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.

  • Strana 1

    CENOTVORBA PODLE
    UMĚLÉ INTELIGENCE
    S rozvojem prodejních
    kanálů roste využití
    dynamického pricingu na
    základě chytré analytiky.
    str. 8–11
    PRINTOVÉ TITULY
    OPĚT OŽÍVAJÍ
    Tisku se zvyšují inzertní
    příjmy a vzniká mnoho
    nových projektů. Covido
    výpadek se daří tlumit.
    str. 14–15
    SPOLÉHÁTE SE NA
    SPRÁVNÉ ZDROJE?
    Agentury i rmy jsou často
    při plánování odkázány na
    nákup dat, jejichž kvalitě
    musí důvěřovat.
    str. 16–17
    ZNAČKU MUSÍME
    OPRÁŠIT
    JAN
    SADÍLEK
    32
    9. srpna 2021
    99 Kč / 4,90
  • Strana 2

    objednávejte na chci.mam.cz nebo na tel.: 735 707 420
    FESTIVALY SE BOJÍ
    ODLIVU PARTNERŮ
    Značky se začínají
    odklánět od akcí kcharitě.
    Promotéři doufají vnové
    dohody apříznivější vývoj.
    str. 8–11
    MARKETING VERSUS
    MATTERING
    Udržitelný marketing
    je mýtus. Firmy musejí
    začít od produktů, jinak
    greenwashingem utrpí.
    str. 20–21
    BUDOUCNOST VOZŮ
    V HYBRIDECH A VODÍKU
    Toyota má kolympiádě
    několik kampaní, vČesku
    využívá ambasadory acílí
    na čistou dopravu.
    str. 22–23
    BRAND MUSÍ MÍT
    SVŮJ „KSICHT“
    MARTIN
    ŽUFÁNEK
    31
    2. srpna 2021
    99 / 4,90
    roční 3 500 Kč
    dvouleté 6 000 Kč
    roční 3 500 Kč
    dvouleté 6 000 Kč
    roční 5 000 Kč
    dvouleté 10 000 Kč
    roční 10 000 Kč
    dvouleté 20 000 Kč
    FESTIVALY SE BOJÍ
    ODLIVU PARTNERŮ
    Značky se začínají
    odklánět od akcí kcharitě.
    Promotéři doufají vnové
    dohody apříznivější vývoj.
    str.
    8–11
    MARKETING VERSUS
    Udržitelný marketing
    je mýtus. Firmy musejí
    začít od produktů, jinak
    greenwashingem utrpí.
    str. 20–21
    BUDOUCNOST VOZŮ
    V HYBRIDECH A VODÍKU
    Toyota má kolympiádě
    několik kampaní, vČesku
    Toyota kolympiá
    několik kampaní, vČesku
    Toyota kolympiá
    využívá ambasadory acílí
    na čistou dopravu.
    str.
    22–23
    BRAND MUSÍ MÍT
    SJ „KSICHT“
    MARTIN
    ŽUFÁNEK
    31
    2.srpna202 1
    99 / 4,90
    FESTIVALY SE BOJÍ
    ODLIVU PARTNERŮ
    Značky se začínají
    odklánět od akcí kcharitě.
    Promotéři doufají vnové
    dohody apříznivější vývoj.
    str.
    8–11
    MARKETING VERSUS
    Udržitelný marketing
    je mýtus. Firmy musejí
    začít od produktů, jinak
    greenwashingem utrpí.
    str. 20–21
    BUDOUCNOST VOZŮ
    V HYBRIDECH A VODÍKU
    Toyota má kolympiádě
    několik kampaní, vČesku
    Toyota kolympiá
    několik kampaní, vČesku
    Toyota kolympiá
    využívá ambasadory acílí
    na čistou dopravu.
    str.
    22–23
    BRAND MUSÍ MÍT
    SVŮJ „KSICHT“
    MARTIN
    ŽUFÁNEK
    31
    2.srpna202 1
    99 / 4,90
    ušetřete až
    14 000 Kč
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    34 000 Kč
    BRAND MUSÍ MÍT
    SVŮJ „KSICHT
    MARTIN
    ŽUFÁNEK
    tištěný časopis
    MAM
    PRINT
    časopis na webu nebo ve čtečce
    MAM
    DIGITAL
    MAM
    KOMPLET
    MAM print + MAM digital
    + online archiv
    MAM
    EXPERT
    MAM print + MAM digital + online
    archiv + vstup Forum Media
    Vyberte si
    z naší široké nabídky
    edplatného
    BRAND MUSÍ MÍT
    SVŮJ „KSICHT
    MARTIN
    ŽUFÁNEK
    MAM_inz_predplatne_210x280_MAM_2021.indd 1MAM_inz_predplatne_210x280_MAM_2021.indd 1 02.08.2021 14:0602.08.2021 14:06
  • Strana 3

