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.
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MEDIÁLNÍ DOMY ŘEŠÍVÝPADKY INZERCEVpokoronavirovýchčasech vydavatelé šetří.Padají jim prodeje deníkůipříjmy zinzerce.str. 8–12CENY LEMUR 2020Absolutním vítězemčeských cen za publicrelations se stal projektbránící děti přednástrahami internetu.str. 26–29TRH SE SNADBRZY ZOTAVÍMARCANDREASBRINKMANN2415. června 202099 Kč / 4,90 €EXTRA:PUBLICRELATIONSwww.reklama-centrum.cz/TIPBatoh, 29 x 43 cm,kapsa pro notebook,s kabelembez DPHTIPbez DPH39www.reklama-centrum.cz/TIPStrana 2
objednávejte na chci.mam.cz nebo na tel.: 735 707 420RIZIKA NOVÝCHFOREM KOMUNIKACEPrvotní lehkostvideokonferencí se můžepro rmy ijednotlivcezměnit vnoční můru.str. 6–7LOGISTICKÉ VÝZVYDÍKY RŮSTU ONLINUPřesměrování obchoduna internet přináší výzvyvdoručování anáslednézákaznické zkušenosti.str. 8–13DIGITÁLNÍMALOOBCHODSIMONAKIJONKOVÁ16–1720.dubna 202099Kč /4,90 €www.reklama-centrum.cz/TIPBatoh, 29 x 43 cm,kapsa pro notebook,s kabelembez DPHTIPbez DPH401www.reklama-centrum.cz/TIProční 3 500 Kčdvouleté 6 000 Kčroční 3 500 Kčdvouleté 6 000 Kčroční 5 000 Kčdvouleté 10 000 Kčroční 10 000 Kčdvouleté 20 000 KčRIZIKA NOVÝCHFOREM KOMUNIKACEPrvotní lehkostvideokonferencí se můžepro rmy ijednotlivcezměnit vnoční můru.str. 6–7LOGISTICKÉ VÝZVYDÍKY RŮSTU ONLINUPřesměrování obchoduna internet přináší výzvyvdoručování anáslednézákaznické zkušenosti.str. 8–13DIGITÁLNÍMALOOBCHODSIMONAKIJONKOVÁ16–1720.dubna 202099Kč/ 4,90€www.reklama-centrum.cz/TIPBatoh, 29 x 43 cm,kapsa pro notebook,s kabelembez DPHTIPbez DPH401www.reklama-centrum.cz/TIPušetřete až14 000 Kčušetřete až34 000 KčDIGITÁLNÍMALOOBCHODSIMONAKIJONKOVÁPředplaťte siMarketing & Mediatištěný časopisMAMPRINTčasopis na webu nebo ve čtečceMAMDIGITALMAMKOMPLETMAM print + MAM digital + onlinearchiv + vstup Forum Media FocusMAMEXPERTMAM print + MAM digital + onlinearchiv + vstup Forum Media +vstup Forum Media Focusa získejte vstup na všechnyakce z cyklu Forum MediaMAM_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 15:48Strana 3
Pro řadu hráčů v cestovnímruchu bude letošní sezona o bytía nebytí. Hoteliéři na pobřežíJadranu nedočkavě vyhlížejí mili-ony turistů ze severu. Sobavami,kdy avjakém počtu se hostévrátí. Ze statisíců Čechů dá částletos přednost poznávání krásČeska aSlovenska. Povzbuditza pokoronavirové situace lidiknávštěvě zahraničí chtějí i ces-tovky. Neotřelý způsob nabídlaCK Alexandria, která láká klientyna zahraniční dovolenou „bezcizinců“. Vybrané hotely vyhradítotiž exkluzivně pouze Čechům.Azájem je prý velký. Podleprůzkumu CK se totiž zákaznícivobavách ozdraví abezpečnostnechtějí potkávat scizinci. Takžedestinačně Chorvatsko, ale zážit-kově spíše Mácháč nebo koupali-ště vOstravě-Porubě. Vminulosticestovky zasílaly výběr bizarníchstížností klientů. Čechům vadilhorký písek, příliš častý přílivaodliv, stan bez klimatizace,mrtví brouci na pláži. Představa,že celý hotel je tvořen exkluziv-ně pouze podobnou klientelou,mě upřímně děsí. Slunce, senoaÚčastníci zájezdu jsou mimo-řádně nadčasové snímky...Pavel HejkrlíkredaktorMácháč naJadranuEDITORIALInzerceMEDIÁLNÍ BYZNYSPUBLIC RELATIONS STRATEGIEJAK SE NAKAZILA KOMUNIKACEJeden týden stačil na to, aby se zcelazměnil obsah tiskových sdělení.ŠKODOVKA CÍLÍ NA ASIIKoncem roku se vrátíme knormálu,věří Marc-Andreas Brinkmann.str. 24 –25str. 16 –19Foto na titulní straně: VOJTĚCH RESLERTISK ZA ČASŮ KORONAKRIZEMediální domy bojují spropadyinzerce vdesítkách procent.str. 8 –12Strana 4
