Strana 28

Marketing & Media

Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
29/2019

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
  GENERÁLA
  TEĎ NEHLEDÁME
  Šéa Economie
  Zuzana Řezníčková
  popisuje transformaci
  vydavatelství
  NA CELÉ ČÁŘE
  VYHRÁL SQUASH
  Experti hodnotí změny
  vizuálních identit
  domácích sportovních
  svazů
  REVOLUCE,
  RYCHLOST A ŠUM
  5G sítě klepou na dveře.
  Co změní ve světě
  marketingu a komerční
  komunikace?
  OSTRÝ
  JAKO BŘITVA
  DAVID
  GRINER
  29
  22. července 2019
  99 Kč / 4,90 €
  HVĚZDA FM 2019
  Foto: ARIK SOKOL
- Strana 2
  02
  
  Reklamní festivaly jsou
  jako návštěva v muzeu
  oživlých dinosauřích
  skeletů, míní mladí
  londýnští kreativci.
  Foto: ENGOO
  Co my
  s dinosaury?
  EDITORIAL
  Uznávám, že jsem už tak trochu stará škola.
  Pořád si myslím, že když člověku pošlete mailem
  soubor otázek a on vám mailem odpoví, výsled
  -
  kem prostě není rozhovor. Jsem přesvědčen o
  tom, že nic nenahradí osobní kontakt, a když
  už, je lepší si telefonovat než se nechat zahltit
  notikacemi instantní komunikace. Zpravodaj
  -
  ství se podle mě nedělá tak, že si novinář něco
  vygooglí a pak to vlastními slovy přepíše. Jestli
  jsem na něco vysloveně alergický, je to současný
  trend opisování facebookových statusů do on
  -
  -line zpráv. Takhle se asi dá vyhonit návštěvnost
  webu, ale z profesního hlediska je to obyčejná
  špína.
  KATAPULT
  Myslím si, že má hluboký význam účastnit se
  prestižních reklamních přehlídek. Koneckonců
  do Cannes jsme poslali hned dva redaktory. Kon
  -
  takt se zahraničním prostředím je pro náš malý
  trh nezbytný. Pokud nebudeme umět přemýšlet
  v globálních rozměrech, budou české agentury
  dál vyrábět české kampaně, za něž si rozdělí
  české ceny – a nic víc.
  Současně se ale přiznám, že mě nahlodal
  článek, který napsal Erik Oster do Adweeku a ve
  kterém Cannes rozcupoval na prvočinitele. Oster
  se setkal s celou řadou londýnských kreativců
  mladé generace a výsledek pro pořadatele Lvů
  nebyl lichotivý. Od nastupujících kreativců často
  zaznívá, že si v Cannes připadají jako v muzeu,
  v němž se procházejí oživlé kostry dinosaurů.
  Cannes (a jiné podobné festivaly) pro ně jsou
  nutné zlo. Chápou účast jako nutné zlo, které jim
  otevírá dveře k velkým klientům, stejně zkostna
  -
  tělým, jako jsou poroty v Cannes.
  Ostře kritizují stav, kdy agentury dělají
  kampaně jen proto, aby je poslaly do Cannes,
  vyhrály ceny a mohly je používat jako přesvěd
  -
  čovací argument v tendrech. Mladí kreativci si
  také nemohou dovolit platit za přihlášky, takže
  se do Cannes skutečná kreativita v podstatě
  nedostane.
  Tvrdá slova, že?
  STEJNĚ TO ZKUSÍME
  Osterův článek mě skoro zviklal v přesvědčení
  o tom, že stojí za to uspořádat vlastní soutěž.
  Přesně do toho jsme se totiž v redakci právě pus
  -
  tili. Ne, nemáme ambici postavit nějaké pražské
  Cannes, i když je to samozřejmě představa převe
  -
  lice lákavá. Rozhodli jsme se ale, že vystavíme
  soutěž, jejímž cílem bude každoročně vyzdvih
  -
  nout nejlepší, nejnadanější, nejnadějnější brand
  manažery a manažerky Česka – a možná, kdo ví,
  i Slovenska.
  K tomuto podniku nás přivedla dvojí úvaha.
  Na jedné straně se pozice brand manažera
  významově rozmlžila. Chceme přispět k tomu,
  aby si společnosti i celá profesní komunita
  uvědomily, jak důležitá tato pozice je. Za druhé
  se domníváme, že brand manažeři a manažerky
  mnohdy odvádějí skvělou práci, která si zaslouží
  být oceněna.
  V dalších číslech budeme přinášet další in
  -
  formace – těším se, že se profesní komunita zase
  jednou sejde v naší redakci! Pro více informací
  sledujte také náš web. Do prázdnin vstupuje
  s novou podobou, pod kterou je podepsaná
  šikovná rma F13, celý kreativní tým vydavatel
  -
  ství Forum Media a také náš nový kolega Tomáš
  Turek, kterého bych tímto chtěl uvítat na palubě.
  Ondřej Fér
  
