Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

32/2020

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

    JAK NA MEMES?
    Novozélandský mág
    sociálních sítí Ben Guerin
    pomohl Toryům vyhrát
    volby. Vříjnu promluví na
    Foru Media.
    str. 6–7
    UDRŽITELNOST
    V POPŘEDÍ ZÁJMU
    Firmy postupně tlumí
    „greenwashing“
    apodnikají společensky
    odpovědné kroky.
    str. 8–12
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  • Strana 2

    objednávejte na chci.mam.cz nebo na tel.: 735 707 420
    ODEJDOU Z AKA
    DALŠÍ AGENTURY?
    Asociace komunikačních
    agentur nezažívá dobré
    období, je rozdělena na
    dva tábory.
    str. 6–7
    HOTELIÉŘI ZKOUŠEJÍ
    PŘÍMÉ REZERVACE
    Podmínky některých
    online cestovních agentur
    začínají provozovatelům
    ubytování vadit.
    str. 8–9
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    ODEJDOU Z AKA
    DALŠÍ AGENTURY?
    Asociace komunikačních
    agentur nezažívá dobré
    období, je rozdělena na
    dva tábory.
    str. 6–7
    HOTELIÉŘI ZKOUŠEJÍ
    PŘÍMÉ REZERVACE
    Podmínky některých
    online cestovních agentur
    začínají provozovatelům
    ubytování vadit.
    str. 8–9
    ONLINE OSLOVÍME
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    Marketing & Media
    tištěný časopis
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    MAM_inzerce_predplatne_210x280_MAM_2020_32.indd 1MAM_inzerce_predplatne_210x280_MAM_2020_32.indd 1 04.08.2020 16:5304.08.2020 16:53
  • Strana 3

    Svatby jako
    řemen
    Vpodzimním schématu televize
    Nova se objevila novinka vpo-
    době reality show Svoji na prv
    pohled (Married at First Sight).
    Vní dají odborníci dohromady
    ry, které se poprvé uvidí, až při
    svatbě před oltářem. Po obřadu
    zamíří na línky apo uplynu-
    tí období osmi týdnů, kdy žijí
    normálně jako manželé, přic
    nální rozhodnutí, zda spolu
    r dál zůstane, nebo se nec
    rozvést. VUSA už má pořad za
    sebou deset sezon. Výsledky to-
    hoto sociálního experimentu jsou
    podle očekávání. Z34 párů se sice
    21 rozhodlo vmaelství zůstat
    ipo dvouměsíční „zkušebce“, ale
    stále vmanželství aktuálně žije
    už jen devět párů, což představu-
    je úspěšnost kolem 26 procent.
    Ato ještě výsledek vylepšují čísla
    zposledních sérií, zprvních čtyř
    zbyl jediný pár. Uvidíme, jak si
    povedou Češi.
    Vminulém týdnu mě zaujala
    reklama Audi na model RS4. Au-
    tomobilka vyobrazením holčičky,
    která jí banán astojí před autem,
    chtěla zdůraznit, že jde orodin
    auto. Po vlně kritiky, poukazu-
    jící mimo jiné třeba na sexlní
    podtext afalický symbol banánu,
    nakonec Audi reklamu shlo.
    Ve francouzském Renaultu
    se asi mezitím modlí, aby se
    hyperkoreknost nezaměřila ina
    ikonické logo jejich automobilky.
    Ablíží se termín podzimních
    voleb, takže už začínají klidu
    proudit první populistické úplat-
    ky. Přidáno dostanou důchodci
    (ojejichž vší životní úroveň by
    měl stát usilovat stále, nejen před
    volbami), debatuje se iosnížení
    daně zíjmu ato vše včase re-
    kordního půl bilionového schod-
    ku státního rozptu, který vláda
    schválila kvůli covid apomoci.
    Co na tom, že zcelkové sumy
    určené na pomoc podnikům
    jsou vyčerny kvůli byrokracii
    pouze jednotky procent? Hned se
    rozdává lépe! Avo tom to je...
