Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
31-32/2023
Časopis Marketing & Media je prestižním a vlivným oborovým médiem. Věnuje se byznysové komunikaci, reklamě a médiím. Každý týden přináší exkluzívní rozhovory se zajímavými osobnostmi z branže a s těmi, kteří zodpovídají za marketingové rozpočty. Obsahem inspiruje, odhaluje trendy a podporuje kritickou diskuzi.
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Air Bank bezJeřábka sází všena efekt motýlíchkřídel.31–32Strana 2
9. 11. O2 universum PrahaPrestižní akce, kde se v jeden den a na jednom místě scházejívšichni, kteří ve světě marketingu a komunikace něco znamenají.Vaše doporučená dávka informací a inspirace od více než50špičkových řečníků. Rezervujte si místo ještě dnes.forummedia.czmam.czKDO A CO DNESHÝBE SVĚTEM MÉDIÍA KOMUNIKACE?23Alexandra Borchardtodbornice na digitálnítransformaci médií, NěmeckoSUMMERRATE10 500 Kčjen do 31. 8. 2023bez DPHFM_inz_210x280_Alexandra-Borchardt.indd 1FM_inz_210x280_Alexandra-Borchardt.indd 1 28.07.2023 11:0228.07.2023 11:02Strana 3
Půvab a nástrahy hyper-personalizaceVyší spokojenost zákazníků s nižšímináklady — to slibuje trend dneška: vysocepersonalizovaná komunikace?str.8–13Největší stávka Hollywoodu brzdí iČeskoPotřebujeme uvolnit pobídky, abychommohli být uboomu, který přijde, až stávkyskončí, říkají čeští producenti.str.6Jediným rizikem je míra vtipuNení to kopie, náš vzorec je jiný, říkáonovém kreativním konceptu Air BankOldřich Dostál, ředitel marketingu.str.16–19Zlý bankéř měl původně zemřítKoncept Dva světy představila Air Bankvlednu 2012. Jak začínala nejdéle fungujícíkomunikace poslední doby?str.20–21Značky by měly přehodnotitmarketingové strategieSpotřebitelé stále vnímají vysokou inaciamění své návyky, upozorňuje WARC.Marketéři potřebují nový úhel pohledu.str.24–25Konec cookies? Výzva,jež snámi ještě chvíli zůstane.Kam se trh „bez kukin“ za vícenež tři roky posunul?str.26–27Nejste v prvních pěti sekundách?Tak nemáte nic.Co nejčastěji snižuje účinnost kampaně?Behavio Podcast odkrývá pět zásadních chyb.str.28–29Firmy nejčastěji mění značku, když upravujístrategické směřování, změní se majitel, vedení jemegalomanské, nebo prostě panikaří. „VpřípaděTwitteru je to asi všechno dohromady,“ reagovalna LinkedIn behaviorální vědec Stefano Puntoni.Podobně „zabití“ Twitteru ismodrým ptáčkemapřeměnu všeho na X hodnotili další experti:totální šílenství, začátečnický přešlap, amatéris-mus. Mark Ritson nelenil apopsal hned 12důvo-dů, proč je rebranding špatně.Celá kauza ukazuje, jak to sElonem Muskemchodí. Změnu prostě chtěl, atak si dupnul audělalji. OX jako „aplikaci na všechno“ mluvil už rok,doménu x.com měl zaregistrovanou už od 90. let.Proč dál čekat? Oznámení „tweetnul“ vnoci naneděli, kdy spustil „výběrové řízení“ na nové logomezi uživateli sítě. Vpondělí už bylo jiné. Sku-tečně respektovaná CEO Linda Yaccarino zbrklékroky majitele jen dobíhala se zpožděním.Firma neměla ani na vlastní síti (!) zabraný prol@X. Trvalo skoro týden, než ho získala. Přidá-vání příspěvků bylo vdobě uzávěrky pořád přes„tweet“, domovské tlačítko stále představovalabudka… Není divu, že si zrebrandingu utahujívšichni od uživatelů spár sledujícími po velké bran-dy. Aco hodnota 17 let pečlivě budované značky, jížse podařilo to, co málokteré — že se její jméno staloslovesem? Ta šla vniveč. Už včervnu podle BrandFinance spadla za Muskova působení otřetinuna 3,9 miliardy dolarů. Hodnota celé sítě, kterouMusk koupil za 44 miliard dolarů také klesá. Týdenrebrandingu podle různých odhadů umazal mezičtyřmi až dvaceti miliardami.Teď už chybí snad jen to, aby se ozval MarkZuckerberg, jehož Meta má „X“ registrované jakoochrannou známku pro sociální síť, avyměnil ji zaznačku Twitter se vším všudy.Jakub KřešničkaredaktorJak Elon Musk„exnul“ Twitter58 mld.MARKETING & MEDIAStrana 4
