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.

  • Strana 1

    BLOKOVÁNÍ REKLAMY
    V MOBILECH ROSTE
    Jak tráví lidé na mobilech
    stále více času, hledají
    způsoby, jak obejít
    všudypřítomné reklamy.
    str. 10–13
    FESTIVALY SE
    OPATRNĚ NADECHUJÍ
    Spřísnější hygienou
    proběhlo už několik
    větších akcí. Promotéři
    testují „covidové“ novinky.
    str. 8–9
    LIDÉ O MASO UŽ
    TOLIK NESTOJÍ
    TORBEN
    EMBORG
    34
    24. srpna 2020
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  • Strana 2

    objednávejte na chci.mam.cz nebo na tel.: 735 707 420
    STREAMOVA VÁLKY
    PŘIDÁVAJÍ BOJIŠTĚ
    Netixu šlape na paty silná
    konkurence, souboje se
    vedou o data i reklamou
    „neoslovitelné“ diváky.
    str. 10–13
    PŘEHLEDNĚ:
    PODZIMNÍ AKCE
    MAM přináší seznam
    oborových akcí, soutěží
    akonferencí, které se budou
    konat od září dolistopadu.
    str. 23
    TAKOVÁ STÁTNÍ
    POMOC JE NA NIC
    MARTIN
    PEJŠA
    33
    17. srpna 2020
    99 / 4,90
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    s logem.
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    roční 3 500 Kč
    dvouleté 6 000 Kč
    roční 5 000 Kč
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    roční 10 000 Kč
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    STREAMOVACÍ VÁLKY
    PŘIDÁVAJÍ BOJIŠTĚ
    Netixu šlape na paty silná
    konkurence, souboje se
    vedou o data i reklamou
    „neoslovitelné“ diváky.
    str. 10–13
    PŘEHLEDNĚ:
    PODZIMNÍ AKCE
    MAM přináší seznam
    oborových akcí, soutěží
    akonferencí, které se budou
    konat od září dolistopadu.
    str. 23
    TAKOVÁ STÁTNÍ
    POMOC JE NA NIC
    MARTIN
    PEA
    33
    17.srpna 2020
    99/ 4,90
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    kapsa pro notebook,
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    s kabelem
    bez DPH
    TIP
    Kryt na telefon
    s logem.
    Chrání a sluší!
    
    bez DPH
    4
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    TAKOVÁ STÁTNÍ
    POMOC JE NA NIC
    MARTIN
    PEA
    edplaťte si
    Marketing & Media
    tištěný časopis
    MAM
    PRINT
    časopis na webu nebo ve čtečce
    MAM
    DIGITAL
    MAM
    KOMPLET
    MAM print + MAM digital + online
    archiv + vstup Forum Media Focus
    MAM
    EXPERT
    MAM print + MAM digital + online
    archiv + vstup Forum Media +
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    a získejte vstup na všechny
    akce z cyklu Forum Media
    MAM_inzerce_predplatne_210x280_MAM_2020_34.indd 1MAM_inzerce_predplatne_210x280_MAM_2020_34.indd 1 18.08.2020 14:5318.08.2020 14:53
  • Strana 3

