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.
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NFT UŽ NENÍ JEN PRO„KRYPTOSBĚRATELE“Sunikátními digitálnímitokeny experimentujínejen známé značky, aletéž některé agentury.str. 8–11ROZHLAS STÁLEV ZAJETÍ ANALOGUTelevizní digitalizacimáme za sebou dvakrát,ta rozhlasová neproběhla.Jak dlouho si počkáme?str. 20–21LIVESPORT ZMĚNILVIZUÁLNÍ IDENTITUNa podzim se změnadotkne iproduktůaznačka představí novéhovyslance po Petru Čechovi.str. 22–23ZTRÁCÍMEZBYTEČNĚ ČASCYRILKLEPEK2414. června 202199 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 digitální tisk.D&S Design Prague,D&S Design Prague, člen skupiny Gerin, je více než 20 let spolehlivým dodavatelem tiskovin ve špičkovékvalitě. Nejjemnější tiskové rastry současnosti (FM stochastika) v celé formátové škále polygrafické výroby,vysoce jakostní světlostálé barvy zaručující dlouhodobě prozářený tisk, výroba pod specializovanoupolygrafickou normou ISO 12647.Katalogy, brožury, prospekty, výroční zprávy, 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.czNĚKDO NAD KVALITOU V TISKU MÁVNE RUKOU.PRO VŠECHNY OSTATNÍ,PRO VŠECHNY OSTATNÍ,JSME TU MY.JSME TU MY.210601_MaM_210x280_CONEY2021.indd 1210601_MaM_210x280_CONEY2021.indd 1 01.06.2021 15:13:4501.06.2021 15:13:45Strana 3
Před třiceti lety málokdo čekal,že budou plné haly astatisíce lidíživě sledovat turnaje vpočíta-čových hrách, nebo že internet,kdysi vnímaný jako fajn nástrojpro akademiky místo faxu,jednou od základů změní svět.Podobné to bude iubitcoinuatechnologie blockchainu, ikdyžslaví zatím jen něco přes dvanáctlet. Nedávno jsem viděl záznampřednášky Petera Thiela (spo-luzaložil Paypal, šéfuje PalantirTechnologies) zroku 1999, kdemluvil otom, jak bude celá plane-ta nakupovat pomocí mobilníchtelefonů připojených kinternetu.Jak postupně přijde digitálníbankovnictví, tokenizace akcií čisamotných indexů amluvil takéovzniku měny, kterou nebudoumoci vlády zastavit, protože byprostě musely vypnout telekomu-nikační sítě. Hodně budeš někde,řekla by Jolanda.Bitcoin je zhlediska tržní ka-pitalizace jako měna na 16.místěna světě, ethereum je 33. ačeskákoruna až na 35. místě. Asvětkryptoměn není zdaleka jenotěchto hegemonech. Bitcoinbude navždy ten, kdo ukázal ces-tu, ethereum zase celý ekosystémdále rozvinulo. Po pouhých párletech jsou tisíce coinů či tokenů(ach ty meme coiny podle desítekpsích plemen), podobně, jako in-ternetových rem vdotcom bub-lině, aikdyby došlo ke splasknutíauspěl jen malý zlomek, změnauž probíhá.Obrovský růst sektoru DeFi(decentralised nance) vloňskémroce následoval na přelomuroku tohoto zase boom voblastitakzvaných NFT, kterým se věnu-jeme vhlavním tématu čísla. Neníto jen kratochvíle pro umělcenebo zpěváky či pařany, kteříchtějí mít unikátní brnění nebodigitální sběratelské kartičky Po-kémonů, možné využití je mno-hem širší. Brzy se dá očekávatzapojení dalších celebrit iznačekavětšího marketingového využitíinuencerů, což boom zájmu dáleposílí.Svět se mění před očima ajevzrušující utoho být.Pavel HejkrlíkredaktorZábavai budoucnostInzerceEDITORIALUntitled-3.indd 1Untitled-3.indd 1 10.06.2021 11:27:0210.06.2021 11:27:02TECHNOLOGIEMEDIÁLNÍ PLÁNOVÁNÍMAXIMIZE MÁ AMBICE ZMĚNITPRAVIDLA PLÁNOVÁNÍNový nástroj agentury Wavemakervyužívá umělou inteligenci.str. 18 –19UDRŽITELNOSTNAKLÁDÁNÍ S ODPADY FIRMYVNÍMAJÍ JAKO PŘÍLEŽITOSTEkonomika aekologie musí fungovatvtandemu, říká Cyril Klepek zCyrkl.str. 12 –13ROZHLASČEKÁNÍ NA DIGITALIZACIVšechny typy médií se unás užstačily digitalizovat, jenom rádia ne.Jaká je aktuální situace?str. 20 –21PÁR PIXELŮ ZA MILIONYZájem sběratelů oNFT drží cenydigitálních děl vysoko. Experimentujísnimi už izadavatelé aagentury.str. 8 –11Foto na titulní straně: BOHUMIL POSPÍŠILStrana 4
