Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

34/2022

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

    DYSLEXIE MŮŽE BÝT
    SUPERSCHOPNOST
    Platí to zvlášť pro kreativní
    týmy agentur, říká Kai
    West Schlosser, který
    vystoupí na Foru Media.
    str. 6–7
    UŽ MÁTE OBCHOD
    V METAVERSU?
    Značky nakupují pozemky,
    řeší zábavný obsah,
    limitované kolekce achtějí
    být na boom připraveny.
    str. 8–11
    POTŘEBUJEME
    ODVAHU K RISKOVÁNÍ
    Sázka na jistotu je pro
    reklamu riziko, říká Jaime
    Mandelbaum, evropský šéf
    kreativy VMLY&R.
    str. 20–21
    ŘEŠÍME
    SRÁŽKU SVĚTŮ
    34
    22. srpna 2022
    99 Kč / 4,90
    RADKA DOHNALOVÁ
    & PETR HAVLÍČEK
  • Strana 2

    KONFERENCE
    FORUM MEDIA
    Světová elita marketingu, komunikace a byznysu
    Rezervujte si místo na
    www.forummedia.cz
    Hlavní
    mediální partner:
    Mediální partner:
    Partneři:
    Market Insight
    Effi e Stage
    PR Summit
    MAM Stage
    FM_inz_MAM_210x280_logopanel_2022.indd 2FM_inz_MAM_210x280_logopanel_2022.indd 2 19.08.2022 13:1819.08.2022 13:18
  • Strana 3

    Jak už to tak bývá, obdo
    prázdnin je mediální okurkovou
    sezonou. Vminulém týdnu ji
    rozvířil klip McDonald’ssnázvem
    Mc’n’Roll skuchařem Přemkem
    Forejtem.
    Více než dvouminutový spot
    má tu vlastnost, že rychle rozdě
    obecenstvo na ty, které to baví,
    aty druhé, jež to bolí. Přizm
    se, že jsem ve skupině B. Spojení
    popurho kuchaře, jehož jídla
    po vizuální stnce vypadají
    nádherně, protože si dává záležet
    skaždým detailem, sfastfood
    znkou, kde naopak produkt po
    rozbalení vypadá diametl
    odlišně od nadýchaných avylha-
    ných vizuálů, mi od začátku moc
    nesedí.
    Forejt nyní rapuje voblečku
    vytvořeném zhousek aky
    speciální technologii playtronica
    hraje na housky, hranolky izele-
    ninu. Ani zde nechybí už vícekrát
    ohraný odkaz na zapomenutou
    okurku. Za textem ahudbou stojí
    Jiří Burian známý jako Kapitán
    Demo, který ani ne měsíc zpátky
    rapoval vklipu Hlas Lidlu pro
    tento řetězec. Navíc ten se dost
    podobal kampani německého
    Kauandu. Nyní se Forejtovo
    hraní na potraviny zase inspiro-
    valo loňskou kampaní německé-
    ho supermarketu Edeka, který si
    ovšem tehdy vybral populárního
    dýdžeje Marca Rebilleta.
    Česká republika se také (sláva)
    dočká pořadu Agáta Jaromíra
    Soukupa. Čtete správně, vylat
    se bude první tři dny vtýdnu
    avneděli čeká na diky dokonce
    VIP specl. Tato dvojice se
    dala dohromady během letošní
    okurkové sezony asnadno tak
    nyní plní titulky bulvárních
    webů. „Když jsem na Instagramu
    viděla, jak obrovský zájem mají
    lidé onaše živá vyní, tak jsme
    se shodli, že je to škoda jen pro
    Instagram,“ uvedla Hanychová.
    Pořad nemá mít žádný scénář
    aprobírat se mají různá témata,
    například „rozdíl mezi mužem
    aženou“.
    U, ještě že je konec týdne
    aokurková sezona se blíží ke
    svému konci…
    Pavel Hejkrlík
    redaktor
    Okurkový bizár
    EDITORIAL
    Inzerce
    Zjistěte více na
    vskk.cz
    Kombi studium
    pro pracující,
    kteří chtějí mít
    vysokou školu.
    pro pracující,
    pro pracující,
    METAVERSELEADERSHIP
    FIRMY MUSÍ ŘEŠIT ÚNAVU LIDÍ
    Krize nás teprve čeká, bude třeba
    inovovat, říkají Radka Dohnalová
    aPetr Havlíček zAtairu.
    str. 12 –14
    FORUM MEDIA
    DYSLEXIE JE SUPERSCHOPNOST
    Platí to zvlášť vkreativních týmech
    agentur, tvrdí Kai West Schlosser,
    který vystoupí na Foru Media.
    str. 6 –7
    REKLAMA
    UŽ ŽÁDNÉ TEČKY A HROZBY
    V očkovácích kampaních jsme zažili
    kde co, od hrozeb po brutální výjevy.
    Ta aktuální jde zlatou střední cestou.
    str. 22 –23
    OŤUKÁVÁNÍ METAVERSA
    Značky řeší ochranné známky aNFT
    kolekce, budují vlastní virtuální
    obchody propojené sfyzickými.
    str. 8 –11
    Foto na titulní straně: BOHUMIL POSPÍŠIL
  • Strana 4

