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.

  • Strana 1

    UMĚLÁ INTELIGENCE
    NENÍ ŽÁDNÁ MAGIE
    Podle Sáry Boutall,
    expertky na AI, by Česko
    mohlo být vtéto oblasti
    světovou hvězdou.
    str. 8–9
    PŘICHÁZÍ LETNÍ
    ZKOUŠKA VZTAHŮ
    Značky nemohou oslovit
    spotřebitele na velkých
    akcích. Vydrží jim itak
    partnerství sfestivaly?
    str. 10–15
    BYLO
    VYPRODÁNO
    MICHAL
    THOMES
    25
    22. června 2020
    99 Kč / 4,90
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  • Strana 2

    Modernizace dálnice D1
    úsek Praha–Brno
    celkodélka 161 km
    Stav k dubnu 2020
    Realizace
    EUROVIA CS
    činí
    Praha
    Brno
    Mirošovice
    Hvězdonice
    Šternov
    Psáře
    Soutice
    Loket
    Hořice
    Koberovice
    Humpolec
    Velký Beranov
    Velké Meziříčí
    Velká Bíteš
    Devět Křížů
    Měřín
    ÚSEK 7
    ÚSEK 11
    ÚSEK 16
    ÚSEK 2
    ÚSEK 10
    ÚSEK 5
    ÚSEK 18
    ÚSEK 22
    Dokončené úseky
    Úseky ve výstavbě
    MaM_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 13:27
  • Strana 3

    Byl jsem minulý týden na večeři
    vkupním centru Arkády Pan-
    krác vdobě mezi šestou aosmou
    hodinou večerní. Rozsah „zkázy“
    retailu je kdému návštěvníkovi
    patrný na první pohled. Oproti si-
    tuaci před propuknutím covid-19
    se počet lidí vobchodním centru
    pohyboval hrubým odhadem tak
    na sotva větší polovině běžného
    provozu.
    i pohledu dovnitř obchodů
    by pak návštěvník obvyklé zástu-
    py kupujících upokladen našel
    jen stěží. Zkdé! výlohy křičí ce-
    dule oslevových akcích, většinou
    50 procent, často ale i70procent.
    Podobná situace je přitom ivdal-
    ších centrech— například na Flo-
    ře nebo na Andělu na pražském
    Smíchově. Takže méně lidí, větší
    slevy aktomu ještě lidé očekávají-
    cí horší ekonomický výhled šetří,
    dohromady poměrně nezávidění-
    hodná situace.
    Vsledujích prázdninových
    měsících nečeká kamenné pro-
    dejce zrovna silná sezona atak se
    jejich zraky upínají hlavně ke dru-
    hé polovině roku avánočmu
    období. Zatímco ještě před pár
    lety začínala „adventní sezona“
    na začátku prosince, vposled-
    ních několika letech se už vlivem
    marketingových aprodejních
    kampaní posunula často až do
    poloviny listopadu (typicky jde
    ostart vánočních trhů).
    Dá se očekávat, že prodejci,
    kteří jsou vlivem situace spjaté
    skoronavirem vproblémech,
    budou lačnit po nárůstu chach
    tržeb během roku aodstartují
    Vánoce ještě dříve.
    Ateprve ve vánoční sezoně se
    naplno ukáže, jak „drahý“ efekt
    opatření kolem pandemie měla.
    Zda se lidé, kteří donuceni vněj-
    šími vlivy často prvně vyzkou-
    šeli nákupy online, se alesp
    před Vánocemi do kamenných
    obchodů vrátí, či jak velké bude
    procento těch, které retail během
    letošního roku denitivně ztratil.
    Pavel Hejkrlík
    redaktor
    Opět posunutý
    advent?
    Inzerce
    EDITORIAL
    FESTIVALYECOMMERCE
    ONLINE MÓDA POSÍLILA
    Tržby e-shopů smódou po prvotním
    úbytku zákazníků stouply už na
    úroveň vyšší, než před krizí.
    str. 16 –17
    FORUM MEDIA
    ČESKO JAKO HVĚZDA AI
    Česko má na to, aby se zněj stal
    globální superhub umělé inteligence,
    je přesvědčená Sara Boutall.
    str. 8 –9
    ECOMMERCE
    DRUHÉ VÁNOCE PILULKY
    Prodeje skokově rostly adaří se
    inovým službám, říká nový obchodní
    ředitel rmy Martin Navrátil.
    str. 20 –21
    ZRUŠENÉ LETNÍ FESTIVALY
    Ustojí partnertsví značek afestivalů
    letošní prázdninovou sezonu bez
    desítek tisíc návštěvníků?
    str. 10 –15
    Foto na titulní straně: VOJCH RESLER
  • Strana 4