První pop -upHerbadentuSpolečnost Herbadent, která jeznáma svými bylinnými zubnímipastami anabízí napříkladimedicinální sladová vína, otevřevčervenci vlastní pop -up konceptvpražském OC Nový Smíchov.Když uspěje, budou následovatdalší. Pop -up store Herbadentubude kompaktní, modulárníapoměrně prostorově velkorysý.Společnost bude své produktyprezentovat na 15 m2.„Je to náš první vstup dosamostatného retailu apokud seosvědčí, přidáme další lokality.Stánek bude svou velikostí vyč-nívat, budou zde panely sobra-zovkami, které budeme využívatjako marketingový kanál aobsahna monitorech exibilně měnit,“říká Martin Hošek, šéf prodejeamarketingu Herbadent.AMI s Buřinkoubodovaly naSABRE AwardsProjekt 3D tištěného domu Sta-vební spořitelny České spořitelnysagenturou AMI Communica-tions uspěl vPR Soutěži SABREAwards EMEA. Dostal se na prvnímísto za region střední avýchod-ní Evropy. Projekt oslovil 500mi-lionů lidí akampaň přispělaktomu, že čtvrtina Čechů vnímáBuřinku jako inovativní značku.Certicate of Excellence vsou-těži In2 SABRE, která oceňujeprojekty snejlepším obsahemaengagementem, získal projektAvatarů na virtuálním teambuil-dingu společnosti Microsoft, zanímž stála agentura KonektorSocial spolu sčeským startupemConfer -O Matic aAudio light.Do letošního ročníku SABREAwards pro region EMEA, kterýpořádá společnost PRovo-ke Media bylo přihlášeno přesSvodkaMarketup jako první vČRprogramaticky nakoupila reklam-ní prostor na pevných DOOHnosičích pro klienta XXXLutzvrámci kampaně Black ShoppingWeek. Plochy jsou na Obchodnímdomě Kotva ana Smíchovskémnádraží vPraze.Unilever rozšířil portfoliovýrobků nesoucích označeníorganizace PETA „Beauty withoutBunnies“ označku produktůvlasové péče TRESemmé.Makro zařadilo vČeskudo své nabídky „plant-based“produkty jako burgery, nudličkyči mleté pod vlastní značkouMetro Chef Veggie. Nestlé zase odčervence rozšiřuje nabídku znač-ky Garden Gourmet omraženévýrobky.Radio ContactLiberec se produktovězačlení do skupiny MediaBohemia, největšího provozo-vatele privátního rozhlasovéhovysílání.Pilulka Lékárny při-chází po osmi letech se změnouidentity, je modernější aukazuje+pilulku jako atraktivní místonákupu. Na vizuální změně spo-lupracovala srmou designérkaVěra Marešová.Newton Media nověnabízí službu přepisu podcastůaYouTube videí. Podcasty moni-toruje také společnost Monitora.Planeo Elektro,síť elektro prodejen, kterápatří společnosti Fast, změnilavlastníka. Firmu koupily PPF,EC Investments aRockawayCapital.O2 TV se spojuje se známý-mi tvářemi sportovního životaanabídku podpoří kampaní. MeziVÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNEUDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIAZnačka Skittlespro podporuakce PridepředstavilaQueeR codes,které ponaskenovánílidi nasměrujína stránkyakce aumělcůtvořících proPrideFoto: HERBADENTSvět podle MAMPop -up Herbadentu, ceny SABRE iADC,oživené jogurty aDanone oživuje jogurty04ZPRÁVYStrana 5
mediální plánování, kterývyužívá umělou inteligenciastrojové učení. Více na str. 18.New Look Media za-čalo vydávat fotbalový maga-zín Panenka, jde olicencovanýtiutul španělského vydavatel-ství Belgrado 76. První vydáníbude přílohou týdeníku Euro.Radio Kroměřížzůstalo jediným čistě regionál-ním rádiem ve Zlínském kraji.Na začátku června ukončilaregionální vysílání vkraji Ra-dio Zlín aRadio Rubi aostatnípřešla pod sítě.2000kampaní od více než stovkyagentur. Nejlepším projektemročníku se splatinovou SABREAward stal projekt udržitelnéstrategie do roku 2030 společnos-ti Velux spolu sagenturou Ket-chum UK. Výrobce specializujícíse na střešní okna se vprojektuzavázal nejen ktomu, že se stanedo budoucna uhlíkově neutrálnírmou, ale zároveň prostřednic-tvím ochrany lesů vyváží iemisevyprodukované za celou historiispolečnosti. Diamantovou SABREAward za společnost roku pakzískal projekt Island Feeds the Na-tion od britského řetězce IcelandFoods aagentury Weber Shand-wick, jenž zahrnoval celoročníkampaň během pandemie.Danone oživujevlastní značkujogurtůSpolečnost Danone uvádí na trhnovinku vpodobě jogurtu podvlastní značkou Danone. Slibujelahodnou chuť, lokální surovinysvelkými kousky ovoce astopro-centně recyklovatelný kelímeknabádající ktřídění.