Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

26-27/2021

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

    CANNES LIONS
    OCENILI DVA ROČNÍKY
    Z festivalu kreativity do
    Česka putuje několik
    ocenění. Triumfovala
    agentura WMC/Grey.
    str. 8–11
    HOKEJOVÝ MISTRÁK
    V KOMUNIKACI
    Společný projekt agentur
    Haze, Ipsos a Wavemaker
    testoval komunikaci u MS
    v hokeji. Škoda zvítězila.
    str. 14–16
    VŠE O LETOŠNÍM
    ROČNÍKU EFFIE
    Česká soutěž efektivní
    komunikace odstartovala.
    Přidala kategorii pro
    projekty sportu ae -sportu.
    str. 17–32
    AGENTURY MA
    SPOLUPRACOVAT
    JITKA
    PAJURKOVÁ
    26–27
    28. června 2021
    99 Kč / 4,90
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    MÍSTO
    PRODEJE
  • Strana 2

    Poznej rozdíl
    Tema_BR_kampan_210x280_MAM.indd 1Tema_BR_kampan_210x280_MAM.indd 1 25.06.2021 12:0725.06.2021 12:07
  • Strana 3

    Vuplynulém týdnu proběhlo
    vyhlášení reklamních Oscarů
    na tradním festivalu Cannes
    Lions. Ve velmi nabité konkrenci,
    jelikož letos se vlastně hodnotily
    práce za poslední dva roky, se
    zaskvěla ičeská žezka vohni.
    Už jen samotná účast na short-
    listu je přitom právě kvůli výše
    zmínému úschem. Zčes-
    kých projektů zaujal především
    Hackathon #znamkamarada.
    Antikorupční projekt zdílny
    agentury WMC/Grey pro společ-
    nost Actum, jenž loni vlednu rea-
    goval na předraženou zazku na
    e -shop na dálniční známky za 401
    milionů, získal zlatého astříbrné-
    ho lva vkategorii Direct.
    Vdalší zlato proměnil jednu
    znominací vkategorii Brand
    Experience & Activation, počet
    skaných lvů tím rozšířil na pět.
    Bronzovou sošku pak získal ta
    za PR aMedia abyl inalistou
    vdalších kategoriích. Hackathon
    už bodoval vminulosti také na
    domácí půdě. Získal nejvší
    ocenění Grand Prix na českých
    Ee Awards. Uspěl rovž vADC
    Czech Creative Awards.
    Právě Ee Awards od minu-
    lého týdne otevřely možnost
    přihlašovaní prací, poslední
    možný termín je 16. srpen. Mezi
    kategorie nově přidali organi-
    zátoři sportovní ae -sportový
    marketing. Letošní ročník má
    t mnohem víc online azměn
    doznala iporota, kde je nově více
    stupců samotných zadavatelů.
    Zaujal takévýrazný nárůst
    hodnoty nejcennějších značek
    světa podle žeíčku Kantaru
    BrandZ. Stovka nej značek má
    hodnotu přes sedm bilionů do-
    larů, což je podobné, jako roční
    výkon francouzské amec
    ekonomiky dohromady. Oproti
    loňsku hodnota vyskočila ozá-
    vratných 42procent. Dominují
    technologické rmy včele
    sAmazonem, který má hodnotu
    684 miliard, aamerické rmy.
    Evropské brandy citelně ztrácejí
    avyklízejí pozice, před desti lety
    měly podíl dvacetprocent, aktu-
    álně už jen osm
    Pavel Hejkrlík
    redaktor
    Hackathon
    v Cannes boduje
    Inzerce
    EDITORIAL
    
    
    
