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.
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CANNES LIONSOCENILI DVA ROČNÍKYZ festivalu kreativity doČeska putuje několikocenění. Triumfovalaagentura WMC/Grey.str. 8–11HOKEJOVÝ MISTRÁKV KOMUNIKACISpolečný projekt agenturHaze, Ipsos a Wavemakertestoval komunikaci u MSv hokeji. Škoda zvítězila.str. 14–16VŠE O LETOŠNÍMROČNÍKU EFFIEČeská soutěž efektivníkomunikace odstartovala.Přidala kategorii proprojekty sportu ae -sportu.str. 17–32AGENTURY MAJÍSPOLUPRACOVATJITKAPAJURKOVÁ26–2728. června 202199 Kč / 4,90 €EXTRAMÍSTOPRODEJEStrana 2
Poznej rozdílTema_BR_kampan_210x280_MAM.indd 1Tema_BR_kampan_210x280_MAM.indd 1 25.06.2021 12:0725.06.2021 12:07Strana 3
Vuplynulém týdnu proběhlovyhlášení reklamních Oscarůna tradičním festivalu CannesLions. Ve velmi nabité konkrenci,jelikož letos se vlastně hodnotilypráce za poslední dva roky, sezaskvěla ičeská želízka vohni.Už jen samotná účast na short-listu je přitom právě kvůli výšezmíněnému úspěchem. Zčes-kých projektů zaujal předevšímHackathon #znamkamarada.Antikorupční projekt zdílnyagentury WMC/Grey pro společ-nost Actum, jenž loni vlednu rea-goval na předraženou zakázku nae -shop na dálniční známky za 401milionů, získal zlatého astříbrné-ho lva vkategorii Direct.Vdalší zlato proměnil jednuznominací vkategorii BrandExperience & Activation, početzískaných lvů tím rozšířil na pět.Bronzovou sošku pak získal takéza PR aMedia abyl inalistouvdalších kategoriích. Hackathonuž bodoval vminulosti také nadomácí půdě. Získal nejvyššíocenění Grand Prix na českýchEe Awards. Uspěl rovněž vADCCzech Creative Awards.Právě Ee Awards od minu-lého týdne otevřely možnostpřihlašovaní prací, poslednímožný termín je 16. srpen. Mezikategorie nově přidali organi-zátoři sportovní ae -sportovýmarketing. Letošní ročník mábýt mnohem víc online azměndoznala iporota, kde je nově vícezástupců samotných zadavatelů.Zaujal takévýrazný nárůsthodnoty nejcennějších značeksvěta podle žebříčku KantaruBrandZ. Stovka nej značek máhodnotu přes sedm bilionů do-larů, což je podobné, jako ročnívýkon francouzské aněmeckéekonomiky dohromady. Oprotiloňsku hodnota vyskočila ozá-vratných 42procent. Dominujítechnologické rmy včelesAmazonem, který má hodnotu684 miliard, aamerické rmy.Evropské brandy citelně ztrácejíavyklízejí pozice, před desti letyměly podíl dvacetprocent, aktu-álně už jen osm…Pavel HejkrlíkredaktorHackathonv Cannes bodujeInzerceEDITORIALUntitled-3.indd 4Untitled-3.indd 4 21.06.2021 16:25:2821.06.2021 16:25:28CANNES LIONSREKLAMAJAK DOPADLO HOKEJOVÉMISTROVSTVÍ SVĚTA REKLAMV oblíbenosti zvítězila Škoda, Českáspořitelna byla dobře rozpoznatelná.str. 14 –16STRATEGIENOVOU KAMPANÍ PODĚKUJEMENAŠIM ZAMĚSTNANCŮMZapojíme PR i HR, říkají MartinTroup a Jitka Pajurková z McDonald’s.str. 12 –13ECOMMERCEKOŠÍK.CZ LÁKÁ NA PRIVÁTKUAuthentic má být páteří sortimentue-shopu. Podle CMO Jana Škrabánkačasem obstojí i za hranicemi.str. 34–35CANNES LIONS 20202021Festival reklamními Oscary ocenilpráce za dva ročníky. Do PrahyzCannes putuje celá smečka lvů.str. 8 –11Foto na titulní straně: BOHUMIL POSPÍŠILStrana 4
SvodkaSemtex koupil úspěšnýesportový tým Brute. Tímto kro-kem potvrzuje svou komunikačnístrategii Semtex Republic, vnížjde značce opodporu subkultur,ve kterých vidí svůj potenciál.Ajednou znich je samozřejměirychle rostoucí e -sport agaming.IKEA přidává možnost objed-nat si zboží do samoobslužnýchvýdejních boxů, které se nacháze-jí vblízkosti jejích obchodníchdomů ajsou přístupné 7dnívtýdnu, 24hodin denně. Od28. června si zákazníci mohouobjednávat zboží do výdejníchboxů vPraze na Zličíně, pozdějitaké do výdejních boxů vPrazena Černém Mostě avBrně.Agentura Adison nověspolupracuje se značkami Tesco,Boehringer Ingelheim apražskouBotanickou zahradou. Pro novéklienty bude zajišťovat