    Rozmohl se nám tady takový ne-
    švar. Opravdu bláznivý populis-
    mus, kdy si političtí představite
    už ani nehrají na to, že se rozho-
    dují podle doporučení odborků
    nebo nedejbože vlastní erudice,
    ale podle výsledků anket aefektu
    motýlích křídel, která zámávají
    na sociálních sítích.
    Bumerang nevole znich
    dokáže být vdnešní době oka-
    itý aproto je česká veřejnost
    stále častěji svědkem nebývalých
    veletočů vprohlášeních politiků
    vyznávajících populistický styl,
    protože mam holt musí pozor-
    ně naslouchat. Jen vminulém týd-
    nu jsme to mohli vidět prakticky
    vkaždodenním přímém přenosu
    kolem (ne)závádění roušek ane-
    uslých zn kde, pro koho aza
    jakých podmínek povinnost nosit
    roušku platí.
    Politici by se pak neměli divit,
    že občanská kázeň ohledně no-
    šení roušek postupně klesá. Lidé
    zmateni neustámi prohlášení-
    mi zínají nespokojeně brblat,
    když vtelevizi sledují komedii,
    jak za stejné situace něco platí
    vpondělí, aby se to ve středu
    zpřísnilo ave čtvrtek naopak
    úplně rozvolnilo.
    Někteří politici by se měli od
    pultíku na tiskovky jít projít třeba
    do hospod na Malé Straně, když
    jejich kolegové už po iksté mě
    živě vtelevizi oznámení. Kromě
    ťukání půllitrů by viděli iťuká
    na čelo. Acelkem po právu, ono
    je někdy méně opravdu více. Ale
    když člověk řídí populistického
    draka, jízda to bývá divoká.
    Komunikační zmatky pak na-
    bízejí vítanou příležitost ktomu,
    aby se objevil zachránce poslední
    instance, který spasí národ
    aotočí kormidlem správm
    ažádoucím směrem. Svyužitím
    obětních beránků je pak mnoho
    íležitostí, jak podobnou praxi
    opakovat vmci vlastního PR
    téměř donekonečna.
    Přeji vám inspirativní čtení!
    Pavel Hejkrlík
    redaktor
    Populismus
    a hlas lidu
    EDITORIAL
    Foto na titulní straně: VOJTĚCH RESLER
    Společnost Nestlé je partnerem
    aktuálního vydání Marketing & Media
    Inzerce
    ADBLOCKNGFIREMNÍ BRAND
    GYMSHARK VYZÝVÁ NIKE
    Díky přímému prodeji iinuencerům
    je britská značka tness oblečení tou
    nejrychleji rostoucí vzemi.
    str. 24 –25
    FMCG
    NESTLÉ SÁZÍ NA ROSTLINY
    Nadměrná produkce masa je
    zátěží. Vbezmasých potravinách je
    budoucnost, říká Torben Emborg.
    str. 14 –15
    VYUŽÍVÁNÍ AD BLOCKINGU
    NA MOBILECH ROSTE
    Lidé jsou reklamami přehlceni,
    hledají způsoby jak je vypnout.
    str. 10 –13
  • Strana 4

    Svodka
    Lasvit hledá marketingového
    ředitele či ředitelku. Bude šéfovat
    šetlennému týmu vpražských
    Holešovicích, podílet se na
    vytření marketingové strategie
    ve spolupráci sArt Boardem či na
    realizaci kampaní sakcentem na
    digitál asociální média.
    Walmark rozšířil spoluprá-
    ci sagenturou Outbreak. Po Pros-
    tenalu aBiopronu získala do péče
    iaktivity značky Proenzi. Vmci
    projektu Vítězství je vpohybu
    dodá videoobsah pro socl
    sítě adalší online kaly. Projekt
    oslavuje olympioniky, kteří přes
    pokročilý věk stále sportují.
    Billa spouští novou „umbrella
    kampaň. Mění svou image, staví
    hodně na konzumaci aspotřeb-
    ním chování svých zákazníků.
    Hotely v centru Prahy
    podle anazy spolku Centrum
    žije opustí do konce roku 65
    procent zastnanců. Celkový
    negativní dopad výpadku hotelo-
    vých služeb ve středu metropole
    na ekonomiku celé země má být
    podle spolku jen za letošní rok
    24až 36 miliard korun.
    Unilever vNěmecku
    přejmenuje cikánskou omáčku
    znky Knorr kvůli výhradám, že
    tento název může mít rasistický
    podtext. Omáčka by se měla nově
    prodávat pod názvem „papriková
    omáčka na maďarský zsob“.
    Vydavatelství Bur-
    da International CZ
    udrželo loni tržby nad úrovní
    0,5 miliardy korun. Zisk se
    meziročně zvýšil o14 procent na
    21,5 milionu korun.
    Krejčovství Menro
    ináší novou technologii,
    která umožní mužům objednávat
    módu na míru zpohodlí domova
    či kanceláře. Stačí poslat několik
    fotograí postavy. Za novou
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Svět podle MAM
    Nové kampaně, stará dobrá lineární
    televize, Sazka sBrute aSoukuv prodej
    Skupina Nova
    zvýšila loni
    tržby o sedm
    procent na
    5,5miliardy
    korun. Čistý zisk
    se meziroč
    zvýšil o téměř
    240 milionů
    korun.
    04
    ZPRÁVY
    Dvojky, e-knihy,
    výbuchy i psi
    CZC.cz se vnové kampani staví za
    práva „všech dvojek. Hnutí pod-
    poruje chytrý hlasový asistent
    Hezi shlasem Patrika Hezuckého
    zminulých reklam dvojky na
    online trhu selektronikou. Spoty,
    na nichž rma spolupracovala
    sagenturou DBB, běží od 17. 8.
    do konce září vTV, rozhlase, na
    soclních sítích ivOOH.
    První velkou kampaň připravi-
    la sagenturou Zaraguza společ-
    nost Palmknihy. Je čistě digil
    avedle spotů obsahuje ta
    bannery, brandiny aobsah na
    soclní sítě. Režie se ujal Adam
    Vopička, produkce společnost
    Production Boutique Prague.
    Spojení plynu aelektřiny
    nutně nemusí vpřípadě účtů
    způsobit výbuch, tvrdí kampaň
    Bohemia Enery. Spoty vrežii
    Marka Daniela ashercem Pavlem
    Liškou běží vTV, na internetu
    isociálních sítích. Nasazen je
    irozhlasový spot. Kreativa je opět
    lem agentury Momentum.
    Česká značka krmení pro
    domácí mazlíčky Fitmin v nových
    reklamách akcentuje hlav
    produktovou řadou Výživový
    program pro psy, kterou lze
    vidět vnovém televizním spotu,
    vhudebním videoklipu avsou-
    těži na TV Prima. Na kampani
    se polela kreativní agentura
    Entity Production aPR agentura
    Allmedia4U.
    Soukup prodal
    PCtuning.cz
    Agentura Grunex, specializující
    se na marketingové aPR aktivity
    se zaměřením hráče aesport,
    koupila od rmy Empresa Media
    Jarora Soukupa IT portál PCtu-
    ning.cz. Grunex už loni převzal
    herní porl Hrej.cz akoupil ta
    podíl vherním pořadu Re-Play.
    „Chceme přinést nejen nový
    moderní vzhled, ale sním ikon-
    Foto: BOHEMIA ENERGY
  • Strana 5

