Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
32/2021
Časopis Marketing a Media je prestižním,mimořádně vlivným oborovým médiem. Věnuje se oblasti byznysové komunikace, reklamy a médiím. Každý týden přináší exkluzívní rozhovory s nejvlivnějšími a nejzajímavějšími osobnostmi z branže, přináší obsahovou inspiraci a současně představuje platformu pro kritickou diskuzi.
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CENOTVORBA PODLEUMĚLÉ INTELIGENCES rozvojem prodejníchkanálů roste využitídynamického pricingu nazákladě chytré analytiky.str. 8–11PRINTOVÉ TITULYOPĚT OŽÍVAJÍTisku se zvyšují inzertnípříjmy a vzniká mnohonových projektů. Covidovývýpadek se daří tlumit.str. 14–15SPOLÉHÁTE SE NASPRÁVNÉ ZDROJE?Agentury i rmy jsou častopři plánování odkázány nanákup dat, jejichž kvalitěmusí důvěřovat.str. 16–17ZNAČKU MUSÍMEOPRÁŠITJANSADÍLEK329. srpna 202199 Kč / 4,90 €Strana 2
objednávejte na chci.mam.cz nebo na tel.: 735 707 420FESTIVALY SE BOJÍODLIVU PARTNERŮZnačky se začínajíodklánět od akcí kcharitě.Promotéři doufají vnovédohody apříznivější vývoj.str. 8–11MARKETING VERSUSMATTERINGUdržitelný marketingje mýtus. Firmy musejízačít od produktů, jinakgreenwashingem utrpí.str. 20–21BUDOUCNOST VOZŮV HYBRIDECH A VODÍKUToyota má kolympiáděněkolik kampaní, vČeskuvyužívá ambasadory acílína čistou dopravu.str. 22–23BRAND MUSÍ MÍTSVŮJ „KSICHT“MARTINŽUFÁNEK312. srpna 202199 Kč / 4,90 €roční 3 500 Kčdvouleté 6 000 Kčroční 3 500 Kčdvouleté 6 000 Kčroční 5 000 Kčdvouleté 10 000 Kčroční 10 000 Kčdvouleté 20 000 KčFESTIVALY SE BOJÍODLIVU PARTNERŮZnačky se začínajíodklánět od akcí kcharitě.Promotéři doufají vnovédohody apříznivější vývoj.str.8–11MARKETING VERSUSMATTERINGUdržitelný marketingje mýtus. Firmy musejízačít od produktů, jinakgreenwashingem utrpí.str. 20–21BUDOUCNOST VOZŮV HYBRIDECH A VODÍKUToyota má kolympiáděněkolik kampaní, vČeskuToyota má kolympiáděněkolik kampaní, vČeskuToyota má kolympiáděvyužívá ambasadory acílína čistou dopravu.str.22–23BRAND MUSÍ MÍTSVŮJ „KSICHT“MARTINŽUFÁNEK312.srpna202 199Kč / 4,90 €FESTIVALY SE BOJÍODLIVU PARTNERŮZnačky se začínajíodklánět od akcí kcharitě.Promotéři doufají vnovédohody apříznivější vývoj.str.8–11MARKETING VERSUSMATTERINGUdržitelný marketingje mýtus. Firmy musejízačít od produktů, jinakgreenwashingem utrpí.str. 20–21BUDOUCNOST VOZŮV HYBRIDECH A VODÍKUToyota má kolympiáděněkolik kampaní, vČeskuToyota má kolympiáděněkolik kampaní, vČeskuToyota má kolympiáděvyužívá ambasadory acílína čistou dopravu.str.22–23BRAND MUSÍ MÍTSVŮJ „KSICHT“MARTINŽUFÁNEK312.srpna202 199Kč / 4,90 €ušetřete až14 000 Kčušetřete až34 000 KčBRAND MUSÍ MÍTSVŮJ „KSICHT“MARTINŽUFÁNEKtištěný časopisMAMPRINTčasopis na webu nebo ve čtečceMAMDIGITALMAMKOMPLETMAM print + MAM digital+ online archivMAMEXPERTMAM print + MAM digital + onlinearchiv + vstup Forum MediaVyberte siz naší široké nabídkypředplatnéhoBRAND MUSÍ MÍTSVŮJ „KSICHT“MARTINŽUFÁNEKMAM_inz_predplatne_210x280_MAM_2021.indd 1MAM_inz_predplatne_210x280_MAM_2021.indd 1 02.08.2021 14:0602.08.2021 14:06Strana 3
