Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

24/2021

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

    NFT UŽ NENÍ JEN PRO
    „KRYPTOSBĚRATELE“
    Sunikátními digitálními
    tokeny experimentují
    nejen známé značky, ale
    též některé agentury.
    str. 8–11
    ROZHLAS STÁLE
    V ZAJETÍ ANALOGU
    Televizní digitalizaci
    máme za sebou dvakrát,
    ta rozhlasová neproběhla.
    Jak dlouho si počkáme?
    str. 20–21
    LIVESPORT ZMĚNIL
    VIZUÁLNÍ IDENTITU
    Na podzim se změna
    dotkne iproduktů
    aznačka představí nového
    vyslance po Petru Čechovi.
    str. 22–23
    ZTRÁCÍME
    ZBYTEČNĚ ČAS
    CYRIL
    KLEPEK
    24
    14. června 2021
    99 Kč / 4,90
  • Strana 2

    PERFEKTNÍ KVALITA TISKU ZÁKLADNÍ KÁMEN PROFESIONÁLNÍ MARKETINGOVÉ KOMUNIKACE.
    PERFEKTNÍ KVALITA TISKU ZÁKLADNÍ KÁMEN PROFESIONÁLNÍ MARKETINGOVÉ KOMUNIKACE.
    V polygrafii ofsetového a digitálního tisku jsme ušli dlouhou cestu a vždy s jasným cílem.
    Být na trhu nejlepší. Být v kvalitě tisku vždy o krok napřed.
    Být na trhu nejlepší. Být v kvalitě tisku vždy o krok napřed.
    Od běžného tiskového formátu až po největší XXL ofsetový a digitál tisk.
    D&S Design Prague,
    D&S Design Prague, člen skupiny Gerin, je více než 20 let spolehlivým dodavatelem tiskovin ve špičkové
    kvalitě. Nejjemnější tiskové rastry současnosti (FM stochastika) v celé formátové škále polygrafické výroby,
    vysoce jakostní světlostálé barvy zaručující dlouhodobě prozářený tisk, výroba pod specializovanou
    polygrafickou normou ISO 12647.
    Katalogy, brožury, prospekty, výročzprávy, časopisy, mapy, plakáty A0/B0 i XXL.
    Outdoorové tiskoviny: oboustranné citylighty, billboardy, bigboardy, megaboardy.
    POS stojany, veškeré klasické i velkoformátové POS/POP polygrafické produkty.
    D&S Design Prague, s.r.o.
    www.gerin.cz
    NĚKDO NAD KVALITOU V TISKU VNE RUKOU.
    PRO VŠECHNY OSTATNÍ,
    PRO VŠECHNY OSTATNÍ,
    JSME TU MY.
    JSME TU MY.
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  • Strana 3

    Před třiceti lety málokdo čekal,
    že budou plné haly astatisíce lidí
    živě sledovat turnaje vpočíta-
    čových hrách, nebo že internet,
    kdysi vnímaný jako fajn nástroj
    pro akademiky místo faxu,
    jednou od základů změní svět.
    Podobné to bude iubitcoinu
    atechnologie blockchainu, ikdyž
    slaví zatím jen něco přes dvanáct
    let. Nedávno jsem viděl záznam
    předšky Petera Thiela (spo-
    luzaložil Paypal, šéfuje Palantir
    Technologies) zroku 1999, kde
    mluvil otom, jak bude celá plane-
    ta nakupovat pomocí mobilních
    telefonů připojených kinternetu.
    Jak postupně přijde digitální
    bankovnictví, tokenizace akcií či
    samotných indexů amluvil ta
    ovzniku měny, kterou nebudou
    moci vlády zastavit, protože by
    prostě musely vypnout telekomu-
    nikní sítě. Hodně budeš někde,
    řekla by Jolanda.
    Bitcoin je zhlediska tržní ka-
    pitalizace jako měna na 16.stě
    na světě, ethereum je 33. ačeská
    koruna až na 35. místě. Asvět
    kryptoměn není zdaleka jen
    otěchto hegemonech. Bitcoin
    bude navždy ten, kdo ukázal ces-
    tu, ethereum zase celý ekosystém
    le rozvinulo. Po pouhých pár
    letech jsou tisíce coinů či tokenů
    (ach ty meme coiny podle desítek
    psích plemen), podobně, jako in-
    ternetových rem vdotcom bub-
    lině, aikdyby došlo ke splasknutí
    auspěl jen malý zlomek, změna
    už probíhá.
    Obrovský růst sektoru DeFi
    (decentralised nance) vloňském
    roce následoval na přelomu
    roku tohoto zase boom voblasti
    takzvaných NFT, kterým se věnu-
    jeme vhlavním tématu čísla. Není
    to jen kratochvíle pro umělce
    nebo zky či pařany, kteří
    chtějí mít unikátní brnění nebo
    digitální sběratelské kartky Po-
    kémonů, možné vyití je mno-
    hem šií. Brzy se dá očekávat
    zapojení dalších celebrit iznaček
    avětšího marketingového vyití
    inuencerů, což boom zájmu dále
    posílí.
    Svět se mění před očima aje
    vzrušující utoho být.
    Pavel Hejkrlík
    redaktor
    Zábava
    i budoucnost
    Inzerce
    EDITORIAL
    
