Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
34/2020
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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BLOKOVÁNÍ REKLAMYV MOBILECH ROSTEJak tráví lidé na mobilechstále více času, hledajízpůsoby, jak obejítvšudypřítomné reklamy.str. 10–13FESTIVALY SEOPATRNĚ NADECHUJÍSpřísnější hygienouproběhlo už několikvětších akcí. Promotéřitestují „covidové“ novinky.str. 8–9LIDÉ O MASO UŽTOLIK NESTOJÍTORBENEMBORG3424. srpna 202099 Kč / 4,90 €www.reklama-centrum.cz/TIPBatoh, 29 x 43 cm,kapsa pro notebook,s kabelembez DPHTIPKabel 3v1Lightningmikro USBUSB-Cbez DPH49www.reklama-centrum.cz/TIPStrana 2
objednávejte na chci.mam.cz nebo na tel.: 735 707 420STREAMOVACÍ VÁLKYPŘIDÁVAJÍ BOJIŠTĚNetixu šlape na paty silnákonkurence, souboje sevedou o data i reklamou„neoslovitelné“ diváky.str. 10–13PŘEHLEDNĚ:PODZIMNÍ AKCEMAM přináší seznamoborových akcí, soutěžíakonferencí, které se budoukonat od září dolistopadu.str. 23TAKOVÁ STÁTNÍPOMOC JE NA NICMARTINPEJŠA3317. srpna 202099 Kč / 4,90 €www.reklama-centrum.cz/TIPBatoh, 29 x 43 cm,kapsa pro notebook,s kabelembez DPHTIPKryt na telefons logem.Chrání a sluší!bez DPH40 0www.reklama-centrum.cz/TIProční 3 500 Kčdvouleté 6 000 Kčroční 3 500 Kčdvouleté 6 000 Kčroční 5 000 Kčdvouleté 10 000 Kčroční 10 000 Kčdvouleté 20 000 KčSTREAMOVACÍ VÁLKYPŘIDÁVAJÍ BOJIŠTĚNetixu šlape na paty silnákonkurence, souboje sevedou o data i reklamou„neoslovitelné“ diváky.str. 10–13PŘEHLEDNĚ:PODZIMNÍ AKCEMAM přináší seznamoborových akcí, soutěžíakonferencí, které se budoukonat od září dolistopadu.str. 23TAKOVÁ STÁTNÍPOMOC JE NA NICMARTINPEJŠA3317.srpna 202099Kč/ 4,90€www.reklama-centrum.cz/TIPBatoh, 29 x 43 cm,kapsa pro notebook,s kabelembez DPHTIPKryt na telefons logem.Chrání a sluší!bez DPH40 0www.reklama-centrum.cz/TIPušetřete až14 000 Kčušetřete až34 000 KčTAKOVÁ STÁTNÍPOMOC JE NA NICMARTINPEJŠAPředplaťte 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_34.indd 1MAM_inzerce_predplatne_210x280_MAM_2020_34.indd 1 18.08.2020 14:5318.08.2020 14:53Strana 3
Rozmohl se nám tady takový ne-švar. Opravdu bláznivý populis-mus, kdy si političtí představiteléuž ani nehrají na to, že se rozho-dují podle doporučení odborníkůnebo nedejbože vlastní erudice,ale podle výsledků anket aefektumotýlích křídel, která zámávajína sociálních sítích.Bumerang nevole znichdokáže být vdnešní době oka-mžitý aproto je česká veřejnoststále častěji svědkem nebývalýchveletočů vprohlášeních politikůvyznávajících populistický styl,protože masám holt musí pozor-ně naslouchat. Jen vminulém týd-nu jsme to mohli vidět praktickyvkaždodenním přímém přenosukolem (ne)závádění roušek ane-ustálých změn kde, pro koho azajakých podmínek povinnost nositroušku platí.Politici by se pak neměli divit,že občanská kázeň ohledně no-šení roušek postupně klesá. Lidézmateni neustálými prohlášení-mi začínají nespokojeně brblat,když vtelevizi sledují komedii,jak za stejné situace něco platívpondělí, aby se to ve středuzpřísnilo ave čtvrtek naopakúplně rozvolnilo.Někteří politici by se měli odpultíku na tiskovky jít projít třebado hospod na Malé Straně, kdyžjejich kolegové už po iksté měníživě vtelevizi oznámení. Kroměťukání půllitrů by viděli iťukánína čelo. Acelkem po právu, onoje někdy méně opravdu více. Alekdyž člověk řídí populistickéhodraka, jízda