Podpora míst,značky i kulturyPro podporu výdejních míst Zásil-kovna představuje jejich příběhyvkampani vytvořené sagenturouSocial Park. Chce podpořit jejichpodnikání čelící dopadům pande-mie azískat více výdejních míst.Billa odstartovala novoukomunikační strategii pro svouprivátní značku Vocílka, jejížtváří je šéuchař Jan Punčochář.Kampaň klade důraz na kvalituačeský původ výrobků, poběžívTV, rádiu, tisku ioutdooruasvýraznou online podporou.Kreativu má na svědomí McCannPrague, produkci Armada Films.Art Directors Club (ADC)spustil vPraze kampaň Kultura jeohrožený druh. Připravil ji JakubCabejšek, člen ADC akreativ-ní ředitel agentur Mark BBDOaProximity. Poběží na venkov-ních nosičích díky spoluprácisJCDecaux.Vinohradská 12podcastem rokuDruhý ročník soutěže podcastroku mediální skupiny ActiveRadio zná své vítěze. Uodbornnéporoty vyhrál zpravodajský pod-cast Vinohradská 12 zdílny České-ho rozhlasu. Na druhém místěskončil podcast Insider srozho-vory Michala Půra aTomáše Jirsy,jako třetí se pak umístil podcastPetra Máry.Na první příčce kategorie ur-čené veřejnoprávním médiím jed-noznačně zvítězil zpravodajskýpodcast Vinohradská 12, druhémísto patří talkshow Buchty! Iva-ny Veselkové aZuzany Fuksové.Třetí pak skončil pořad Českéhorozhlasu Radiožurnál Host LucieVýborné.Vsekci autorský podcast uspělpořad Vyhonit ďábla, následova-ný podcastem Linka Terezy SalteaKarla Kováře. Třetí příčku ob-sadil podcast Tak Určitě OndřejeNovotného.SvodkaZalando chce více lokalizo-vat komunikaci, atak uvádí novýambasadorský program, vněmždostanou prostor inuenceři Mo-nika Marešová, Vanda Jandová,Tereza Hodanová, Kovy, Zeo čiPaulie Garand.Tesla se stala nejhodnot-nější automobilkou světa, kdyžhodnota jejích akcií přesáhla1000 dolarů za kus, předstihlajaponskou Toyotu.Bageterie Boule-vard otevřela dvě novépobočky, jedna je vBrně, druhávDrážďanech. VEvropě má nynírma celkem 46 prodejních míst,dvě se pak nachází ještě vDubaji.Celkový počet by se měl letosdostat na 50.Glami, český vyhledávačmódy, se rozhodl kexpanzi doPobaltí, konkrétně jde otrhyEstonska, Lotyšska aLitvy.Glami tak bude působit celkemv17zemích.Forum Nová Karo-lina vOstravě otevřelo novéprodejní plochy. Místo zde našlyobchody Mango, Deichmann,Geox ataké Nespresso aholičstvíThe Original Barber.Dell Technologiesspustila soutěž ve hře Minecraft.Soutěžní tým musí tvořit mini-málně dva členové rodiny. Part-nery jsou SWS, Alza, Microsoft,Top Gaming aesportový týmBrute.Asus uvedl ve spoluprácisKonektor Social novou kampaňna podporu herního notebookuROG Zephyrus G14, cílí na tzv. hy-pebeasts. Do kampaně se zapojilinávrhář Jan Černý, DJ NobodyLis-ten aAddict Rave.Makro testuje e-shop podstejným názvem Můj obchod,VÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNEUDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIASvět podle MAMSpokojená Prima, nejlepší podcasty,Ee na startu a show kolem #BLMSkupina Primazveřejnila ve svévýroční zprávětržby za loňskýrok, dosáhly3,28 mld. korun.Zisk po zdaněníse vyšplhal na342 mil. korun,o rok dříve byl317 mil. korunZdroj: ADC04ZPRÁVYNB_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 15:00Strana 5
Jste připravenina letošní Effie?Práce do soutěže onejefektivnějšímarketingovou kampaň Ee jemožné přihlašovat od 26. června.Vletošním ročníku se objeví pl-nohodnotné kategorie Aktivačnímarketing, Obsahový/contentmarketing, Direct marketing,Business Tranformation anovětaké kategorie PR, kterou zastřešíAPRA (Asociace public relations).Každá zoborových kategoriíbude mít také vlastí porotu.