    
    
    Untitled-3.indd 1Untitled-3.indd 1 10.06.2021 11:27:0210.06.2021 11:27:02
    TECHNOLOGIEMEDIÁLNÍ PLÁNOVÁNÍ
    MAXIMIZE MÁ AMBICE ZMĚNIT
    PRAVIDLA PLÁNOVÁNÍ
    Nový nástroj agentury Wavemaker
    využívá umělou inteligenci.
    str. 18 –19
    UDRŽITELNOST
    NAKLÁDÁNÍ S ODPADY FIRMY
    VNÍMAJÍ JAKO PŘÍLEŽITOST
    Ekonomika aekologie musí fungovat
    vtandemu, říká Cyril Klepek zCyrkl.
    str. 12 –13
    ROZHLAS
    ČEKÁNÍ NA DIGITALIZACI
    Všechny typy médií se unás už
    stačily digitalizovat, jenom rádia ne.
    Jaká je aktuální situace?
    str. 20 –21
    PÁR PIXELŮ ZA MILIONY
    Zájem sběratelů oNFT drží ceny
    digitálních děl vysoko. Experimentují
    snimi už izadavatelé aagentury.
    str. 8 –11
    Foto na titulní stra: BOHUMIL POSPÍŠIL
  • Strana 4

    První pop -up
    Herbadentu
    Společnost Herbadent, která je
    známa svými bylinnými zubními
    pastami anabízí například
    imedicinální sladová vína, otevře
    včervenci vlastní pop -up koncept
    vpražském OC Nový Smíchov.
    Když uspěje, budou následovat
    další. Pop -up store Herbadentu
    bude kompaktní, modulární
    apoměrně prostorově velkorysý.
    Společnost bude své produkty
    prezentovat na 15 m
    2
    .
    Je to náš první vstup do
    samostatného retailu apokud se
    osvědčí, přidáme další lokality.
    Stánek bude svou velikostí v-
    vat, budou zde panely sobra-
    zovkami, které budeme vyívat
    jako marketingový kanál aobsah
    na monitorech exibilně měnit,
    říká Martin Hošek, šéf prodeje
    amarketingu Herbadent.
    AMI s Buřinkou
    bodovaly na
    SABRE Awards
    Projekt 3D tištěného domu Sta-
    vební spitelny České spořitelny
    sagenturou AMI Communica-
    tions uspěl vPR Soutěži SABRE
    Awards EMEA. Dostal se na první
    sto za region střední avýchod-
    ní Evropy. Projekt oslovil 500mi-
    lionů lidí akampaň přispěla
    ktomu, že čtvrtina Čechů vnímá
    Buřinku jako inovativní značku.
    Certicate of Excellence vsou-
    těži In2 SABRE, která oceňuje
    projekty snejlepším obsahem
    aengagementem, získal projekt
    Avatarů na virtuálním teambuil-
    dingu společnosti Microsoft, za
    mž stála agentura Konektor
    Social spolu sčeským startupem
    Confer -O Matic aAudio light.
    Do letošního ročníku SABRE
    Awards pro region EMEA, který
    pořádá společnost PRovo-
    ke Media bylo přihšeno přes
    Svodka
    Marketup jako první vČR
    programaticky nakoupila reklam-
    ní prostor na pevných DOOH
    nosičích pro klienta XXXLutz
    vmci kampaně Black Shopping
    Week. Plochy jsou na Obchodm
    domě Kotva ana Smíchovském
    nádraží vPraze.
    Unilever rozšířil portfolio
    výrobků nesoucích označení
    organizace PETA „Beauty without
    Bunnies“ označku produktů
    vlasové péče TRESemmé.
    Makro zařadilo vČesku
    do své nabídky „plant-based“
    produkty jako burgery, nudlky
    či mleté pod vlastní znkou
    Metro Chef Veggie. Nestlé zase od
    července rozšuje nabídku zn-
    ky Garden Gourmet omraže
    výrobky.
    Radio Contact
    Liberec se produktově
    začlení do skupiny Media
    Bohemia, největšího provozo-
    vatele privátního rozhlasového
    vysílání.
    Pilulka Lékárny při-
    chází po osmi letech se změnou
    identity, je modernější aukazuje
    +pilulku jako atraktivní místo
    kupu. Na vizuální změně spo-
    lupracovala srmou desigrka
    Věra Marešová.
    Newton Media nově
    nabízí službu přepisu podcastů
    aYouTube videí. Podcasty moni-
    toruje také společnost Monitora.
    Planeo Elektro,
    ť elektro prodejen, která
    patří společnosti Fast, změnila
    vlastníka. Firmu koupily PPF,
    EC Investments aRockaway
    Capital.
    O2 TV se spojuje se zná-
    mi třemi sportovho života
    anabídku podpoří kampaní. Mezi
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    ULOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Znka Skittles
    pro podporu
    akce Pride
    edstavila
    QueeR codes,
    kte po
    naskeno
    lidi nasměrují
    na stránky
    akce auměl
    tvořících pro
    Pride
    Foto: HERBADENT
    Svět podle MAM
    Pop -up Herbadentu, ceny SABRE iADC,
    oživené jogurty aDanone oživuje jogurty
    04
    ZPRÁVY
  • Strana 5