Bublina sNFT (nezaměnitelnévirtuální tokeny) pořád ne-praskla. Na vlnu sběratelství digi-tálních obrázků, jejichž pravostse ověřuje přes blockchain, kdese snimi obchoduje jako skryp-toměnami, naskakuje čím dálvíce značek. Úspěšnou aukci dílaod TMBK má za sebou tuzemskýMcDonald, jehož nadaci vyneslapřes čtvrt milionu korun. Svéprvní NFT už prodala iCoca -Cola.Prvního digitálního hrdinuukázal též Marvel, který umí jakosběratelský hit držet iplastovégurky, což je vdobě všudypří-tomné udržitelnosti docela sci -.Brandy zatím zůstávají uvyuži-tí NFT jako sbírek pro fanoušky.Jejich množství dosud omezujevcelku náročný přístup do prosto-ru kryptoměn aNFT, pro který jepotřeba pár desítek kroků aněko-lika virtuálních peněženek. Až sesystém zjednoduší na pár kliků,otevře se značkám více možností.Už teď se třeba mluví otom, že byna blockchainu mohly fungovativěrnostní systémy obchodníků.Člověku by stačila jedna peněžen-ka, aby měl přístup do různýchprogramů aodměny vzájemněsměňoval jako NFT. Zvlášť byto pak vyniklo ve virtuálníchsvětech — metaversech. Vlastníhoavatara by uživatel oblékal doznačkových NFT oděvních rem,do digitální nemovitosti by si po-řídil NFT výbavu amohl vyrážetdo virtuálních obchodů reálnýchbrandů sjejich digitálním sorti-mentem. Značkám iagenturámby se tím otevřely další marketin-gové možnosti neomezované anifyzikálními zákony.Ostatně metaversy protkanésvými aplikacemi plánuje třebaMicrosoft nebo Facebook. Jak tove výsledku dopadne, je otázka.Já osobně mám z„Matrixu“, jehožarchitektem bude Mark Zucker-berg, trochu obavy. Zvlášť, kdyžpán Facebooku teď hledá dalšícestu pro zisky, až jeho stávajícímsítím do budoucna přiškrtí příjmyrůzné iniciativy na ochranu datuživatelů. Metaversy nejsounic jiného, než data. Aoně jdepředevším.Jakub KřešničkaredaktorNová funkčnítechnologie?InzerceEDITORIALHledáme 10 nejlepších v každém krajiSTAŇTE SE FIRMOU ROKU 2021!BEZNOSKA, s.r.o., Firma roku Středočeského kraje 2020www.firmaroku.czÚspěch v soutěži je také úspěchem vašichzaměstnanců. Vítězství ve Firmě roku bylomotivací avzpruhou pro celý kolektiv.IBMFIRMA ROKU16.ZR_2021_inz_citaty_210x99_MAM_beznoska.indd 1ZR_2021_inz_citaty_210x99_MAM_beznoska.indd 1 22.06.2021 15:5122.06.2021 15:51CENOTVORBATISKCENY PAPÍRU LETÍ VZHŮRUKvůli nedostatku vstupních surovinpapír nebývale podražil, navíc je hona trhu málo. Zdraží itištěné tituly?str. 18STRATEGIEJSEM DUŠÍ SBĚRATEL, ŘÍKÁNOVÝ ŠÉF AUKRA JAN SADÍLEKPůsobil roky vAlze, ale zdá se, že ažnyní je opravdu ve svém živlu.str. 12 –13REKLAMNÍ PŘÍJMYLEPŠÍ UŽ TO NEBUDEGoogle, Facebook či Amazon stáletěží zinzertních příjmů. Úspěchdruhého kvartálu už ale nazopakují.str. 22DYNAMICKÁ CENOTVORBAPráce scenami na základě datasimulací nákupů umožňuje zlepšitpráci na skladě iomezit plýtvání.str. 8 –11Foto na titulní straně: BOHUMIL POSPÍŠILStrana 4
