Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

28/2020

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

    HOSPODY S NÁPOJÁŘI
    LÁKAJÍ NÁVŠTĚVNÍKY
    Otevřené restaurace
    mají nízké tržby iméně
    hostů. Nápojáři pomáhají
    ivlastními kampaněmi.
    str. 10–13
    SECONDHANDŮM SE
    DAŘÍ V ONLINU
    Lidé už se za nákupy
    zdruhé ruky nestydí,
    secondhandový trh roste
    rychleji než maloobchod.
    str. 6–7
    MLADÍ HLEDAJÍ
    HLAVNĚ ZÁBAVU
    TOMÁŠ
    BÚŘIL
    28
    13. července 2020
    99 Kč / 4,90 €
    www.reklama-centrum.cz/TIP
    
    
    Batoh, 29 x 43 cm,
    kapsa pro notebook,
    
    s kabelem
    bez DPH
    TIP

  • Strana 2

    objednávejte na chci.mam.cz nebo na tel.: 735 707 420
    VY JEŠTĚ FACEBOOK
    NEBOJKOTUJETE?
    Největší sociální síť světa
    ustupuje tlaku inzerentů,
    mění pravidla aslibuje
    větší kontrolu obsahu.
    str.6–9
    ŠETŘIT SE BUDE NA
    PRODEJNÍ PLOŠE
    Obchodníci houfně zavírají
    prodejny ainvestují
    do onlinu. Ke slovu se
    dostane iudržitelnost.
    str.22–23
    ČESKO MÁME
    PROCHOZENÉ
    HANA
    KRAUSOVÁ
    27
    7.července 2020
    99Kč /4,90€
    www.reklama-centrum.cz/TIP
    
    
    Batoh, 29 x 43 cm,
    kapsa pro notebook,
    
    s kabelem
    bez DPH
    TIP
    Eko hrnek
    bambus/korek,
    350 ml
    
    bez DPH
    5
    9
    www.reklama-centrum.cz/TIP
    roční 3 500 Kč
    dvouleté 6 000 Kč
    roční 3 500 Kč
    dvouleté 6 000 Kč
    roční 5 000 Kč
    dvouleté 10 000 Kč
    roční 10 000 Kč
    dvouleté 20 000 Kč
    VY JEŠTĚ FACEBOOK
    NEBOJKOTUJETE?
    Největší sociální síť světa
    ustupuje tlaku inzerentů,
    mění pravidla aslibuje
    větší kontrolu obsahu.
    str.6–9
    ŠETŘIT SE BUDE NA
    PRODEJNÍ PLOŠE
    Obchodníci houfně zavírají
    prodejny ainvestují
    do onlinu. Ke slovu se
    dostane iudržitelnost.
    str.22–23
    ČESKO MÁME
    PROCHOZENÉ
    HANA
    KRAUSOVÁ
    27
    7.července 2020
    99Kč/ 4,90€
    www.reklama-centrum.cz/TIP
    
    
    Batoh, 29 x 43 cm,
    kapsa pro notebook,
    
    s kabelem
    bez DPH
    TIP
    Eko hrnek
    bambus/korek,
    350 ml
    
    bez DPH
    5
    9
    www.reklama-centrum.cz/TIP
    ušetřete až
    14 000 Kč
    ušetřete až
    34 000 Kč
    ČESKO MÁME
    PROCHOZENÉ
    HANA
    KRAUSOVÁ
    Předplaťte si
    Marketing & Media
    tištěný časopis
    MAM
    PRINT
    časopis na webu nebo ve čtečce
    MAM
    DIGITAL
    MAM
    KOMPLET
    MAM print + MAM digital + online
    archiv + vstup Forum Media Focus
    MAM
    EXPERT
    MAM print + MAM digital + online
    archiv + vstup Forum Media +
    vstup Forum Media Focus
    a získejte vstup na všechny
    akce z cyklu Forum Media
    MAM_inzerce_predplatne_210x280_MAM_2020_28.indd 1MAM_inzerce_predplatne_210x280_MAM_2020_28.indd 1 08.07.2020 13:1108.07.2020 13:11

