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Marketing & Media

Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
30/2019

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
  VÁLKA PRODUCENTŮ
  OBSAHU
  Netix se stal hrozbou
  pro lmová studia.
  Ta nyní přicházejí
  s vlastními videotékami
  DO ELEKTRÁRNY
  NEBO DO PIVOVARU?
  Návštěvnost remních
  expozic vzrůstá každým
  rokem. Plzeňský Prazdroj
  se už blíží k milionu
  ZKUSIT TO
  POJAPONSKU
  Efektní, efektivní a hlavně
  nezapomenutelná. Proč
  si evropští konzumenti
  zaslouží japonské reklamy
  KREATIVCI,
  DO ULIC!
  GERARD
  CRICHLOW
  30
  29. července 2019
  99 Kč / 4,90 €
- Strana 2
  02
  EDITORIAL
  
  Když vystupuje v reklamě
  kocour, jde automaticky
  o nadsázku?
  Foto: MONETA
  Nedávno jsem sjistým překvapením zazname-
  nal, že Rada pro reklamu nejen existuje, ale že
  dokonce vykazuje činnost. Na základě podnětů
  fyzických osob tato organizace rozhodla, že
  kampaně bank Moneta aCreditas jsou vpořád
  -
  ku. Nedalo mi to, avydal jsem se hledat bližší
  informace.
  RETRO A NEPŘEHLEDNÝ
  Rozhodnutí Rady jsem nalezl na webu, oněmž
  si troufám říct, že byl retro anepřehledný již
  vdobě svého vzniku, kterou odhaduji na rok
  1999. Hledané dokumenty se nacházely důmysl
  -
  ně ukryté pod miniaturním odkázkem asestá-
  valy ztextového souboru, který si bylo nutno
  stáhnout ve formátu PDF. Napsány byly se vší
  myslitelnou úřednickou kostrbatostí. Jazyk Rady
  pro reklamu je jazykem byrokracie, okterém Jan
  Keller ještě včasech, kdy si zasloužil být brán
  vážně, napsal, že jeho hlavním úkolem je zastra
  -
  šit, zmást aodradit.
  Několikerým přečtením jsem zjistil, že si
  kdosi stěžoval na genderové stereotypy, které
  obsahuje spot Monety, vníž si on bere ji aslibuje
  jí ze svého účtu platit kabelky alodičky. Rada
  stížnost zamítla spoukazem na to, že vkampani
  vystupuje mluvící kocour, tudíž jde onadsázku
  avšechno je tedy vdokonalém pořádku. Docela
  by mě zajímalo, jak by se Rada pro reklamu
  vypořádala smluvícím kocourem komentujícím
  spot, ve kterém si žena za znásilnění může sama.
  Co se banky Creditas týče, stěžovatel její
  kampani vyčítal zavádějící údaje oněkterém
  zparametrů jejích produktů. Rada dospěla
  knázoru, že spot sice neinformuje přesně, ale
  zákazník si může relevantní informace najít na
  jejím webu. Výsledek: Zamítnuto, kulaté razítko,
  spisová značka naše, spisová značka vaše, vyři
  -
  zuje Štruncová.
  Pak už se netřeba podivovat, že Rada pro
  reklamu nemá žádný problém skampaněmi
  společností, které nabízejí lichvářské půjčky aže
  ji nijak nepohoršuje třeba to, že reklama na alko
  -
  holické nápoje rotuje mezi pořady pro děti.
  Rada pro reklamu si nárokuje autoritu
  posuzovat, která kampaň je či není přípustná,
  přitom její práce vykazuje známky povrchnosti,
  neochoty domyslet dopad vlastního rozhodo
  -
  vání, neodpovědnost vnakládání sautoritou a,
  krasoduchové prominou, vyčuranosti.
  PODKONICKÉHO MEMENTO
  Duch exekutorského magnáta Juraje Podkonic-
  kého, který Radu na počátku devadesátých let
  opanoval, je vtéto organizaci očividně zažraný
  jako stoletá špína. Než se snažit něco takového
  vyčistit, je občas lepší to prostě vyhodit azačít
  znova. Není to itento případ?