to bývá divoká.Komunikační zmatky pak na-bízejí vítanou příležitost ktomu,aby se objevil zachránce posledníinstance, který spasí národaotočí kormidlem správnýmažádoucím směrem. Svyužitímobětních beránků je pak mnohopříležitostí, jak podobnou praxiopakovat vrámci vlastního PRtéměř donekonečna.Přeji vám inspirativní čtení!Pavel HejkrlíkredaktorPopulismusa hlas liduEDITORIALFoto na titulní straně: VOJTĚCH RESLERSpolečnost Nestlé je partneremaktuálního vydání Marketing & MediaInzerceADBLOCKNGFIREMNÍ BRANDGYMSHARK VYZÝVÁ NIKEDíky přímému prodeji iinuencerůmje britská značka tness oblečení tounejrychleji rostoucí vzemi.str. 24 –25FMCGNESTLÉ SÁZÍ NA ROSTLINYNadměrná produkce masa jezátěží. Vbezmasých potravinách jebudoucnost, říká Torben Emborg.str. 14 –15VYUŽÍVÁNÍ AD BLOCKINGUNA MOBILECH ROSTELidé jsou reklamami přehlceni,hledají způsoby jak je vypnout.str. 10 –13Strana 4
SvodkaLasvit hledá marketingovéhoředitele či ředitelku. Bude šéfovatšetičlennému týmu vpražskýchHolešovicích, podílet se navytváření marketingové strategieve spolupráci sArt Boardem či narealizaci kampaní sakcentem nadigitál asociální média.Walmark rozšířil spoluprá-ci sagenturou Outbreak. Po Pros-tenalu aBiopronu získala do péčeiaktivity značky Proenzi. Vrámciprojektu Vítězství je vpohybudodá videoobsah pro sociálnísítě adalší online kanály. Projektoslavuje olympioniky, kteří přespokročilý věk stále sportují.Billa spouští novou „umbrella“kampaň. Mění svou image, stavíhodně na konzumaci aspotřeb-ním chování svých zákazníků.Hotely v centru Prahypodle analýzy spolku Centrumžije opustí do konce roku 65procent zaměstnanců. Celkovýnegativní dopad výpadku hotelo-vých služeb ve středu metropolena ekonomiku celé země má býtpodle spolku jen za letošní rok24až 36 miliard korun.Unilever vNěmeckupřejmenuje cikánskou omáčkuznačky Knorr kvůli výhradám, žetento název může mít rasistickýpodtext. Omáčka by se měla nověprodávat pod názvem „paprikováomáčka na maďarský způsob“.Vydavatelství Bur-da International CZudrželo loni tržby nad úrovní0,5 miliardy korun. Zisk semeziročně zvýšil o14 procent na21,5 milionu korun.Krejčovství Menropřináší novou technologii,která umožní mužům objednávatmódu na míru zpohodlí domovači kanceláře. Stačí poslat několikfotograí postavy. Za novouVÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNEUDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIASvět podle MAMNové kampaně, stará dobrá lineárnítelevize, Sazka sBrute aSoukupův prodejSkupina Novazvýšila lonitržby o sedmprocent na5,5miliardykorun. Čistý ziskse meziročnězvýšil o téměř240 milionůkorun.04ZPRÁVYDvojky, e-knihy,výbuchy i psiCZC.cz se vnové kampani staví zapráva „všech dvojek“. Hnutí pod-poruje chytrý hlasový asistentHezi shlasem Patrika Hezuckéhozminulých reklam dvojky naonline trhu selektronikou. Spoty,na nichž rma spolupracovalasagenturou DBB, běží od 17. 8.do konce září vTV, rozhlase, nasociálních sítích ivOOH.První velkou kampaň připravi-la sagenturou Zaraguza společ-nost Palmknihy. Je čistě digitálníavedle spotů obsahuje takébannery, brandiny aobsah nasociální sítě. Režie se ujal AdamVopička, produkce společnostProduction Boutique Prague.Spojení plynu aelektřinynutně nemusí vpřípadě účtůzpůsobit výbuch, tvrdí kampaňBohemia Enery. Spoty vrežiiMarka Daniela ashercem PavlemLiškou běží vTV, na internetuisociálních sítích. Nasazen jeirozhlasový spot. Kreativa je opětdílem agentury Momentum.