    Svodka
    Cannes Lions vysílají
    od pondělí 22. června do pátku
    26. června zlondýnského studia
    pořad pro globální komunitu kre-
    ativců - Lions Live. Na programu
    jsou rozhovory sodborníky, ná-
    zory expertů, tzv. masterclasses,
    reklamy avidea. Více oprogramu
    na lionslive.canneslions.com.
    Albert ČR prodal Obchod-
    ní centrum Čestlice společnosti
    HSTN Holding (zakladatel Sporti-
    sima). Hypermarket Albert, který
    loni prošel rekonstrukcí vlokalitě
    jako nájemce (vedle Sportisima,
    Mouneldu, Pepca adalších)
    stává. Řetězec rovněž spustil
    aplikaci Můj Albert, která infor-
    muje oslevách anovinkách.
    Unie vydavatelů spo-
    lečně sagenturami Media aStem/
    Mark, které pro ni realizují
    výzkum čtenosti jednotlivých
    titulů, spustily testování metody
    CAPI online — tedy dotazová
    prostřednictvím počítače.
    TV Prima měla vsobotu 27
    let, začala vysílat 20. června 1993.
    Jako oslavu narozenin divákům
    nabídla předpremiéry serlu
    Slunečná. Skupina Prima loni
    dosáhla tržeb 3,3 miliardy korun
    azisku 342 milionů korun.
    Conectart spustil náboro-
    vou kampaň, vníž se snaží ucha-
    zeče přesvědčit otom, že práce
    vzákaznických kontaktních cen-
    trech není tak strašná, jak se oní
    ří. Součástí kampaně, kterou
    ipravila agentura Hotshots jsou
    ináborové internetové stránky
    borimemyty.cz.
    Whalebone, brněnská
    rma zabývající se kybernetic-
    kými hrozbami (mimo jiné stojí
    za O2 Security), se rozhodla pro
    expanzi do Latinské Ameriky.
    Expanzi bude řídit bývalá šéa
    korporátní komunikace Vodafone
    Adriana Dergam.
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Kampaň ČOV:
    Silnější pro život
    Český olympijský výbor (ČOV)
    představil kampaň, sekte-
    rou využije mediální prostor
    rezervovaný pro hry vTokiu, jež
    byly kli pandemii koronaviru
    přeloženy na příští rok. Pro-
    jekt snázvem Silnější pro život
    má inspirovat kirozenému
    posilování obranyschopnosti
    organismu. „Chceme se vrátit
    kkladním hodnotám zaklada-
    tele olympijského hnutí Pierra de
    Coubertina,“ uvedl předseda ČOV
    Jiří Kejval ke kampani, již výbor
    vytvořil ve spolupráci sfyziotera-
    peutem Pavlem Kolářem. Celkem
    100 spotů poběží od července do
    října vČeské televizi, 40 spotů na
    Radiožurnálu areklama bude ina
    250 venkovních plochách. „Spro-
    pagací nám pomáhají všichni
    partneři ČOV aměsta Praha, Brno
    aOstrava,“ doplnil ředitel komu-
    nikace ČOV Tibor Alöldi.
    Poplatky za ČT
    i ČRo v pořádku
    Čtyři pětiny Čechů se vyslovily
    pro zachování nancování veřej-
    noprávních médií pomocí konce-
    sionářských poplat. Jejich výši
    vípadě Českého rozhlasu po-
    važuje za přiměřenou 84 procent
    obyvatel, uČeské televize jde o81
    procent lidí. Ato včetně seniorů
    či nízkopříjmových obyvatel.
    Průzkum si nechaly uagentur
    Median aSTEM/MARK zpracovat
    ČT iČRo. Reagují tak například
    na loňský návrh ze strany SPD
    na rušení koncesionářských po-
    platků, který by pro ČT znamenal
    až odvě miliardy ročně méně,
    rozhlas by pak přišel o1,2 mili-
    ardy. Tlak na obě instituce se po
    letošním zvolení nových radních
    ČT iČRo ještě zvýšil.
    Výše poplatků byla naposledy
    upravena vroce 2008 uČeské
    televize (aktuálně činí 135 korun)
    avroce 2005 uČeského rozhlasu
    (aktuálně 45 korun) .
    Svět podle MAM
    Kampaň ČOV, plesnivý burger,
    Facebook aTrump apoplatky ČT
    Ztráty tness
    sektoru se kli
    krizi vyšplha
    na 400milionů
    korun. Čes
    komora tness
    uvedla, že
    epidemii
    nepřežilo
    20procent
    provozů
    Zdroj: ČOV
    04
    ZPRÁVY
  • Strana 5

