Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

23/2022

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

    CO ZADAVATELÉ
    U AGENTUR ŘEŠÍ?
    Největším rizikem je pro
    spolupráci kvalita týmů
    a lidí v agenturách, stěžují
    si čeští klienti.
    str. 14–15
    KONEC DVB ‑T2?
    ANI NÁHODOU!
    Závěr zDigimedie 2022:
    bezplatný příjem TV
    vysílání bude pokračovat
    ipo roce 2030.
    str. 20–21
    JSME POŘÁD
    LOVEBRAND
    OLIN
    NOVÁK
    23
    6. června 2022
    99 Kč / 4,90 €
    NABOURANÉ
    RŮSTOVÉ PLÁNY
    E ‑shopy musí pro udržení
    nově nabytých zákazníků
    nyní zlepšit zákaznickou
    zkušenost aretenci.
    str. 8–11
  • Strana 2

    Sanctums_PR_M&M_210x280_ISO_COATED_V2.indd 1Sanctums_PR_M&M_210x280_ISO_COATED_V2.indd 1 31.05.2022 11:4631.05.2022 11:46
  • Strana 3

    Opět na mě vyskočil spot Nepře-
    táčej, ve kterém se skupina Prima
    snaží své (zatím) věrné diváky
    přemlouvat, aby nepřetáčeli
    reklamy, protože nebudou peníze
    na kvalitní produkci pořadů
    aseriálů. Komunikačně svalovat
    vinu za chyby vbyznys modelu
    na diváky chce totiž odvahu.
    Rád se za pár měsíců podívám
    na výsledky tohoto experimentu.
    Kolik diváků případně televize
    tímto krokem ztratí abudou houf-
    ně přepínat na jiné kanály? Aby
    kampaň neměla logicky smutné
    pokračování sprosebným heslem
    avýzvou Nepřepínej. Pak už
    jen zbývá vytáhnout zrukávu
    konečné řešení Nevypínej abuď
    stále snámi. Divím se, že vzemi,
    kde je internetový humor atvor-
    ba memes na vysoké úrovni, se
    lidé zatím do této snahy tolik
    netrefují.
    Vminulém týdnu také došlo
    kpředstavení nového brandu
    nejslavnějšího hokejisty Česka
    Jaromíra Jágra. Pod brandem JJ68
    bude nejproduktivnější Evropan
    vhistorii NHL prodávat příprav-
    ky pro vrcholové irekreační
    sportovce adomácí mazlíčky.
    Jedná se například oproteinové
    nápoje, krémy aoleje zkonop-
    ných semínek, nanonáplasti na
    zklidnění svalů či potravinové
    doplňky. Hlavní lozoí Jágrovy
    značky je, že co pomohlo jemu,
    má pomoci iostatním. Výrobky,
    které se chystá uvést na trh,
    vyzkoušel prý sám na sobě ana
    jejich vývoji prý spolupracoval
    sexperty avědci.
    E -shop Jj68byjagr.com, který
