Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
25/2021
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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SOUBOJ O ONLINENÁKUPNÍ KOŠÍKYEvropští hráči včetněRohlíku či Košíku se snažívyužít šance abojujíopozice na trhu.str. 6ŘETĚZCE ROZVÍJEJÍOMNICHANNELPři cestě do onlinu alekamenné obchody brzdíjejich velikost, zahraničnímatky ilogistika.str. 8–11CENY LEMUR 2021Absolutním vítězemčeských cen za publicrelations se stal vzdělávacíprojekt České televize.Nejvíce trofejí má AMI.str. 22–25BEZOBALOVÁBUDOUCNOSTROSTISLAVBRZOBOHATÝ2521. června 202199 Kč / 4,90 €Strana 2
objednávejte na chci.mam.cz nebo na tel.: 735 707 420NFT UŽ NENÍ JEN PRO„KRYPTOSBĚRATELE“Sunikátními digitálnímitokeny experimentujínejen známé značky, aletéž některé agentury.str.8–11ROZHLAS STÁLEVZAJETÍ 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.aznačka představí novéhovyslance po Petru Čechovi.aznačka představí novéhostr. 22–23ZTRÁCÍMEZBYTEČNĚ ČASCYRILKLEPEK2414.června 202199Kč /4,90€roční 3 500 Kčdvouleté 6 000 Kčroční 3 500 Kčdvouleté 6 000 Kčroční 5 000 Kčdvouleté 10 000 Kčroční 10 000 Kčdvouleté 20 000 KčNFT UŽ NENÍ JEN PRO„KRYPTOSBĚRATELE“Sunikátními digitálnímitokeny experimentujínejen známé značky, aletéž některé agentury.str.8–11ROZHLAS STÁLEVZAJETÍ 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.aznačka představí novéhovyslance po Petru Čechovi.aznačka představí novéhostr. 22–23ZTRÁCÍMEZBYTEČNĚ ČASCYRILKLEPEK2414.června 202199Kč/ 4,90€NFT UŽ NENÍ JEN PRO„KRYPTOSBĚRATELE“Sunikátními digitálnímitokeny experimentujínejen známé značky, aletéž některé agentury.str.8–11ROZHLAS STÁLEVZAJETÍ 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.aznačka představí novéhovyslance po Petru Čechovi.aznačka představí novéhostr. 22–23ZTRÁCÍMEZBYTEČNĚ ČASCYRILKLEPEK2414.června 202199Kč/ 4,90€ušetřete až14 000 Kčušetřete až34 000 KčZTRÁCÍMEZBYTEČNĚ ČASCYRILKLEPEKtištěný časopisMAMPRINTčasopis na webu nebo ve čtečceMAMDIGITALMAMKOMPLETMAM print + MAM digital+ online archivMAMEXPERTMAM print + MAM digital + onlinearchiv + vstup Forum MediaVyberte siz naší široké nabídkypředplatnéhoZTRÁCÍMEZBYTEČNĚ ČASCYRILKLEPEKMAM_inz_predplatne_210x280_MAM_2021.indd 1MAM_inz_predplatne_210x280_MAM_2021.indd 1 17.06.2021 20:1917.06.2021 20:19Strana 3
Můžete mít jako rma stokrátskvěle připravený marketingovýplán, platit miliony dolarů zapartnerství atěšit se, že zjednohoze sportovních vrcholů planetydokážete vyždímat po covidovémroce potenciál. Že ani toto všenestačí, ukázal minulý týdenfotbalový fenomén CristianoRonaldo na tiskové konferenci.Jak už to vpodobných přípa-dech bývá, asám Ronaldo to jistěmnohokrát zažil, na stolku jsouběžně postavené lahve sponzorů,vpřípadě mistrovství Evropy šlooCoca-Colu. Ronaldo je známsvou až nelidskou fyzičkou díkydůrazu na kvalitní těžký tréninkapřípravu, což se týká inárokůna životosprávu. Adoma uRo-naldů se tak asi nepijí ochucenénápoje, iproto lahve Coly snepří-liš nadšeným výrazem vzal adalnekompromisně stranou, načežzvedl lahev svodou asměremknovinářům řekl jasně doporu-čující „Aqua“.Jeho drobná „samostatnáakce“ má ovšem dalekosáhlédůsledky. Ronaldo totiž idíkytomu, jaká je gólová mašina(branku dal na pátém ME vřaděavýčet fotbalových rekordů byse nevešel ani na A4), je totižglobálně nejsledovanější celebri-tou, jen na Instagramu má téměř300milionů sledujících. Video senavíc idíky sociálním sítím nebotelevizím dostalo kmiliardámdiváků na celém světě.Akdyž udělá vpřímém pře-nosu největší hvězda ME vlastnísrovnávačku svého vnímání kva-lity adá přednost pouhé vodě, jeto dost nepříjemný šťouchanecido brandu jako je Coca-Cola.Opouhý den později zaseFrancouz Pogba, jakožto muslimodmítající alkohol, ze