Knowlimits vede podleRECMA vžebříčku celkovýchaktivit mediálních agenturna českém trhu spodílem14,3procenta. Následují jiOMD, PHD, EssenceMediacomaCarat.Vivense, evropská značkanábytku adoplňků, angažova-la jako ambasadorku českéhozastoupení Taťánou Kucha-řovou. Spolupráce se týkázejména propagace značky nasítích, ale také jejího výběruproduktů Iconic Selection.Lipton je podle monitoringureklamy Ad Intel společnos-ti Newton nejaktivnějšímzadavatelem vsegmentuledových čajů. Za odbobí odčervna2022 do června2023vceníkových cenách investo-val 50,9 milionu korun. Násle-dují ho Fuzetea (37 mil.Kč)aNestea (17,5 mil. Kč).Analytics Data Factory,společnost zaměřující se nasprávu avyužití remníchdat, představila službu NEO-Data pro získávání, zpracová-ní avyhodnocování dat napříčsystémy atechnologiemi.Star Casino, síť s64poboč-kami vČesku, se zaměřila nasportovní sponzoring aspojilase sbojovníkem VáclavemSivákem ašipkařem KarlemSedláčkem. Portfolio spolupra-cí chce vbudoucnu rozšiřovatodalší sportovce iumělce.ÚOHS, Úřad pro ochranuhospodářské soutěže, povolilve zjednodušeném řízeníspojení soutěžitelů, díkyněmuž může Japan IndustrialPartners získat kontrolu nadToshiba Corporation.Action pokračuje vexpan-zi načeském trhu. Diskontotevřel už šestou pobočku zaletošní rok a50. za necelé třiroky od vstupu na místní trh.Bezrealitky spustila největ-ší letošní kampaň připrave-nou interním týmem aagen-turou Procio. Hlavní těžištěProfesní sociální síťLinkedIn vlastněnármou Microsoftúdajně vyvíjínového asistentapodporovanéhoumělou inteligencís názvem ‚LinkedInCoach‘. Ten by mělpomáhat uchazečůmhledat a ucházet seo práci, ale také jimradit se zlepšovánímjejich dovednostía networkingem.Nejblíže ke koupiMafry je zbrojařMajitel zbrojařské společnostiCzechoslovak Group MichalStrnad je díky nejvyšší nabíd-ce údajně nejblíže ke koupivydavatelství Mafra, kteréprostřednictvím HoldinguAgrofert patří do svěřenskéhofondu Andreje Babiše.Podle Deníku N měl MichalStrnad nabídnout více nežčtyři apůl miliardy korunaukončit tím vyjednávánímezi Agrofertem amajitelemenergetické společnosti Sev.en Pavlem Tykačem. Ten byldosud nejžhavějším kandidá-tem na zisk vydavatelství.Primárním důvodemprodeje je návrh na zpřísněnízákona ostřetu zájmů, kterýmá politikům znemožnit, abybyli skutečnými vlastníkyrem vydávajících média čipobírajících dotace ainvestič-ní pobídky. Včervnu novelaprošla Poslaneckou sněmov-nou ačeká se na verdikt Sená-tu. Účinnosti by měla nabýtod příštího roku.Podzim na ČT:Krobot iStarDanceGenerální ředitel České televi-ze Petr Dvořák, který 1.říjnapředá vedení Janu Součkovi,po čtyřiadvacáté anaposledpředstavil programové sché-ma ČT. Ta na podzim uvedekrimiseriál Oktopus, vdruhéřadě se vrátí obyvatelé Osadyaběhem sobotních večerů sebude na ČT opět tančit.Seriál Oktopus bude nasa-zen na pondělní večer aodlo-žené případy vněm budoupo třináct týdnů vyšetřovatMiroslav Krobot aMarikaŠoposká. Vedle návratůOsady iStarDance, kteroučeká již dvanáctá řada, budeodvysílána idesetidílná sérieJak se dělá dobrá škola, kdemoderátor Jiří Havelka budena širokém spektru mapovatmoderní přístupy kreforměčeského školství.Oslava deseti let vysíláníčeká na sdílené kanály ArtuaDéčka. Připravený je cykluske 20 letům Dejvického diva-dla či nový zábavně-vzděláva-cí pořad pro děti Bára aCoco.Kauand vregionech,Knihobot na zahraničníchtrzích, luxus na olympiáděatančící osobnosti zpětvČeské televizi.Strana 5
Brandy LVMHpodpoří olympiáduKoncern LVMH (MoëtHennessy Louis Vuitton) sdru-žující 75 luxusních značek sestal prémiovým partneremolympijských aparalym-pijských her 2024, které zanecelý rok začnou vPaříži.Vrámci partnerství sebude hodinářská společnostChaumet podílet na designumedailí, Moët Hennessy dodáalkoholické nápoje vrámcihospitality programu ařetězecSephora se stane partneremštafety spochodní, když zajistípodél trasy eventy, kde budoupropagovány iostatní brandykoncernu. Součástí spolupráceje také podpora francouzské-ho sportu acharity zaměřenéna mladé sportovce žijícívtěžkých podmínkách.Kaufland cílí naregionyŘetězec chce vnové kam-pani od agentury VMLY&Rpod heslem „Zlásky kregi-onům“ zdůraznit, že díkyspolupráci