    medlní plánování, který
    využívá umělou inteligenci
    astrojové učení. Více na str. 18.
    New Look Media za-
    čalo vydávat fotbalový maga-
    n Panenka, jde olicencova
    tiutul španělského vydavatel-
    ství Belgrado 76. První vydání
    bude přílohou týdeníku Euro.
    Radio Kroměříž
    stalo jedim čistě regionál-
    m rádiem ve Zlínském kraji.
    Na začátku června ukončila
    regionální vyní vkraji Ra-
    dio Zn aRadio Rubi aostatní
    přešla pod sítě.
    2000kampaní od více než stovky
    agentur. Nejlepším projektem
    ročníku se splatinovou SABRE
    Award stal projekt uditelné
    strategie do roku 2030 společnos-
    ti Velux spolu sagenturou Ket-
    chum UK. Výrobce specializující
    se na střešní okna se vprojektu
    zavázal nejen ktomu, že se stane
    do budoucna uhkově neutl
    rmou, ale zároveň prostřednic-
    tvím ochrany lesů vyží iemise
    vyprodukované za celou historii
    společnosti. Diamantovou SABRE
    Award za společnost roku pak
    skal projekt Island Feeds the Na-
    tion od britského řetězce Iceland
    Foods aagentury Weber Shand-
    wick, jenž zahrnoval celoroční
    kampaň během pandemie.
    Danone oživuje
    vlastní značku
    jogurtů
    Společnost Danone uvádí na trh
    novinku vpodobě jogurtu pod
    vlastní značkou Danone. Slibuje
    lahodnou chuť, lokální suroviny
    svelkými kousky ovoce astopro-
    centně recyklovatelný kelímek
    nabádající ktřídění.
    Jogurt Danone jsme se
    rozhodli uvést zdůvodu neustále
    se měnícího trhu smléčmi
    výrobky. Náš nový jogurt se
    vybí včeském závodě vBene-
    šově ajeho výrobou podporu-
    jeme imenší alokální výrobce.
    roveň se tak navracíme knaší
    značce Danone vČeské republice,
    která byla spoebiteli oblíbená.
    aobnovujeme tradici lokálně
    vyných jogurtů sohledem na
    místní preference spotřebitelů,
    uvedla Katana Palečková, ex-
    ternal communication specialist
    CZ&SK vDanone.
    Vmci komunikace novinky
    nabádá společnost spotřebite-
    le obal jogurtu po konzumaci
    správně vytřídit, aby dostal šanci
    na recyklaci vduchu strategie
    Jedna planeta. Jedno zdraví.
    S přepisy
    i titulky pomůže
    aplikace Beey
    Moderní technologie na roz-
    poznávání mluveného slova
    jsou sle dokonalejší. Umělá
    inteligence zvládá rozlit konec
    věty, interpunkci, psaní velkých
    písmen, koncovek igramatické
    ludnosti, navíc rychlostí, které
    se žádný stenograf nevyrovná.
    Newton Technologies ve své
    aplikaci Beey využívá technologii
    na rozpoznávání řeči vyvinu-
    tou ve spolupráci sTechnickou
    univerzitou v Liberci a za na
    podpory Technologické agentury
    ČR (TAČR).
    Webová aplikace zvládá do ně-
    kolika minut přepsat video aauto-
    maticky vytvořit titulky. Poradí