stolkuuklidil lahev Heinekenu, ovšemzdaleka ne tak demonstrativně.Moc celebrit ainuencerů stoupáaukazuje možnou křehkostznaček ve světě, jemuž dominujísociální sítě avirály.Pavel HejkrlíkredaktorKdyž Ronaldokáže voduInzerceEDITORIALUntitled-3.indd 2Untitled-3.indd 2 15.06.2021 11:43:3515.06.2021 11:43:35RETAILREBRANDINGZ BRAIN ONE JE YYY AGENCY„Máme ve skupině velké plány,“říkají Adéla Červínová aLukáš Krčilzagentury, která mění ivedení.str. 20 –21UDRŽITELNOSTTIERRA ROZHÝBÁ BEZOBALSpolečnost Tierra Verde má velkéambice sbezobalovým prodejemvretailu iunezávislých obchodníků.str. 12 –14PUBLIC RELATIONSCENY LEMUR 2021 ROZDÁNYVPR soutěži srekordním počtempřihlášek bodovaly AMI aOgilvy.Osobností PR je Jiří Hrabovský.str. 22 –25DO ONLINU CESTA TRNITÁŘetězce vědí, že mít e-shop už neníjen otázkou image, ale předpokladempro další růst. Není to však triviální.str. 8–11Foto na titulní straně: BOHUMIL POSPÍŠILStrana 4
SvodkaLive!, agentura ze skupinyMcCann Prague, která se specia-lizuje na sociální sítě ainuencermarketing, se stala členem digi-tální sekce Asociace komunikač-ních agentur.ÚOHS uložil Makru pokutu83 milionů korun za zneužitítržní síly. Rozhodnutí není dosudpravomocné.Bluehouse prodala ob-chodní centrum Korso Karvináčeské rmě Conseq InvestmentManagement. Jedná se oprvníletošní prodej obchodního centravČeské republice.Tota l mění název naTotalEnergies. Spolu stoutozměnou získává TotalEnergiesinovou vizuální identitu.Mall.cz roste anabízí již dvamiliony produktů. Do roku 2025chce e-shop 25 tisíc partnerskýchobchodníků ze střední avýchod-ní Evropy nabízet až 30 milionůpoložek.Premium MediaGroup představila nový titulpro Brno ajižní Moravu snázvemPremium Brno. Byznys magazínmá 120 stran astojí 95 korun.Podle vydavatelství vychází vná-kladu pět tisíců kusů.Skylink přidává dětský pro-gram do služby Anténa+, spouštíDisney Channel. Bude dostupnýina internetové televizi SkylinkLive TV.EMD consultants,agentura, za níž stojí Milan M.Deutsch, pustila novou jednorá-zovou službu pod názvem „PRDoktor“. Služba (audit) je určenapředevším pro rodinné rmy,startupy, malé astřední podniky.SAS, společnost zabývající seanalýzou dat aumělou inteligen-cí, odhalila, jak moc se Češi lišíod jiných zákazníků. Ze všechsledovaných zemí jsou nejméněochotni tolerovat nedostatkyuonline obchodníků. Po prvnímaximálně druhé špatné zkuše-nosti bez váhání nahradí svéhoonline obchodníka jiným (56%).VÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNEUDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIANová agenturaBluegluePo roce apůl příprav uvedlaspolečnost Acomware ociál-ně na trh kreativní agenturuBlueglue. Tvoří ji dvacet lidí včelesPavlem Paradýsem, který mělvAcomware poslední dva rokyna starosti vybudování samostat-ného týmu specializujícího se navýkonnostní marketing asprávuobsahu na sociálních sítích. „Našísilnou stránkou není jen kreativi-ta apráce sobsahem, odlišuje násibyznysový pohled na marke-ting,“ uvedl. Služby nové značkyjiž využívají rmy jako napříkladOceo | Oce Depot, Tescoma,Mobil.cz, Sconto nebo Astratex.„Acomware je historicky spojo-vána svýkonem či prací sdaty. Uždlouho ale klademe stejný důraztaké na kreativu aobsah, což do-kazují komplexní kampaně, kteréjsme realizovali pro naše klienty.Nová agentura je tak logickýmvyústěním této cesty,“ uvedl Da-vid Vurma, CEO Acomware, kteráspadá pod skupinu Mafra.Seznam chce poGoogle 10 mld.korunČTK informovala, že tuzemskáinternetová rma Seznam zvýšilasvůj požadavek na náhradu škodyvůči americkému konkurento-vi Google ojednu miliardu nadeset miliard korun. Googlepodle Seznamu zneužívá svédominantní postavení na trhuslicencovanými operačnímisystémy pro chytrá mobilní zaří-Svět podle MAMVzniká Blueglue, Seznam versus Google,e-shop Netixu aFarna na Times SquareFacebookoznámil, žezačne testovatreklamu vevirtuální realitěvrámci zařízeníOculus. Nejdřívese objeví vehře Blastonod ResolutionGamesFoto: BLUEGLUE04ZPRÁVYUntitled-3.indd 1Untitled-3.indd 1 15.06.2021 11:43:3515.06.2021 11:43:35Strana 5