    Plesnivý
    Whopper uspěl
    Reklama na hamburger Whopper
    od společnosti Burger King se
    stala velm vítězem na cenách
    The One Show 2020, udělova-
    ných za reklamu adesign. Porota
    složená zvíce než 200 kreativců
    kampaň „Moldy Whopper“
    vytvořenou agenturami INGO
    Stockholm, David Miami aPu-
    blicis Bukurešť vybrala jako
    nejlepší vkategoriích lm, OOH,
    tisk. Celkem vyhrála 18 zlatých
    tužek. Idíky této kampani byla
    agenturou roku vyhlášena David
    Miami. Prestní ocenění Penta
    Pencil pro agenturu armu,
    které společně vuplynulých pěti
    letech vytřely skvělý kreativní
    obsah, získaly McCann New York
    aMicrosoft. Produkční rmou
    roku je Smuggler. Do soutěže bylo
    letos přihšeno téměř dvacet
    tisíc prací ze 71 zemí. Burger King
    také oznámil, že od 28. června
    spouští se sítí TikTok Whopper
    Dance Challenge. Tvůrci TikTo-
    ku, Loren Gray aAvani Gregg,
    zveřejnili taneční videa na svých
    stránkách avyzvali uživatele
    kvlastním kreacím.
    Facebook
    zasahuje
    Největší sociální síť světa, která
    je dlouhodobě kritizována za
    zveřejňování jakýchkoli poli-
    tických reklam bez ověřování
    jejich pravdivosti, se odhodlala
    ksahu vůči kampani prezi-
    denta Donalda Trumpa, jenž
    usiluje oznovuzvolení vletošních
    volbách. Facebook zablokoval
    íspěvek, vmž kampaň
    varuje před „nebezpečnými
    davy krajně levicových skupin“
    avyzývá Trumpovy příznivce
    ktomu, aby prezidenta podpořili
    ve snaze prohlásit hnutí Antifa za
    teroristickou organizaci. Proble-
    matický byl zpohledu Facebooku
    uíspěvku použitý obrázek.
    sto symbolu hnutí, jímž jsou
    dvě vlajky včerné ačerve
    barvě, se objevil černočervený
    obrácený trojúhelník. Obdobné
    trojúhelky se totiž srůznými
    barvami používaly vnacistických
    koncentračních táborech pro
    označení politických, romských
    nebo například homosexuálních
    vězňů. „Nedovolujeme zobraze
    symbolů reprezentujících ne-
    vistné organizace či ideologie,
    aniž by byly zveřejněny skon-
    textem či odsouzením,“ uvedl
    ktomu šéf pro pravidla bezpeč-
    nosti sítě Nathaniel Gleicher.
    Facebook také minulý týden
    spustil nástroj, jenž umožňuje
    americm uživatelům blokovat
    politické reklamy. Nová funk-
    ce, která bude dostupná ina
    jiných platformách rmy včet
    Instagramu, začala pro někte
    ivatele fungovat od středy, širo-
    ce dostupná by měla být během
    několika týdnů. Itento krok je
    chápán jako ústupek vůči kritice,
    že rma narozl od konkurece
    neprovádí upolitických reklam
    fact-checking.
    Kaufland spojí
    síly s Košíkem
    Vybrané produkty Kauand
    značek budou kdispozici zákaz-
    kům online supermarketu.
    Společnosti představily také nový
    spot se sloganem Kvalita až kvám
    domů. Obě rmy počítají sm,
    že nabízený sortiment budou
    postupně rozšiřovat. Rychlost
    doručení acena závozu se bude
    lišit podle jednotlivých regionů.
    VPraze astředních Čechách
    Košík přiveze nákup už za dvě ho-
    diny od objední, jinde vČesku
    jej přiveze kurýrní služba do dru-
    hého dne. Minimální objednávka
    činí 500 korun aod 1200 korun je
    doprava zdarma. Podle Tomá-
    še Jeřábka, CEO Košík.cz, má
    společná aktivita rem ambcici
    stát se inspirací pro celoevrop-
    ský retail. Košík.cz pokračuje
    vrozvoji svého sesterského
    projektu HotovkyKošík.cz. Nově
    se tak vnabídce objeví například
    čerstvě zachlazená hotová jídla
    od Kolkovny nebo zManifesto
    Marketu.
    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
    Zdroj: BUNGER KING
    Kärcher má novou komuni-
    kační strategii, spoty pojímá jako
    videoklipy. Ačkoliv je reklama
    určena pro české zákazky, vy-
    ívá anglický slogan: Bring back
    the wow! Autorem je agentura
    antoni_boos.
    CleverMaps, která
    vytvořila řešení pro chytrou
    karanténu, začala spolupracovat
    sagenturou PR.Konektor.
    Outlet Arena Mora-
    via vOstravě otevřela nový
    sportovní obchod se značkami
    QuikSilver, Roxy aDS Shoes.
    íve již přidala italskou značku
    Roncato aněmeckou Picard,
    které tak mají vůbec prv
    outletové prodejny vČR.
    Bezrealitky představily
    vylepšené virtuální prohlídky.
    Služba chce tak ostatní kon-
    kurovat především rychlostí
    acenou, která začíná na 600
    korunách (umenších bytů).
    Vivobarefoot, britský
    výrobce barefoot obuvi,
    otevřel šestý „concept store“
    vČR. Po Praze, Plzni, Brně,
    Českých Budějovicích aHradci
    Králové se tak značka dostala
    ido Ostravy.
    05
    ZPRÁVY
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