  • Strana 3

    Technologický pokrok postupuje
    často eliminací prostředníků
    azprostředkovatelů služeb, které
    lze využitím moderních techno-
    logií vřadě případů obejít, stávají
    se nadbytečnými. Vdrtivé větši-
    ně vede jejich omezení klepším
    cenám aslužbám pro spotřebite-
    le. Podobně je tomu inyní vpřípa-
    dě papírových stravenek.
    Minulý týden podpořili
    poslanci vprvním čtení daňový
    balíček, který počítá smožností
    náhrady stravenek nezdaněným
    nančním paušálem. Pokud bude
    schválen, zaměstnanci by od
    příštího roku kromě stravenek
    dostávali od zaměstnavatele
    peníze na účet. Chce se mi zvolat:
    „Konečně!“Politická reprezen-
    tace se tak po mnoha letech od-
    hodlala nabourat velice výnosný
    byznys trojlístku hlavních hráčů
    na stravenkovém trhu.
    Stravenky totiž mají omezenou
    platnost apokud je lidé neutratí
    nebo si je restaurace nestihne
    včas nechat proplatit, jde celá
    hodnota vydavatelské rmě. Kaž-
    doročně takto francouzské rmy
    Up, Sodexo aEdenred získaly
    „zadarmo“ sumu kolem 150 mi-
    lionů korun, propadlé stravenky
    tvořily až pětinu jejich zisku. Za
    deset let jde o1,5 miliardy čistého
    zisku jen znevyužitých strave-
    nek. Hezká vata!
    Spenězi podobná praxe na-
    štěstí nehrozí. Argument těchto
    rem, že se změna projeví men-
    ším počtem hostů vrestauracích,
    je úsměvný. Podle průzkumu
    Asociace hotelů arestaurací si
    70 procent ztěch, kdo stravenky
    přijímají, myslí, že peněžní alter-
    nativa nepovede kúbytku hostů.
    Stravenky odpovádají navíc jen
    asi 15 procentům tržeb restaurací.
    Stravenky je tolik netrápí,
    aktuálně se potýkají hlavně spro-
    blémy pramenícími zabsence
    turistů, na což jsme se zaměřili
    vrámci hlavního tématu tohoto
    čísla. Oproti předpokladům sice
    zatím tolik restaurací nezavřelo,
    ale jejich tržby se stále pohybují
    na polovině „normálu“. Nepřida-
    lo jim ani špatné červnové počasí,
    takže zatím moc nefungují ani za-
    hrádky. Skutečný rozsah „zkázy“
    se projeví až na podzim, počty
    zavřených hospod abarů mohou
    přibývat.
    Snedostatkem hostů pomáhají
    hospodám inápojářské rmy.
    Poskytují vybavení zdarma,
    ale imarketingovou inanční
    podporu.
    Přeji příjemné ainspirativní
    čtení!
    Pavel Hejkrlík
    redaktor
    Konečně vale
    stravenkám
    03
    EDITORIAL
    videí odstranil TikTok v průběhu druhé poloviny loňského roku
    kvůli nenávistnému a násilnému obsahu. Informaci zveřejnil minulý
    týden ve své zprávě o transparentnosti. Pro srovnání YouTube
    odstranil za stejné období 14,7 milionu videí.
    Číslo týdne
    49 mil.
    ONTRADE
    str. 24 –25
    Foto na titulní straně: VOJTĚCH RESLER
    ONLINE MÉDIA
    SEZNAMU SE ZA KRIZE DAŘILO
    Nepřišel jsem dělat revoluci, ale
    evoluci. Mojí misí je dovzdělat
    obchodníky, aby byli pro klienty
    partnery, říká Tomáš Búřil.
    str. 8 –9
    ECOMMERCE
    VĚCI Z DRUHÉ RUKY V MÓDĚ
    Secondhandový trh roste rychleji než
    tradiční maloobchod ajen tak něco
    ho nezastaví. Lidé už se za nákupy
    nestydí, vidí je jako přednost.
    HOSPODÁM SE POMÁHÁ
    Po koronakrizi otevřelo více
    restaurací, než se očekávalo. Hostů je
    ale stále málo, svými kampaněmi je
    pomáhají shánět inápojáři.
    str. 6 –7
    str. 10 –15
    ONTRADE
    VRACÍME SE K LEPŠÍM ČÍSLŮM
    Hledáme další cesty, jak oslovit ty
    správné cílové skupiny, říká ksituaci
    vnovém normálu generální ředitel
    Kofola ČeskoSlovensko Daniel Buryš.
    str. 16 –17
    SPOTŘEBNÍ CHOVÁNÍ
    JAK SE ZMĚNILO UVAŽOVÁNÍ
    Lidé budou ve výdajích opatrnější,
    ač dvě třetiny Čechů nečeká snížení
    příjmů, ukazuje rozsáhlý průzkum
    společnosti Incomind.
    str. 22–23
    CASE STUDY
    PODPOŘIT ZNAČKU POHÁDKOU
    Projekt Audiosbírky pohádek do
    auta pro koncern Volkswagen vybírá
    příběhy podle cesty. Získal šest
    stříbrných lvů na Cannes Lions.
    str. 24–25