    Přeji zajímavé čtení!
    Pavel Hejkrlík
    redaktor
    03
    EDITORIAL
    VŠKK potřebuje obsadit pozici vedoucího managera
    školní agentury Kreativní kancl.
    Hledáme zkušeného člověka, který čeká na novou výzvu.
    Velkých agentur už si užil dost a může předávat zkušenosti
    nastupující generaci, která směřuje do kreativního průmyslu.
    Předpokladem je empatie, flexibilita, organizační schopnosti
    a chuť do nových projektů (pedagogické zkušenosti jsou
    výhodou).
    Nabízíme:
     Práci s mladými lidmi v centru Prahy.
     Možnost parkování nebo jednoduchá dostupnost metrem.
    V případě zájmu napište na zadrazilov[email protected]
    Práce budoucnosti!
    Inzerce
    KYTARY.CZ KRIZI ZVLÁDLY
    A MÍŘÍ K MILIARDĚ V OBRATU
    Příležitost pramenící zkrize jsme
    využili achystáme se na kampaně
    vrádiu atelevizi, říká Filip Černý.
    str. 14–15
    DO PRAHY NA FORUM MEDIA
    SE CHYSTÁ „DIGITÁLNÍ KIWI“
    Memes klientům generují daleko více
    likeů, než sostikovaná práce graků,
    myslí si expert Ben Guerin.
    LIDÉ VĚŘÍ FIRMÁM, KTERÉ SE
    CHOVAJÍ ODPOVĚDNĚ
    Ty chtějí navzdory pandemické krizi
    setrvat na cestě kudržitelnosti. Některé
    nezikovky to zasáhne negativně.
    str. 6 –7
    str. 8 –12
    ZÁKAZNÍK VE STŘETU ZÁJMŮ
    Nakupování aspotřeba jsou dnes pro
    mnoho lidí spojené smixem pocitů,
    leckdy protichůdných. Vyplývá to ze
    studie Havas Prosumer Report.
    str. 16 –17
    PRÁVNÍ TÁPÁNÍ V SOUČASNÉM
    INFLUENCER MARKETINGU
    Na co by měly dát značky při
    spolupráci sinuencery pozor,
    popisuje právnička Petra Dolejšová.
    str. 18 –19
    JAK SE COVID PODEPSAL NA
    PPC KAMPANÍCH?
    Na trhu se zvyšuje poptávka po
    nástrojích podporujících všechny
    platformy, říká Pavel Vachek.
    str. 22 –23
    UDRŽITELNOST
    BRAND MARKETING FORUM MEDIACÍLOVÉ SKUPINYPRÁVO V MARKETINGUPPC KAMPANĚ
    Foto na titulní straně: VOJTĚCH RESLER
  • Strana 4

    Svodka
    Lidl si vposledních dnech
    (od6. do 9. srpna) testoval
    poptávku po našich regiolních
    produktech. Do své nabídky
    jich po omezenou dobu zadil
    70. Akci „Ochutnejte to nejlepší
    zregionů!“ doprovodila kampaň
    včetně TV spotů.
    R2B2 majoritně nyní vlast
    fond Genesis Growth Equity Fund
    I(GGEF I). Zakladatelé Kmail Fol-
    tin aMartin Čelikovský si ve r
    ponechají podíl. R2B2 provozuje
    digitální reklamní síť zahrnující
    echny obrazovky sinterne-
    tovým připojením — počítače,
    mobilní zařízení atelevizory.
    Adler Czech, výrobce
    znkového reklamho textilu,
    otevřela svůj showroom vHelsin-
    kách. Je vpořadí jejím devátým.
    Kromě Ústí nad Labem aOstravy,
    má showroomy také ve Vaavě,
    Budapešti, Bratislavě, Bukurešti,
    hřebu nebo Rize.
    Bageterie Boule-
    vard otevřela první poboč-
    ku na jihu Čech. Provozovna
    vobchodm cetru vČeských
    Budějovicích je 44. vČesku a49.
    včetně zahraničních trhů.
