Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

24/2020

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

    MEDIÁLNÍ DOMY ŘEŠÍ
    VÝPADKY INZERCE
    Vpokoronavirových
    časech vydavatelé šetří.
    Padají jim prodeje deníků
    ipříjmy zinzerce.
    str. 8–12
    CENY LEMUR 2020
    Absolutním vítězem
    českých cen za public
    relations se stal projekt
    bránící děti před
    nástrahami internetu.
    str. 26–29
    TRH SE SNAD
    BRZY ZOTA
    MARCANDREAS
    BRINKMANN
    24
    15. června 2020
    99 Kč / 4,90
    EXTRA:
    PUBLIC
    RELATIONS
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  • Strana 2

    objednávejte na chci.mam.cz nebo na tel.: 735 707 420
    RIZIKA NOVÝCH
    FOREM KOMUNIKACE
    Prvotní lehkost
    videokonferencí se může
    pro rmy ijednotlivce
    změnit vnoční můru.
    str. 6–7
    LOGISTICKÉ VÝZVY
    DÍKY RŮSTU ONLINU
    Přesměrování obchodu
    na internet přináší výzvy
    vdoručování anásledné
    zákaznické zkušenosti.
    str. 8–13
    DIGITÁLNÍ
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    SIMONA
    KIJONKO
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    Prvotní lehkost
    videokonferencí se může
    pro rmy ijednotlivce
    změnit vnoční můru.
    str. 6–7
    LOGISTICKÉ VÝZVY
    DÍKY RŮSTU ONLINU
    Přesměrování obchodu
    na internet přináší výzvy
    vdoručování anásledné
    zákaznické zkušenosti.
    str. 8–13
    DIGITÁLNÍ
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    SIMONA
    KIJONKOVÁ
    16–17
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    Marketing & Media
    tištěný časopis
    MAM
    PRINT
    časopis na webu nebo ve čtečce
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    MAM print + MAM digital + online
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    MAM_inzerce_predplatne_210x280_MAM_2020_16-17.indd 1MAM_inzerce_predplatne_210x280_MAM_2020_16-17.indd 1 14.05.2020 15:4814.05.2020 15:48
  • Strana 3

    Pro řadu hráčů v cestovm
    ruchu bude letošní sezona o bytí
    a nebytí. Hotelři na pobřeží
    Jadranu nedočkavě vyhlížejí mili-
    ony turistů ze severu. Sobavami,
    kdy avjakém ptu se hosté
    vrátí. Ze statisíců Čechů dá část
    letos přednost poznávání ks
    Česka aSlovenska. Povzbudit
    za pokoronavirové situace lidi
    knávštěvě zahraní chtějí i ces-
    tovky. Neotřelý zsob nabídla
    CK Alexandria, která láká klienty
    na zahranní dovolenou „bez
    cizinců“. Vybrané hotely vyhradí
    totiž exkluzivně pouze Čechům.
    Azájem je prý velký. Podle
    průzkumu CK se totiž zákazníci
    vobavách ozdraví abezpnost
    nechtějí potkávat scizinci. Takže
    destinačně Chorvatsko, ale zážit-
    kově spíše Mácháč nebo koupali-
    ště vOstravě-Porubě. Vminulosti
    cestovky zalaly výběr bizarních
    stížností klientů. Čechům vadil
    horký písek, příliš častý příliv
    aodliv, stan bez klimatizace,
    mrtví brouci na pláži. Představa,
    že celý hotel je tvořen exkluziv-
    ně pouze podobnou klientelou,
    mě upřímně děsí. Slunce, seno
    aÚčastníci zájezdu jsou mimo-
    řádně nadčasové snímky...
    Pavel Hejkrlík
    redaktor
    Mácháč na
    Jadranu
    EDITORIAL
    Inzerce
    MEDIÁLNÍ BYZNYSPUBLIC RELATIONS STRATEGIE
    JAK SE NAKAZILA KOMUNIKACE
    Jeden týden stačil na to, aby se zcela
    změnil obsah tiskových sdělení.
    ŠKODOVKA CÍLÍ NA ASII
    Koncem roku se vrátíme knormálu,
    věří Marc-Andreas Brinkmann.
    str. 24 –25
    str. 16 –19
    Foto na titulní stra: VOJTĚCH RESLER
    TISK ZA ČASŮ KORONAKRIZE
    Mediální domy bojují spropady
    inzerce vdesítkách procent.
    str. 8 –12
  • Strana 4