  šéfredaktor
  Další informace o soutěži
  Brand manažer roku
  najdete pod QR kódem.
- Strana 3
  Obsah
  MILAN JANECKÝ
  business development director
  Wunderman
  ZUZANA ŘEZNÍČKOVÁ
  předsedkyně představenstva
  Economia
  Milan Janecký z Wunderman
  Group v rozhovoru hovoří
  o největších výzvách a rizicích
  5G sítí, kterým budou marketéři
  čelit. Nástup nové technologie
  znamená více možností, jak
  oslovit zákazníka, ale zároveň
  i více reklamního šumu.
  Strana 6–11
  Nejvýše postavená manažerka
  vydavatelství Economia se přestala
  soustředit na hledání nového
  generálního ředitele. Místo toho
  se naplno věnuje transformaci
  vydavatelství a hledání nových cest
  při využívání potenciálu kvalitního
  obsahu.
  Strana 14–17
  Nejpodařenější změnou
  vizuální identity mezi sportov-
  ními subjekty prošel za poslední
  rok Český squash. To je závěr
  prvního z řady hodnocení MAM
  Sport.
  Strana 18–19
  VSTUPENKY
  EARLY BIRD
  ZA VÝHODNOU CENU
  V ONLINE PRODEJI
  Využijte předprodej a kupte levnější
  vstupenkyvčas
  Early Bird
  v předprodeji sleva více než 20 %
  Předplatitelé MAM
  v předprodeji ušetříte 50 %
  Corporate Rate
  sleva pro 3 osoby 7 500 Kč
  Vstupenky
  Early Bird již vprodeji!
  www.forummedia.cz
  Nabídka platí do 20.září nebo do vyprodání.
  KONFERENCE FORUM MEDIA
  23/10/2019
  CUBEX CENTRUM PRAHA
  Inzerce
- Strana 4
  UDÁLOSTI POHLEDEM
  ŠÉFREDAKTORA
  MARKETING & MEDIA
  Dej si latéčko
  a znič svět
  Reklamky amarketingoví mágové
  se občas chovají opravdu zvláštně.
  Na jedné straně jsou přesvědčeni
  osvé všemocnosti tam, kde jsou
  nástroji vrukou ekonomických elit.
  Na druhé straně jim nedochází, že
  zdánlivé maličkosti mohou způ
  -
  sobit katastrofu. Pěkně to je vidět
  na jednom zfenoménů posledních
  let, kávě. Ano, pít kafe je trendy.
  Úplně nejvíc, když jde ofair trade
  nápoj schutí akonzistencí vývaru
  ze špinavých ponožek. Fajn, kdo
  za to chce platit, nechť si za to platí.
  Jenže poptávka po kávě zvyšuje
  poptávku po kávové surovině.
  Até prostě nelze vypěstovat tolik,
  kolik jí trh, vyhoněný permanent
  -
  ní marketingovou oslavou, kafe
  potřebuje. Výsledek? Šedesát
  procent pěstitelů kávy se dostalo na
  hranici existenční krize, plantáže
  jsou vyčerpané apřestávají rodit,
  cena kávových semen je nejnižší
  za několik roků. Středoameričtí
  plantážníci hromadně prchají
  do Spojených států, kde doufají
  vlepší budoucnost vchudinských
  slumech. Přesto spousta západních
  latéčkomilů stále věří, že pitím spo
  -
  lečensky odpovědné kávy udělají
  svět lepším. Neudělají. Pomohou
  ho zničit aještě budou mít průjem
  avředy na dvanácterníku.
  Ať to platí ten,
  kdo to používá
  Zbritské BBC zaznělo, že by
  vdohledné budoucnosti mohly být
  zrušeny koncesionářské poplat
  -
  ky. Ctihodné médium veřejné
  služby by najelo na systém, který
  zpopularizoval Netix. Tedy kdo se
  chce dívat, ten platí. Kdo neplatí,
  ten se nedívá. Vpróteovském světě
  současného obsahového přetlaku
  mi to přijde jako vynikající nápad
  asoudím, že by se ho neměla chytit
  jen BBC. Instantní platby mi ostatně
  připadají jako vynikající náhrada
  daňových asignací, které by udělaly
  svět zase oněco spravedlivějším
  místem.
  Což mě přivádí ktomu, že je na
  místě vážně uvažovat otom, že
  informace prostě nemají být zadar
  -
  mo. Kdo je chce, nechť za ně platí.
  Beztak všechno zlo posledních
  desetiletí vzešlo ztoho, že se kpříliš
  velkému množství lidí dostalo příliš
  mnoho informací, které nedoká
  -
  zali kriticky posoudit. Výsledkem
  byl kromě jiného Lenin, Hitler,
  Mao ainženýr Zeman zKolína.
  Informace nerostou zničeho, mají
  hodnotu aať se na mě nikdo nezlo
  -
  bí, kdo chce něco vědět, ať si dojde
  do knihovny půjčit knížku nebo
  přečíst povinný výtisk novin.
  Někdo má Gotta
  a někdo… ne
  Populární interpret duchaprostých
  písní Karel Gott se díky své schop
  -
  nosti vyjít skterýmkoliv režimem,
  jenž mu umoňuje pět, dostal na
  bankovku snulovou nominální
  hodnotou. To mi přijde jako od
  -
  povídající vyjádření přínosu pana
  Gotta ksvětovému míru, blahu
  apokroku.
  Vjiných zemích si na bankovky
  dávají osobnosti. Například Velká
  Británie se rozhodla umístit na
  padesátilibrovou bankovku portrét
  geniálního matematika Alana
  Turinga. Ten významnou měrou
  přispěl krozluštění nacistických
  šifer, současně byl ale pronásledo
  -
  ván kvůli své sexuální orientaci.
  Státem posvěcená šikana vědce do
  -
  vedla ksebevraždě. Teď společnost
  vsymbolické rovině splácí morální
  dluh, který kTuringovi bezesporu
  má.
  Spojené státy zase začaly na ban
  -
  kovky dávat portréty významných
  žen současnosti: Eleanor Roosevel
  -
  tová, Rosa Parksová…
  Střih, Česko, 2019. Dovedu si
  představit, že by se na bankovkách
  objevila Milada Horáková nebo pro
  -
  fesor Patočka. Ipro zahraničí by to
  představovalo symbol, že si Česko
  je vědomo své moderní historie aže
  se před ní nepotřebuje schovávat.
  Bohužel unás stále dochází
  knepochopitelnému podceňování
  veřejné symboliky. Atak zůstává
  -
  me zemí, která se na bankovkách
  prezentuje coby stát oddávající
  se bezpečnému snění otom, že
  „bývali Čechové (například polo
  -
  viční Francouz Karel Čtvrtý nebo
  kosmopolita Masaryk, že ano)
  statní junáci“.
  Stále více zemí si přitom uvědo
  -
  muje, jak důležitá je denice sebe
  sama prostřednictvím symbolů.
  Knám tento trend stále ještě nedo
  -
  tekl. Potřebujeme národního brand
  manažera, jinak to nevidím.
  Svět podle Féra
  Kafe coby zhouba světa, hodnota
  informací aco onás říkají bankovky
  