    Untitled-3.indd 4Untitled-3.indd 4 21.06.2021 16:25:2821.06.2021 16:25:28
    CANNES LIONSREKLAMA
    JAK DOPADLO HOKEJO
    MISTROVSTVÍ SVĚTA REKLAM
    V oblíbenosti zvítězila Škoda, Česká
    spořitelna byla dobře rozpoznatelná.
    str. 14 –16
    STRATEGIE
    NOVOU KAMPANÍ PODĚKUJEME
    NAŠIM ZAMĚSTNANCŮM
    Zapojíme PR i HR, říkají Martin
    Troup a Jitka Pajurková z McDonald’s.
    str. 12 –13
    ECOMMERCE
    KOŠÍK.CZ LÁKÁ NA PRIVÁTKU
    Authentic má být páteří sortimentu
    e-shopu. Podle CMO Jana Škrabánka
    časem obstojí i za hranicemi.
    str. 34–35
    CANNES LIONS 20202021
    Festival reklamními Oscary ocenil
    práce za dva rníky. Do Prahy
    zCannes putuje celá smečka lvů.
    str. 8 –11
    Foto na titulní stra: BOHUMIL POSPÍŠIL
  • Strana 4

    Svodka
    Semtex koupil úspěš
    esportový tým Brute. Tímto kro-
    kem potvrzuje svou komunikní
    strategii Semtex Republic, vníž
    jde značce opodporu subkultur,
    ve kterých vidí svůj potencl.
    Ajednou znich je samozřejmě
    irychle rostoucí e -sport agaming.
    IKEA idává možnost objed-
    nat si zbí do samoobslužných
    výdejních boxů, které se nacháze-
    jí vblízkosti jejích obchodních
    domů ajsou přístupné 7dní
    vtýdnu, 24hodin denně. Od
    28. června si zákazci mohou
    objednávat zbí do výdejních
    boxů vPraze na Zlíně, později
    také do výdejních boxů vPraze
    na Černém Mostě avBrně.
    Agentura Adison nově
    spolupracuje se znkami Tesco,
    Boehringer Ingelheim apražskou
    Botanickou zahradou. Pro nové
    klienty bude zajišťovat služby
    voblasti kreativní integrované PR
    komunikace, správy soclních
    sítí akomunikaci sinuencery.
    Společnost A11 začala
    vydávat nové mutace bezplat-
    ných novin Náš Region pro
    Olomoucko, Moravskoslezsko,
    jižní Moravu aZlínsko. Dokončila
    tak svůj plán na celorepublikové
    pokrytí. Průměrný tištěný náklad
    na vydání činí 2,5 milionu kusů.
    Herním studiím se daří.
    Vloňském roce se obrat českého
    herního odvětví vyšplhal na více
    než 5,3 miliardy korun, což před-
    stavuje nárůst o17 procent oproti
    roku 2019. Během roku 2020
    bylo us vytvořeno celkem 58
    nových her, studia tvoří dalších
    180 nových. Pro rok 2021 se oče-
    kává meziroční nárůst odalších
    deset procent. VČeské republice
    aktuálně působí 118 vývojářských
    společností.
    Tipsport aJockey Club
    České republiky, zastupující
    echna česká dostihová závodi-
    ště, podepsaly smlouvu odlou-
    hodobé spolupráci. Její součástí
    je výrazná mediální podpora
    dostihového sportu asázek ze
    strany Tipsportu.
    VÝBĚR ZPRÁV
    Z UPLYNUHO TÝDNE
    ULOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    DDB láká mladé
    Pražany
    na očkování
    kovací kampaň postoupila
    do další fáze. Je jasné, že pokud
    se nepodaří přesvědčit více
    mladých lidí, 70procentní pro-
    kovanost národa se nepodaří.
    Vhlavním městě navíc čísla opět
    stoupají.
    DDB Prague proto podru
    nabízí městu kampaň, tentokrát
    zacílenou na mladší věkové
    skupiny. Nová kampaň kko-
    ní je plná slovních hříček.
    ZVelké Chuchle se stává Velká
    Chrchle, zVinohrad Virohrady.
    Nové pojetí kreativy, kterou
    Praze agentura opět věnovala
    bezplatně, navazuje na únorovou
    kovací kampaň. Tehdy se Pra-
    ha rozhodla přiklonit ke koncepci
    DDP Prague anečekat na národní
    kampaň iniciativ Cesta ven, která
    „dělá tečku za pandemií“. „m
    prosbu na mladé, kteří mě tady
    na sítích sledují: Nepodceňujte
    to! Ikdyž se cítíte silní azdraví,
    jistí si být nemůžete,“ napsal
    primátor Zdeněk Hřib na svém FB
    akampaň vychválil.
    Albert plánuje
    bezobalový
    „shop in shop“
    Ekodrogerie Tierra Verde při-
    pravuje ve spolupráci sAlbertem
    aspolečností Miwa ještě širší bez-
    obalový prodej než byl vřetězci
    doposud dostupný. Má se jednat
    oformát „shop in shop“. Detaily
    kprojektu zatím řetězec odtl
    Svět podle MAM
    Kampaň DDB, bezobal v Albertu, ceny ČEA,
    80 let TV reklamy a růst hodnoty značek
    Amazon loni
    vUSA získal
    386miliard
    dolarů
    ve-commerce
    tržbách. To je
    více, než kolik
    má dalších devět
    rem zTop
    10dohromady
    Foto: DDB PRAGUE
    04
    ZPRÁVY
  • Strana 5