    Bublina sNFT (nezaměnitel
    virtlní tokeny) pořád ne-
    praskla. Na vlnu sběratelství digi-
    lních obrázků, jejichž pravost
    se ověřuje přes blockchain, kde
    se snimi obchoduje jako skryp-
    toměnami, naskakuje čím dál
    více značek. Úspěšnou aukci díla
    od TMBK má za sebou tuzemský
    McDonald, jehož nadaci vynesla
    přes čtvrt milionu korun. S
    první NFT už prodala iCoca -Cola.
    Prvního digitálho hrdinu
    ukázal též Marvel, který umí jako
    sběratelský hit držet iplastové
    gurky, což je vdobě všudypří-
    tomné udržitelnosti docela sci -.
    Brandy zatím zůstávají uvyi-
    tí NFT jako sbírek pro fanoušky.
    Jejich množství dosud omezuje
    vcelku náročný přístup do prosto-
    ru kryptoměn aNFT, pro který je
    potřeba pár desítek kroků aněko-
    lika virtuálních peněženek. Až se
    systém zjednoduší na pár kliků,
    otevře se značm více možností.
    Už teď se třeba mluví otom, že by
    na blockchainu mohly fungovat
    ivěrnostní systémy obchod.
    Člověku by stačila jedna peněžen-
    ka, aby měl přístup do různých
    programů aodměny vzájem
    směňoval jako NFT. Zvlášť by
    to pak vyniklo ve virtlních
    světech — metaversech. Vlastho
    avatara by uživatel oblékal do
    značkových NFT oděvních rem,
    do digitální nemovitosti by si po-
    řídil NFT výbavu amohl vyžet
    do virtlních obchodů reálných
    brandů sjejich digitálm sorti-
    mentem. Značm iagentum
    by se tím otevřely daí marketin-
    gové možnosti neomezované ani
    fyzikálními zákony.
    Ostatně metaversy protka
    svými aplikacemi plánuje třeba
    Microsoft nebo Facebook. Jak to
    ve výsledku dopadne, je otázka.
    Já osobně mám z„Matrixu, jehož
    architektem bude Mark Zucker-
    berg, trochu obavy. Zvlášť, když
    n Facebooku teď hledá další
    cestu pro zisky, až jeho stávajícím
    sítím do budoucna přiškrtí příjmy
    různé iniciativy na ochranu dat
    uživatelů. Metaversy nejsou
    nic jiného, než data. Aoně jde
    především.
    Jakub Křešnička
    redaktor
    Nová funkční
    technologie?
    Inzerce
    EDITORIAL
    Hledáme 10 nejlepších v každém kraji
    STAŇTE SE FIRMOU ROKU 2021!
    BEZNOSKA, s.r.o., Firma roku Středočeského kraje 2020
    www.firmaroku.cz
    Úspěch v soutěži je také úspěchem vašich
    zaměstnanců. Vítězství ve Firmě roku bylo
    motivací avzpruhou pro celý kolektiv.
    IBM
    FIRMA ROKU
    16.
    
    
    ZR_2021_inz_citaty_210x99_MAM_beznoska.indd 1ZR_2021_inz_citaty_210x99_MAM_beznoska.indd 1 22.06.2021 15:5122.06.2021 15:51
    CENOTVORBATISK
    CENY PAPÍRU LETÍ VZHŮRU
    Kvůli nedostatku vstupních surovin
    papír nebývale podražil, navíc je ho
    na trhu málo. Zdraží itištěné tituly?
    str. 18
    STRATEGIE
    JSEM DUŠÍ SBĚRATEL, ŘÍKÁ
    NOVÝ ŠÉF AUKRA JAN SADÍLEK
    Působil roky vAlze, ale zdá se, že až
    nyní je opravdu ve svém živlu.
    str. 12 –13
    REKLAMNÍ PŘÍJMY
    LEPŠÍ UŽ TO NEBUDE
    Google, Facebook či Amazon stále
    těží zinzertních příjmů. Úspěch
    druhého kvartálu už ale nazopakují.
    str. 22
    DYNAMICKÁ CENOTVORBA
    Práce scenami na základě dat
    asimulací nákupů umožňuje zlepšit
    práci na skladě iomezit plýtvání.
    str. 8 –11
    Foto na titulní straně: BOHUMIL POSPÍŠIL
  • Strana 4