Česká značka krmení prodomácí mazlíčky Fitmin v novýchreklamách akcentuje hlavníproduktovou řadou Výživovýprogram pro psy, kterou lzevidět vnovém televizním spotu,vhudebním videoklipu avsou-těži na TV Prima. Na kampanise podílela kreativní agenturaEntity Production aPR agenturaAllmedia4U.Soukup prodalPCtuning.czAgentura Grunex, specializujícíse na marketingové aPR aktivityse zaměřením hráče aesport,koupila od rmy Empresa MediaJaromíra Soukupa IT portál PCtu-ning.cz. Grunex už loni převzalherní portál Hrej.cz akoupil taképodíl vherním pořadu Re-Play.„Chceme přinést nejen novýmoderní vzhled, ale sním ikon-Foto: BOHEMIA ENERGYStrana 5
značkou stojí investor Pavel Jarošspodnikatelem Radkem Stavino-hou, zakladatelem Invia.cz.Vodafone TV zařadila donabídky za poplatek též videoté-ku Netix. Jde oprvní partnerstvímezi Netixem amobilním ope-rátorem vČesku. Veškeré službybudou zákazníci hradit jednoufakturou.Přepravní aplikaceBolt polepuje vPraze remnímlogem auta partnerských řidičů.Náklady proplácí anabízí nanč-ní bonus. Akcí chce usnadnitzákazníkům hledání vozu.Agentura Better proAugustiniánské opatství vBrněnavrhla novou vizuální identituotce genetiky Gregora JohannaMendela odkazující na hrášky,snimiž jeho experimenty začaly.Zastřeší všechny aktivity spojenésjeho odkazem ablížícím se 200.výročím jeho narození.Obchodníci očekávají ná-vrat knormálu až vnovém roce,vyplývá zprůzkumu CBRE, kterýspolečnost zrealizovala mezimaloobchodními nájemci ná-kupních center. Vyslovilo se tak75 procent společností. Jen čtyřiprocenta nájemců zaznamenalauzavření prostor nebo ukončenínájemní smlouvy.Pilulka.cz spustila vPrazeprvní PilulkaBox, úschovnuzásilek, která umožňuje auto-matické vyzvednutí objednávkybez obsluhy. Vbudoucnu chcedoručovat zásilky pomocí samoři-ditelných AutoBoxů.SmartGuide nabídne Če-chům možnost cestovat bezpeč-něji, sminimalizací rizika nákazycovid-19. Projekt začal fungovattaké díky podpoře zprogramuCzech Rise Up, jenž spravuje Mi-nisterstvo průmyslu aobchodu.Speciální ocenění začlánky opandemii rozdala Ame-rická asociace novinářů aautorůASJA. Vbyznysové kategoriiuspěli Brianna Saks aRyan MaczBuzfeedu za text oúspěchuřetězce Costco, na nějž doplácelizaměstnanci rmy.Šéf marketingu pro-dejce automobilů Auto PalaceStanislav Perkner po šesti letechodchází. Chce najít lepší příleži-tost pro uplatnění než voborustíhaném restrikcemi apande-mií. Ve funkci skončila po desetiměsících iředitelka komunikacetelevize Nova Lucie Melecká.cept aobsah. Jsme si též vědomirostoucího zájmu ovideoobsah,na který se budeme zaměřovatvýrazně více,“ říká spoluma-jitel agentury Grunex MartinLiberský. Cílem akvizice je posílitmediální dosah na vysoce bonitnískupinu příznivců informačníchtechnologií aumožnit klientůmširší aprovázanější kampaně.Soukup se tak zbavil dalšíhotitulu. Vroce 2018 skončily maga-zíny Popcorn aTop dívky, orokpozději následovaly ičasopisyInstinkt aFaktor Soukup. Letosna jaře se staly měsíčníky iztýde-níku Týden aze čtrnáctideníkuExkluziv. Soukupa opouští uživýkonný ředitel Daniel Köppl,jenž vEmprese pracoval sedm let.Nová skupinaNear & DearMarketingová agentura StoryTLRS se spojila sdalšími agen-turami avytvořila skupinu Near& Dear, kterou tvoří padesátkaprofesionálů