    sdělit. „VAlbertu připravujeme
    velký projekt bezobalového pilo-
    tu, který bude představovat zcela
    novou úroveň vtomto zsobu
    prodeje ve velkoformátovém
    prostředí. Není to jen omeze
    sortiment čtyř produktů dro-
    gerie, ale budou tam itrvanlivé
    potraviny, přičemž naše drogerie
    bude zastoupena šestnácti pro-
    dukty,“ sdělil vrámci rozhovoru
    sMAM Rostislav Brzobohatý, CEO
    Tierra Verde. Blíže pak speci-
    koval, že vrámci hypermarketu
    Albert bude dedikovaný prostor
    vpodobě „shop in shop“ řeše
    aTierra vněm bude exkluzivním
    dodavatelem drogerie.
    Ceny ČEA znají
    vítěze
    Česká eventová asociace vyhlási-
    la vítěze nejlepších eventů. Abso-
    lutním vítězem letošního ročníku
    cen ČEA se stalo unikátní řeše
    konference GLOBSEC Bratisla-
    va Forum. Porota mu přidělila
    Grand Prix a1. místo mezi B2B
    eventy. Vkategorii B2C eventy
    na podporu vztahů se zákazníky
    skala zlato produkční agentura
    Next Level sživým eventem pro
    Mazda Motor Europe aroad-
    show Mazda MX30 Electric
    Experience. Zlato vkategorii
    B2P eventy na podporu vzta
    sveřejností získala také Next
    level sprojektem Good Point pro
    JTI Slovak Republic. Vsegmentu
    B2E eventů na podporu vzta
    se zaměstnanci uspěla Generali
    Česká pojišťovna shybridním
    eventem Adventní kalendář pro
    zastnance. Vkategorii veřej-
    ných eventů afestivalů uspěla
    společnost MVP Events spro-
    jektem Milada 70: Zavražděna
    komunisty. Stejná agentura pak
    získala také Ocenění za zvláštní
    ínos oboru za projekt NOCO-
    VID. Together again.
    80 let od první
    TV reklamy
    Osmdesát let uplyne 1. července
    od odvyní vůbec první oci-
    ální reklamy vtelevizi. Stalo se
    tak vroce 1941 vUSA na newyor-
    ské stanici WNBT (dnes WNBC,
    newyorský televizní kanál sítě
    NBC). Spot zadal výrobce hodinek
    Bulova (založil ji český rok Josef
    Bulova vroce 1875), trval deset
    sekund aběžel před baseballovým
    zápasem Brooklyn Dodgers aPhi-
    ladelphia Phillies.
    Za odvyní statického
    obrázku mapy USA se sdělením
    „Amerika běží včase Bulova“
    zaplatila rma devět dolarů (dnes
    zhruba 160 dolarů). Vtu dobu byly
    podle odhadů vNew Yorku zhruba
    4000 televizorů.
    „Dá se předpokládat, že ukaž-
    dé obrazovky seděli minimál
    dva diváci. Bylo -li by tomu sku-
    tečně tak, pak by cena za zásah
    jediného znich byla zhruba tři
    koruny. Dnešní divák je tedy vČR
    minilně 30x levnější,“ vypí-
    tává Jan Coufal, spoluzakladatel
    aCEO agentury Czech Promo-
    tion, jehož komentář kvýročí
    najdete na straně 36.
    Hodnota značek
    strmě roste
    Stovka nejvýznamnějších značek
    má podle žeíčku Kantar Bran-
    dZ hodnotu přes sedm bilionů
    dolarů,což je částka srovnatelná
    sročním HDP Francie aNěmecka
    dohromady. Od loňska částka
    stoupla o42 procent. Rekordní
    růst čtyřikrát překračuje
    průměrný růst vposledních 15le-
    tech vydávání žebříčku Kantar
    BrandZ.