    značkou stojí investor Pavel Jaroš
    spodnikatelem Radkem Stavino-
    hou, zakladatelem Invia.cz.
    Vodafone TV zařadila do
    nabídky za poplatek též videoté-
    ku Netix. Jde oprvní partnerství
    mezi Netixem amobilm ope-
    rátorem vČesku. Vkeré služby
    budou zákazníci hradit jednou
    fakturou.
    Přepravní aplikace
    Bolt polepuje vPraze remním
    logem auta partnerských řidů.
    Náklady proplácí anabízí na-
    ní bonus. Akcí chce usnadnit
    zákazníkům hledání vozu.
    Agentura Better pro
    Augustiniánské opatství vBr
    navrhla novou vizuální identitu
    otce genetiky Gregora Johanna
    Mendela odkazující na hšky,
    snimiž jeho experimenty zaly.
    Zastřeší všechny aktivity spoje
    sjeho odkazem ablížícím se 200.
    výročím jeho narození.
    Obchodníci ekávají ná-
    vrat knorlu až vnovém roce,
    vyplývá zprůzkumu CBRE, který
    společnost zrealizovala mezi
    maloobchodmi nájemci ná-
    kupních center. Vyslovilo se tak
    75 procent společností. Jen čtyři
    procenta nájemců zaznamenala
    uzavření prostor nebo ukonče
    jemní smlouvy.
    Pilulka.cz spustila vPraze
    první PilulkaBox, úschovnu
    silek, která umožňuje auto-
    matické vyzvednutí objednávky
    bez obsluhy. Vbudoucnu chce
    doručovat zásilky pomocí samoři-
    ditelných AutoBoxů.
    SmartGuide nabídne Če-
    chům možnost cestovat bezp-
    něji, sminimalizací rizika nákazy
    covid-19. Projekt začal fungovat
    také díky podpoře zprogramu
    Czech Rise Up, jenž spravuje Mi-
    nisterstvo průmyslu aobchodu.
    Speciální ocenění za
    články opandemii rozdala Ame-
    rická asociace noviřů aautorů
    ASJA. Vbyznysové kategorii
    uspěli Brianna Saks aRyan Mac
    zBuzfeedu za text oúspěchu
    řetězce Costco, na nějž dopláceli
    zaměstnanci rmy.
    Šéf marketingu pro-
    dejce automobilů Auto Palace
    Stanislav Perkner po šesti letech
    odczí. Chce najít lepší příleži-
    tost pro uplatnění než voboru
    stíhaném restrikcemi apande-
    mií. Ve funkci skončila po deseti
    měsících iředitelka komunikace
    televize Nova Lucie Melec.
    cept aobsah. Jsme si též vědomi
    rostoucího zájmu ovideoobsah,
    na který se budeme zaměřovat
    výrazně více,“ říká spoluma-
    jitel agentury Grunex Martin
    Liberský. Cílem akvizice je posílit
    medlní dosah na vysoce bonitní
    skupinu příznivců informačních
    technologií aumožnit klientům
    širší aprovázanější kampaně.
    Soukup se tak zbavil dalšího
    titulu. Vroce 2018 skončily maga-
    ny Popcorn aTop dívky, orok
    později následovaly ičasopisy
    Instinkt aFaktor Soukup. Letos
    na jaře se staly měsíčky iztýde-
    ku Týden aze čtrnáctideníku
    Exkluziv. Soukupa opouští už
    ivýkonný ředitel Daniel Köppl,
    jenž vEmprese pracoval sedm let.
    Nová skupina
    Near & Dear
    Marketingová agentura Story
    TLRS se spojila sdalšími agen-
    turami avytvořila skupinu Near
    & Dear, kterou tvoří padesátka
    profesionálů zjednotlivých
    oborů komunikačního mixu
    — digitální Story TLRS, piáristi
    Topic PR, stratégové akreativci
    zTriple Bang Agency avývojáři
    Dev Bros. Základní lozoí sku-
    piny, kterou vede Piero Šesk, je
    lidský přístup, osobní spolupráce
    klíčových manažerů, exibilita,
    pracovní acenová efektivita.
    Story TLRS také vyhla tříletý
    kontrakt na kompletní správu
    digitálních kampaní značek