  Míč je na straně reklamek azadavatelů: Vážně
  stojíte oto, aby nad vaší prací stál orgán, který si
  neumí ani udělat web? Je to přece nedůstojné. Je
  to relikt toho špatného, co se dělo vjinak skvě
  -
  lých asvobodných devadesátých letech. Myslím,
  že by si reklama zasloužila Radu, která dokáže
  komunikovat lépe asebevědomě anebude se
  schovávat za paragrafy.
  Ondřej Fér
  
  šéfreda ktor
  Zvláštní
  záležitost
- Strana 3
  Obsah
  Návštěvnost ﬁremních muzeí
  v Česku rok od roku roste, ty
  nejatraktivnější expozice brandů
  každoročně přitáhnou statisíce
  lidí. Industriální turistika je dnes
  regulérním odvětvím v oblasti
  služeb.
  Strana 14 - 17
  Inzerce
  GERARD CRICHLOW
  kulturní stratég
  AMV BBDO
  Porotce Cannes Lions a kulturní
  stratég agentury AMV BBDO
  Gerard Crichlaw v rozhovoru pro
  MAM vypočítává kulturní trendy,
  které by společnosti neměly
  podceňovat. Alespoň tedy
  v případě, že si nechtějí vysloužit
  nařčení z rasistických či jinak
  nevhodných kampaní.
  Strana 18 - 20
  Lokální seriálová tvorba se dokáže
  vyrovnat i těm nejlepším hitům
  velkých studií, říká v rozhovoru
  Jan Dobrovský z HBO. Na trhu
  streamingových platforem mezitím
  bují stále větší tahanice o diváka.
  A bude ještě rušněji, v blízké době
  totiž mají přibýt další dvě velké
  videotéky.
  Strana 11
  JAN DOBROVSKÝ
  digital marketing
  managerHBO
  OBSAH
- Strana 4
  UDÁLOSTI POHLEDEM
  ŠÉFREDAKTORA
  MARKETING & MEDIA
  Dočasně populární
  humanoidi
  Inuenceři poslední týdny neprožívají nejlepší
  časy. Zejména ti, kteří jsou ochotni prodávat
  skrze svou popularitu cokoliv. Andrea Verešová
  doporučovala jako vynikající lék proti vysokému
  tlaku jistý destilát, můžeme být jen rádi, že jí ně
  -
  kdo nezaplatil, aby propagovala Savo coby vyni-
  kající prostředek na vykapávání unavených očí.
  Inteligentnější celebrity zjistily, že se jim vyplatí
  budovat vlastní značky. Jessica Alba nenápadně
  vybudovala miliardové impérium zaměřené na
  výrobu aprodej šetrných hygienických prostřed
  -
  ků, Gwyneth Paltrow vede úspěšnou kosmetic-
  kou značku Goop aDrew Barrymore má Flower
  Beauty. Banu Ibrahim ze CNN zkoumal, co stojí
  za úspěchem těchto značek. Přišel na to, že výše
  zmíněné dámy samy sebe coby inuencerky za
  -
  čaly používat až poté, co své značky vybudovaly
  konzervativními prostředky.
  Svět podle Féra
  Oinstáči, přetékajících trendech
  ačínské kávě spříchutí stalkingu
  Foto: FUSE TV
  David
  Griner
  Editor pro kreativitu a inovace
  včasopise Adweek
  „V reklamním
  průmyslu můžete mít
  jakékoliv vzdělání
  azkušenosti,
  nejdůležitější je ale
  vaše osobitost.“
  David
  Rockland
  Vizionář měření výkonnosti
  komerční komunikace a duchovní
  otec Barcelonských principů
  „Kdo chce
  být úspěšný,
  musí přesně
  měřit.“
  SVĚTOVÁ
  ELITA
  KOMUNIKACE
  ABYZNYSU
  VPRAZE
  KONFERENCE FORUM MEDIA
  23/10/2019
  CUBEX CENTRUM PRAHA
  Hlavně mít Primark
  Nepřestává mě překvapovat, jak málo si domácí
  manažerští stratégové všímají zahraničních
  trendů. Leckdo si například všiml, že západní
  obchody začínají do prodeje zapojovat virtuální
  arozšířenou realitu. To je sice pěkné, ale hlavní
  trend je jiný. Velké obchodní domy totiž opouš
  -
  tějí městské aglomerace astěhují se na místa, kde
  se od lidí dá očekávat impulzivní nákupní cho
  -
  vání. Typicky se to ukazuje vUSA, kde kamenné
  obchody Estée Lauder nebo Colgate odmig
  -
  rovaly na letiště. Nájemní ceny vobchodních
  centrech klesají, naopak rostou vterminálech.
