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.
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JAK NA MEMES?Novozélandský mágsociálních sítí Ben Guerinpomohl Toryům vyhrátvolby. Vříjnu promluví naForu Media.str. 6–7UDRŽITELNOSTV POPŘEDÍ ZÁJMUFirmy postupně tlumí„greenwashing“apodnikají společenskyodpovědné kroky.str. 8–12SE ZÁKAZNÍKYUMÍME PRACOVATFILIPČERNÝ3210. srpna 202099 Kč / 4,90 €www.reklama-centrum.cz/TIPBatoh, 29 x 43 cm,kapsa pro notebook,s kabelembez DPHTIPStrana 2
objednávejte na chci.mam.cz nebo na tel.: 735 707 420ODEJDOU Z AKADALŠÍ AGENTURY?Asociace komunikačníchagentur nezažívá dobréobdobí, je rozdělena nadva tábory.str. 6–7HOTELIÉŘI ZKOUŠEJÍPŘÍMÉ REZERVACEPodmínky některýchonline cestovních agenturzačínají provozovatelůmubytování vadit.str. 8–9ONLINE OSLOVÍMETAKÉ KRITIKYCZESLAWWALEK313.srpna 202099Kč /4,90€www.reklama-centrum.cz/TIPTIPUV eliminátor bakteriíbez DPHroční 3 500 Kčdvouleté 6 000 Kčroční 3 500 Kčdvouleté 6 000 Kčroční 5 000 Kčdvouleté 10 000 Kčroční 10 000 Kčdvouleté 20 000 KčODEJDOU Z AKADALŠÍ AGENTURY?Asociace komunikačníchagentur nezažívá dobréobdobí, je rozdělena nadva tábory.str. 6–7HOTELIÉŘI ZKOUŠEJÍPŘÍMÉ REZERVACEPodmínky některýchonline cestovních agenturzačínají provozovatelůmubytování vadit.str. 8–9ONLINE OSLOVÍMETAKÉ KRITIKYCZESLAWWALEK313.srpna20 2099Kč/ 4,90€www.reklama-centrum.cz/TIPTIPUV eliminátor bakteriíbez DPHušetřete až14 000 Kčušetřete až34 000 KčONLINE OSLOVÍMETAKÉ KRITIKYCZESLAWCZESLAWWALEKPředplaťte siMarketing & Mediatištěný časopisMAMPRINTčasopis na webu nebo ve čtečceMAMDIGITALMAMKOMPLETMAM print + MAM digital + onlinearchiv + vstup Forum Media FocusMAMEXPERTMAM print + MAM digital + onlinearchiv + vstup Forum Media +vstup Forum Media Focusa získejte vstup na všechnyakce z cyklu Forum MediaMAM_inzerce_predplatne_210x280_MAM_2020_32.indd 1MAM_inzerce_predplatne_210x280_MAM_2020_32.indd 1 04.08.2020 16:5304.08.2020 16:53Strana 3
Svatby jakořemenVpodzimním schématu televizeNova se objevila novinka vpo-době reality show Svoji na prvnípohled (Married at First Sight).Vní dají odborníci dohromadypáry, které se poprvé uvidí, až přisvatbě před oltářem. Po obřaduzamíří na líbánky apo uplynu-tí období osmi týdnů, kdy žijínormálně jako manželé, přicházínální rozhodnutí, zda spolupár dál zůstane, nebo se nechározvést. VUSA už má pořad zasebou deset sezon. Výsledky to-hoto sociálního experimentu jsoupodle očekávání. Z34 párů se sice21 rozhodlo vmanželství zůstatipo dvouměsíční „zkušebce“, alestále vmanželství aktuálně žijeuž jen devět párů, což představu-je úspěšnost kolem 26 procent.Ato ještě výsledek vylepšují číslazposledních sérií, zprvních čtyřzbyl jediný pár. Uvidíme, jak sipovedou Češi.Vminulém týdnu mě zaujalareklama Audi na model RS4. Au-tomobilka vyobrazením holčičky,která jí banán astojí před autem,chtěla zdůraznit, že jde orodinnéauto. Po vlně kritiky, poukazu-jící mimo jiné třeba na sexuálnípodtext afalický symbol banánu,nakonec Audi reklamu stáhlo.Ve francouzském Renaultuse asi mezitím modlí, aby sehyperkoreknost nezaměřila inaikonické logo jejich automobilky.Ablíží se termín podzimníchvoleb, takže už začínají kliduproudit první populistické úplat-ky. Přidáno dostanou důchodci(ojejichž vyšší životní úroveň byměl stát usilovat stále, nejen předvolbami), debatuje se iosníženídaně zpříjmu ato vše včase re-kordního půl bilionového schod-ku státního rozpočtu, který vládaschválila kvůli covid apomoci.Co na tom, že zcelkové sumyurčené na pomoc podnikůmjsou vyčerpány kvůli byrokraciipouze jednotky procent? Hned serozdává lépe! Avo tom to je...Přeji zajímavé čtení!Pavel Hejkrlíkredaktor03EDITORIALVŠKK potřebuje obsadit