Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
25/2020
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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UMĚLÁ INTELIGENCENENÍ ŽÁDNÁ MAGIEPodle Sáry Boutall,expertky na AI, by Českomohlo být vtéto oblastisvětovou hvězdou.str. 8–9PŘICHÁZÍ LETNÍZKOUŠKA VZTAHŮZnačky nemohou oslovitspotřebitele na velkýchakcích. Vydrží jim itakpartnerství sfestivaly?str. 10–15BYLOVYPRODÁNOMICHALTHOMES2522. června 202099 Kč / 4,90 €2 × EXTRA:REKLAMNÍTEXTILA OOHwww.reklama-centrum.cz/TIPBatoh, 29 x 43 cm,kapsa pro notebook,s kabelembez DPHTIPAntibakteriální propiskaVíce barevných variantbez DPH192, 0www.reklama-centrum.cz/TIPStrana 2
Modernizace dálnice D1úsek Praha–Brnocelková délka 161 kmStav k dubnu 2020RealizaceEUROVIA CSčiníPrahaBrnoMirošoviceHvězdoniceŠternovPsářeSouticeLoketHořiceKoberoviceHumpolecVelký BeranovVelké MeziříčíVelká BítešDevět KřížůMěřínÚSEK 7ÚSEK 11ÚSEK 16ÚSEK 2ÚSEK 10ÚSEK 5ÚSEK 18ÚSEK 22Dokončené úsekyÚseky ve výstavběMaM_Praha_Brno_D1_static_CZ_210x280mm_2020.indd 1MaM_Praha_Brno_D1_static_CZ_210x280mm_2020.indd 1 30.04.2020 13:2730.04.2020 13:27Strana 3
Byl jsem minulý týden na večeřivnákupním centru Arkády Pan-krác vdobě mezi šestou aosmouhodinou večerní. Rozsah „zkázy“retailu je každému návštěvníkovipatrný na první pohled. Oproti si-tuaci před propuknutím covid-19se počet lidí vobchodním centrupohyboval hrubým odhadem takna sotva větší polovině běžnéhoprovozu.Při pohledu dovnitř obchodůby pak návštěvník obvyklé zástu-py kupujících upokladen našeljen stěží. Zkaždé! výlohy křičí ce-dule oslevových akcích, většinou50 procent, často ale i70procent.Podobná situace je přitom ivdal-ších centrech— například na Flo-ře nebo na Andělu na pražskémSmíchově. Takže méně lidí, většíslevy aktomu ještě lidé očekávají-cí horší ekonomický výhled šetří,dohromady poměrně nezávidění-hodná situace.Vnásledujích prázdninovýchměsících nečeká kamenné pro-dejce zrovna silná sezona atak sejejich zraky upínají hlavně ke dru-hé polovině roku avánočnímuobdobí. Zatímco ještě před párlety začínala „adventní sezona“na začátku prosince, vposled-ních několika letech se už vlivemmarketingových aprodejníchkampaní posunula často až dopoloviny listopadu (typicky jdeostart vánočních trhů).Dá se očekávat, že prodejci,kteří jsou vlivem situace spjatéskoronavirem vproblémech,budou lačnit po nárůstu chabýchtržeb během roku aodstartujíVánoce ještě dříve.Ateprve ve vánoční sezoně senaplno ukáže, jak „drahý“ efektopatření kolem pandemie měla.Zda se lidé, kteří donuceni vněj-šími vlivy často prvně vyzkou-šeli nákupy online, se alespoňpřed Vánocemi do kamennýchobchodů vrátí, či jak velké budeprocento těch, které retail běhemletošního roku denitivně ztratil.Pavel HejkrlíkredaktorOpět posunutýadvent?InzerceEDITORIALFESTIVALYECOMMERCEONLINE MÓDA POSÍLILATržby e-shopů smódou po prvotnímúbytku zákazníků stouply už naúroveň vyšší, než před krizí.str. 16 –17FORUM MEDIAČESKO JAKO HVĚZDA AIČesko má na to, aby se zněj stalglobální superhub umělé inteligence,je přesvědčená Sara Boutall.str. 8 –9ECOMMERCEDRUHÉ VÁNOCE PILULKYProdeje skokově rostly adaří seinovým službám, říká nový obchodníředitel rmy Martin Navrátil.str. 20 –21ZRUŠENÉ LETNÍ FESTIVALYUstojí partnertsví značek afestivalůletošní prázdninovou sezonu bezdesítek tisíc návštěvníků?str. 10 –15Foto na titulní straně: VOJTĚCH RESLERStrana 4