  Napjatě čekám, kdy tento trend někdo zazname
  -
  ná unás apřizpůsobí se mu. Dobře našlápnuto
  by vtomto kontextu mohly mít třeba aktuálně
  problematické nákupní zóny kolem Letiště Vác
  -
  lava Havla. Otom, že by nějaké srovnatelné zóny
  vznikaly kolem dalších českých letišť, mi není
  nic známo. Ale hlavně že budeme mít vcentru
  Prahy Primark.
  Drang nach Westen
  Znáte Lukin Café? Nevadí, ani já ho neznám
  déle než dva dny, tedy od okamžiku, kdy jsem si
  přečetl zprávu, že tento čínský kavárenský řetě
  -
  zec zahájil tažení na západní trhy. Vyzvat chce
  Starbucks, jeho zbraní má být nižší cena, takže
  standardní čínský Drang nach Westen. Jedna věc
  mi přijde zábavná. Řetězci Starbucks pomohla ke
  globální expanzi jeho popularita vSeattlu, jehož
  hudební scéna vdevadesátých letech změnila
  svět. Psaní jmen na kalíšky skafem ostatně
  původně vzniklo jako projev osobního vztahu
  kzákazníkovi. Eddie Vedder (na fotograi), iko
  -
  nický zpěvák seattleské skupiny Pearl Jam, vde-
  vadesátých letech udělal nepěknou zkušenost se
  stalkingem. Napsal oní píseň, která se jmenuje,
  ehm, Lukin. Tím nechci nic naznačovat, jen mi
  přijde ironické, že se vtomto kontextu na boj se
  Starbucks chystá právě čínská společnost stejné
  -
  ho jména. Navíc ve chvíli, kdy víme, že pro Čínu
  je každá obchodní expanze založená zejména na
  všepohlcujícím stalkingu zákazníků.
  Inzerce
  04 ZPRÁVY
- Strana 5
  Svodka Lucie
  Vaníčkové
  Epica Awards, soutěž reklamní kre-
  ativity, přidává novou kategorii. Gender Equity
  (rovnost pohlaví) bude součástí sekce hodno
  -
  tící veřejně prospěšné práce. Oceňovat bude
  reklamy, které výrazně podporují práva žen
  nebo LTGB komunitu. Jako další nová kategorie
  soutěže, v níž práce hodnotí novináři oborových
  médií, bylo letos oznámeno kreativní využití dat.
  Zájemci mohou už nyní přihlašovat své práce až
  do prvního listopadu.
  Televize Prima vhlavní podzimní
  sezoně vsadí na už osvědčené zaběhnuté pořady.
  Vpondělním astředečním prime time uvede
  další řadu seriálu Modrý kód, vúterý ave čtvrtek
  poběží komediální Krejzovi. Páteční večery
  budou patřit show Česko Slovensko má talent,
  sobotní pak pokračování detektivky Temný kraj.
  Jedinou větší novinkou bude talk show Marta
  zpěvačky Marty Jandové každé úterý ve 21.30.
  Ředitel televize Marek Singer také oznámil, že
  Prima kupuje poloviční podíl ve rmě Playzone
  zaměřené na počítačové hry aeSports.
  VÝBĚR ZPRÁV
  REDAKTORKY MAM
  Darren
  Stanton
  Uznávaný behaviorální expert
  akomentátor britské televize
  „Říkají o mě, že jsem
  živý detektor lži.