SvodkaAgentura Ewing uspělavprestižní PR soutěži GoldenWorld Awards. Zvítězila meziagenturními mezinárodnímikampaněmi sprojektem prospolečnost AnyDesk, který vzniklve spolupráci sAd13.TikTok uzavřel globální part-nerství sPublicis Groupe. Klientisítě získají přednostní přístupknovým obchodním nástrojům.Podobnou spolupráci už máTikTok sWPP.ČRo Radiožurnálznovu navýšil náskok vpozicinejposlouchanějšího rádia vČRvdenním itýdenním poslechu.Podíl Českého rozhlasu na posle-chovosti dosáhl podle výzkumuRadioprojekt za první adruhéčtvrtletí 27,4 procenta.Insights Festivalproběhne online azdarma od 20.do 22. září. Konference pořádanásdružením ESOMAR se zaměří nainovace ve výzkumu trhu.RegioJet spustil nový webaprodejní aplikaci. Vytvářel jeinterní tým, jenž byl kvůli digita-lizaci sestaven loni.Mattoni 1873 je výhrad-ním výrobcem adistributoremnealko nápojů PepsiCo vRakous-ku. Už tak působí vČesku, Sloven-sku, Maďarsku aBulharsku.Agentura DialogMedia se stala mediálnímpartnerem soutěže CreativeHeroes Award, která po prvníchdvou ročnících vNizozemskuproběhne vČesku. Vyhlášenívítězů je 14. října ze Škoda Muzea.RemaExtra, mezinárodníveletrh reklamy atisku, se koná15. až 17. září ve Varšavě. Účastníse přes sto vystavovatelů,regist-rováni jsou účastníci ze 43 zemí.Podcasty.cz se jmenujenová platforma společnosti Se-znam saudiopořady tuzemskýchtvůrců. Solupráce je vázánasmlouvou aSeznam.cz budejejich obsah monetizovat.VÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNEUDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIANova spustístanici pro ženySkupinu Nova čekají na podzimvelké změny. Stanice Nova 2 sepřejmenuje na Nova Fun abudese ještě více zaměřovat na obsahpro mladší cílovou skupinu. NovaAction sice nemění název, aleprošla repositioningem, měnísvůj koncept, graku iobsah.Během podzimu se také před-staví iúplně nová stanice — NovaLady zaměřená na divačky. NovaCinema iNova Gold zůstávají,ainadále budou divákům při-nášet české isvětové megalmy,respektive seriály či jiné oblíbenéformáty ze zlatého fondu TVNova. „Malé stanice skupiny Novamají na trhu dlouhodobě silnoupozici. Rozhodli jsme se ale, žeje chceme ještě posílit apřinéstnašim divákům nový obsah inovéznačky,“ říká Jakub Strýček,marketingový ředitel TV Nova.Grackou akonceptuální část za-střešila londýnská agentura RedBee Media, jež stojí za podobnýmiprojekty například pro UniversalTV, Discovery+, AMC NetworksInternational nebo BBC.Vinařský fondchystá tendrVinařský fond bude brzo vybíratagentury pro komunikačníkampaň na podporu vín zMoravyazČech pro období od roku 2022do roku 2025.Poptávat bude služby stra-tegické akreativní agentury,produkční služby amediálníagenturu. Rozpočet na zmíněnéobdobí odhaduje fond na zhrubaSvět podle MAMStanice pro ženy, tendr uvinařů, Seznamžaluje Google areklama vBěloruskuTvůrci seriáluSouth ParkpodepsalidohodusViacomCBSza 900 milionůdolarů. Natočídalších šest sériía14 lmů proParamount+Foto: TV NOVA04ZPRÁVYStrana 5