    Svodka
    Agentura Ewing uspěla
    vprestižní PR soutěži Golden
    World Awards. Zvítězila mezi
    agenturními mezinárodními
    kampaněmi sprojektem pro
    společnost AnyDesk, který vznikl
    ve spolupráci sAd13.
    TikTok uzavřel globální part-
    nerství sPublicis Groupe. Klienti
    sítě získají přednostní přístup
    knovým obchodním nástrojům.
    Podobnou spolupráci už má
    TikTok sWPP.
    ČRo Radiožurnál
    znovu navýšil náskok vpozici
    nejposlouchanějšího rádia vČR
    vdenním idenním poslechu.
    Podíl Českého rozhlasu na posle-
    chovosti dohl podle výzkumu
    Radioprojekt za první adru
    čtvrtletí 27,4 procenta.
    Insights Festival
    proběhne online azdarma od 20.
    do 22. září. Konference pořádaná
    sdružem ESOMAR se zaměří na
    inovace ve výzkumu trhu.
    RegioJet spustil nový web
    aprodejní aplikaci. Vytřel je
    interní tým, jenž byl kli digita-
    lizaci sestaven loni.
    Mattoni 1873 je výhrad-
    m výrobcem adistributorem
    nealko nápojů PepsiCo vRakous-
    ku. Už tak působí vČesku, Sloven-
    sku, Maďarsku aBulharsku.
    Agentura Dialog
    Media se stala mediálm
    partnerem soutěže Creative
    Heroes Award, která po prvních
    dvou ročnících vNizozemsku
    proběhne vČesku. Vyhlášení
    vítězů je 14. října ze Škoda Muzea.
    RemaExtra, mezirod
    veletrh reklamy atisku, se koná
    15. až 17. září ve Varšavě. Účast
    se přes sto vystavovatelů,regist-
    rováni jsou účastníci ze 43 zemí.
    Podcasty.cz se jmenuje
    nová platforma společnosti Se-
    znam saudiopořady tuzemských
    tvůrců. Solupráce je vána
    smlouvou aSeznam.cz bude
    jejich obsah monetizovat.
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Nova spustí
    stanici pro ženy
    Skupinu Nova čekají na podzim
    velké změny. Stanice Nova 2 se
    přejmenuje na Nova Fun abude
    se ještě více zaměřovat na obsah
    pro mladší cílovou skupinu. Nova
    Action sice nemění název, ale
    prošla repositioningem, mě
    svůj koncept, graku iobsah.
    hem podzimu se také před-
    staví iúplně nová stanice — Nova
    Lady zaměřená na divačky. Nova
    Cinema iNova Gold zůstávají,
    ainadále budou divákům při-
    šet české isvětové megalmy,
    respektive seriály či jiné oblíbe
    formáty ze zlatého fondu TV
    Nova. „Malé stanice skupiny Nova
    mají na trhu dlouhodobě silnou
    pozici. Rozhodli jsme se ale, že
    je chceme ještě posílit ainést
    našim divákům nový obsah inové
    značky,“ říká Jakub Strýček,
    marketingový ředitel TV Nova.
    Grackou akonceptuální část za-
    střešila londýnská agentura Red
    Bee Media, jež stojí za podobnými
    projekty například pro Universal
    TV, Discovery+, AMC Networks
    International nebo BBC.
    Vinařský fond
    chystá tendr
    Vinařský fond bude brzo vybírat
    agentury pro komunikační
    kampaň na podporu vín zMoravy
    azČech pro období od roku 2022
    do roku 2025.
    Poptávat bude služby stra-
    tegické akreativní agentury,
    produkční služby amedlní
    agenturu. Rozpočet na zmíně
    období odhaduje fond na zhruba
    Svět podle MAM
    Stanice pro ženy, tendr uvinařů, Seznam
    žaluje Google areklama vBělorusku
    Tvůrci seriálu
    South Park
    podepsali
    dohodu
    sViacomCBS
    za 900 milionů
    dolarů. Natočí
    dalších šest sér
    a14 lmů pro
    Paramount+
    Foto: TV NOVA
    04
    ZPRÁVY
  • Strana 5