pozici vedoucího manageraškolní agentury Kreativní kancl.Hledáme zkušeného člověka, který čeká na novou výzvu.Velkých agentur už si užil dost a může předávat zkušenostinastupující generaci, která směřuje do kreativního průmyslu.Předpokladem je empatie, flexibilita, organizační schopnostia chuť do nových projektů (pedagogické zkušenosti jsouvýhodou).Nabízíme: Práci s mladými lidmi v centru Prahy. Možnost parkování nebo jednoduchá dostupnost metrem.V případě zájmu napište na zadrazilov[email protected]Práce budoucnosti!InzerceKYTARY.CZ KRIZI ZVLÁDLYA MÍŘÍ K MILIARDĚ V OBRATUPříležitost pramenící zkrize jsmevyužili achystáme se na kampaněvrádiu atelevizi, říká Filip Černý.str. 14–15DO PRAHY NA FORUM MEDIASE CHYSTÁ „DIGITÁLNÍ KIWI“Memes klientům generují daleko vícelikeů, než sostikovaná práce graků,myslí si expert Ben Guerin.LIDÉ VĚŘÍ FIRMÁM, KTERÉ SECHOVAJÍ ODPOVĚDNĚTy chtějí navzdory pandemické krizisetrvat na cestě kudržitelnosti. Některénezikovky to zasáhne negativně.str. 6 –7str. 8 –12ZÁKAZNÍK VE STŘETU ZÁJMŮNakupování aspotřeba jsou dnes promnoho lidí spojené smixem pocitů,leckdy protichůdných. Vyplývá to zestudie Havas Prosumer Report.str. 16 –17PRÁVNÍ TÁPÁNÍ V SOUČASNÉMINFLUENCER MARKETINGUNa co by měly dát značky přispolupráci sinuencery pozor,popisuje právnička Petra Dolejšová.str. 18 –19JAK SE COVID PODEPSAL NAPPC KAMPANÍCH?Na trhu se zvyšuje poptávka ponástrojích podporujících všechnyplatformy, říká Pavel Vachek.str. 22 –23UDRŽITELNOSTBRAND MARKETING FORUM MEDIACÍLOVÉ SKUPINYPRÁVO V MARKETINGUPPC KAMPANĚFoto na titulní straně: VOJTĚCH RESLERStrana 4
SvodkaLidl si vposledních dnech(od6. do 9. srpna) testovalpoptávku po našich regionálníchproduktech. Do své nabídkyjich po omezenou dobu zařadil70. Akci „Ochutnejte to nejlepšízregionů!“ doprovodila kampaňvčetně TV spotů.R2B2 majoritně nyní vlastnífond Genesis Growth Equity FundI(GGEF I). Zakladatelé Kmail Fol-tin aMartin Čelikovský si ve rměponechají podíl. R2B2 provozujedigitální reklamní síť zahrnujícívšechny obrazovky sinterne-tovým připojením — počítače,mobilní zařízení atelevizory.Adler Czech, výrobceznačkového reklamního textilu,otevřela svůj showroom vHelsin-kách. Je vpořadí jejím devátým.Kromě Ústí nad Labem aOstravy,má showroomy také ve Varšavě,Budapešti, Bratislavě, Bukurešti,Záhřebu nebo Rize.Bageterie Boule-vard otevřela první poboč-ku na jihu Čech. Provozovnavobchodním cetru vČeskýchBudějovicích je 44. vČesku a49.včetně zahraničních trhů.Tzv. podpronájmy,jsou podle CBRE novým trendemna kancelářském trhu, kterývznikl vdůsledk koronakrize.Aktuální podíl těchto podproná-jmů — což je vlastně mezičlánekmezi klasickým pronájmemprostor acoworkingovým cent-rem — dosahuje jednoho procentazcelkového trhu. Nejžádanějšíjsou prostory od 150 do 500me-trů čtverečních maximálně natři roky.Digisemestr Online— online vzdělávací projekt Jindři-cha Fáborského (mj. pořadatelkonference Marketing Festivalnebo Reshoper) ajeho týmu — sespojil se specialistou na výkon-VÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNEUDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIATipsport a smršťkampaníTipsport spouští jednu znej-rozsáhlejších dlouhodobýchkampaní vhistorii. Do televizeaonlinu nasazuje první ze třídesítek verzí různých tematic-kých spotů. Kampaň rozvíjí témanejvětší komunity sázkařů azdů-razňuje komunitní charaktersázení sTipsportem. Ve spotechnatočených snejpopulárnějšímičeskými aslovenskými sportovcise zobrazují interaktivní asoci-ální prvky, které největší českásázková společnost klientůmnabízí: analýzy, sdílení tiketuavzájemné inspirace, statistikykzápasu, chat adalší. Ve spotechvystupují jako tváře Tipsportunapříklad