SvodkaCannes Lions vysílajíod pondělí 22. června do pátku26. června zlondýnského studiapořad pro globální komunitu kre-ativců - Lions Live. Na programujsou rozhovory sodborníky, ná-zory expertů, tzv. masterclasses,reklamy avidea. Více oprogramuna lionslive.canneslions.com.Albert ČR prodal Obchod-ní centrum Čestlice společnostiHSTN Holding (zakladatel Sporti-sima). Hypermarket Albert, kterýloni prošel rekonstrukcí vlokalitějako nájemce (vedle Sportisima,Mouneldu, Pepca adalších)zůstává. Řetězec rovněž spustilaplikaci Můj Albert, která infor-muje oslevách anovinkách.Unie vydavatelů spo-lečně sagenturami Media aStem/Mark, které pro ni realizujívýzkum čtenosti jednotlivýchtitulů, spustily testování metodyCAPI online — tedy dotazováníprostřednictvím počítače.TV Prima měla vsobotu 27let, začala vysílat 20. června 1993.Jako oslavu narozenin divákůmnabídla předpremiéry seriáluSlunečná. Skupina Prima lonidosáhla tržeb 3,3 miliardy korunazisku 342 milionů korun.Conectart spustil náboro-vou kampaň, vníž se snaží ucha-zeče přesvědčit otom, že prácevzákaznických kontaktních cen-trech není tak strašná, jak se oníříká. Součástí kampaně, kteroupřipravila agentura Hotshots jsouináborové internetové stránkyborimemyty.cz.Whalebone, brněnskárma zabývající se kybernetic-kými hrozbami (mimo jiné stojíza O2 Security), se rozhodla proexpanzi do Latinské Ameriky.Expanzi bude řídit bývalá šéakorporátní komunikace VodafoneAdriana Dergam.VÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNEUDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIAKampaň ČOV:Silnější pro životČeský olympijský výbor (ČOV)představil kampaň, sekte-rou využije mediální prostorrezervovaný pro hry vTokiu, ježbyly kvůli pandemii koronavirupřeloženy na příští rok. Pro-jekt snázvem Silnější pro životmá inspirovat kpřirozenémuposilování obranyschopnostiorganismu. „Chceme se vrátitkzákladním hodnotám zaklada-tele olympijského hnutí Pierra deCoubertina,“ uvedl předseda ČOVJiří Kejval ke kampani, již výborvytvořil ve spolupráci sfyziotera-peutem Pavlem Kolářem. Celkem100 spotů poběží od července doříjna vČeské televizi, 40 spotů naRadiožurnálu areklama bude ina250 venkovních plochách. „Spro-pagací nám pomáhají všichnipartneři ČOV aměsta Praha, BrnoaOstrava,“ doplnil ředitel komu-nikace ČOV Tibor Alöldi.Poplatky za ČTi ČRo v pořádkuČtyři pětiny Čechů se vyslovilypro zachování nancování veřej-noprávních médií pomocí konce-sionářských poplatků. Jejich výšivpřípadě Českého rozhlasu po-važuje za přiměřenou 84 procentobyvatel, uČeské televize jde o81procent lidí. Ato včetně seniorůči nízkopříjmových obyvatel.Průzkum si nechaly uagenturMedian aSTEM/MARK zpracovatČT iČRo. Reagují tak napříkladna loňský návrh ze strany SPDna rušení koncesionářských po-platků, který by pro ČT znamenalaž odvě miliardy ročně méně,rozhlas by pak přišel o1,2 mili-ardy. Tlak na obě instituce se poletošním zvolení nových radníchČT iČRo ještě zvýšil.Výše poplatků byla naposledyupravena vroce 2008 uČeskételevize (aktuálně činí 135 korun)avroce 2005 uČeského rozhlasu(aktuálně 45 korun) .Svět podle MAMKampaň ČOV, plesnivý burger,Facebook aTrump apoplatky ČTZtráty tnesssektoru se kvůlikrizi vyšplhajína 400milionůkorun. Českákomora tnessuvedla, žeepidemiinepřežilo20procentprovozůZdroj: ČOV04ZPRÁVYStrana 5
PlesnivýWhopper uspělReklama na hamburger Whopperod společnosti Burger King sestala velkým vítězem na cenáchThe One Show 2020, udělova-ných za reklamu adesign. Porotasložená zvíce než 200 kreativcůkampaň „Moldy Whopper“vytvořenou agenturami INGOStockholm, David Miami aPu-blicis Bukurešť vybrala jakonejlepší vkategoriích lm, OOH,tisk. Celkem vyhrála 18 zlatýchtužek. Idíky této kampani bylaagenturou roku vyhlášena DavidMiami. Prestižní ocenění PentaPencil pro agenturu armu,které společně vuplynulých pětiletech vytvářely skvělý kreativníobsah, získaly McCann New YorkaMicrosoft. Produkční