službyvoblasti kreativní integrované PRkomunikace, správy sociálníchsítí akomunikaci sinuencery.Společnost A11 začalavydávat nové mutace bezplat-ných novin Náš Region proOlomoucko, Moravskoslezsko,jižní Moravu aZlínsko. Dokončilatak svůj plán na celorepublikovépokrytí. Průměrný tištěný nákladna vydání činí 2,5 milionu kusů.Herním studiím se daří.Vloňském roce se obrat českéhoherního odvětví vyšplhal na vícenež 5,3 miliardy korun, což před-stavuje nárůst o17 procent oprotiroku 2019. Během roku 2020bylo unás vytvořeno celkem 58nových her, studia tvoří dalších180 nových. Pro rok 2021 se oče-kává meziroční nárůst odalšíchdeset procent. VČeské republiceaktuálně působí 118 vývojářskýchspolečností.Tipsport aJockey ClubČeské republiky, zastupujícívšechna česká dostihová závodi-ště, podepsaly smlouvu odlou-hodobé spolupráci. Její součástíje výrazná mediální podporadostihového sportu asázek zestrany Tipsportu.VÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNEUDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIADDB láká mladéPražanyna očkováníOčkovací kampaň postoupilado další fáze. Je jasné, že pokudse nepodaří přesvědčit vícemladých lidí, 70procentní pro-očkovanost národa se nepodaří.Vhlavním městě navíc čísla opětstoupají.DDB Prague proto podruhénabízí městu kampaň, tentokrátzacílenou na mladší věkovéskupiny. Nová kampaň kočko-vání je plná slovních hříček.ZVelké Chuchle se stává VelkáChrchle, zVinohrad Virohrady.Nové pojetí kreativy, kterouPraze agentura opět věnovalabezplatně, navazuje na únorovouočkovací kampaň. Tehdy se Pra-ha rozhodla přiklonit ke koncepciDDP Prague anečekat na národníkampaň iniciativ Cesta ven, která„dělá tečku za pandemií“. „Mámprosbu na mladé, kteří mě tadyna sítích sledují: Nepodceňujteto! Ikdyž se cítíte silní azdraví,jistí si být nemůžete,“ napsalprimátor Zdeněk Hřib na svém FBakampaň vychválil.Albert plánujebezobalový„shop in shop“Ekodrogerie Tierra Verde při-pravuje ve spolupráci sAlbertemaspolečností Miwa ještě širší bez-obalový prodej než byl vřetězcidoposud dostupný. Má se jednatoformát „shop in shop“. Detailykprojektu zatím řetězec odmítlSvět podle MAMKampaň DDB, bezobal v Albertu, ceny ČEA,80 let TV reklamy a růst hodnoty značekAmazon lonivUSA získal386miliarddolarůve-commercetržbách. To jevíce, než kolikmá dalších devětrem zTop10dohromadyFoto: DDB PRAGUE04ZPRÁVYStrana 5
sdělit. „VAlbertu připravujemevelký projekt bezobalového pilo-tu, který bude představovat zcelanovou úroveň vtomto způsobuprodeje ve velkoformátovémprostředí. Není to jen omezenýsortiment čtyř produktů dro-gerie, ale budou tam itrvanlivépotraviny, přičemž naše drogeriebude zastoupena šestnácti pro-dukty,“ sdělil vrámci rozhovorusMAM Rostislav Brzobohatý, CEOTierra Verde. Blíže pak speci-koval, že vrámci hypermarketuAlbert bude dedikovaný prostorvpodobě „shop in shop“ řešeníaTierra vněm bude exkluzivnímdodavatelem drogerie.Ceny ČEA znajívítězeČeská eventová asociace vyhlási-la vítěze nejlepších eventů. Abso-lutním vítězem letošního ročníkucen ČEA se stalo unikátní řešeníkonference GLOBSEC Bratisla-va Forum. Porota mu přidělilaGrand Prix a1. místo mezi B2Beventy. Vkategorii B2C eventyna podporu vztahů se zákazníkyzískala zlato produkční agenturaNext Level sživým eventem proMazda Motor Europe aroad-show Mazda MX30 ElectricExperience. Zlato vkategoriiB2P eventy na podporu vztahůsveřejností získala také Nextlevel sprojektem Good Point proJTI Slovak Republic. VsegmentuB2E eventů na podporu vztahůse zaměstnanci uspěla GeneraliČeská pojišťovna shybridnímeventem Adventní kalendář prozaměstnance. Vkategorii veřej-ných eventů afestivalů uspělaspolečnost MVP Events spro-jektem Milada 70: Zavražděnakomunisty. Stejná agentura pakzískala také Ocenění za zvláštnípřínos oboru za projekt NOCO-VID. Together again.80 let od prvníTV reklamyOsmdesát let uplyne 1. červenceod odvysílání vůbec první oci-ální reklamy vtelevizi. Stalo setak vroce 1941 vUSA na newyor-ské stanici WNBT (dnes WNBC,newyorský televizní kanál sítěNBC). Spot zadal výrobce hodinekBulova (založil ji český rodák JosefBulova vroce 1875), trval desetsekund aběžel před baseballovýmzápasem Brooklyn Dodgers aPhi-ladelphia Phillies.Za odvysílání statickéhoobrázku mapy USA se sdělením„Amerika běží včase Bulova“zaplatila rma devět dolarů (dneszhruba 160 dolarů). Vtu dobu bylypodle odhadů vNew Yorku zhruba4000 televizorů.