    Svodka
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Luxor slibuje
    vybavit školáky
    Knihkupectví Luxor spustilo prv-
    ní kampaň vytvořenou ve spolu-
    práci sagenturou. Ve výběrovém
    řízení na strategickou akreativ
    agenturu si pro realizaci vybralo
    VCCP. Komunikace se soustředí
    na období návratu školáků do la-
    vic apředstavuje šíři sortimentu
    sheslem „pro školáky všechno“.
    „Nabízíme široký sortiment
    od knížek přes učebnice až
    po veškeré papírenské zboží,
    výtvarné potřeby abatohy.
    VLuxoru tedy rodiče kompletně
    vybaví svého školáka bez obíhání
    několika obchodů,“ uvedla Kra
    Unzeitigová, senior marketingová
    manažerka pro Luxor.
    Návrat do lavic zínají řešit
    idalší prodejci. Například řetězec
    Albert si připravil na začátek
    prvního pololetí sběratelskou
    kampaň selektronikou Niceboy.
    kazníci mohou sbírat body
    na výbavu od značky Niceboy
    se slevou až 60 procent. Vybírat
    mohou zproduktů pro kdo-
    denní použíní, jako jsou chytré
    hodinky či sluchátka.
    Investice státu
    do komunikace
    klesají
    V prvm pololetí letošho roku
    došlo k poklesu objemu státem
    vypsaných veřejných zazek
    do komunikace o45 procent.
    Vyplývá to z každoroční analýzy
    společnosti CEEC Research pro
    Asociaci komunikačních agentur
    (AKA) aAsociaci public relations
    Svět podle MAM
    Luxor láká zpět do lavic, st neinvestuje
    do komunikace, Carat se stará o Vodafone
    Podle průzkumu
    agentury INSA
    nechce povin
    poplatky za
    televizi platit
    84procent
    Němců. V roce
    2016 to bylo
    podle týdeníku
    Focus necelých
    70procent
    Zdroj: LUXOR
    Streaming vUSA popr
    překonal kabelovou televizi.
    Ukázal to průzkum společnosti
    Nielsen, podle něhož domácnosti
    ustreamovacích služeb strávily
    34,8 procenta času, 34,4 procenta
    ipadlo na kabelovou a21,6 pro-
    centa na lineární televizi.
    Sport Alive konference,
    kterou založil Tomáš Jaa,
    plánuje rovněž ocenit nejlepší
    sportovní počiny. Přihlašovat
    projekty je možné až do 15.ří.
    Meta vČesku spustila kampaň
    „Moje Místo“, která má za cíl
    zvýšit mezi mladými uživateli po-
    vědomí ostrojích na ochranu
    soukromí abezpnosti. Vznikla
    po konzultacích smladými uži-
    vateli avČesku se na ní podílejí
    odborníci zprojektu E-bezpí
    Univerzity Palackého vOlomouci.
    Agentura Pickerly se
    zaměří na klienty zoblastí star-
    tupů akryptoměn. Už se podílí
    například na glolním rebran-
    dingu společnosti Slush Pool na
    Braiins Pool.
    Brand Management,
    konference konající se 19.října
    vCubex Centru Praha, přivítá
    jako hlavního řečníka Orlanda
    Wooda, šéfa inovací ve společnos-
    ti System1 Group, který patří kak-
    tuálně nejvlivnějším autoritám
    voblasti efektivho marketingu.
    Media Club dosáhl loni
    celkových čistých teb ze všech
    obchodovaných mediaty
    5,2miliardy korun. Zisk před zda-
    ním pak činil 818 milionů.
    Electro World rozšířil
    spolupráci sagenturou World
    of Online, která spravuje inový
    prol značky na TikToku. První vi-
    deo, vněmž vystupuje herec Josef
    Fečo, má přes 560tisíc zhlédnutí.
    GfK index spotřebitelské
    důvěry ve Velké Británii klesl na
    úroveň -44, nejnižší od začátku
    měření vroce 1974. Lidé podle
    rmy vnímají, že se ekonomický
    vývoj dalece vzdaluje kontrole
    asílí vnich pocit rezignace.
    04
    ZPRÁVY
  • Strana 5