„Složení poroty zveřejnímevprůběhu týdne. Porota budetentokrát ‚mezinárodní‘, neboťjejím členem bude také zástupceslovenského trhu,“ říká OndřejNovák, výkonný ředitel Asociacemediálních agentur (ASMEA).Partnerem letošního ročníku jeznovu TV Prima. „Partnerstvínavíc prohloubíme ato jak pomediální stránce, tak po stráncerealizační. Nesmíme zatím aninaznačovat, ale to snad říct může-me, že Gala večer bude opravduPrima,“ dodává Novák. Výzkum-ným partnerem Ee zůstávásdružení výzkumných agenturSIMAR, které také udělí cenu zaNejlepší využití dat. Seznam při-hlášek se zavře 9. srpna, shortlistprací pořadatelé zveřejní 21. září.Konference Ee se uskutečnívrámci letošní největší marketin-gové akce Forum Media vClarionCongress Hotelu Praha 20. října.Gala večer, tj. slavnostní vyhláše-ní je plánováno na přelom říjnaalistopadu. Přesný termín budezveřejněn co nejdříve.A reklamapřestala býtvýsadou mužůMezinárodní festival kreativityasoutěž Cannes Lions letos udělíLva svatého Marka za celoživotníúspěch Mary Wells Lawrence.Ikona reklamního byznysu, kteráletos oslaví 92. narozeniny, zalo-žila vroce 1966 jako první ženapřední reklamní agenturu Wells,Rich, Greene. Odeset let poz-ději dosáhly tržby její agentury187milionů dolarů, mezi klientypatřily rmy jako Ford, Procter& Gamble, Trans World Airlines,Miles Laboratories, Philip Morrisadalší. Deník The New YorkObserver psal, že agentura bylazodpovědná za reklamy, které„nesmazatelně vrývaly hesla dohlav veřejnosti“. Během kariéryLawrence vytvořila napříkladkultovní slogan „I New York“.Stála také za „The End of PlainPlane“ (konec jednobarevnýchletadel) pro Brani Airways.Díky této kampani se letadlaspolečnosti rozzářila všemožný-mi barvami. Lawrence byla jižvroce 1971 Americkou reklam-ní federací jmenována Ženoureklamy ana konci století ji uvedlido Síně slávy marketingu. Nyníobdrží nejprestižnější celoživotníocenění Cannes Lions: The Lionof St. Mark (Lva svatého Marka),ato 26.června vrámci akceLions Live, která bude přenášenaonline.#BLM hýbesvětemProtesty proti policejní brutalitěarasismu vUSA shashtagem#blacklivesmatter nepolevují, na-opak se rozšiřují do celého světaareaguje na ně stále více rem.BBC či Netix například ze svýchstreamovacích lmoték stáhlypopulární seriál Malá Velká Bri-tánie, protože jeho protagonistéměli vněkterých scénkách nat-řený obličej na černo. Na černoulistinu se kvůli rasismu dostaliosmioskarový snímek Jih protiSeveru. Netix naopak zařadilvýběr snímků zabývajících serasovou nerovností, diváci se knídostanou po vyhledání jménaGeorge Floyd. Americká auto-mobilová soutěž Nascar se takéminulý týden odhodlala kzákazukonfederačních vlajek na všechsoutěžích ive vlastních areálech.Pořadatelé už před pěti lety žáda-li fanoušky, aby symbol nepřiná-šeli na akce Nascaru, nešlo tehdyale oociální zákaz. CopywriterkArtdirectorkProductmngerMediPlnnerJedn škol,desítky upltněnív kretivním průmysluDigitlnínomdVysok školkretivníkomunikce www.vskk.czKretivníředitelMrketingovmnžerkInzercejaký má jeho projekt nezávislýchmaloobchodů. Právě partnerůmtéto aliance je služba, jež jimumožní provozovat vlastní inter-netový prodej, určena.Pilulka působící unás, naSlovensku avRumunsku dosáhlaloni tržeb ve výši 2,4 miliardykorun ameziročně vyrostlao20procent. Více oplánechPilulky se dočtete vrozhovoruvnásledujícím vydání MaM.Livesport koupila od pro-ducenta arežiséra Petra Vachleraprojekt Kinobox.cz. Obsah lmo-vého portálu, jehož redakci nověpovede Kamil Fila, plánujeLivesport vbudoucnu využítipro svou chystanou televizi.Konference Digi-media 2020 se pře-souvá na 15. října 2020, místokonání (Kongresový sál Českételevize) zůstává stejné.POPAI Awards2020 — přesněji vyhlášenísvětového kola soutěže — bylyzrušeny. VPaříži se uskutečníaž za rok. Regionální podobaakce by měla proběhnout26.listopadu vKongresovémcentru TOP Hotelu Praha.05ZPRÁVYFoto: EFFIE AWARDSStrana 6
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