    Jágrovy kosmetické produkty
    nabízí, provozuje rma Jágr Team
    apodle obchodního rejstříku
    ji vlastní Jágrova matka Anna,
    jednatelkou je Jágrova sestra Jitka
    Jágrová.
    Ze slavné party naganských
    vítězů vedle Jágra podniká na-
    příklad brankář Dominik Hašek,
    který však svlastní značkou
    Dominator neprorazil amusel
    ji ukončit. Jeho další byznysový
    počin vpodobě drinku Smarty
    určeného spíše mladší populaci
    splejádou bizarních příchutí
    (kolik dětí jsou myslivci arybáři?)
    se vepsal do povědomí především
    sloganem On baví aspecickým
    marketingem dělaným na koleně
    třeba vpodobě snídaňových po-
    stů na sociálních sítích. Tak snad
    se Jágr zbyznys počínání bran-
    kářského souputníka poučil.
    Pavel Hejkrlík
    redaktor
    Nepřepínej
    a nevypínej
    03
    EDITORIAL
    marketérů podle studie Mediaocean cítí vcelku důvěru k novým
    metodám, které by měly zajistit „non-cookie“ měření efektivity
    digitálních kampaní. Více než každý desátý ale vůbec netuší,
    o čem je řeč.
    Číslo týdne
    60 %
    ECOMMERCE
    E COMMERCE
    ROHLÍK CHCE DÁL ROZŠIŘOVAT
    SVÉ PRIVÁTNÍ ZNAČKY
    Podle CEO Olina Nováka tím dráždí
    konkurenci. Naposledy se do něj
    pustilo Tesco srovnávací kampaní.
    str. 12 –13
    FESTI VALY
    „VARY“ LETOS PROBĚHNOU
    OPĚT VE VELKÉM STYLU
    Hlavní partneři zůstali festivalu věrni,
    zároveň přibyli noví, Rohlík aVisa.
    Podaří se návrat k„normálu“?
    ECOMMERCE TRPÍ
    VYSTŘÍZLIVĚNÍM Z RŮSTU
    Letos čeká e -shopy horší rok. Otom,
    kdo vtvrdé konkurenci uspěje,
    rozhodne zákaznická zkušenost.
    str. 6 –7
    str. 8 –11
    AGENTURY
    V ČEM MAJÍ ZADAVATELÉ
    S AGENTURAMI PROBLÉM?
    Kvalita týmu je nejrizikovějším
    faktorem spolupráce, talenty si ale
    obor nechává pláchnout jinam.
    str. 14 –16
    MÉDIA
    KONEC DVB T2 V ROCE 2030?
    ANI NÁHODOU!
    Na Digimedii 2022 se přítomní shodli,
    že příjem bezplatného TV vysílání
    unás potrvá ipo roce 2030.
    str. 20–21
    CSR
    OBDOBÍ DUHOVÝCH VLAJEK
    PRÁVĚ ODSTARTOVALO
    Červen je měsícem hrdosti LGBT+
    komunity. Firmy rády přebarvují
    loga. Ale jaké kroky činí konkrétně?
    str. 22 –23
    Foto na titulní straně: BOHUMIL POSPÍŠIL
  • Strana 4

