeho aktuální výstavě.
    str. 20–21
    BUDE NOVÁ
    ZARAGUZA
    PETR
    HAVLÍČEK
    23
    7. června 2021
    99 Kč / 4,90
  • Strana 2

    že nás
    neohrožujete
    svojí jízdou!
    Všichni
    jsme na
    společné
    cestě.
    www.eurovia.cz
    Eurovia_inz_2021_210x280_MAM_uz-nikdy.indd 1Eurovia_inz_2021_210x280_MAM_uz-nikdy.indd 1 31.05.2021 20:4831.05.2021 20:48
  • Strana 3

    Tuzemský fotbal zvolil nového
    předsedu FAČR, jímž se po Mar-
    tinu Makovi stal Petr Fousek.
    Bude zajímavé sledovat, zda se
    mu podí po éře Romana Berbra
    a„jeho práce“ vylepšit už poně-
    kolikáté značně uvadající brand
    aobraz fotbalu vČesku. Sponzoři
    se totiž kpodpoře fotbalu zrovna
    dvakrát nehrnou.
    Například Livesport, který
    provozuje největší sportov
    výsledkový servis na světě, dal
    zhlediska partnerství loni schvál-
    ně přednost mnohem menšímu
    orbalu, protože rma nechtěla
    své jméno spojovat skorup
    prolezlým sportem. Apodobné
    uvažování měla amá řada maji-
    telů velkých rem, snimiž jsem
    vminulých letech ojejich mož
    podpoře sportu hovořil. Český
    fotbal jako brand zkrátka ne
    až tak dobrý zvuk, jak si zřejmě
    někteří lidé na Strahově mysleli.
    Některé kroky navíc květší
    důvěře zrovna nevedou. Před
    začátkem sezony bylo rozhodnu-
    to otom, že zprvní liy spadnou
    tři týmy azdruhé jeden postoupí.
    Ovšem po konci sezony se rýsuje
    veleobrat, zliy by nakonec mohl
    spadnout jen jeden tým. Jelikož
    do pohárové Evropy bude postu-
    povat méně týmů, odpadá funkce
    nadstavby, jelikož prostřed
    skupina by neměla oco hrát aliga
    by měla dále 18 týmů.
    Hlasování pod články ukázalo,
    že takové „vychytávky“ si ostat
    nepřejí ani fanoušci. Podobné de-
    baty byly ivmci diskutovaných
    úprav také uhokejové extraliy.
    Také s negativm přijetím. Jako
    kdyby už nebyl dostatečnou vý-
    strahou projekt evropské fotbalo-
    vé Superliy, který fanoušci zcela
    odsoudili apožadovali hlavy
    zapojených manažerů. Dokážu
    pochopit snahy klubů vedoucí
    květší nanční stabilitě aí-
    jmům, obzvlášť vtéto neleh
    době. Ale sebrat aspekt soutěži-
    vosti afandění je vždy špatné.
    Okouzlo „domácího“ fandění
    už ostatně přišly Davis Cup iFed
    Cup. Někdy je lepší nevymýšlet...
    Pavel Hejkrlík
    redaktor
    Xté vymetání
    Augiášova chléva
    EDITORIAL
    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
    MÉDIAAGENTURY
    PADESÁT LIDÍ JE STROP
    Podle Zaraguzy budoucnost není
    vsíťových agenturách, i v menším
    kolektivu lze prý dělat velké věci.
    str. 12 –13
    GOLDEN DRUM
    JEŠTĚ MÁM POŘÁD KAM RŮST
    Česká reklama vyniká humorem
    aprodukcí, říká Jason Romeyko,
    nový člen Síně slávy Golden Drum.
    str. 7
    YOUNG LIONS
    DŘETE, BAVTE SE A MĚJTE FOF
    Světoví experti na komunikaci
    amarketing radí mladým kreativcům,
    jak se dostat na špičku voboru.
    str. 16 –18
    VLNA STREAMOVÁNÍ SLÁBNE
    Rostoucí konkurence v streamovacím
    prostředí nutí k aliancím. TV zatím
    těží z živého i odloženého sledování.
    str. 8–11
    Foto na titulní straně: BOHUMIL POSPÍŠIL
  • Strana 4

    Svodka
    Mall.tv testuje prémiový pro-
    gram. Suvedením pořadu Třídní
    schůzka nabídla videoplatforma
    zpoplatněnou sekci aspolu s
    možnost vidět desetidílnou no-
    vinku režiséra Marka Najbrta bez
    reklam avpředstihu. Rozvoj sekce
    ovlivní zpětná vazba uživatelů
    ROPID vyhlašuje soutěž na
    jednotný informační systém
    vPraze. Cílem soutěže je vybrat
    tým odborků, který vytvoří
    chytrý systém městské navigace.