    Inzerce
    In-store design
    a modulární
    stojany
    Eko
    Low cost
    Illuminated
    Interactive
    Jsme výrobci In-store designu a prodejních stojanů.
    Jde to lehce:
    Nastavíme fungující strategii
    Vytvoříme kreativní designový návrh
    Nízké ceny přímého výrobce
    Realizace největšího rebrandingu v ČR přinesla meziroční nárůst tržeb o 35 % (síť drogerií Teta).
    www.moris.cz
    Nárůst tržeb až
    35
    %
    100 milionů korun celkem pro
    marketingovou, produní ime-
    diální odnož kampaně. Zástupci
    Vinařského fondu zatím absol-
    vovali předběžnou tní kon-
    zultaci anyní nalizují zadávací
    dokumentaci. Doposud marke-
    tingovou část zajišťovala agentura
    McCann, medlní agenturou je
    aktlně MQI Brno.
    „Zatímco vminulém obdo
    bylo ústředním tématem spojení
    vína ajídla, tentokrát, sohledem
    na vývoj kolem pandemie, se
    chceme soustředit na patrio-
    tismus spojený svinstvím
    apředstavování práce vinařů,
    sdělil MAM ředitel Vinařského
    fondu Jaroslav Machovec sm, že
    tentokrát hledá fond agentur
    štiky. Chce ušetři aroveň dát
    šanci menším.
    Seznam podal
    žalobu na
    Google
    Tuzemská internetová jednička
    Seznam.cz podala kMěstskému
    soudu vPraze žalobu na společ-
    nost Google, po níž žádá deset
    miliard korun. Seznam chce
    nahradit škodu, která mu vznikla
    vletech 2011 — 2018 za omezová
    hospodářské soutěže azneuží-
    ní dominantního postavení.
    Vsledku protiprávního
    jední přišel Seznam omožnost
    rovnocenně bojovat opostavení
    na trhu svyhledávacími službami
    zejména vmobilních zízeních.
    Ke zneužití svého dominant-
    ho postavení se Google uchýlil
    ve zcela klíčovém období, tedy
    vdobě, kdy se mobilní trh svy-
    hledávacími službami začínal
    rozvíjet,“ uvedla mluvčí Seznamu
    Aneta Kapuciánová.
    O2 TV spustila
    kampaň My
    jsme sport
    Společnost O2 se od srpna za-
    řuje na komunikaci digitální te-
    levize O2 TV. Špičkoví sportovci,
    nejlepší přenosy azačátek nové
    sezony. Právě otom je nová kam-
    paň, ve které se objeví komplet
    ambasadorský tým O2 TV.
    Kampaň reaguje rovněž na
    významné rozšíření sportovho
    obsahu. Diváci O2 TV se mohou
    nově těšit na stovky atraktivních
    přenosů zLiy mistrů UEFA,
    německé Bundesliy, italské Serie
    Aataké španělské La Liy. Hlav
    tří reklamního spotu se stal
    Petr Čech, jeden znejúspěšněj-
    ších brankářů všech dob.
    Fanoušci se budou víštích
    týdnech na internetu, vtelevizi,
    outdooru ivttěné inzerci setká-
    vat rovněž sdalšími ambasadory,
    tedy Karolínou Plíškovou, aktu-
    álně sedmou nejlepší tenistkou
    světa, Makhmudem Muradovem,
    elitním UFC zápasníkem, nebo
    hokejovým brankářem Sašou
    Sakem. Nejslavnější zástupci
    českého sportu budou také při-
    šet na soclní sítě exkluzivní
    vloy přímo ze zákulisí, pravidel-
    né rozhovory či zajímavé ohlasy.
    Zadavatelé
    dál inzerují
    v běloruské TV
    Dvě ze tří reklam na bělorus-
    ké státní televizi pocházejí od
    západoevropských aseveroame-
    rických reklamních zadavatelů.
    Na tuto skutečnost upozornila
    mecko-švýcarská organiza-
    ce Libereco, která pozorovala
    běloruské stanice Belarus 1, ONT
    aCTV,
    Režim je zodpovědný za
    desítky tisíc zatčených avězní
    přes 600 politických odpůrců. Je
    nejspíše zodpovědný za nedáv-
    nou smrt aktivisty Vitalije Šišova,
    strach zrežimu mají iolympioni-
    ci, kteří se odmítají vrátit do vlas-
    ti. Například sprinterka Kryscina
    Cimanouská nebo sedmibojařka
    Jana Maksimovová smanželem
    adesetibojařem Andrejem
    Kravčankem.
    Libereco proto po „západních
    společnostech požaduje, aby své
    reklamy okamžitě shly. Jedná
    se například oProcter & Gamble,
    Nestlé, Henkel, Coca-Colu nebo
    L’Oréal.
    05
    ZPRÁVY
    Foto: O2 TV
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  • Strana 27

  • Strana 28

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