„Jogurt Danone jsme serozhodli uvést zdůvodu neustálese měnícího trhu smléčnýmivýrobky. Náš nový jogurt sevyrábí včeském závodě vBene-šově ajeho výrobou podporu-jeme imenší alokální výrobce.Zároveň se tak navracíme knašíznačce Danone vČeské republice,která byla spotřebiteli oblíbená.aobnovujeme tradici lokálněvyráběných jogurtů sohledem namístní preference spotřebitelů,“uvedla Katarína Palečková, ex-ternal communication specialistCZ&SK vDanone.Vrámci komunikace novinkynabádá společnost spotřebite-le obal jogurtu po konzumacisprávně vytřídit, aby dostal šancina recyklaci vduchu strategie„Jedna planeta. Jedno zdraví.“S přepisyi titulky pomůžeaplikace BeeyModerní technologie na roz-poznávání mluveného slovajsou stále dokonalejší. Uměláinteligence zvládá rozlišit konecvěty, interpunkci, psaní velkýchpísmen, koncovek igramatickézáludnosti, navíc rychlostí, kterése žádný stenograf nevyrovná.Newton Technologies ve svéaplikaci Beey využívá technologiina rozpoznávání řeči vyvinu-tou ve spolupráci sTechnickouuniverzitou v Liberci a za nančnípodpory Technologické agenturyČR (TAČR).Webová aplikace zvládá do ně-kolika minut přepsat video aauto-maticky vytvořit titulky. Poradísi s češtinou idalšími 16 jazyky.Titulkovací systém aplikace Beeyv současnosti používá napříkladDVTV, Seznam.cz, TV Prima,XLAB . Společnost NewtonTechnologies zároveň zdarmatitulkuje zpravodajské pořadypro TV Beey, televizi pro osoby sesluchovým postižením.Na stých cenáchADC uspěla DDBSvětový Art Directors Clubrozdal už stá výroční ocenění.Nejlepším projektem oceněnýmBlack Cube stal projekt Necenzu-rované knihovny pro německéReportéry bez hranic, kterýprostřednictvím hry Minecraftdostal zakázané autory do zemístvrdou cenzurou. Kreativuměla na starosti německá DDB,která se zároveň stala agenturouroku. Společnost MediaMonksHilversum, jež se na projektutéž podílela, je zase produkčníspolečností roku. Sítí roku sestala DDB Worldwide. Sedm GoldCubes získala BBDO Group Ger-many za práce pro UNICEF neboSehsucht. Sedm „zlatých krychlí“získaly iINGO Stockholm sDavidMiami aPublicis za plesnivýWhopper pro Burger King.Vyhlášeny byly iceny globál-ní soutěže One Show, vníž seagenturou roku stala AMV BBDOLondon. Sítí roku je BBDO World-wide akreativním holdingemroku Interpublic Group. Produkč-ní společností roku je podle OneShow Chelsea Pictures aklientemroku Libresse.Zemřel RudolfZemanSpoluzakladatel samizdatovýchLidových novin, jejich pozdějšíšéfredaktor asoučasně jedenzprvních signatářů Charty 77Rudolf Zeman zemřel v82 letechminulý týden vnoci na pátek. Ru-dolf Zeman za minulého režimupracoval jako dělník vuranovýchdolech nebo jako čistič výloh.Vzáří 1987 spoluzakládal sami-zdatové Lidové noviny. 12. říjnaroku 1989 byl sJiřím Rumlemzadržen Státní bezpečností, uvěz-něn aobviněn ztrestného činupobuřování. První legální číslo Li-dových novin vyšlo 5. ledna 1990.Šéfredaktorem LN byl RudolfZeman vletech 1990 až 1991. Byltaké prvním polistopadovým šé-fem Syndiákátů novinářů, kterývedl až do roku 1998.ambasadory televize jsou PetrČech, Makhmud Muradov, Karolí-na Plíšková či Alexander Salák.TV Nova ve spolupráci sNá-rodním parkem Šumava spustilaCSR kampaň, která má divákyupozornit na možné důsledky ne-zodpovědného chování. Celkembyly pro kampaň vytvořeny čtyřivarianty televizních spotů, dojejichž natáčení se zapojili hlavníprotagonisté seriálu PolicieModrava.Wavemaker, mediálníagentura ze sítě WPP, uvádí inačeský trh nástroj Maximize pro05ZPRÁVYSTUDYADVERTISINGAT UNIVERSITYIN ENGLISHInzerceStrana 6
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