    Soutěž bude probíhat do konce
    tohoto roku, výsledky budou
    známy vlednu 2022.
    BeefBrothers
    vlastnickou strukturu. Většino-
    vým podílkem se stává Ondřej
    Drábek (65 procent), Ewing
    Group drží 30 procent anovým
    partnerem se spěti procenty stá-
    vá dosavadní account directorka
    agentury Veronika Pešková.
    Astute Solutions
    a Socialbakers oz-
    mily, že se mění na novou značku
    Empli. Ta svým zákazm
    bude poskytovat jednotnou
    platformu pro zákaznickou
    zkušenost (customer experience
    — CX) podporovanou společností
    Audax.
    Skupina Prima
    od 14.do 20. června pořádá další
    ročk akce Prima Nákupy, která
    ináší slevy aspeciální nabídky
    do desítek kamench ionline
    obchodů. Titurním partnerem
    akce je společnost Mastercard.
    Etsy, online tiště rukoděl-
    ných výrobků, koupilo secon-
    handovou aplikaci Depop za
    1,6 miliardy dolarů. Chce se tak
    dostat kmladším spotřebitelům
    aje dalším potvrzením sílícího
    trendu cirkulace aprodejů zdru-
    hé ruky.
    Driverama, nová online
    platforma pro výkup aprodej
    ojetých vozů patřící do Aures
    Holdingu, otevře maloobchod
    pobočky vNěmecku aNizozemí
    včervenci.
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Sadílek bude
    šéfovat Aukru
    Největší tuzemský aukční porl
    Aukro má nového generálního
    ředitele. Společnost povede
    Jan Sadílek, který má bohaté
    zkušenosti zAlzy. Snovým šéfem
    rma připravuje změny vob-
    chodní strategii adíky plánova
    akceleraci byznysu otevřela řadu
    nových pozic. Nabírat bude mimo
    jiné pro novou pražskou po-
    bočku. „Plánujeme růst vmci
    nových vertil, jako jsou reality
    nebo auta aposílit sekci sobleče-
    m či elektronikou. Chceme ale
    vmci uditelnosti dávat věcem
    druhý život apomoci e -shopům
    spoužitým či drobně poškoze-
    m zbožím, proto se také zamě-
    říme na maximální zjednoduše
    procesu vystavení. Máme také
    ambice expandovat do regionu
    CEE, první na řadě bude Sloven-
    sko,“ uvedl nový generální ředitel
    Aukra Jan Sadílek.
    Vedle změny ve vedení Aukro
    proczí také posunem ve vlast-
    nické struktuře, stávající majorit-
    ní podíl dále navyšuje investič
    skupina Pale Fire Capital (PFC).
    Televizeseznam.
    cz na Stream.cz
    Videoportál internetové jedničky
    Seznam.cz mění svůj dosavadní
    zev. Zadresy www.televizese-
    znam.cz se veškerý obsah, který
    čítá přes 600 pořadů astovky
    tisíc videí, přesune na fanouš-
    m dobře zmou doménu
    www.stream.cz.
    Technologickou platformu,
    která nabízí zdarma ke zhlédnutí
    Svět podle MAM
    Nový CEO Aukra, Stream od Seznamu
    a nová identita Livesportu
    Evropská unie
    chce vlastní
    jednotný rámec
    pro digitální
    identitu
    občanů, aby
    mohli snadněji
    fungovat
    vnastupující
    digitální
    ekonomice
    Foto: ALZA
    04
    ZPRÁVY
  • Strana 5

    nejen vlastní tvorbu, ale ipart-
    nerský obsah, využívá měsíč-
    ně přes 3,3 milionu reálných
    uživatelů.