    (APRA). Uzadaných zazek pak
    klesl objem odeset procent.
    „Současný trend bude zname-
    nat, že se podíl výdajů státu do
    komunikace na celkovém komu-
    nikačním trhu sníží pod jedno
    procento. Tím se dostaneme na
    nejhorší výsledek, jaký jsme dopo-
    sud zaznamenali,“ uvedl místo-
    předseda APRA Michal Vlasák.
    Největší problém je podle
    odborků nárůst zakázek zadá-
    vaných mimo režim Zákona oza-
    dávání veřejných zazek (ZZVZ).
    Ty vzrostly téměř o300procent.
    To je alarmující zjištění. Když
    pomineme rizikovost z hledis-
    ka transparentnosti arovných
    íležitostí, problematická je
    především absence jakékoliv
    koncepce apravděpodobně ta
    měření efektivity vynaložených
    investic,“ řekla Lucie Češpivová,
    členka prezidia AKA.
    Carat se
    stará o média
    Vodafone
    Mezinárodní mediální agentu-
    rou operátora Vodafone se po
    vítězství vtendru stala Carat ze
    skupiny Dentsu. Exkluzivně bude
    mít na starosti plánování akup
    oine médií na patnácti trzích
    včetně České republiky nebo na-
    íklad Velké Británie, Německa
    aItálie. Hodnota byznysu je odha-
    dována na 400 milionů liber, což
    je vpřepočtu takřka 11,7 mili-
    ardy korun. Jde opokračová
    spolupráce zroku 2019, kdy Carat
    ve výběrovém řízení zvítězil nad
    agenturou Wavemaker ze skupiny
    WPP (ta pro Vodafone pracovala
    pět let, původně ještě pod znač-
    kou MEC). Nový kontrakt začne
    platit od ledna příšho roku.
    Netýká se digitálních médií, oněž
    se Vodafone stará in -house.
    Tiger Tony
    bude vysílat na
    Twitchi
    Společnost Kellogg’sFrosted
    Flakes se spojila sTwitch’sBrand
    Partnership Studio, aby pře-
    nila svého popurního maskota
    tygra Tonyho na interaktivho
    VTubera. VTuber je online
    virtuální bavič, který používá
    počítačově generovaného avatara
    ke streamování na platformách.
    Twitch zaznamenal vloňském
    roce meziroční nárůst obsahu
    souvisejícího sVTubingem
    o467procent, vprůměru má
    streamovací platfroma více než
    31 milionů denních návštěvků
    apředstavuje rostoucí způsob,
    jak značky mohou oslovit mladší,
    digitálně nativní spotřebitele,
    které je obtížné získat tradiční
    reklamou. Živý přenos oteví
    také hráčům příležitost zapojit
    se do chatů ahlasová. Pro svůj
    streamovací debut plánuje Tony
    the Tiger zahrát si oblíbenou
    battle royale hru se streamery.
    Salesforce vprůzkumu
    State of the Connected Customer
    ukázala, že 61 procent zákazníků
    plánuje vpříštích třech letech
    více nakupovat na sociálních
    sítích. Komunikaci se značkami
    prostřednictvím digitálních
    kanálů pak preferuje 55 procent
    zákazníků.
    O2 TV Sport oslavila
    vsrpnu sedmé výročí existence
    aotevírá Akademii, která si klade
    za cíl objevit pro obrazovku nové
    tře. Program je otevřen široké
    veřejnosti, zájemci se mohou
    hlásit až do 30.ří2022.
    Soutěž Internet Eecti-
    veness Awards, kterou pořádá
    Asociace.BIZ, se letos koná už
    popatnácté. Projekty je mož
    nominovat do 15.ří. Vyhláše-
    ní proběhne 1.listopadu.
    Puma a Coca-Cola
    vytvořily společnou kolekci
    obuvi aoblečení. Vybra
    produkty jsou na českém trhu