„Dá se předpokládat, že ukaž-dé obrazovky seděli minimálnědva diváci. Bylo -li by tomu sku-tečně tak, pak by cena za zásahjediného znich byla zhruba třikoruny. Dnešní divák je tedy vČRminimálně 30x levnější,“ vypočí-tává Jan Coufal, spoluzakladatelaCEO agentury Czech Promo-tion, jehož komentář kvýročínajdete na straně 36.Hodnota značekstrmě rosteStovka nejvýznamnějších značekmá podle žebříčku Kantar Bran-dZ hodnotu přes sedm bilionůdolarů,což je částka srovnatelnásročním HDP Francie aNěmeckadohromady. Od loňska částkastoupla o42 procent. Rekordnínárůst čtyřikrát překračujeprůměrný růst vposledních 15le-tech vydávání žebříčku KantarBrandZ.Pozici globálně nejhodnotnějšíznačky udržel Amazon, jenž simeziročně polepšil o64 procentna 684 miliard dolarů (zhrubastejně, jako je roční HDP Polska).Hodnota Amazonu vzrostla one-celých 268 miliard dolarů. Applemá hodnotu 612 miliard dolarůatřetí Google podle Kantaru458miliard dolarů. Americkéznačky představují 56 zcelko-vých Top 100 značek žebříčkuave výsledku na ně připadá74procent hodnoty stovky největ-ších značek světa. Náskok předEvropou pak upevnila Čína. Jejíznačky, které vroce 2011 tvořily11 procent celkové hodnoty Top100 značek žebříčku, nyní tvoří14 procent. Oproti tomu evrop-ské značky vsoučasnosti tvořípouhých osm procent celkovéhodnoty, zatímco před desetilety na ně připadalo 20 procent.Celkem 7 z10 předních značekžebříčku pochází ztechnologic-kého sektoru.AdvertorialFoto: BULOVACNC:tady a teďVyberte si komerčnípřílohu nebo speciálpro svoji prezentaciv tiskuIletos Czech News Center(CNC) připravilo na 50 různýchspeciálů, komerčních ivkláda-ných příloh. Věnují se tipům nacestování, modernímu bydlenínebo mateřství. Přílohy jsou zají-mavým inzertním nosičem spo-jeným se čtenářsky oblíbenýmitituly od CNC, kjejichž stránkámse čtenáři pravidelně vrací. CNCtaké staví na síle regionálníchtémat. Kjiž tradičním tema-tickým regionálním přílohámdeník BLESK letos přidal dalšídvě mutace: Krásné jižní ČechyaKrásná východní Morava.Podzimním přílo-hám bude vládnoutnávrat do škol i ná-vrat k „normálu“Už nyní je třeba plánovatreklamní kampaně na podzim.Zejména, pokud máte produktyaslužby, které usnadňují dětemnávrat do školy, nebo jejich rodi-čům knormálnímu fungování.Téma „Back to school“ a„Backto normal“ bude vládnout nejenredakčnímu obsahu, ale budoumu věnovány ikomerční přílohyvydávány CNC.Komerční příloha KrásnáPraha jako jedna zprvních užvsrpnu přinese servisní tipy, jakakam přihlásit děti do kroužků,jaké vybavení jim pořídit neboco nového se děje ve školství.Další bude příloha nejčtenějšíhočeského deníku Blesk. Ta budepokrývat tipy na školní potřebyapomůcky, nebo počítače, tab-lety achytré telefony. Obsahovatbude iinformace ojazykovýchkurzech asoukromých školách.Nebude chybět ani inspiracevpodobě dětského nábytku včet-ně židlí apsacích stolů. Komerč-ní příloha časopisu F.O.O.D. sebude věnovat zdravým svačinámnejen pro děti. Blesk pro ženy sevpříloze podívá více na zdravýživotní styl. Deník Sport budemít vzáří přílohu, která budeosportech pro děti, anejen proně. Speciál E15 se bude věnovatvzdělávání.RUBRIKA JE KOMERČNÍ SPOLUPRACÍ MAM A VYDAVATELSTVÍCZECH NEWS CENTERZPRÁVY05Strana 6
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