Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

34/2021

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

    SECONDHANDOVÁ
    MÓDA LÁME REKORDY
    Stigma spojované s módou
    z druhé ruky je minulostí.
    Žádný „fashion“ segment
    neroste tak rychle.
    str. 8–11
    VARY SE VRACEJÍ
    A S NIMI I EVENTY
    Pro značky je festival
    událostí roku. Na šanci se
    po dlouhé době ukázat
    letos nešetří.
    str. 16–17
    ECONEA.CZ HLEDÁ
    NOVÉ SMĚŘOVÁNÍ
    Čerstvý CEO Martin Mates
    má za úkol vylepšit pozici
    značky na saturovaném
    trhu s ekodrogerií.
    str. 20–21
    SPORT JE PRO
    NÁS ČÍSLO JEDNA
    TOMÁŠ
    DOLEŽAL
    34
    23. srpna 2021
    99 Kč / 4,90 €

  • Strana 2

    Poznej rozdíl
    Tema_BR_kampan_210x280_MAM.indd 1Tema_BR_kampan_210x280_MAM.indd 1 16.08.2021 15:0516.08.2021 15:05

  • Strana 3

    Neuplyne snad ani týden,
    abychom vMarketingu & Media
    nepsali onějakém agenturním
    nabírání či přestupu nebo oposi-
    lování in -house marketingových
    oddělení. Vcelku často ani nejde
    ožádné „malé ryby“, atooprav-
    du nemusíme používat „rybář-
    skou latinu“. Jsou to lidé, kteří
    roky vedli celé týmy, oddělení
    nebo rovnou agentury. Nebo je
    vpersonálních oznámeních jmen
    tolik najednou, že by to vydalo na
    samostatný startup či agenturu.
    Aito se děje dnes poměrně často.
    Skoro to vypadá, jako by krize,
    která měla být způsobená dopady
    pandemie, zapomněla sama na
    sebe. Přitom ještě loni byla po-
    měrně citelně znát ve výsledcích
    místních agentur icelosvětových
    sítí. Ty ale zvlášť po druhém
    čtvrtletí jásají, že je lépe aporoste
    se dál. Třeba WPP zmínila, že
    rekordních čísel dosáhla ipřesto,
    že 95 procent lidí stále pracuje
    zdomova místo zkanceláří.
    Na jednu stranu se situace
    obrací, protože zadavatelé opět
    povolili uzdy dříve přiškrceným
    rozpočtům. Je ale také vidět, že
    lidé se umějí do práce opřít, když
    pro ni mají podmínky, které jim
    vyhovují.
    Agenturní svět se mění. Aito
    může být důvod, proč tak často
    dochází kpersonálním změnám.
    Někomu možná nevyhovuje
    tempo, jde za výraznější tvorbou,
    osobnostmi, nebo naopak utíká
    pryč od rychlosti. Někdo se ne-
    chce vracet ke „starým dobrým“
    zažitým pořádkům. Ati, kteří
    vnich zůstávají, možná zůstanou
    sami. Možná stejně jako ti, kteří
    ze strachu zkrize úplně zastavili
    nance do rozvoje, komunikace,
    inovací…
    Takový přístup se totiž moc
    dlouho vydržet nedá avětšinou
    to nemá dobrý konec. Proinves-
    tovat se krůstu ale chce opravdu
    hodně odvahy, znalostí trhu
    apředevším spotřebitelů, kteří se
    neuvěřitelně rychle mění. Jednak
    vlivem zkušeností zuplynulého
    roku, jednak kvůli nastupující
    generaci Zajejímu tak „jinému“
    chápání světa.
    Kdo by si třeba před dvěma tře-
    mi lety myslel, že pro zákazníky
    bude důležité, aby jejich oblíbená
    značka oděvů měla taky svůj
    vlastní secondhand?
    Příjemné čerpání dalších zna-
    lostí zaktuálního vydání!
    Jakub Křešnička
    redaktor
    Krize, na kterou
    se zapomnělo?
    03
    EDITORIAL
    hodlá Facebook investovat do tvůrců napříč Facebookem
    i Instagramem v příštím roce. Součástí jsou také bonusy za videa
    včetně Facebook Reels, které společnost po Mexiku a Kanadě
    právě začala testovat také v USA.
    Číslo týdne
    1 mld. $
    SECONDHANDY
    STRATEGIE
    CHCEME BÝT SOUČÁSTÍ
    ŽIVOTNÍHO STYLU ZÁKAZNÍKŮ
    „Každé cílové skupině nabídneme
    kartu na míru,“ říká Tomáš Doležal,
    šéf marketingu Mastercard.
    str. 14 –15
    OOH
    DIGITÁLNÍ VENKOVNÍ REKLAMU
    ČEKÁ RAKETOVÝ RŮST
    Hodnota trhu DOOH má být do
    pěti let 50 miliard dolarů, ukázal
    průzkum mezi manažery.
    MÓDA Z DRUHÉ RUKY DRTÍ
    SEGMENT „FAST FASHION“
    Velké rmy nakupují seconhandové
    platformy a aplikace, módní řetězce
    přidávají kategorii „pre-owned“.
    str. 6
    str. 8 –11
    EVENTY
    V KARLOVÝCH VARECH JE
    LETOS OPRAVDU PLNO
    Po roční pauze se vrátil nejen lmový
    festival, ale též přehlídka eventů
    značek. Všechny se chtějí ukázat.
    str. 16 –17
    ECOMMERCE
    V RETAILU JE PLNO. ECONEA
    PŘIDÁ VĚTŠÍ DŮRAZ NA B2B
    Trh s ekodrogerií a udržitelnými
    produkty se za poslední dva roky
    zaplnil. Econee je v něm těsno.
    str. 20 –21
    PŘÍPADOVÁ STUDIE
    DVACET TISÍC SPOTŮ V JEDNÉ
    MAILINGOVÉ KAMPANI
    Innoy sWunderman Thompson
    aVMLY&R oslovovaly zákazníky
    personalizovanými klipy.
    str. 24 –25
    Foto na titulní straně: BOHUMIL POSPÍŠIL