    Tzv. podpronájmy,
    jsou podle CBRE novým trendem
    na kancelářském trhu, který
    vznikl vdůsledk koronakrize.
    Aktuální pol těchto podproná-
    jmů — což je vlastně mezičlánek
    mezi klasickým pronájmem
    prostor acoworkingovým cent-
    rem — dosahuje jednoho procenta
    zcelkového trhu. Nejžádanější
    jsou prostory od 150 do 500me-
    trů čtverečních maxilně na
    tři roky.
    Digisemestr Online
    — online vzdělávací projekt Jindři-
    cha Fáborského (mj. pořadatel
    konference Marketing Festival
    nebo Reshoper) ajeho týmu — se
    spojil se specialistou na výkon-
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Tipsport a smršť
    kampaní
    Tipsport spouští jednu znej-
    rozsáhlejších dlouhodobých
    kampaní vhistorii. Do televize
    aonlinu nasazuje první ze tří
    desítek verzí růzch tematic-
    kých spo. Kampaň rozvíjí téma
    největší komunity sázkařů az-
    razňuje komunitní charakter
    zení sTipsportem. Ve spotech
    natočených snejpopulárnějšími
    českými aslovenskými sportovci
    se zobrazují interaktivní asoci-
    ální prvky, které největší česká
    zková společnost klientům
    nabízí: analýzy, sdílení tiketu
    avzájemné inspirace, statistiky
    kzápasu, chat adalší. Ve spotech
    vystupují jako tře Tipsportu
    například fotbalista pražské
    Sparty Bořek Dočkal, bojovník
    MMA Machmud Muradov, lyžařka
    asnowboardistka Ester Ledecká,
    beach volejbalistky Bára Herman-
    nová aMarkéta Nausch Sluková,
    kapitánka české basketbalové
    reprezentace Kateřina Elhotová
    azástupci hokejové reprezentace
    Dominik Kubalík aTomáš Zohor-
    na. Celkem se vkampani vystřídá
    osm různých sázkařsky popu-
    rních sportovních odvětví. Na
    kreativě Tipsport spolupracoval
    sfreelancery, produkci znovu
    svěřil společnosti Woobetz, spoty
    režíroval Jakub Švejkar. Spoty bu-
    dou nasazovány jako sponzorské
    vzkazy iklasické reklamy vdél-
    kách od 10 do 30 vteřin postupně
    podle sezony, vtelevizi se první
    znich objeví vpátek 14. srpna.
    Ne, raději
    knihu? Tak to už
    nyní neplatí
    ť knihkupectví Knihy Dob-
    rovský ainternetový obchod
    Alza.cz rozšířily svůj sortiment
    do nečekané oblasti. Začaly
    prodávat alkoholické nápoje.
    Knihy Dobrovský se spojily se
    společností Soare sekt ave-shopu
    nabízejí její edici sektů aodrů-
    Svět podle MAM
    Tipsport skampaněmi, alkohol si cestu
    najde, „Sla“ nakupuje aAlbert testuje
    VČesku je nyní
    asi 350 tisíc
    esportových
    hráčů, za pět let
    jich bude přes
    l milionu,
    odhaduje rma
    Moore. Objem
    peněz vodvětví
    přesáhne
    600milio
    korun
    04
    ZPRÁVY
    Foto: TIPSPORT
  • Strana 5

    nostní facebookovou reklamu
    Honzou Bartošem auvedou
    společně desetihodinový kurz,
    jak prodávat na Facebooku.
    Outlet Arena Mora-
    viaidala do portfolia nabíze-
    ných značek Esprit, její prodejna
    má 250 metrů čtverečních.
    Centrum hodlá počet značek
    vprůběhu srpna dále rozšířit.
    Pizza Coloseum, řetě-
    zec restaurací provozující celkem
    15 podniků, má vlastní in-store
    rádio shudební licencí od nezá-
    vislého správce autorských práv
    Soundreef. Dodavatelem služby
    je zlínská společnost IS Media,
    která dodává tuto službu asi do
    dvou tisíc obchodů aprovozoven
    vČR aSR.