sdodavateli přímovregionech se kzákazníkůmdenně dostávají různé druhykvalitního ačerstvého zboží.Kampaň má dvě úrovně —celorepublikovou sústřednímspotem, jenž vznikl pod tak-tovkou režisérky Alice Nellis,aregionální. Ta bude kviděnívšesti vybraných krajíchavkaždém znich bude posta-vena na konkrétních místníchdodavatelích. Jejich tváře seobjeví na regionálních vizuá-lech, kde se pak objeví tvářefarmářů avýrobců potravin,jejichž produkty jsou vKau-andu kdostání. Vzniknoutaké online videa se stejnýmiregionálními dodavateliachybět nebude ani dopro-vodná microsite. Přímo vpro-dejnách zákazníci regionálníprodukty najdou vregálechavitrínách označených logemamottem kampaně.Knihobot vstoupilna nové trhyPod značkou Bookbot vstoupilonline knižní secondhandKnihobot na německýarakouský trh, což je po Slo-vensku první expanze. Trhyobsluhuje zčeského centrální-ho skladu, kamenné pobočkytam zatím neplánuje. Už nakonci roku by Bookbot mělna německých arakouskýchtrzích prodávat asi čtvrtinuzcelkového objemu knížekavblízké budoucnosti byměly oba trhy významemdohnat ten český.Zájem oESGRating rosteDo druhého ročníku ESGRatingu, jenž pořádá Asoci-ace společenské odpověd-nosti (ACSR) ve spoluprácisprogramem CEMS zFakultypodnikohospodářské VŠE,se přihlásilo 135 rem. Toje oproti prvnímu ročníkunárůst o55procent. „Některé,hlavně menší astřední pod-niky, které se letos zapojujípoprvé, hodlají ESG Ratingvyužít jako odrazový můstekpro seriózní práci na své ESGstrategii apřípravu na novélegislativní požadavky, kterébudou prorůstat celým doda-vatelským řetězcem,“ říkáLadislav Tyll, akademickýředitel programu CEMS.Nově jsou zastoupeny takésociální podniky „Rozhodlijsme se letošní ročník ilehceinovovat adát příležitost takésociálním podnikům. Zájembyl nad očekávání, přihlásilose jich hned dvanáct. Právěpro ně to znamená velkou pří-ležitost naučit se vnenanč-ním reportingu chodit neboho zdokonalit,“ uvádí LucieMádlová, ředitelka azaklada-telka ACSR. bude online, těžiště online,zapojí iPinterest aTikTok.Sclaimem „bez provize, bezstarostí, bez háčků“ ukazujehlavní přednosti platformy.Růžový slon, e -shop sero-tickým zbožím, navázal užšíspolupráci sCentrem Paraple.Cílem je zlepšit celkovou kva-litu sexuálního aintimníhoživota lidí shendikepem.L‚Oréal Paris od září2023spustí globální spoluprácismodelkou Kendall Jenner,kterou na sociálních sítích sle-duje více než 350 milionů lidí.Jako tvář make -upů má pomo-ci oslovit generaciZ, podleznačky je jejím ztělesněním.Primark vrámci nadcháze-jící kolekce pro podzim/zimusníží ceny stovek kusů dětskémódy. Reaguje tak na pokra-čující inaci.Aktuálně.cz spouští novýpodcast Safe Space moderá-torky pořadu Spotlight LindyBartošové. Chce se věnovattématům, která provázejístereotypy anepochopení.Super zoo rozšířila síťosvou celkově 350.prodejnu.Vedle toho rma, která zazna-menává meziroční nárůsttržeb o12procent, rozšiřujeportfolio vlastních značekoultraprémiové krmivo propsy Elbeville.Magnesia, značka minerá-lek skupiny Mattoni 1873, roz-šířila kampaň pro červnovénovinky Magnesia Plus oven-kovní reklamy. OOH brandposledních deset let nevyuží-val. Část kampaně sbillboar-dy, bigboardy asmartboardyzajišťuje agentura OMD.O2 Security zastavila jenběhem června 86 milionůinternetových hrozeb. Jeto nejvíce od loňského záříaproti květnu přibylo 55 mili-onů útoků.Fungies.io, startup pomá-hající herním studiím vybudo-vat vlastní e -shopy aobejít takplatformy jako Steam neboEpic Games ajejich poplatky,získal prostředky od skupinyinvestorů včetně DEPO Ventu-res, Czechfounders.VC, NectoLabs, CV VC, Outlier Ventu-res, Tatum aStartupYard.Skip Pay, platební službaČSOB, eviduje rostoucí zájemČechů ozahraniční e -shopy.Na začátku léta jejich podílčinil 18 procent, meziročněskoro otřetinu více. Častýmdůvodem jsou nižší ceny.Scaleupboard je novározvojová platforma pro lídryrem ajejich týmy, kterávznikla včervenci fúzí remBusiness Laboratory aScaleUp Impact. Strana 6
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