  • Strana 4

    Svodka
    The Ship se jmenuje nová
    agentura, kterou založily rmy
    Konektor Place aCGL. The Ship se
    bude zabývat vládím lobbyingem.
    KPMG Data Festival
    otevřená akce věnovaná využití
    dat, AI, BI, Data Science či Machi-
    ne Learningu proběhne 23. října
    na půdě VŠE vPraze.
    Nestlé začala spolupracovat
    sprovozovatelem kontaktních
    center, rmou Conectar, která
    bude zajišťovat servis pro český
    aslovenský trh.
    Xerox si vybral pro český
    aslovenský trh dvě agentury.
    Jsou jimi Slash PR, která se bude
    starat okompletní komunikaci,
    aBrandfathers, jež se postará
    omarketing.
    Cloudové kuchyně,
    které vzahraničí provozuje
    například Deliveroo, Cloud-
    Kitchens, Kitopi nebo Karma
    Kitchen, jsou podle CBRE novým
    trendem iunás. Průkopníkem je
    rma Dáme jídlo, která investuje
    do prostor kvybudování samo-
    stantých gastroprovozů. První,
    sosmi virtuálními kuchyněmi, již
    funguje vPraze 4, druhý zahájí
    vPraze 11 letos vzáří.
    Regionální stanice
    ČRo spustily projekt na podpo-
    ru českých amoravských lázní,
    jehož součástí je soutěž olázeň-
    ské pobyty. Partnerem je Svaz
    léčebných lázní ČR.
    Česká spořitelna spus-
    tila imageovou kampaň, vníž při
    průletu nad republikou spotře-
    bitelům říká, že péče oklienty je
    pro ni tím nejdůležitějším. Česká
    spořitelna je klientem VMLY&R.
    Mobilní aplikace
    jsou jasným světovým vítězem
    druhého čtvrtletí. Počet stažení
    se za toto období vyšplhal téměř
    k35 miliardám, útraty uživatelů
    dosáhly rekordní částky 27 mili-
    ard dolarů avyužívání aplikací
    obecně narostlo meziročně
    o40procent.
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Maier končí
    v čele Škodovky
    Dosavadní předseda představen-
    stva Škoda Auto Bernhard Maier
    skončí k31. červenci po pěti
    letech ve funkci. Podle informací
    ztrhu se na jeho konci podepsal
    mocenský boj vcelém koncer-
    nu VW. Maier pro Vollswagen
    pracoval 19 let, začínal vPorsche.
    Škodovka pod jeho taktovkou
    dosáhla rekordních tržeb izisku,
    ročně dodá zákazníkům přes
    1,3milionu vozů. Patřil kpropa-
    gátorům „produktové ofenzivy“,
    během jeho vlády Škoda uvedla
    nové modely Kodiaq, Kamiq,
    Karoq aScala, vyvinula inový
    model sčistě elektrickým poho-
    nem Enyaq iV.
    Omnicom
    a podcasty
    Omnicom Media Group, jedna
    znejvětších globálních reklam-
    ních agentur, podepsala dohodu
    se společností Spotify, že vdruhé
    polovině roku utratí sumu
    20milionů dolarů za reklamu
    vpodcastech. Agentury spadající
    pod Omnicom-Hearts & Science,
    OMD aPHD tak získají jako první
    přístup kpodcastovému obsahu
    na Spotify. Vuplynulých měsících
    Spotify výrazně posiloval. Získal
    například Gimlet Media, Joe
    Rogana, Billa Simmonse adalší.
    Platforma má ambici stát se
    „Facebookem pro digitální audio
    reklamu“. Loni se za reklamu
    vpodcastech utratilo vUSA podle
    dat Interactive Advertising Bure-
    au 678 milionů dolarů, meziročně
    o42 procent více. Letos by měla
    suma překročit miliardu.
    Svět podle MAM
    Škodovka bez šéfa, Omnicom a podcasty,
    Birrell vchrámu přírody aGrom vPraze
    Google po
    testování beta
    verze globálně
    uvedl nový
    reklamní 3D
    formát Swirl,
    zadavatelům je
    dostupný vrámci
    platformy
    Display & Video
    360
    04
    ZPRÁVY
    Foto: ŠKODA AUTO