  • Strana 4

    Svodka
    Reklamní výdaje
    včervenci byly meziročně vyšší
    napříč všemi mediatypy. Podle
    dat Nielsen Admospehre byly
    vyšší vprůměru otři procenta
    ve všech mediatypech. Lépe se
    oproti loňskému červenci daří
    především rozhlasu, kde je mezi-
    roční změna nejvyšší (+5%). Vyšší
    je letos vporovnání sloňskem
    icelkový objem výdajů za prv-
    ních sedm měsíců, ato zhruba
    ošest procent.
    CZC.cz má novou kampaň
    se sloganem „Dvojky hrají fér“,
    využívá cenovou historii pro-
    duktů aukazuje zákazníkům na
    kartě informací oproduktu graf
    cenového vývoje isrovnání skon-
    kurenční Alzou. Pokud produkt
    vyjde na CZC dráž, obchodník
    cenu dorovná. Kampaň vytvořila
    DDB. Sučástí je itelevizní spot,
    který režíroval Tomáš Řehořek.
    Lesensky.cz hlásí pět
    nových klientů. Společnostem
    Lomax aKodys vytvoří nové
    weby, Jihomoravskému kraji po-
    může smarketingovým plánem
    pro oblast sociálních služeb, Dvo-
    ru Králové nad Labem snovou
    vizuální identitou ikomunikační
    strategií abrněnské rmě Hutira
    smarketingem aPR.
    Bolt, aplikace blinkee.city
    aslužba GoDrive se spojily do
    asociace Mobilní Česko, která
    chce veřejnosti isamosprávám
    představovat inovativní řešení
    pro efektivní audržitelnou do-
    pravu po městech. Prezidentem
    asociace je Jakub Dvořák, country
    manager platformy Bolt pro ČR.
    Ness Czech se stala
    partnerem platformy Diversity
    Talent Pool. Ta propojuje ucha-
    zeče snejrůznějšími kulturními,
    národnostními, zdravotními či
    osobními speciky, se zaměst-
    navateli, kteří mají zájem onové
    talentované pracovníky azáro-
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Horalky chtějí
    být love brand
    Jako věrný společník pro každou
    příležitost se vnové kampani
    ukazují Horalky od slovenské
    společnosti Sedita. Jejím hlavním
    prvkem je televizní spot pro čes-
    ký islovenský trh vrežii Paulíny
    Mačákové. Cílem kampaně, za níž
    stojí slovenská agentura Apple-
    pie, je na Slovensku podpořit
    audržet znalost značky, vČesku
    posílit její vnímání jako věrné-
    ho společníka na výletech, ve
    škole ijinde. „Horalky jsou náš
    slovenský poklad, atak knim
    musíme přistupovat. Je to jen
    jedna oplatka, sjednou příchu-
    tí, přesto jí patří obrovská část
    trhu,“ uvedla Zuzana Netíková,
    mezinárodní brand manažerka
    vI.D.C. Holdingu, pod nějž Sedita
    spadá. Vedle spotu je součástí
    ikampaň na sociálních sítích
    spojená se soutěží, která má
    podpořit vnímání Horalek jako
    lovebrandu. „Do kampaně může
    přispět každý, posunout Horalky
    celou zemí adodat tak lásce knim
    skutečný rozměr,“ uvedl Tomáš
    Kučírek, senior ideamaker agen-
    tury Applepie.
    Sílu značky si skupina ověřila
    hned při startu kampaně kvůli
    slovům majitele holdingu Pavola
    Jakubce, který se vrozhovoru pro
    Denník N vyjádřil ikočkování.
    „Mnoho neočkovaných lidí si stě-
    žuje, že jsou diskriminovaní, ale
    jednoduché pravidlo je, že kdo
    je očkovaný, může jít, kam chce,
    ale kdo není, může zůstat doma,“
    řekl mimo jiné Jakubec.
    Na to odpůrci očkování reago-
    vali výzvou kbojkotu Horalek,
    zveřejňovali videa, jak oplatky
    rozbíjejí kladivem, internetový
    prodejce online -potraviny.sk
    vyřadil výrobky Sedity znabídky.
    Na bouři reagovali ale ifanoušci
    brandu, kteří Horalky začali na-
    kupovat ve velkém. Za Seditu se
    postavily satirické stránky Zomri
    aPrečo ľuďom hrabe? avyzvaly
    kpodpoře její značky.
    Svět podle MAM
    Nová kampaň Horalek, časopis Empresy,
    Sinsay expanduje aDavid Droga povýšil
    OnlyFans,
    platforma
    umožňující
    autorům
    monetizaci
    jejích obsahu,
    od října zakáže
    pornograckou
    tvorbu. Už
    nechce být
    „tržištěm sexu“
    Zdroj: I.D.C. HOLDING
    04
    ZPRÁVY