    Samba.ai expanduje do za-
    hraní, otevírá pobočku ve Spo-
    jených státech. Startup, který se
    pomocí umělé inteligence snaží
    vylepšovat zákaznický zážitek při
    nakupování, meziročně vyrostl
    (díky koronakrizi) o70procent.
    Měsíční tržby dosahují téměř
    dvou milionů korun.
    Disney ozmila výsledky
    za třetí skální čtvrtletí. Spuštění
    služby on-demand videí těsně při
    startu pandemie (listopad 2019)
    zařídilo sice 60,5 milionu platí-
    cích diváků, ale tby rmy se
    meziročně propadly oosm mili-
    ard dolarů (z20,2 na 11,8 miliardy
    USD). Provozní zisk společnosti se
    snížil otři miliardy dola.
    555 milionu korun
    dosáhly tby českých kin vprv-
    m pololetí. Meziročně se jed
    oskoro 130procentní pokles.
    Vprvním pololetí kina navšvilo
    3,8 milionů diváků, vloňském
    roce to bylo skoro 8,8 milionu. Za
    celý loňský rok dohly tržby kin
    2,61 miliardy korun apočet divá-
    ků se vplhal na 18,3 milionu.
    Deník N zveřejnil výsledky,
    podle nich snižuje svou provozní
    ztrátu. Vprvním pololetí letošní-
    ho roku dohla osmi milionů ko-
    run. Vroce 2019 činila provoz
    ztráta 30 milionů korun.
    Atmedia, medlní zastu-
    pitelství 29 tematických stanic,
    oznámilo, že dohlo nejvyššího
    podílu na sledovanosti (vCS
    1569) od svého založení vroce
    2008. Podíl 5,1 procenta předsta-
    vuje desetiprocentní meziroční
    růst. Stojí za ním mimo ji
    rozšíření portfolia například
    oDiscovery Channel, Eurosport
    1 či TLC.
    dových vín zkolekce d´Alfons
    Mucha. „Toto partnerství pro
    s znamená propojení klasic
    znky akulturní tradice. Mnoho
    našich čtenářů si rádo dopřeje
    dobré víno kčetbě, proto zařa-
    zení právě vín do nabídky pro
    s bylo logickým krokem,“ řekl
    Adam Pýcha, ředitel e-commerce
    amarketingu Knihy Dobrovský.
    Alza.cz nestala jen uvína. Do
    sortimentu zařadila také destiláty
    anásledovat bude ipivo, které do-
    plní nealkoholické nápoje. Vna-
    bídce bude 700 druhů tichých
    vín asektů atéměř 600 destilátů.
    Alza tak reaguje další kategorií
    na změnu vchování spotřebitelů
    nastartovanou během pandemie.
    Už vbřeznu zadila do nabídky
    trvanlivé potraviny avkvětnu
    ibyly zážitky arozšířil se sorti-
    ment hudebních nástrojů. Již loni
    během léta internetový prodejce
    začal nabízet sportovní obuv,
    ekologickou drogerii aprodukty
    pro domácí zvířata. Již včerven-
    ci rozšířil sortiment také Zoot,
    když koděvům přidal kosmetiku
    se zaměřením na bio aírod
    výrobky (např. Econea aFolly).
    Kosmetiku mohou rmy prodávat
    přes Zoot online tiště.
    Instagram Reels
    proti TikToku
    Když je nemůžeš porazit, kup je
    nebo okopíruj. Tímto heslem se
    i budování impéria Facebooku
    řídí zakladatel Mark Zuckerberg.