zení aaplikacemi pro platformuAndroid. Požadavek na náhraduškody bude součástí žaloby naGoogle, kterou Seznam chystá.ČTK to řekl předseda předsta-venstva Seznamu Pavel Zima.České zastoupení Google sekpotenciálním ani probíhajícímsoudním sporům nevyjadřuje.Seznam loni vpředžalobní výzvěžádal po Googlu náhradu škody9,07 miliardy korun. Ta mu mělavzniknout kvůli nemožnosti roz-šiřovat jeho aplikace do zařízenísAndroidem. Bránily tomu ob-chodní dohody Googlu svýrobcimobilních zařízení sAndroidem.Netflix spustile -shop v USASlužba chce zákazníkům apřed-platitelům nabízet zboží limitova-né, odvlastního brandu apro-dukce jednotlivých sérií. Zatímjen vUSA apozději se má nabídkarozšířit do dalších zemí.Mezi sortimentem by mohlybýt gurky akčních hrdinů,oblečení atenisky nebo kouskyinspirované Louvrem asériíogeniálním lupiči Lupinovi.Vprvním čtvrletí letos Netixurostly tržby o24 procent, ovšemrůst předplatitelů zpomalujeivlivem nástupu dravé konku-rence. Značka hledá další možnépříjmové kanály. Navíc vsegmetu„shoppable livestream“ už sezačínají více angažovat YouTubeavposlední době iTikTok.Ewa Farnazazářila naTimes SquareZpěvačka Ewa Farna se vminu-lém týdnu objevila na nejpres-tižnějším reklamním billboarduna světě na Times Square vNewYorku.Streamovací služba Spotify naslavném náměstí na obří obra-zovce propaguje sérii playlistů seskladbami od více než padesátiumělkyň zcelého světa vrámciiniciativy Equal, která má za cílzvýraznit ženské tvůrce apodpo-řit rovnost vhudebním průmy-slu. AFarna se tam dostala díkypísni „Tělo“. Píseň, kterou vydalavčeské ipolské jazykové verzi,má nyní na YouTube přes jedenmilion zhlédnutí.„Times Square, New York, prá-vě teď! Tak teď už jsem ociálněvelká jako barák. Tato velikostXXL mi docela lichotí,“ napsalazpěvačka na sociální sítě. „Krásaazdraví nemusí mít velikost 34.Písnička je oopěvování funkč-nosti těla, ne jeho estetičnosti,jak jsme zvyklí zInstagramu,“dodala.Na této prestižní ploše stojíinzerce podle odhadů tři milionydolarů za měsíc. Vminulosti sezde objevila například vrámcikampaně pro značku prádlaWonderbra česká modelka EvaHerzigová apozději také modelkaKarolína Kurková.Brabec opětv čele AČRA MKČervnová valná hromada Asoci-ace českých reklamních agenturamarketingové komunikace(AČRA MK) se poprvé konalaonline. Volby asociace ve funkciprezidenta na další tříleté obdobípotvrdily Pavla Brabce zagenturyCommOnline. Ten asociaci vedeuž od jejího založení vroce 1992.Pozici vprezidiu na vlastnížádost opustili Roman NěmeczIdeas Advertising aZdeněkNavara zagentury Holly. Novouposilou prezidia je OndřejNádvorník zFinley Agency. Vevedení asociace dál zůstávají jakočlenové prezidia František KolářzEuro — Agency, Martin PotůčekzGuideline Digi & PR aŠtěpánWolde zMedia One .Za nového člena asociacebyla přijata agentura Českáprodukční, která vmarketinguiPR působí již 27let. AČRA MK navalné hromadě představila plánna zbytek roku. Třeba vzáří budepořádat již 16.ročník odbornékonference odigitalizaci, médi-ích atvorbě Digimedia. Konatse bude ve spolupráci sČeskoutelevizi aza podpory MPO, MKaRRTV. Na podzim si též hlasujícízvolí svého nejoblíbenějšího her-ce aherečku vreklamě ztéměřdvou stovek původních českýchreklamních spotů. Anketu AČRAMK pořádá ve spolupráci sNiel-sen Admosphere.ZPRÁVYInzerceUntitled-3.indd 1Untitled-3.indd 1 15.06.2021 11:43:3515.06.2021 11:43:35Foto: FACEBOOK EWA FARNAStrana 6
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