zjednotlivýchoborů komunikačního mixu— digitální Story TLRS, piáristiTopic PR, stratégové akreativcizTriple Bang Agency avývojářiDev Bros. Základní lozoí sku-piny, kterou vede Piero Šesták, jelidský přístup, osobní spolupráceklíčových manažerů, exibilita,pracovní acenová efektivita.Story TLRS také vyhrála tříletýkontrakt na kompletní správudigitálních kampaní značekSchwarzkopf, Syoss, Fa, Persil,Silan, Bref aCeresi zkoncernuHenkel.Sazka podpořítým BruteProvozovatel loterií Sazka se stalgenerálním partnerem českéhoprofesionálního týmu Brute.„Team Brute je prvním zčes-kých týmů, kterému Sazka budepartnersky pomáhat. Kdybychto měl přirovnat kfotbalu, takjde očeský tým, hrající evropsképoháry azároveň inejprestižnějšíčeskou soutěž vesportu SazkaeLEAGUE,“ zdůvodňuje spoluprá-ci Jan Horyna, ředitel iGamingu.Team Brute se chce díky part-nerství zaměřit na hru Counter--Strike: Global Oensive, což jejeden znejoblíbenějších esporto-vých titulů současnosti sobrov-skou fanouškovskou základnouavelkým množstvím evropskýchturnajů. Společně také chtějíbudovat Brute Academy, kterámá za cíl identikovat arozvíjetmladé esportové talenty. Esportse idíky sportovní koronavirovépauze dočkal vyšší sledovanostinejen vtradičních asijskýchzemích.Největší akce se live vysílajína YouTube Gaming, Twitchinebo Mixeru od Microsoftu, dálepřes sociální sítě nebo televizi.Do odvětví míří sponzoři zřadglobálních značek. Data společ-nosti Nielsen ukazují, že pětinafanoušků se kesportu dostalateprve vposledním roce.VČesku působí několik profe-sionálních týmů, patří mezi něnapříklad eSuba, Brute, Sampi,Entropiq nebo Sinners, které senetají evropskými ambicemi.Letos vznikla například SazkaeLeague, největší česko-sloven-ská esportová liga, kterou pořádádeník Sport aiSport.cz ve spolu-práci se společností Sazka.Netflix chce býtlineárníStreamovací platforma Netix sepokouší ulehčit život lidem, kteřívjejí videotéce tráví dlouhoudobu vyhledáváním pořadů, jakési vlastně chtějí pustit. Testujerůzné možnosti, jak uživatelůmzprostředkovat podobný zážitekjako zlineární televize. Jakpostupně informovalo několikmédií, na různých trzích se uživa-telům objevily volby Shue Playči Play Something, které podlepreferencí diváků spustí náhodnépřehrávání pořadů.„Podobné testy spouštímevrůzných zemích na různědlouhá období. Zpřístupňujemeje všeobecně jen tehdy, pokud jeuživatelé považují za užitečné,“uvedl ktomu Netix.Sformátem lineární televize sechystá experimentovat ikonku-renční společnost Amazon. Podlení totiž čas strávený ulineárníhovysílání poroste vblízké budouc-nosti odesítky procent (víceksituaci na trhu viz str. 20).Britové vyšetřujíopatření vládySkupina britských poslanců zevšech parlamentních stran za-hájila vyšetřování postupu vládypři pandemii koronaviru. Jejíkomunikaci zajišťuje přední PRkonzultant, mediální odborníkakomentátor Howard Bowden.„Každý den přináší další adalšídůkazy ochybách při řešenípandemické situace,“ uvedla libe-rální demokratka apředsedkyněskupiny Layla Moran zLiberálnědemokratické strany. „Země si užnemůže dovolit tyto chyby opa-kovat,“ uvedla dále vsouvislostishrozící druhou vlnou covid-19.Ke vzniku skupiny zřejmědopomohla iobčanská aktivita.Petici za její založení podepsalovíce něž 115 000 lidí.05ZPRÁVYFoto: TEAM BRUTEStrana 6
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