  • Strana 5

    veň chtějí podpořit rozmanitost
    svého týmu. Platforma vznikla
    ziniciativy neziskové organizace
    OPIM.
    Vinea, patřící do portfolia
    Kofola, se spojila sšesti českými,
    moravskými aslovenskými vinaři
    avnové kampani pomocí příbě-
    hů vinic avinařů propaguje hroz-
    nový mošt. Součástí je idegustač-
    ní produktová řada Vinea Kumšt
    Moštu, která bude distribuována
    veshopu Košík.cz.
    Proficio získala dalšího
    klienta. Pro společnost Bezrealit-
    ky zajistí repositioning apřípravu
    komunikační strategie pro český
    aslovenský trh. Na starosti bude
    mít nejen kreativu, ale také medi-
    ální plánování.
    Knowlimits rozšiřuje
    služby azakládá novou divizi,
    která se bude věnovat rozšíře-
    né realitě. Agentura disponuje
    vlastním vývojářským týmem
    avsoučasné době připravuje
    ARkampaně například pro Pedro
    nebo Centropen.
    Alza spolupracuje sBalíkobo-
    tem, své boxy otevře ostatním
    e -shopům adopravcům. Více než
    tisíc výdejních míst bude moci
    nyní využívat přes 2500 subjektů
    spolupracujících se společností
    Balíkobat. Spolupráci umožňuje
    integrace AlzaBoxů do platformy
    Lockers.ai.
    Prague City Tourism
    chce kultivovat cestovní ruch
    aproto si nechala navrhnout
    nové dárkové předměty asuvený-
    ry. Jsou mezi nimi edice křišťá-
    lových sklenic od Ronyho Plesla,
    komiksové příběhy oumění
    vpražském metru od Ondřeje
    Horáka aDavida Kaliky, kreslený
    průvodce po pražské památkové
    rezervaci od Michaely Kukovičo-
    vé aAleny Ježkové nebo šperky
    zrůžového skla spískovanými
    třešňovými květy zdílny Ko -ra -le,
    která vznikla jako pocta rozkvet-
    lým petřínským sadům.
    Týdeník Forum se ve
    stáncích objevil poprvé ve čtvrtek
    19. srpna. Vyšel vnákladu 70 tisíc
    výtisků aje kdostání za 30 kourn.
    Jak již MAM informoval 9. srpna
    vtématu onových tiskových pro-
    jektech, přípravu podpořil Fond
    nezávislé žurnalistiky částkou
    2,5 milionu korun. Opoziční titul
    podle slov Pavla Šafra, který stojí
    včele vydavatelství Forum 24,
    nepočítá stím, že by pro něj byly
    příjmy zinzerce rozhodující.
    Empresa Media
    má TV program
    Empresa Media, kam patří
    například časopisy Sedmička,
    Týden, Instinkt, novinka VIP Svět
    atelevizní stanice Barrandov,
    spouští programový týdeník TV
    Komplet.
    Jedná se otýdeník se zamě-
    řením na televizní programy
    atipy na zajímavé pořady. Vše je
    doplněné orozhovory sčeskými
    izahraničními umělci, vaření,
    luštění avýhry. Za titulem stojí
    šéfredaktorka Venuše Baxová,
    která ve vydavatelství Empresa
    Media krom jiného řídí izno-
    vuobnovený magazín Instinkt.
    Týdeník byl na trh uveden ve
    čtvrtek 19. srpna 2021 vnákladu
    60 000 kusů za cenu 9,90 korun
    aprovází jej velká kampaň na
    TVBarrandov, ve všech periodi-
    kách Empresa Media ina webu.
    Objeví se na pultech většiny pro-
    dejen stiskem, včetně řetězců.
    Výhradním distributorem je PNS.
    Programovým časopisům podle