    Podpora míst,
    značky i kultury
    Pro podporu výdejních míst Zásil-
    kovna představuje jejich příběhy
    vkampani vytvořené sagenturou
    Social Park. Chce podpořit jejich
    podniní čelící dopadům pande-
    mie azískat více výdejních míst.
    Billa odstartovala novou
    komunikační strategii pro svou
    privátní znku Vocílka, jejíž
    tří je šéuchař Jan Puocř.
    Kampaň klade důraz na kvalitu
    ačeský původ výrobků, poběží
    vTV, rádiu, tisku ioutdooru
    asvýraznou online podporou.
    Kreativu má na svědomí McCann
    Prague, produkci Armada Films.
    Art Directors Club (ADC)
    spustil vPraze kampaň Kultura je
    ohrožený druh. Připravil ji Jakub
    Cabejšek, člen ADC akreativ-
    ní ředitel agentur Mark BBDO
    aProximity. Poběží na venkov-
    ních nosičích díky spolupráci
    sJCDecaux.
    Vinohradská 12
    podcastem roku
    Druhý ročník soutěže podcast
    roku mediální skupiny Active
    Radio zná své vítěze. Uodborn
    poroty vyhrál zpravodajský pod-
    cast Vinohradská 12 zlny České-
    ho rozhlasu. Na druhém mís
    skončil podcast Insider srozho-
    vory Michala Půra aTomáše Jirsy,
    jako třetí se pak ustil podcast
    Petra Máry.
    Na první příčce kategorie ur-
    čené veřejnoprávm médiím jed-
    noznačně zvítězil zpravodajs
    podcast Vinohradská 12, druhé
    sto patří talkshow Buchty! Iva-
    ny Veselkové aZuzany Fuksové.
    Třetí pak skončil pořad Českého
    rozhlasu Radiožurnál Host Lucie
    Výborné.
    Vsekci autorský podcast uspěl
    pořad Vyhonit ďábla, následova-
    ný podcastem Linka Terezy Salte
    aKarla Kováře. Třetí příčku ob-
    sadil podcast Tak Určitě Ondřeje
    Novotného.
    Svodka
    Zalando chce více lokalizo-
    vat komunikaci, atak uvádí nový
    ambasadorský program, vněmž
    dostanou prostor inuenci Mo-
    nika Marešová, Vanda Jandová,
    Tereza Hodanová, Kovy, Zeo či
    Paulie Garand.
    Tesla se stala nejhodnot-
    nější automobilkou světa, kd
    hodnota jejích akcií přesáhla
    1000 dolarů za kus, předstihla
    japonskou Toyotu.
    Bageterie Boule-
    vard otevřela dvě nové
    pobky, jedna je vBrně, druhá
    vDrážďanech. VEvropě má nyní
    rma celkem 46 prodejních míst,
    dvě se pak nachází ještě vDubaji.
    Celkový počet by se měl letos
    dostat na 50.
    Glami, český vyhledávač
    módy, se rozhodl kexpanzi do
    Pobaltí, konktně jde otrhy
    Estonska, Lotyšska aLitvy.
    Glami tak bude působit celkem
    v17zemích.
    Forum Nová Karo-
    lina vOstravě otevřelo nové
    prodejní plochy. Místo zde našly
    obchody Mango, Deichmann,
    Geox ataké Nespresso aholičství
    The Original Barber.
    Dell Technologies
    spustila soutěž ve hře Minecraft.
    Soutěžní tým musí tvořit mini-
    lně dva členové rodiny. Part-
    nery jsou SWS, Alza, Microsoft,
    Top Gaming aesportový tým
    Brute.
    Asus uvedl ve spolupráci
    sKonektor Social novou kampaň
    na podporu herního notebooku
    ROG Zephyrus G14, cílí na tzv. hy-
    pebeasts. Do kampaně se zapojili
    návrhář Jan Čer, DJ NobodyLis-
    ten aAddict Rave.
    Makro testuje e-shop pod
    stejným názvem Můj obchod,
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    ULOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Svět podle MAM
    Spokojená Prima, nejlepší podcasty,
    Ee na startu a show kolem #BLM
    Skupina Prima
    zveřejnila ve s
    výroční zprávě
    tržby za loňský
    rok, dosáhly
    3,28 mld. korun.
    Zisk po zdanění
    se vyšplhal na
    342 mil. korun,
    o rok dříve byl
    317 mil. korun
    Zdroj: ADC
    04
    ZPRÁVY
    NB_ADC_Ohrozene_druhy__BB_5,1x2,4m_1ku10_Osvetlovac.indd 1NB_ADC_Ohrozene_druhy__BB_5,1x2,4m_1ku10_Osvetlovac.indd 1 25.05.20 15:0025.05.20 15:00
  • Strana 5