fotbalista pražskéSparty Bořek Dočkal, bojovníkMMA Machmud Muradov, lyžařkaasnowboardistka Ester Ledecká,beach volejbalistky Bára Herman-nová aMarkéta Nausch Sluková,kapitánka české basketbalovéreprezentace Kateřina Elhotováazástupci hokejové reprezentaceDominik Kubalík aTomáš Zohor-na. Celkem se vkampani vystřídáosm různých sázkařsky popu-lárních sportovních odvětví. Nakreativě Tipsport spolupracovalsfreelancery, produkci znovusvěřil společnosti Woobetz, spotyrežíroval Jakub Švejkar. Spoty bu-dou nasazovány jako sponzorskévzkazy iklasické reklamy vdél-kách od 10 do 30 vteřin postupněpodle sezony, vtelevizi se prvníznich objeví vpátek 14. srpna.Ne, radějiknihu? Tak to užnyní neplatíSíť knihkupectví Knihy Dob-rovský ainternetový obchodAlza.cz rozšířily svůj sortimentdo nečekané oblasti. Začalyprodávat alkoholické nápoje.Knihy Dobrovský se spojily sespolečností Soare sekt ave-shopunabízejí její edici sektů aodrů-Svět podle MAMTipsport skampaněmi, alkohol si cestunajde, „Skála“ nakupuje aAlbert testujeVČesku je nyníasi 350 tisícesportovýchhráčů, za pět letjich bude přespůl milionu,odhaduje rmaMoore. Objempeněz vodvětvípřesáhne600milionůkorun04ZPRÁVYFoto: TIPSPORTStrana 5
nostní facebookovou reklamuHonzou Bartošem auvedouspolečně desetihodinový kurz,jak prodávat na Facebooku.Outlet Arena Mora-via přidala do portfolia nabíze-ných značek Esprit, její prodejnamá 250 metrů čtverečních.Centrum hodlá počet značekvprůběhu srpna dále rozšířit.Pizza Coloseum, řetě-zec restaurací provozující celkem15 podniků, má vlastní in-storerádio shudební licencí od nezá-vislého správce autorských právSoundreef. Dodavatelem službyje zlínská společnost IS Media,která dodává tuto službu asi dodvou tisíc obchodů aprovozovenvČR aSR.Samba.ai expanduje do za-hraničí, otevírá pobočku ve Spo-jených státech. Startup, který sepomocí umělé inteligence snažívylepšovat zákaznický zážitek přinakupování, meziročně vyrostl(díky koronakrizi) o70procent.Měsíční tržby dosahují téměřdvou milionů korun.Disney oznámila výsledkyza třetí skální čtvrtletí. Spuštěníslužby on-demand videí těsně přistartu pandemie (listopad 2019)zařídilo sice 60,5 milionu platí-cích diváků, ale tržby rmy semeziročně propadly oosm mili-ard dolarů (z20,2 na 11,8 miliardyUSD). Provozní zisk společnosti sesnížil otři miliardy dolarů.555 milionu korundosáhly tržby českých kin vprv-ním pololetí. Meziročně se jednáoskoro 130procentní pokles.Vprvním pololetí kina navštívilo3,8 milionů diváků, vloňskémroce to bylo skoro 8,8 milionu. Zacelý loňský rok dosáhly tržby kin2,61 miliardy korun apočet divá-ků se vyšplhal na 18,3 milionu.Deník N zveřejnil výsledky,podle nich snižuje svou provozníztrátu. Vprvním pololetí letošní-ho roku dosáhla osmi milionů ko-run. Vroce 2019 činila provozníztráta 30 milionů korun.Atmedia, mediální zastu-pitelství 29 tematických stanic,oznámilo, že dosáhlo nejvyššíhopodílu na sledovanosti (vCS1569) od svého založení vroce2008. Podíl 5,1 procenta předsta-vuje desetiprocentní meziročnírůst. Stojí za ním mimo jinérozšíření portfolia napříkladoDiscovery Channel, Eurosport1 či TLC.dových vín zkolekce d´AlfonsMucha. „Toto partnerství pronás znamená propojení klasickéznačky akulturní tradice. Mnohonašich čtenářů si rádo dopřejedobré víno kčetbě, proto zařa-zení právě vín do nabídky pronás bylo logickým krokem,“ řeklAdam Pýcha, ředitel e-commerceamarketingu Knihy Dobrovský.Alza.cz nezůstala jen uvína. Dosortimentu zařadila také destilátyanásledovat bude ipivo, které do-plní nealkoholické nápoje. Vna-bídce bude 700 druhů tichýchvín asektů atéměř 600 destilátů.Alza tak reaguje další kategoriína změnu vchování spotřebitelůnastartovanou