rmouroku je Smuggler. Do soutěže byloletos přihlášeno téměř dvacettisíc prací ze 71 zemí. Burger Kingtaké oznámil, že od 28. červnaspouští se sítí TikTok WhopperDance Challenge. Tvůrci TikTo-ku, Loren Gray aAvani Gregg,zveřejnili taneční videa na svýchstránkách avyzvali uživatelekvlastním kreacím.FacebookzasahujeNejvětší sociální síť světa, kteráje dlouhodobě kritizována zazveřejňování jakýchkoli poli-tických reklam bez ověřováníjejich pravdivosti, se odhodlalakzásahu vůči kampani prezi-denta Donalda Trumpa, jenžusiluje oznovuzvolení vletošníchvolbách. Facebook zablokovalpříspěvek, vněmž kampaňvaruje před „nebezpečnýmidavy krajně levicových skupin“avyzývá Trumpovy příznivcektomu, aby prezidenta podpořilive snaze prohlásit hnutí Antifa zateroristickou organizaci. Proble-matický byl zpohledu Facebookuupříspěvku použitý obrázek.Místo symbolu hnutí, jímž jsoudvě vlajky včerné ačervenébarvě, se objevil černočervenýobrácený trojúhelník. Obdobnétrojúhelníky se totiž srůznýmibarvami používaly vnacistickýchkoncentračních táborech prooznačení politických, romskýchnebo například homosexuálníchvězňů. „Nedovolujeme zobrazenísymbolů reprezentujících nená-vistné organizace či ideologie,aniž by byly zveřejněny skon-textem či odsouzením,“ uvedlktomu šéf pro pravidla bezpeč-nosti sítě Nathaniel Gleicher.Facebook také minulý týdenspustil nástroj, jenž umožňujeamerickým uživatelům blokovatpolitické reklamy. Nová funk-ce, která bude dostupná inajiných platformách rmy včetněInstagramu, začala pro některéuživatele fungovat od středy, širo-ce dostupná by měla být běhemněkolika týdnů. Itento krok jechápán jako ústupek vůči kritice,že rma narozdíl od konkureceneprovádí upolitických reklamfact-checking.Kaufland spojísíly s KošíkemVybrané produkty Kauandznaček budou kdispozici zákaz-níkům online supermarketu.Společnosti představily také novýspot se sloganem Kvalita až kvámdomů. Obě rmy počítají stím,že nabízený sortiment budoupostupně rozšiřovat. Rychlostdoručení acena závozu se budelišit podle jednotlivých regionů.VPraze astředních ČecháchKošík přiveze nákup už za dvě ho-diny od objednání, jinde vČeskujej přiveze kurýrní služba do dru-hého dne. Minimální objednávkačiní 500 korun aod 1200 korun jedoprava zdarma. Podle Tomá-še Jeřábka, CEO Košík.cz, máspolečná aktivita rem ambcicistát se inspirací pro celoevrop-ský retail. Košík.cz pokračujevrozvoji svého sesterskéhoprojektu HotovkyKošík.cz. Nověse tak vnabídce objeví napříkladčerstvě zachlazená hotová jídlaod Kolkovny nebo zManifestoMarketu. CopywriterkArtdirectorkProductmngerMediPlnnerJedn škol,desítky upltněnív kretivním průmysluDigitlnínomdVysok školkretivníkomunikce www.vskk.czKretivníředitelMrketingovmnžerkInzerceZdroj: BUNGER KINGKärcher má novou komuni-kační strategii, spoty pojímá jakovideoklipy. Ačkoliv je reklamaurčena pro české zákazníky, vy-užívá anglický slogan: Bring backthe wow! Autorem je agenturaantoni_boos.CleverMaps, kterávytvořila řešení pro chytroukaranténu, začala spolupracovatsagenturou PR.Konektor.Outlet Arena Mora-via vOstravě otevřela novýsportovní obchod se značkamiQuikSilver, Roxy aDS Shoes.Dříve již přidala italskou značkuRoncato aněmeckou Picard,které tak mají vůbec prvníoutletové prodejny vČR.Bezrealitky představilyvylepšené virtuální prohlídky.Služba chce tak ostatní kon-kurovat především rychlostíacenou, která začíná na 600korunách (umenších bytů).Vivobarefoot, britskývýrobce barefoot obuvi,otevřel šestý „concept store“vČR. Po Praze, Plzni, Brně,Českých Budějovicích aHradciKrálové se tak značka dostalaido Ostravy.05ZPRÁVYStrana 6
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