  Vstupuji do myšlení
  lidí a odhaluji, co
  skrývají a jaké mají
  motivace.“
  Ondřej
  Krátký
  Někdejší výherce Young Lions,
  který opustil reklamní branži,
  stojí za úspěšným Liftagem
  „Start-up je jako
  učit se surfovat –
  nesmíte sirovnou brát
  nejkratší prkno, hlavně
  musíte vlnu vycítit
  dřív, nežpřijde.“
  Monica
  Moro
  Držitelka mnoha prestižních
  ocenění a respektovaná šéfka
  kreativy španělského McCannu
  „Značky už
  nevládnou samy
  nad sebou, ale jsou
  majetkem všech,
  kteří si je kupují
  avlastní.“
  AKA radí oddělením procurementu rem
  snákupem služeb. Ve spolupráci sMichalem Ku
  -
  bíkem, který má vtomto oboru dlouholeté zku-
  šenosti, denovala devět stručných zásad pro
  nákup marketingových akomunikačních služeb,
  jež mají zástupcům procurementu poskytnout
  hlubší vhled do požadavků na spolupráci mezi
  zadavatelem aagenturou. Ke stažení jsou na
  webu aka.cz.
  Televize Nova zvýšila ve druhém letoš-
  ním čtvrtletí své výnosy vmeziročním srovnání
  o12 procent (při započítání aktuálního směnné
  -
  ho kurzu). Jejich celková výše dosáhla téměř 65
  miliard dolarů (cca1,5 miliardy korun). Za celé
  první pololetí to bylo 115 miliard dolarů.
  V24 Media, vydavatel lifestylového
  magazínu Vogue CS, přistoupil kdalším perso
  -
  nálním změnám. Včervnu byl zpozice jednatele
  odvolán Pavel Chládek, podle obchodního
  rejstříku zůstává jedinou jednatelkou Michaela
  Seewald. Zároveň se na trhu spekuluje ioodcho
  -
  du šéfredaktorky časopisu Andrey Běhounkové,
  kčemuž se ale vydavatelství nevyjadřuje.
  Vodafone může koupit společnost UPC
  vEvropě. Od americké rmy Liberty Global tak
  převezme kabelového operátora vČR, Německu,
  Maďarsku aRumunsku. Na českém trhu se tak
  Vodafone rozšíří o1,5 milionu domácností připo
  -
  jených ksítím nové generace.
  Albatros Media představila aplikaci
  pro mobilní telefony StoryMe. Ta má umožnit
  čtení knížek na pokračování. Každý den se vní
  objeví část příběhu, který si uživatel rozečte.
  Nakladatelský dům ji vytvořil se společností
  Direct People avycházel přitom zprůzkumu, že
  33 procent čtenářů nestíhá dočíst knihy avíce
  než polovina si je během cestování zapomíná
  doma.
  Český rozhlas Radiožurnál nabízí
  nově své zpravodajství do chytrých reproduk
  -
  torů Google Home. Pokud posluchači řeknou
  „OK Google, talk to Czech Radio News“, pustí se
  zprávy zposlední hodiny. Zprávy Radiožurnálu
  lze již rok poslouchat ivchytrých reprodukto
  -
  rech Amazon Alexa.
  VašeČočky.cz, český e -shop skon-
  taktními čočkami, otevřel vPraze svou první
  kamennou prodejnu. Slibuje vní sluneční,
  dioptrické brýle ičočky za internetové ceny
  ataké služby optometristy. Do konce roku 2020
  plánuje rma otevřít optiky vdalších minimálně
  třech evropských zemích.
  Magazín Studenta mediálního
  domu Economia rozjíždí tři podcastové pořady
  Fenomén, Jobsession aFaily Tales. Zaměřuje se
  vnich na aktuální společenská témata, pracov
  -
  ní možnosti ina to, co všechno se může přihodit
  na cestě za vysněnou prací. První moderuje Jan
  Dlouhý, druhý Jakub Ouvín, třetí pak Natálie
  Pančochářová. Všechny tři série jsou
  
  kdispozici prostřednictvím jednotného kanálu
  Studenta – Podcast na platformách Spotify
  
  aSoundcloud.
  05 ZPRÁVY
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