InzerceIn-store designa modulárnístojanyEkoLow costIlluminatedInteractiveJsme výrobci In-store designu a prodejních stojanů.Jde to lehce: Nastavíme fungující strategii Vytvoříme kreativní designový návrh Nízké ceny přímého výrobceRealizace největšího rebrandingu v ČR přinesla meziroční nárůst tržeb o 35 % (síť drogerií Teta).www.moris.czNárůst tržeb až35%100 milionů korun celkem promarketingovou, produkční ime-diální odnož kampaně. ZástupciVinařského fondu zatím absol-vovali předběžnou tržní kon-zultaci anyní nalizují zadávacídokumentaci. Doposud marke-tingovou část zajišťovala agenturaMcCann, mediální agenturou jeaktuálně MQI Brno.„Zatímco vminulém obdobíbylo ústředním tématem spojenívína ajídla, tentokrát, sohledemna vývoj kolem pandemie, sechceme soustředit na patrio-tismus spojený svinařstvímapředstavování práce vinařů,“sdělil MAM ředitel Vinařskéhofondu Jaroslav Machovec stím, žetentokrát hledá fond agenturníštiky. Chce ušetři azároveň dátšanci menším.Seznam podalžalobu naGoogleTuzemská internetová jedničkaSeznam.cz podala kMěstskémusoudu vPraze žalobu na společ-nost Google, po níž žádá desetmiliard korun. Seznam chcenahradit škodu, která mu vzniklavletech 2011 — 2018 za omezováníhospodářské soutěže azneuží-vání dominantního postavení.„Vdůsledku protiprávníhojednání přišel Seznam omožnostrovnocenně bojovat opostavenína trhu svyhledávacími službamizejména vmobilních zařízeních.Ke zneužití svého dominantní-ho postavení se Google uchýlilve zcela klíčovém období, tedyvdobě, kdy se mobilní trh svy-hledávacími službami začínalrozvíjet,“ uvedla mluvčí SeznamuAneta Kapuciánová.O2 TV spustilakampaň Myjsme sportSpolečnost O2 se od srpna zamě-řuje na komunikaci digitální te-levize O2 TV. Špičkoví sportovci,nejlepší přenosy azačátek novésezony. Právě otom je nová kam-paň, ve které se objeví kompletníambasadorský tým O2 TV.Kampaň reaguje rovněž navýznamné rozšíření sportovníhoobsahu. Diváci O2 TV se mohounově těšit na stovky atraktivníchpřenosů zLiy mistrů UEFA,německé Bundesliy, italské SerieAataké španělské La Liy. Hlavnítváří reklamního spotu se stalPetr Čech, jeden znejúspěšněj-ších brankářů všech dob.Fanoušci se budou vpříštíchtýdnech na internetu, vtelevizi,outdooru ivtištěné inzerci setká-vat rovněž sdalšími ambasadory,tedy Karolínou Plíškovou, aktu-álně sedmou nejlepší tenistkousvěta, Makhmudem Muradovem,elitním UFC zápasníkem, nebohokejovým brankářem SašouSalákem. Nejslavnější zástupcičeského sportu budou také při-nášet na sociální sítě exkluzivnívloy přímo ze zákulisí, pravidel-né rozhovory či zajímavé ohlasy.Zadavatelédál inzerujív běloruské TVDvě ze tří reklam na bělorus-ké státní televizi pocházejí odzápadoevropských aseveroame-rických reklamních zadavatelů.Na tuto skutečnost upozornilaněmecko-švýcarská organiza-ce Libereco, která pozorovalaběloruské stanice Belarus 1, ONTaCTV,Režim je zodpovědný zadesítky tisíc zatčených avěznípřes 600 politických odpůrců. Jenejspíše zodpovědný za nedáv-nou smrt aktivisty Vitalije Šišova,strach zrežimu mají iolympioni-ci, kteří se odmítají vrátit do vlas-ti. Například sprinterka KryscinaCimanouská nebo sedmibojařkaJana Maksimovová smanželemadesetibojařem AndrejemKravčankem.Libereco proto po „západních“společnostech požaduje, aby svéreklamy okamžitě stáhly. Jednáse například oProcter & Gamble,Nestlé, Henkel, Coca-Colu neboL’Oréal.05ZPRÁVYFoto: O2 TVStrana 6
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Marketing & Media