  Washington Post
  začal vyvíjet
  systém, který
  umožní jeho
  reklamnímu
  systému
  efektivně
  fungovat ibez
  cookies
  Foto: DIANE HORNER
  04 ZPRÁVY
- Strana 5
  Evropská komise se
  chystá zahájit ociální vyšetřování
  amerického internetového pro
  -
  dejce Amazon. Sinformací přišla
  agentura Bloomberg. Komisařka
  pro hospodářskou soutěž Mar
  -
  grethe Vestagerová podle ní hodlá
  prověřit, zda Amazon nezneužívá
  data oprodeji, aby sjejich pomocí
  znevýhodnil menší obchody na své
  platformě Marketplace. Vminulosti
  byla společnost Evropskou unií
  vyšetřována už dvakrát, ato kvůli
  daním akvůli praktikám vprodeji
  elektronických knih.
  Čisté příjmy PR agentur
  na českém trhu loni meziročně
  vzrostly o3,5 procenta. Zatímco
  vroce 2017 dosáhly příjmy očištěné
  od nákladů třetích stran hodnoty
  675 milionů korun, vloňském roce
  to bylo téměř 699 milionů korun.
  Agenturám přibývají zakázky
  zejména voblasti digitálních médií
  asociálních sítí. Vyplývá to zobo
  -
  rového průzkumu, který zpraco-
  vala společnost STEM/MARK mezi
  členskými agenturami APRA. Ty
  tvoří zhruba 75 procent tuzemské
  -
  ho trhu.
  WPP, největší komunikační hol-
  ding světa, prodává většinový podíl
  (60 procent) výzkumné agentury
  Kantar americké investiční skupině
  Bain Capital. Transakce vhodnotě
  čtyř miliard dolarů (přibližně 91
  miliard korun) je podle WPP víc
  než osminásobek příjmů Kantaru
  za loňský rok. Prodej má pomoci
  komunikačnímu holdingu vrátit
  se zpět krůstu. Šedesát procent
  zprodeje podílů vKantaru půjde na
  zaplacení pohledávek azbytek má
  putovat kakcionářům rmy.
  DPD, česká přepravní společ-
  nost, nabízí svým zákazníkům
  novou službu vkomunikaci,
  chatbota Jardu. Virtuální pomocník
  umí odpovědět na 60 nejčastějších
  dotazů, poskytnout informace
  ozásilkách nebo změnit doručovací
  adresu. Na vývoji chatbota praco
  -
  vala společnost od loňského roku
  avsoučasné době slouží jako online
  podpora na webu.
  Zásilkovna spouští reklam-
  ní kampaň propagující službu „Mezi
  Námi“, která slouží pro doručování
  zásilek mezi fyzickými osobami na
  území ČR. Cena služby začíná na
  