  • Strana 5

    Polská debata
    jako monolog
    Vsousedním Polsku vminuém
    týdnu nišovala kampaň před
    prezidentskými volbami, které
    proběhly vneděli. Rozhodne
    se mezi stávajícím prezidentem
    Andrzejem Dudou ajeho vyzyva-
    telem zřad opozice astarostou
    Varšavy Rafałem Trzaskowskim.
    Ten odmítl účast vtelevizní
    debatě na státní televizi TVP,
    protože podle něj by debata
    byla vedena ve prospěch jeho
    protikandidáta, jelikož TVP
    podporuje Dudovu kampaň aje
    pod vlivem vládnoucí strany Prá-
    vo aSpravedlnost. Stejný krok
    však učinil isám Duda vpřípadě
    pozvání do debaty na soukromé
    stanici TVN.
    Trzaskowski pak soupeři
    nabídl další média, jak provlád-
    ní TVP awPolityce, tak ispíše
    opoziční TVN aGazeta Wyborcza.
    Přesto ke společnému vystoupení
    nedošlo adiváci uobrazovek tak
    mohli sledovat „debatu“, která
    byla monologem kandidáta.
    Podle zprávy Wirtualne Media
    se na Dudu dívaly na TVP přes tři
    miliony Poláků, soupěř Trza-
    skowski měl na TVN přes dva
    miliony diváků. Oba kandidáti se
    před diváky neutkali tváří vtvář,
    což je utakové události, jako pre-
    zidentská volba, určitě unikátní.
    Šance obou byly podle průzkumů
    těsně před volbami naprosto
    vyrovnané.
    Grom na
    Václaváku
    Na Václavském náměstí 55 byla
    začátkem července otevřena gela-
    teria Grom. Jde oprvní prodejnu
    této značky vněkteré zbývalých
    zemí východního bloku. Svou
    řemeslnou zmrzlinu vyráběnou
    zkvalitních ingrediencí abez
    použití barviv, aromat či konzer-
    vačních látek se dva kamarádi
    Federico Grom aGuido Martinetti
    rozhodli vyrábět vroce 2003
    vitalském Turíně.
    Zmrzliny Grom si zakládají na
    kvalitních ingrediencích, znichž
    některé pocházejí zvlastní orga-
    nické farmy Mura Mura vPiemon-
    tu, čokoládu dováží zEkvádoru,
    pistácie zBlízkého východu.
    Skonceptem byli zakladatelé tak
    uspěšní, že značku vroce 2015
    koupil globální gigant Unilever.
    Lidé si ji mohou vychutnat
    od New Yorku přes Paříž až po
    Dubaj, celkem jde ovíce než
    60měst. Na českém trhu je znač-
    ka dostupná už přes půl roku,
    kelímky se dají koupit například
    vprodejnách Albert, Tesco nebo
    Marks & Spencer. Objednat si
    je zákazníci mohou také přes
    Rohlík.cz nebo Dámejídlo.cz.
    VPraze bude Grom konkurovat
    dražším zmrzlinárnám Crème de
    la Crème, Puro a Angelato.
    Šebánek,
    příroda a Birrell
    Na kampaň spopulárním dědou
    Homolkou vpodání nezapome-
    nutelného herce Josefa Šebánka
    ztrilogie orodině Homolkových
    vsadil Plzeňský Prazdroj skre-
    ativní agenturou VCCP Prague
    vkampani Chuť zážitků pro znač-
    ku Birell. Vnovém spotu chce
    VCCP ukázat explozi emocí, které
    nyní lidé po několikaměsíčních
    peripetiích znovu mohou venku
    zažívat. Využívá ktomu slavné
    ódy dědy Homolky otom, že pří-
    roda je chrám. Koncept navazuje
    na strategii komunikace značky,
    jejímž mottem je „Chuť zážitků“.
    Spot vdélce 30 vteřin byl nasazen
    vČechách ana Slovensku. Opro-
    dukci se postarali Armada Films
    arežie se chopil Tomáš Řehořek.
    Rada ČTK opět
    kompletní
    Posledním členem Rady české
    tiskové kanceláře byl zvolen Aleš
    Mareček navržený poslaneckým
    klubem ČSSD. Ve funkci nahradil
    Michaelu Marksovou, která se
    stala politickou náměstkyní mini-
    stra zahraničí Tomáše Petříčka.
    Sedmičlenná Rada ČTK je tak
    opět kompletní.
    Sněmovna nezvolila poslední
    dva členy vRadě českého rozhla-
    su ani posledního člena Rady pro
    rozhlasové atelevizní vysílání.
    05
    ZPRÁVY
    Inzerce
    Foto: GROM  UNILEVER

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  • Strana 27

  • Strana 28

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