    si s češtinou idalšími 16 jazyky.
    Titulkovací systém aplikace Beey
    v současnosti používá například
    DVTV, Seznam.cz, TV Prima,
    XLAB . Společnost Newton
    Technologies zároveň zdarma
    titulkuje zpravodajské pořady
    pro TV Beey, televizi pro osoby se
    sluchovým postižením.
    Na stých cenách
    ADC uspěla DDB
    Světový Art Directors Club
    rozdal už stá výroční ocenění.
    Nejlepším projektem oceněným
    Black Cube stal projekt Necenzu-
    rované knihovny pro němec
    Reportéry bez hranic, který
    prostřednictvím hry Minecraft
    dostal zakázané autory do zemí
    stvrdou cenzurou. Kreativu
    měla na starosti německá DDB,
    která se zároveň stala agenturou
    roku. Společnost MediaMonks
    Hilversum, jež se na projektu
    též podílela, je zase produkční
    společností roku. Sítí roku se
    stala DDB Worldwide. Sedm Gold
    Cubes získala BBDO Group Ger-
    many za práce pro UNICEF nebo
    Sehsucht. Sedm „zlatých krychlí“
    skaly iINGO Stockholm sDavid
    Miami aPublicis za plesnivý
    Whopper pro Burger King.
    Vyhlášeny byly iceny globál-
    ní soutěže One Show, vníž se
    agenturou roku stala AMV BBDO
    London. Sítí roku je BBDO World-
    wide akreativním holdingem
    roku Interpublic Group. Produ-
    ní společností roku je podle One
    Show Chelsea Pictures aklientem
    roku Libresse.
    Zemřel Rudolf
    Zeman
    Spoluzakladatel samizdatových
    Lidových novin, jejich pozdější
    šéfredaktor asoučasně jeden
    zprvních signatářů Charty 77
    Rudolf Zeman zemřel v82 letech
    minulý týden vnoci na pátek. Ru-
    dolf Zeman za minulého režimu
    pracoval jako dělník vuranových
    dolech nebo jako čistič výloh.
    Vří 1987 spoluzakládal sami-
    zdatové Lidové noviny. 12. října
    roku 1989 byl sJiřím Rumlem
    zaden Státní bezpečností, uvěz-
    něn aobviněn ztrestného činu
    pobuřování. První legální číslo Li-
    dových novin vyšlo 5. ledna 1990.
    Šéfredaktorem LN byl Rudolf
    Zeman vletech 1990 až 1991. Byl
    také prvním polistopadovým šé-
    fem Syndkátů novinářů, který
    vedl až do roku 1998.
    ambasadory televize jsou Petr
    Čech, Makhmud Muradov, Karolí-
    na Plíšková či Alexander Salák.
    TV Nova ve spolupráci s-
    rodním parkem Šumava spustila
    CSR kampaň, která má diváky
    upozornit na možné důsledky ne-
    zodpovědného chování. Celkem
    byly pro kampaň vytvořeny čtyři
    varianty televizních spotů, do
    jejichž natáčení se zapojili hlav
    protagonisté seriálu Policie
    Modrava.
    Wavemaker, medl
    agentura ze sítě WPP, uvádí ina
    český trh nástroj Maximize pro
    05
    ZPRÁVY
    STUDY
    ADVERTISING
    AT UNIVERSITY
    IN ENGLISH
    Inzerce
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  • Strana 28

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