    Svodka
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Sandberg
    opouští Metu
    Sheryl Sandberg po 14 letech
    končí ve společnosti Meta, do
    tehdejšího Facebooku nastoupila
    jako dvojka na pozici provozní
    ředitelky vroce 2008 apomohla
    Marku Zuckerbergovi vybudovat
    nynější reklamní kolos ajednu
    znejmocnějších rem světa.
    Na její pozici nastoupí součas-
    ný chief growth ocer Javier
    Olivan. Sandberg nadále zůstane
    vdozorčí radě apodle vlastních
    slov se chce více soustředit na
    lantropii. Metu trápí řada soud-
    ních tahanic ohledně monopol-
    ního postavení nebo nezvládání
    dezinformačního či nenávist-
    ného obsahu. Před působením
    vMeta pracovala Sandberg véře
    prezidenta Clintona na minister-
    stvu nancí aod roku 2001 po-
    máhala budovat reklamní odnož
    vGooglu apostupně se vypra-
    covala vjednu znejvýraznějších
    žen amerického byznysu.
    CME koupila
    RTL Chorvatsko
    CME Media Enterprises (CME) po
    souhlasu chorvatských regulač-
    ních orgánů uzavřela transakci
    týkající se akvizice RTL Chorvat-
    sko. CME nyní vlastní šest televiz-
    ních společností všesti zemích
    střední avýchodní Evropy, které
    zahrnují 42 kanálů adosahují cel-
    kového počtu 49milionů diváků.
    „Jsme velmi rádi, že můžeme
    přivítat RTL Chorvatsko vrodině
    CME. Posílíme tak svou přítom-
    Svět podle MAM
    Odchod Sandberg, CME má RTL Chorvatsko,
    Glami kupuje Stileo, ČT škrtá a v CNC jsou odbory
    Danone svěřila
    v tendru celý
    svůj globální
    mediální
    rozpočet
    agentuře
    Wavemaker,
    slíbila také jeho
    navýšení o 300
    milionů eur ve
    dvou letech
    Foto: WEF
    Eshopista, networkingová
    akce tentokrát věnovaná interne-
    tovým tržištím se koná ve čtvrtek
    16. června od tří hodin odpoledne
    vpražské La Fabrice. Diskutovat
    zde budou otrendech anovin-
    kách špičky české e -commerce
    scény. MAM je mediálním partne-
    rem akce.
    Playboy má ambici více mo-
    netizovat platformu Centerfold
    azvýšit prodej svých značkových
    produktů nabízených přímo spo-
    třebitelům vrámci kanálu DTC.
    Dokládá to ifakt, že strategii na
    rozvoj Centerfoldu má od června
    řídit Loren Piretra, která předtím
    působila jako globální šéa
    marketingu tvůrců ainuence-
    rů populárního streamovacího
    kanálu Twitch.
    37 procent zadavatelů si
    myslí, že skvělá komunikační ak-
    tivita dokáže oproti té průměrné
    zhodnotit vynaložené prostředky
    minimálně dvacetkrát. Čtvrtina
    klientů si pak myslí, že efekt skvě-
    lé komunikace dokáže návrat-
    nost znásobit 15krát. Vyplývá to
    zvýzkumu Nielsen Admosphere
    (více na str.14).
    Alza spustila členský program
    AlzaPlus+ na doručení zdarma.
    Za roční nebo měsíční paušál
    poskytuje zákazníkům doručení
    zdarma na téměř patnácti tisících
    odběrních místech na objed-
    návky již od koruny. Vychází tak
    vstříc potřebám zákazníků, pro
    80 procent objednávek totiž volí
    osobní vyzvednutí.
    Amnesty Internati-
    onal Češi moc neznají, ačkoli
    unás působí již 30let. Změnit to
    má aktuální kampaň sMiladou
    Horákovou. Včervnu zamíří na
    televizní obrazovky, reklamní
    plochy ido kinosálů brandová
    kampaň „Jiní ještě mohou zvítě-
    zit“. Portréty Milady Horákové,
    které jsou jejím nejvýraznějším
    vizuálním prvkem, pocházejí
    zdílny absolventů Ateliéru didak-
    tické ilustrace plzeňské Sutnarky.
    Novým pro bono partnerem
    nevládní organizace Amnesty In-
    04
    ZPRÁVY
  • Strana 5