    Terestrická Televize Seznam si
    ponechá svou aktuální doménu,
    kterou na podzim vymění za
    www.televizeseznam.cz, na které
    diváci pak naleznou nejen ži
    vysíní Televize Seznam, ale
    iprogram televize ačlánky kjed-
    notlivým pořadům či zajímavosti
    znatáčení.
    Brandové odlení obou služeb
    je podle české internetové jednič-
    ky důsledkem jejich úspěšného
    fungování apříležitostí pro další
    rozvoj.
    Livesport
    představil
    novou identitu
    Krátce poté, co oslavila patnácté
    narozeniny, mění česká tech-
    nologická společnost Livesport
    výrazně svou remní identitu.
    Globální lídr vposkytová
    real -time sportovních informací
    si pro svůj rebranding vybral
    londýnské DesignStudio, které
    je autorem vizlní identity Liy
    mistrů, anglické Premier League
    nebo Airbnb. Základm sta-
    vebním kamenem nové vizlní
    identity Livesportu je výraz
    typograe. Na míru připravený
    font se inspiroval podobou čísel
    na klasických výsledkových tabu-
    lích. Dalším výrazným prvkem
    jsou potom linie charakteristické
    pro nejrůznější sportovní hřiště.
    „Nová remní identita zna-
    mená výrazný posun vúrovni
    vizlní prezentace naší značky.
    Nyní víc odpovídá jak globálmu
    působení Livesportu, tak rostou-
    mu počtu rem vnaší skupině.
    me jasný systém denující pra-
    vidla práce sopravdu všemi typy
    značek ve skupině Livesport,
    vysvětluje marketingový ředitel
    Livesportu Jan Hork.
    e -Bay v Česku
    nabírá prodejce
    Prostřednictvím eBay zatím
    nabízí své zboží 7500 obchodní-
    ků zČeské republiky. Společnost
    chce ale nyní dále upevnit svou
    pozici. Vrámci těchto snah
    představila program na podporu
    českých rem Business Scaling
    Program achystá webinář.
    Čeští obchodníci na eBay
    kprodeji aktlně vystavují přes
    460 000 výrobků. Počet zalis-
    tovaných položek se meziročně
    zvýšil o16 procent, počet českých
    prodejců pak o28 procent.
    Loni čeští obchodníci prodali
    přes eBay milion kusů výrobků
    kazníkům po celém světě. Češi
    naopak na platformě nakoupili
    více než 2,7 milionu výrobků.
    Firma nyní připravila vČeské
    republice pro zdejší obchodky
    webinář, který se bude konat
    10.června 2021 v9:00.
    Vystoupí na něm například
    Marek Bušek, business deve-
    lopment manager pro střední
    avýchodní Evropu vlogistické
    společnosti DPD.
    Česko má šest
    šancí na NYF
    Světová soutěž pro kreativní rekla-
    my New York Festivals Advertising
    Awards zveřejnila shortlist prací
    zvíce než 60 zemí, které se utkají
    ovítězství ve 27 kategoriích. České
    projekty získaly šest nominací.
    Čtyři želízka vohni má agen-
    tura Triad Advertising skampaní
    Za bezpečný domov pro řetězec
    IKEA. Probojovala se do le
    vkategoriích Film (nejlepší vyití
    pro společenské dobro), Pozi-
    tivní světový dopad avnových
    kategoriích Signal/Noice aThe
    G100 Inspiration Award. Hlav
    spot, jímž odstartovala dlouhodo-
    bá iniciativa společnosti pro boj
    sdomácím násilím, vznikl spolu
    sprodukční společností Bistro
    Films vrežii Marka Partyše.
    Vkategorii Print (pro produkty
    aslužby) má nominaci kampaň
    od DDB Prague pro McDonald’s.
    Projekt Whatev3r Doors pro
    službu McDelivery byl cílený na
    „gamery“ avizuály odkazovaly
    na prostředí videoher, knimž si
    hráči jídlo objednávali.
    Vkategorii Venkovní rekla-
    my (pro produkty aslužby) pak
    uspěla agentura VCCP sprojek-
    tem „Plakát, který stoupal na K2.
    Vznikl pro lm K2 vlastní cestou,
    jenž dokumentoval úspěšnou vý-
    pravu první Češky na tuto horu,
    Kláry Kolouchové.
    Vítězné projekty budou zveřej-
    něny 14.července.
    Inzerce
    Zdroj: LIVESPORT
    ZPRÁVY
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