    Jste připraveni
    na letošní Effie?
    Práce do soutěže onejefektivnější
    marketingovou kampaň Ee je
    možné přihlašovat od 26. června.
    Vletošním ročníku se objeví pl-
    nohodnotné kategorie Aktiv
    marketing, Obsahový/content
    marketing, Direct marketing,
    Business Tranformation anově
    také kategorie PR, kterou zastřeší
    APRA (Asociace public relations).
    Každá zoborových kategorií
    bude mít také vlastí porotu.
    „Složení poroty zveřejníme
    vprůběhu týdne. Porota bude
    tentokrát ‚mezirodní‘, neboť
    jejím členem bude také zástupce
    slovenského trhu,“ říká Ondřej
    Novák, výkonný ředitel Asociace
    medlních agentur (ASMEA).
    Partnerem letošního ročníku je
    znovu TV Prima. „Partnerst
    navíc prohloubíme ato jak po
    medlní stnce, tak po stránce
    realizní. Nesmíme zatím ani
    naznačovat, ale to snad říct může-
    me, že Gala večer bude opravdu
    Prima,“ dodává Novák. Výzkum-
    m partnerem Ee zůstává
    sdružení výzkumných agentur
    SIMAR, které také udělí cenu za
    Nejlepší využití dat. Seznam při-
    hlášek se zavře 9. srpna, shortlist
    prací pořadatelé zveřejní 21. září.
    Konference Ee se uskut
    vmci letošní největší marketin-
    gové akce Forum Media vClarion
    Congress Hotelu Praha 20. října.
    Gala večer, tj. slavnostní vyhláše-
    ní je plánováno na přelom října
    alistopadu. Přesný termín bude
    zveřejněn co nejdříve.
    A reklama
    přestalat
    výsadou mužů
    Mezinárodní festival kreativity
    asoutěž Cannes Lions letos udělí
    Lva svatého Marka za celoživot
    úspěch Mary Wells Lawrence.
    Ikona reklamního byznysu, která
    letos oslaví 92. narozeniny, zalo-
    žila vroce 1966 jako první žena
    přední reklamní agenturu Wells,
    Rich, Greene. Odeset let poz-
    ději dosáhly tržby její agentury
    187milionů dolarů, mezi klienty
    patřily rmy jako Ford, Procter
    & Gamble, Trans World Airlines,
    Miles Laboratories, Philip Morris
    adalší. Dek The New York
    Observer psal, že agentura byla
    zodpovědná za reklamy, které
    „nesmazatelně vrývaly hesla do
    hlav veřejnosti“. Během kariéry
    Lawrence vytvořila například
    kultovní slogan „I New York“.
    Stála také za „The End of Plain
    Plane“ (konec jednobarevných
    letadel) pro Brani Airways.
    ky této kampani se letadla
    společnosti rozřila všemož-
    mi barvami. Lawrence byla již
    vroce 1971 Americkou reklam-
    ní federací jmenována Ženou
    reklamy ana konci století ji uvedli
    do Síně slávy marketingu. Nyní
    obdí nejprestnější celoživotní
    ocenění Cannes Lions: The Lion
    of St. Mark (Lva svatého Marka),
    ato 26.června vrámci akce
    Lions Live, která bude přenášena
    online.
    #BLM hýbe
    světem
    Protesty proti policejní brutalitě
    arasismu vUSA shashtagem
    #blacklivesmatter nepolevují, na-
    opak se rozšiřují do celého světa
    areaguje na ně stále více rem.
    BBC či Netix například ze svých
    streamovacích lmoték stáhly
    popurní serl Malá Velká Bri-
    nie, protože jeho protagonisté
    měli vněkterých scénkách nat-
    řený obličej na černo. Na černou
    listinu se kvůli rasismu dostal
    iosmioskarový snímek Jih proti
    Severu. Netix naopak zařadil
    výběr snímků zabývajících se
    rasovou nerovností, diváci se kní
    dostanou po vyhlení jména
    George Floyd. Americká auto-
    mobilová soutěž Nascar se také
    minulý týden odhodlala kzákazu
    konfederačních vlajek na všech
    soutěžích ive vlastních areálech.
    Pořadatelé už před pěti lety žáda-
    li fanoušky, aby symbol nepřiná-
    šeli na akce Nascaru, nešlo tehdy
    ale oociální zákaz.
    Copywriterk
    Art
    directork
    Product
    mnger
    Medi
    Plnner
    Jedn škol,
    desítky upltnění
    v kretivním průmyslu
    Digitlní
    nomd
    Vysok škol
    kretivní
    komunikce www.vskk.cz
    Kretivní
    ředitel
    Mrketingov
    mnžerk
    Inzerce
    jaký má jeho projekt nezávislých
    maloobchodů. Právě partnerům
    této aliance je služba, jež jim
    umožní provozovat vlastní inter-
    netový prodej, určena.
    Pilulka působící unás, na
    Slovensku avRumunsku dosáhla
    loni tržeb ve výši 2,4 miliardy
    korun ameziročně vyrostla
    o20procent. Více oplánech
    Pilulky se dočtete vrozhovoru
    vsledujícím vydání MaM.
    Livesport koupila od pro-
    ducenta arežiséra Petra Vachlera
    projekt Kinobox.cz. Obsah lmo-
    vého portálu, jehož redakci nově
    povede Kamil Fila, plánuje
    Livesport vbudoucnu využít
    ipro svou chystanou televizi.
    Konference Digi-
    media 2020 se pře-
    souvá na 15. října 2020, místo
    konání (Kongresový sál České
    televize) zůstává stejné.
    POPAI Awards
    2020 — přesněji vyhšení
    světového kola soutěže — byly
    zrušeny. VPaříži se uskuteční
    až za rok. Regionální podoba
    akce by měla proběhnout
    26.listopadu vKongresovém
    centru TOP Hotelu Praha.
    05
    ZPRÁVY
    Foto: EFFIE AWARDS
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  • Strana 31

  • Strana 32

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