    Pozici globálně nejhodnotnější
    znky udel Amazon, jenž si
    meziročně polepšil o64 procent
    na 684 miliard dolarů (zhruba
    stejně, jako je roční HDP Polska).
    Hodnota Amazonu vzrostla one-
    celých 268 miliard dolarů. Apple
    má hodnotu 612 miliard dolarů
    atřetí Google podle Kantaru
    458miliard dolarů. Americ
    znky představují 56 zcelko-
    vých Top 100 značek žebříčku
    ave výsledku na ně připadá
    74procent hodnoty stovky největ-
    ších značek světa. Náskok před
    Evropou pak upevnila Čína. Její
    znky, které vroce 2011 tvořily
    11 procent celkové hodnoty Top
    100 značek žeíčku, nyní tvoří
    14 procent. Oproti tomu evrop-
    ské znky vsoučasnosti tvoří
    pouhých osm procent celkové
    hodnoty, zatímco před deseti
    lety na ně připadalo 20 procent.
    Celkem 7 z10 předních značek
    žebříčku poczí ztechnologic-
    kého sektoru.
    Advertorial
    Foto: BULOVA
    CNC:
    tady a teď
    Vyberte si komerční
    přílohu nebo speciál
    pro svoji prezentaci
    v tisku
    Iletos Czech News Center
    (CNC) připravilo na 50 různých
    speciálů, komerčních ivkláda-
    ných příloh. Věnují se tipům na
    cestování, modernímu bydlení
    nebo mateřství. Přílohy jsou zají-
    mavým inzertním nosičem spo-
    jeným se čtenářsky oblíbenými
    tituly od CNC, kjejichž stránkám
    se čtenáři pravidelně vrací. CNC
    také staví na síle regionálních
    témat. Kjiž tradním tema-
    tickým regionálním přílohám
    deník BLESK letos přidal další
    dvě mutace: Krásné jižní Čechy
    aKsná východní Morava.
    Podzimním přílo-
    hám bude vládnout
    vrat do škol i ná-
    vrat k „normálu“
    Už nyní je třeba plánovat
    reklamní kampaně na podzim.
    Zejména, pokud máte produkty
    aslužby, které usnadňují dětem
    návrat do školy, nebo jejich rodi-
    čům knormálnímu fungování.
    Téma „Back to school“ a„Back
    to normal“ bude vládnout nejen
    redakčnímu obsahu, ale budou
    mu věnovány ikomerční přílohy
    vydávány CNC.
    Komerční příloha Ksná
    Praha jako jedna zprvních už
    vsrpnu přinese servisní tipy, jak
    akam přihlásit děti do kroužků,
    jaké vybavení jim pídit nebo
    co nového se děje ve školství.
    Další bude příloha nejčtenějšího
    českého deníku Blesk. Ta bude
    pokrývat tipy na školní potřeby
    apomůcky, nebo pítače, tab-
    lety achytré telefony. Obsahovat
    bude iinformace ojazykových
    kurzech asoukromých školách.
    Nebude chybět ani inspirace
    vpodobě dětského nábytku včet-
    ně židlí apsacích stolů. Kome-
    ní příloha časopisu F.O.O.D. se
    bude věnovat zdravým svačim
    nejen pro děti. Blesk pro ženy se
    víloze podívá více na zdravý
    životní styl. Deník Sport bude
    mít vzáří přílohu, která bude
    osportech pro děti, anejen pro
    ně. Speciál E15 se bude věnovat
    vzdělávání.
    RUBRIKA JE KOMERČNÍ SPO
    LUPRACÍ MAM A VYDAVATELST
    CZECH NEWS CENTER
    ZPRÁVY
    05
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  • Strana 52

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