během pandemie.Už vbřeznu zařadila do nabídkytrvanlivé potraviny avkvětnupřibyly zážitky arozšířil se sorti-ment hudebních nástrojů. Již loniběhem léta internetový prodejcezačal nabízet sportovní obuv,ekologickou drogerii aproduktypro domácí zvířata. Již včerven-ci rozšířil sortiment také Zoot,když koděvům přidal kosmetikuse zaměřením na bio apřírodnívýrobky (např. Econea aFolly).Kosmetiku mohou rmy prodávatpřes Zoot online tržiště.Instagram Reelsproti TikTokuKdyž je nemůžeš porazit, kup jenebo okopíruj. Tímto heslem sepři budování impéria Facebookuřídí zakladatel Mark Zuckerberg.Vminulosti takto ztrhu podnejvětší sociální síť světa převedlInstagram nebo WhatsApp. Nynímu do karet hraje snaha americ-kého prezidenta Donalda Trumpazakázat vUSA čínskou aplikaciTikTok. Její mateřská rma Byte-Dance má jeden apůl měsíce nato, aby americkou část TikTokuněkomu prodala. Zájem máMicrosoft, který by podle odhadůmohl americkou část byznysuTikToku koupit za sumu 20 až30 miliard dolarů. TikTok začalvposlední době šlapat díky mo-hutnému boomu na paty právěInstagramu. Zuckerberg nyní cítíšanci, jak se vUSA pokusit někte-ré uživatele přetáhnout aprotoInstagram spustil novu funkciReels. Jde vpodstatě oklonTikToku, kde mohou lidé takénahrávat krátká videa doplněnáhudbou aefekty. Instagram tvrdí,že Reels jsou reakcí na nárůst po-ptávky po krátkém videoobsahu,ale inspirce čínskou konkurencíje jasně patrná. Podobný kousekZuckerberg předvedl vminu-losti vpřípadě Snapchatu, kterýumožňoval nahrání fotky nebovidea, které po 24 hodinách zmi-zí. Instagram jej pak zkopírovalsfunkcí Stories.The Rock koupilligu XFLPopulární americký akční herecDwayne „The Rock“ Johnsonspolečně sbývalou manželkouDanou Garciaovou aspoleč-ností RedBird Capital Partners,která se věnuje sportovnímumanagementu, koupili za patnáctmilionů dolarů ligu americkéhofotbaluXFL.XFL vznikla vroce 2000 jakokonkurence zavedené NFL.Bežela však pouze jednu sezonuvroce 2001 apak se na dlouhoodmlčela, rok 2020 měl být jejímnávratem, což ale překazila pan-demie aXFL letos vdubnu skon-čila vbankrotu. Zájem koupit XFLměl The Rock ze dvou důvodů.„Kvůli mé vášni pro hru atakétouhu postarat se ofanoušky. Proně, hráče ivšechny okolo, kdomilují fotbal, chci vytvořit něcospeciálního.“ Start nové liy je na-plánován na příští rok. Vsoutěžiby mělo být osm týmů, nabídnoutchce ijiná pravidla pro větší spádhry avyšší bezpečnost.„Naše znalosti společněsodhodláním dodat vzrušujícíobsah povedou krozvoji značkyXFL do multimediálního zážitku,který budou naši partneři, hráčiifanoušci sláskou přijímat,“uvedla Garcia, která je prvníženou vlastnící nějakou profesi-onální soutěž vUSA. SpolečnostRedBird plánuje nakupovat dalšísportovní aktiva přes společnostRedBall Acquisition, vjejímžčele sedí například Billy Beane,bývalý funkcionář týmu OaklandAthletics, podle jehož příběhu bylnatočen trhák Moneyball sBra-dem Pittem vhlavní roli.Se skenery jeAlbert pátýAlbert testuje samoobslužnéskenování zboží na prodejníploše. Technologii Albert Scanuvedl vrekonstruované prodejněvJesenici uPrahy. Součástí nové-ho konceptu je isystém chlazeníovoce azeleniny suchou stude-nou párou či bezobalový prodej.Albert je jedním zposledníchřetězců, které poskytly zákaz-níkům technologii samoobsluž-ného scanování nákupů. Globus(Scan and Go) aTesco (Scan andShop) ji zavedly vroce 2016, při-čemž Globus ji testoval už vroce2013. Kauand (KScan) aCoop(Self Scan) ji zavedly minulý rok.Billa aLidl zatím scanování náku-pů nenabízejí, Billa však na rozdílod Lidlu má (stejně jako výšezmíněné řetězce) samoobslužnépokladny. 05ZPRÁVYZdroj: CBR.COMStrana 6
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