    dat Madiaprojektu za první polo-
    letí vládne TV Max (vydavatelství
    Mafra) sprodaným nákladem
    přes 219 tisíc kusů ačteností
    479tisíc.
    Zahynul Michal
    Kroupa, CMO
    Ikea
    Michal Kroupa, marketingový
    ředitel Ikea pro český, slovenský
    amaďarský trh, tragicky zemřel
    při pádu zhory Täschhorn. Na
    sociálních sítích otom poprvé
    informovala jeho žena Petra
    Chovancová agenerální ředitel-
    ka Ikea Mounia El Hilali. Stejný
    osud potkal ijeho horolezeckého
    partnera.
    Včele marketingu švédského
    obchodního řetězce stál Michal
    Kroupa od roku 2019, řídil zhruba
    dvacítku zaměstnanců. Celkem
    ve společnosti strávil osm let.
    Předtím pracoval přes šest let vre-
    klamní agentuře Ogilvy.
    „Michal byl velkým nadšen-
    cem, který rád posouval hranice
    možného jak vpracovním, tak
    soukromém životě. Byl to lídr
    svášní pro Ikea. Byl chytrý
    azároveň pečující, těžce pracující
    profesionál,“ napsala El Hilali na
    LinkedIn. Michal Kroupa MAM
    letos vúnoru poskytl rozhovor,
    který jsme nyní čtenářům na
    mam.cz plně zpřístupnili.
    Hovořil vněm například oudr-
    žitelných plánech Ikea aproblé-
    mech sobjednávkami vdobě
    pandemie.
    Sinsay míří do
    menších měst
    Oděvní značka Sinsay která patří
    do polské skupiny LPP, jež má ve
    svém portfoliu iznačky Reserved,
    House, Cropp aMohito, vČesku
    dál expanduje.
    Podle Tomasze Kucharczy-
    ka, generálního manažera LPP
    Czech Republic, má společnost
    vplánu otevřít zhruba 25prode-
    jen, přičemž většinou se bude
    jednat oSinsay. „Vidíme velkou
    příležitost vretailových parcích,
    ato ivmenších městech kolem
    desítky tisíc obyvatel, která jsme
    původně vhledáčku neměli.
    Olevnou módu je ale zájem aČeši
    jsou nízkým cenám obzvláš-
    tě příznivě nakloněni,“ řekl
    Kucharczyk.
    David Droga
    řídí Accenture
    Interactive
    Skupina Accenture jmenovala do
    role CEO a„creative chairman“
    Accenture Interactive Davida
    Drogu, legendárního zakladatele
    apředsedu představenstva slavné
    agentury Droga5, kterou Accen-
    ture koupila vroce 2019.
    Jako globální šéf bude Droga
    od 1. září zodpovědný za rozvoj
    výjimečné kreativy, zákaznic-
    kých zkušeností abyznysové
    inovace. „Accenture Interactive
    se rychle stala lídrem vdigitálu
    tím, že propojuje data, kreativitu
    atechnologie. Vdobě návratu
    krůstu budeme inadále hrát
    zásadní roli v360stupňové
    podpoře hodnoty byznysu našich
    klientů,“ uvedl Droga ke svému
    jmenování.
    Brian Whipple, jenž vedl
    Accenture Interactive posledních
    deset let, oznámil odchod ze
    skupiny. Právě pod jeho vedením
    tržby skupiny narostly na 10,6mi-
    liardy dolarů (přes 231 miliard
    korun). Časopis Ad Age ji šestkrát
    za sebou jmenoval největší sítí
    digitálních agentur světa.
    05
    ZPRÁVY
    Foto: BOHUMIL POSPÍŠIL

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  • Strana 28

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