    dostupné vBibloo, Everball
    aDual Sport během srpna.
    Nielsen aAmazon
    podepsaly tříletou dohodu
    oměření sledovanosti vy
    Thursday Night Football“ liy
    amerického fotbalu NFL. Měřit
    bude ipokrytí na Prime Video
    aTwitchi isledování mimo
    domov.
    05
    ZPRÁVY
    Inzerce
    Cílem zážitkového portálu Slevomat
    bylo nabídnout svým zákazníkům
    alternativní způsob přihlášení přes
    známou a důvěryhodnou českou
    značku. „Počet zákazníků přihlá-
    šených přes Seznam se neustále
    zvyšuje. Nově přihlášených přes
    Seznam je každý měsíc až o stovky
    více než například nově přihlášených
    uživatelů přes Facebook,“ chválí si
    červené přihlašovací tlačítko Jiří
    Brych, který řídí vývoj produktů ve
    Slevomatu.
    Přihlášení zákazníci utratí až
    o 20 procent více
    „Implementace Přihlášení od
    Seznamu byla snadná a hotova byla
    víceméně do dvou hodin. Navíc jsme
    nadšeni především z toho, že lidé
    přihlášení přes tlačítko od Seznamu
    utrácejí v průměru o 20 procent
    více než uživatelé Facebooku,
    chválí nové tlačítko Jiří Brych. Cílem
    našich partnerů je vytvářet zisk,
    a proto je důležité, že se přihlášení
    přes Seznam projevuje pozitivně
    také v obchodních výsledcích. Naše
    řešení zvyšuje ochotu zákazníků
    dokončit nákup, protože je zbavuje
    složitých formulářů, buduje důvěru
    a blízký vztah díky dobrému jménu
    Seznamu.
    Uživatelé vítají zjednodušení
    Kdo by měl rád otravné vyplňování
    registračních formulářů a genero-
    vání nových a nových hesel? Přihlá-
    šeným uživatelům tohle odpadá a je
    jasné, že každý web, e-shop nebo
    obsahová platforma, která svým
    zákazníkům nebo čtenářům zjedno-
    duší život, si také získá jejich přízeň.
    „Přihlášení našim zákazníkům na-
    bízíme z jednoho prostého důvodu.
    Uvědomujeme si, že je pro uživatele
    komplikované si pamatovat další
    uživatelské jméno a heslo. Používají
    stejnou identitu na více webových
    stránkách a nám přišlo logické
    nabídnout zákazníkům také řešení
    od Seznamu. Účet na Seznamu má
    mnoho lidí a jsem si jistý, že uvítají
    možnost se jím přihlásit,“ vysvětluje
    Jiří Brych.
    Co přináší přihlášení přes
    Seznam
    Umožňuje lidem přihlásit se na
    webu nebo službě partnera pomocí
    již existujícího uživatelského účtu
    u společnosti Seznam.cz. Jde o čím
    dál oblíbenější službu, která zlep-
    šuje zážitek z návštěvy a pomáhá
    budovat užší vztah s navštíveným
    webem.
    Slevomat potvrzuje: přihlášení
    přes Seznam dělá z lidí loajální
    zákazníky
    Znát své zákazníky je klíčem k úspěchu. Platí to pro vaše
    čtenáře, uživatele vašeho obsahu i zákazníky e-shopu.
    Pokud jim chcete nabízet relevantní obsah a produkty,
    musíte vědět, co dělají a co chtějí. V budoucnosti však bude
    stále obtížnější takové informace získat a je třeba se na
    to připravit už dnes. Seznam.cz připravil pro své partnery
    řešení, které jim umožní znát své uživatelé a přizpůsobit jim
    svoji nabídku. Slevomat, který si přihlášení přes Seznam
    nedávno implementoval, se s námi podělil o první zkušenosti.
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  • Strana 28

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