    Vminulosti takto ztrhu pod
    největší sociální síť světa převedl
    Instagram nebo WhatsApp. Nyní
    mu do karet hraje snaha americ-
    kého prezidenta Donalda Trumpa
    zakázat vUSA čínskou aplikaci
    TikTok. Její mateřská rma Byte-
    Dance má jeden apůl měsíce na
    to, aby americkou část TikToku
    někomu prodala. Zájem má
    Microsoft, který by podle odhadů
    mohl americkou část byznysu
    TikToku koupit za sumu 20 až
    30 miliard dolarů. TikTok začal
    vposlední době šlapat díky mo-
    hutnému boomu na paty právě
    Instagramu. Zuckerberg nyní cítí
    šanci, jak se vUSA pokusit někte-
    ré uživatele přetáhnout aproto
    Instagram spustil novu funkci
    Reels. Jde vpodstatě oklon
    TikToku, kde mohou lidé ta
    nahrávat krátká videa doplně
    hudbou aefekty. Instagram tvrdí,
    že Reels jsou reakcí na nárůst po-
    ptávky po krátkém videoobsahu,
    ale inspirce čínskou konkurencí
    je jasně patrná. Podobný kousek
    Zuckerberg předvedl vminu-
    losti vpřípadě Snapchatu, který
    umožňoval nahrání fotky nebo
    videa, které po 24 hodinách zmi-
    zí. Instagram jej pak zkopíroval
    sfunkcí Stories.
    The Rock koupil
    ligu XFL
    Populární americký aní herec
    Dwayne „The Rock“ Johnson
    společně sbývalou manželkou
    Danou Garciaovou aspoleč-
    ností RedBird Capital Partners,
    která se věnuje sportovnímu
    managementu, koupili za patnáct
    milionů dolarů ligu amerického
    fotbaluXFL.
    XFL vznikla vroce 2000 jako
    konkurence zavedené NFL.
    Bežela však pouze jednu sezonu
    vroce 2001 apak se na dlouho
    odmlčela, rok 2020 měl být jejím
    návratem, což ale překazila pan-
    demie aXFL letos vdubnu skon-
    čila vbankrotu. Zájem koupit XFL
    měl The Rock ze dvou důvodů.
    „Kvůli mé vášni pro hru ataké
    touhu postarat se ofanoušky. Pro
    ně, hráče iechny okolo, kdo
    milují fotbal, chci vytvořit něco
    speciálního.“ Start nové liy je na-
    plánován na příští rok. Vsoutěži
    by mělo být osm týmů, nabídnout
    chce ijiná pravidla pro větší spád
    hry avyšší bezpečnost.
    „Naše znalosti společ
    sodhodm dodat vzrušující
    obsah povedou krozvoji značky
    XFL do multimediálního zážitku,
    který budou naši partneři, hráči
    ifanoušci sskou přijímat,
    uvedla Garcia, která je první
    ženou vlastnící nějakou profesi-
    onální soutěž vUSA. Společnost
    RedBird plánuje nakupovat další
    sportovní aktiva přes společnost
    RedBall Acquisition, vjejímž
    čele sedí například Billy Beane,
    valý funkcionář týmu Oakland
    Athletics, podle jehož příběhu byl
    natočen trhák Moneyball sBra-
    dem Pittem vhlavní roli.
    Se skenery je
    Albert pátý
    Albert testuje samoobsluž
    skenování zboží na prodejní
    ploše. Technologii Albert Scan
    uvedl vrekonstruované prodejně
    vJesenici uPrahy. Součástí nové-
    ho konceptu je isystém chlazení
    ovoce azeleniny suchou stude-
    nou párou či bezobalový prodej.
    Albert je jedním zposledních
    řetězců, které poskytly zákaz-
    kům technologii samoobsluž-
    ného scanování nákupů. Globus
    (Scan and Go) aTesco (Scan and
    Shop) ji zavedly vroce 2016, při-
    čemž Globus ji testoval už vroce
    2013. Kauand (KScan) aCoop
    (Self Scan) ji zavedly minulý rok.
    Billa aLidl zatím scanování náku-
    pů nenabízejí, Billa však na rozdíl
    od Lidlu má (stejně jako výše
    zmíněné řetězce) samoobsluž
    pokladny.
    05
    ZPRÁVY
    Zdroj: CBR.COM
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