    Schwarzkopf, Syoss, Fa, Persil,
    Silan, Bref aCeresi zkoncernu
    Henkel.
    Sazka podpoří
    m Brute
    Provozovatel loterií Sazka se stal
    generálním partnerem českého
    profesionálního týmu Brute.
    Team Brute je prvním zčes-
    kých týmů, kterému Sazka bude
    partnersky pomáhat. Kdybych
    to měl přirovnat kfotbalu, tak
    jde očeský tým, hrající evropské
    poháry azároveň inejprestnější
    českou soutěž vesportu Sazka
    eLEAGUE,“ zdůvodňuje spoluprá-
    ci Jan Horyna, ředitel iGamingu.
    Team Brute se chce díky part-
    nerství zařit na hru Counter-
    -Strike: Global Oensive, což je
    jeden znejoblíbenějších esporto-
    vých titulů současnosti sobrov-
    skou fanouškovskou základnou
    avelm množstvím evropských
    turnajů. Společně také chtějí
    budovat Brute Academy, která
    má za cíl identikovat arozvíjet
    mladé esportové talenty. Esport
    se idíky sportovní koronavirové
    pauze dočkal vší sledovanosti
    nejen vtradních asijských
    zemích.
    Největší akce se live vylají
    na YouTube Gaming, Twitchi
    nebo Mixeru od Microsoftu, dále
    přes soclní sítě nebo televizi.
    Do odvětví míří sponzi zřad
    glolních značek. Data společ-
    nosti Nielsen ukazují, že pětina
    fanoušků se kesportu dostala
    teprve vposledm roce.
    VČesku působí několik profe-
    sionálch týmů, patří mezi ně
    například eSuba, Brute, Sampi,
    Entropiq nebo Sinners, které se
    netají evropskými ambicemi.
    Letos vznikla například Sazka
    eLeague, největší česko-sloven-
    ská esportová liga, kterou pořádá
    deník Sport aiSport.cz ve spolu-
    práci se společností Sazka.
    Netflix chce být
    lineární
    Streamovací platforma Netix se
    pokouší uleit život lidem, kteří
    vjejí videotéce tráví dlouhou
    dobu vyhledáváním pořadů, jaké
    si vlastně chtějí pustit. Testuje
    různé možnosti, jak uživatelům
    zprostředkovat podobný zážitek
    jako zlineární televize. Jak
    postupně informovalo několik
    médií, na různých trzích se uživa-
    telům objevily volby Shue Play
    či Play Something, které podle
    preferencí diváků spustí náhod
    přehrávání pořadů.
    „Podobné testy spouštíme
    vrůzných zemích na různě
    dlouhá období. Zpřístupňujeme
    je všeobecně jen tehdy, pokud je
    ivatelé považují za užitečné,
    uvedl ktomu Netix.
    Sformátem lineární televize se
    chystá experimentovat ikonku-
    renční společnost Amazon. Podle
    ní totiž čas strávený ulineárního
    vysílání poroste vblízké budouc-
    nosti odesítky procent (více
    ksituaci na trhu viz str. 20).
    Britové vyšetřují
    opatření vlády
    Skupina britských poslanců ze
    ech parlamentních stran za-
    hájila vyšetřování postupu vlády
    i pandemii koronaviru. Její
    komunikaci zajišťuje přední PR
    konzultant, mediální odborník
    akomentátor Howard Bowden.
    „Každý den přináší další adalší
    důkazy ochybách při řešení
    pandemické situace,“ uvedla libe-
    lní demokratka apředsedky
    skupiny Layla Moran zLiberál
    demokratické strany. „Země si už
    nemůže dovolit tyto chyby opa-
    kovat,“ uvedla dále vsouvislosti
    shrozící druhou vlnou covid-19.
    Ke vzniku skupiny zřejmě
    dopomohla iobčanská aktivita.
    Petici za její založení podepsalo
    více něž 115 000 lidí.
    05
    ZPRÁVY
    Foto: TEAM BRUTE
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