  65 korunách. Kreativní část kam-
  paně na základě tendru řízeného
  přímo spolumajitelkou rmy Simo
  -
  nou Kijonkovou vyhrála agentura
  MarketUP. Ta pod vedením art
  directora Tomáše Cintavého zajis
  -
  tila kompletní produkci azvukové
  nahrávání voiceoverů pěti videí,
  které jsou pilířem kampaně.
  Letgo, prodejní aplikace,
  zřejmě už denitivně končí na
  českém trhu. Aktuálně vypnula své
  webové stránky iukončila aplikace
  vGoogle Play iApp Storu. Ukončení
  svého provozu sice oznámila už
  letos vbřeznu, nakonec pár měsíců
  ale ještě běžela dále.
  HyperX, gamingová divize
  společnosti Kingston Technoloy,
  si pro zajištění svých komunikač
  -
  ních aktivit vybrala agenturu Pram
  Consulting. Orientovat se budou
  převážně na produktovou komu
  -
  nikaci na českém trhu. Prostřed-
  nictvím herního vybavení HyperX
  chtějí také české mediální scéně
  přiblížit svět gamingu aeSports,
  který každým rokem vzrůstá. Jen
  samotný eSports průmysl má podle
  nejnovějšího průzkumu Newzoo
  vroce 2019 přesáhnout hranici
  jedné miliardy dolarů.
  Uber začal vPraze nabízet
  imožnost svezení elektrickými
  koloběžkami Lime. Cílem spoluprá
  -
  ce je nabídnout obyvatelům Prahy
  další možnosti dostupné, exibilní
  aekologické přepravy. Služba je
  dostupná prostřednictvím aplikace
  Uber vsedmi evropských městech–
  ve Stockholmu, Malmö, Poznani,
  Varšavě, Vratislavi, ve Vídni anyní
  ivPraze.
  MONICA
  MORO
  Držitelka mnoha
  prestižních ocenění
  ajedna zmála žen
  včele kreativního
  oddělení mezinárodní
  agentury.
  „Značky už
  nevládnou
  samy nad
  sebou, ale
  jsou majetkem
  všech, kdo
  si je kupuje
  avlastní.“
  Vstupenky
  Early Bird již vprodeji!
  www.forummedia.cz
  Nabídka platí do 20.září nebo do vyprodání.
  KONFERENCE FORUM MEDIA
  23/10/2019
  CUBEX CENTRUM PRAHA
  Respektovaná šéfka kreativy
  španělského McCannu má za sebou
  práci pro světové značky jako Coca -Cola
  nebo Ikea. Vítězka festivalů Cannes,
  Clio aLondon IA, která dnes pravidelně
  zasedá vjejich porotách apředává
  zkušenosti nové generaci kreativců.
  Inzerce
  Svodka Lucie
  Vaníčkové
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- Strana 27
- Strana 28
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