    nost na Jadranu, což je podle nás
    region svýjimečným růstovým
    potenciálem. Diváci se mohou
    těšit na zvýšení produkce lokál-
    ního obsahu izlepšení digitální
    nabídky. Budeme také pokračo-
    vat vtvorbě kvalitního apluralit-
    ního zpravodajství,“ uvedl Didier
    Stoessel, generální ředitel CME
    pro Českou republiku, Chor-
    vatsko, Rumunsko, Slovensko
    aSlovinsko.
    Glami kupuje
    italské Stileo
    Tuzemský módní vyhledávač Gla-
    mi koupil italského konkurenta
    Stileo. Na Glami, které funguje ve
    13 zemích světa, najdou uživatelé
    více než 15 milionů produktů od
    více než 25 tisíc značek.
    Měsíčně si najde na platformu
    cestu 40 milionů návštěvníků.
    Zatímco Glami se podařilo vy-
    budovat silnou pozici ve střední
    avýchodní Evropě, Stileo se
    vypracovalo do pozice význam-
    ného hráče na vysoce konkurenč-
    ním„západním“ italském trhu.
    Stileo se pyšní více než
    220připojenými e -shopy. Mezi
    nejvýznamnější partnery patří
    Amazon, Farfetch, escarpe.it, Lu-
    isaviaroma, Mec Shopping nebo
    Maxi Sport. Díky společnému
    působení na 14 trzích, generují
    Glami aStileo více než 500 tisíc
    objednávek pro partnerské e -sho-
    py sambicí zvýšit jejich počet na
    jeden milion.„Náš plán na nejbliž-
    ší měsíce je převést Stileo na naši
    technologickou platformu adíky
    tomu akcelerovat růst na italském
    trhu,“ dodává Ján Kešelák, chief
    revenue ocer Glami.
    V ČT se bude
    výrazně škrtat
    Česká televize představila strate-
    gii udržitelnosti veřejné služby na
    roky 2023 a2024. Sérií opatření,
    která se dotknou chodu televize,
    jejího programu, původní tvorby
    či investic, reaguje ČT na dlouho-
    dobý trend poklesu reálné hod-
    noty televizního poplatku. Ten je
    aktuálně významně zrychlován
    vývojem inace adalšími eko-
    nomickými jevy. Vnásledujících
    dvou letech ČT plánuje škrty ve
    výši téměř jedné miliardy korun.
    „Nedávno provedená nezávislá
    analýza nákladů ČT ukázala,
    že vnitřní úspory již nemohou
    kompenzovat nárůst cen, ke
    kterému dochází od roku 2008,
    kdy byla výše poplatku naposledy
    upravena. Jeho reálná hodnota
    klesla za posledních čtrnáct let
    o36 procent,“ uvedl generální
    ředitel ČT Petr Dvořák.
    Strategie úspor zahrnuje na-
    příklad snížení počtu pracovních
    míst či zastavení velkých investic.
    Vedle omezení sportovního
    vysílání nebo dočasného snížení
    koprodukčních vkladů do českých
    lmů počítá také sukončením
    vysílání kanálu ČT3 nebo zpo-
    malením výroby nových pořadů.
    (Komentář ktématu na str.18.)
    Mediální dům
    CNC má odbory
    VCzech News Center vznikla od-
    borová organizace zaměstnanců,
    která byla zapsána do obchod-
    ního rejstříku 20.května2022.
    Jedná se oprvní odbory vrámci
    soukromého mediálního domu
    vČesku, které chtějí být sou-
    částí Odborového svazu Media
    (OSMedia) patřícího pod ČMKOS.
    OSMedia zastřešuje iodbory Čes-
    ké televize aČeského rozhlasu.
    Očlenství odborové organiza-
    ce CNC bude rozhodovat kongres
    ČMKOS na podzim. Podle
    předsedy odborové organizace
    zaměstnanců společnosti Czech
    News Center Michala Šidlofa byla
    inspirací francouzská média, kte-
    rá patří pod Křetínského holding.
    Zároveň mediální dům prochází
    digitální transformací, která
    zvyšuje nároky na zaměstnance.
    Včeských médiích také pracuje
    mnoho lidí na IČO. „Věříme, že
    se zaměstnavatelem povedeme
    konstruktivní sociální dialog,“
    napsal Šidlof.
    Foto: ISTOCK
    ternational je kreativní agentura
    Triad.
    Accenture Song je
    nyní nové jméno Accenture Inte-
    ractive amá lépe charakterizovat
    zaměření na synergie produkto-
    vého designu ainovací, značky
    amarketingu, prodeje azákaznic-
    kého servisu.
    Adform rozšiřuje své
    partnerství sposkytovatelem mě-
    ření aanalýzy digitálních médií
    DoubleVerify.
    České dráhy mají novou
    kampaň, seznamují cestující sno-
    vými soupravami, které národní
    dopravce vletošním roce uvedl
    do provozu. Ivan Trojan zde
    vystupuje vroli koloťuka, tedy
    vozmistra. Okreativní koncept
    kampaně se postarala agen-
    tura Havas, produkci zajistila
    Total Help Art aspot režíroval
    Ondřej Trojan.
    Midnightdeal,
    ubytovací platforma, která
    zprostředkovává ubytování
    prostřednictvím aukčního
    modelu, přichází po Německu
    aRakousku také do Česka.
    Midnightdeal aktuálně spo-
    lupracuje s500 hotely včetně
    hotelových řetězců napříč
    Evropou. Do konce roku plá-
    nuje Midnightdeal navýšit své
    portfolio na 1500 hotelů.
    05
    ZPRÁVY
    VYSOKÁ
    ŠKOLA
    KREATIVNÍ
    K
    OMUNIKACE
    Zjistěte více na
    vskk.cz
    Kombi studium
    pro pracující,
    kteří chtějí mít
    vysokou školu.
    pro pracující,
    pro pracující,
    Inzerce
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