Strana 2

Marketing & Media

Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
35/2019

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
  EXTRA
  REKLAMNÍ
  A DÁRKOVÉ
  PŘEDMĚTY
  TLAK NA NOVINÁŘE
  DOPADÁ I NA PR
  Rozhovor s ředitelem
  PR.Konektor Radkem
  Vítkem o dědictví
  minulosti i výzvách zítřka
  EPICA BUDE MÍT
  NOVÉ KATEGORIE
  Mark Tungate popisuje
  novinky na letošní
  prestižní přehlídce
  Epica Awards
  KONTROLA DĚTÍ,
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  pustil Stanislav Perkner,
  marketingový ředitel
  Auto Palace
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  35
- Strana 2
  02 EDITORIAL
  
  Kampaně, které Tim
  Bell připravoval pro
  Margaret Thatcherovou,
  byly fenomenální. Škoda,
  že se do dějin komerční
  komunikace nezapsal
  pouze jimi.
  Foto: SA ATCHI
  Kariérní britský politik Conor Burns oTimu
  Bellovi napsal, že byl géniem komunikace. Piers
  Pottinger, obchodní hlava Bellova podnikání,
  zase tvrdí, že byl pionýrem politického marke
  -
  tingu, úžasný reklamní manažer abrilantní PR
  stratég. Francis Ingham, ředitel Public Relations
  and Communications Association, se nechal sly
  -
  šet, že Bell zůstane vpaměti zapsán jako gigant,
  který dokázal, jakou sílu může komunikace mít.
  GANG ČTYŘ
  Tim Bell, zakladatel agentury Bell Pottinger, ze-
  mřel minulý týden ve věku sedmasedmdesáti let.
  Procítěné auznalé nekroloy připomínají jeho
  zásluhy, tíha okamžiku ale svádí kpřehlížení
  temných míst vBellově úctyhodném životopise.
  Dokonce isvou kritičností známý Guardian je
  odbyl dvěma řádky. Závěr Bellovy kariéry zastí
  -
  nil jeho konec vagentuře, kterou vedl osmadva-
  cet let. Bell Pottinger skončil vroce 2017 poté,
  co vyšetřování potvrdilo, že Bell vedl utajené
  kampaně, které měly vyvolat rasové napětí
  
  vJihoafrické republice.
  Profesně byl soumrak Tima Bella poměr
  -
  ně odpudivou záležitostí. Jeho agenturu si
  vJihoafrické republice najala mírně řečeno
  kontroverzní rodina, spíš ale gang Guptů.
  Čtveřice bratrů, znichž každý sám osobě je se
  vší pravděpodobností dolarovým miliardářem,
  od sebe potřebovala odvrátit pozornost, když se
  provalily ekonomické spojnice mezi Guptovými
  atehdejším jihoafrickým prezidentem Jacobem
  Zumou. Bell Pottinger pro Guptovy zahájil
  mohutné vrtění psem: přišli skampaní, která
  poukazovala na údajný „ekonomický apartheid“.
  Vpodstatě říkali, že černé obyvatelstvo je vJAR
  znevýhodněno vpodnikatelských příležitostech
  aže si běloši podrželi neadekvátní byznysovou
  moc. Vdůsledku tato kampaň mohla vést klidně
  ke genocidě mugabovských rozměrů.
  Celá věc se nakonec provalila aBell Pottinger
  byl roku 2017 vyloučen zbritského profesního
  svazu Public Relations and Communications
  Association. To efektivně znamenalo také konec
  agentury iaktivní role Tonyho Bella vkomerční
  komunikaci. Nutno poznamenat, že tento pád
  Bell odlouho nepřežil.
  LORDŮV CITÁT
  Vlastně lord Bell. Mezi šlechtice ho za dřívější zá-
  sluhy povýšil Tony Blair, přičemž už předtím byl
  rytířem– stal se jím na návrh někdejší premiérky
  Margaret Thatcherové, které vydupal ze země
  zázračnou politickou kariéru (vizfoto). Ano, to
  byly Bellovy hvězdné časy.
  Astojí za připomenutí, že na začátku Bellovy
  kariéry byl příběh učiněně lmový: chudý chla
  -
  pec si přivydělával jako poslíček vtelevizi ABC,
  pak nosil vodu vreklamkách anakonec se přidal
  kCharlesovi aMauricovi Saatchiovým, když
  zakládali svou věhlasnou agenturu…
  Bellův příběh je inspirativní vdobrém ive
  zlém. Netroufám si jeho dílo soudit. Jen doporu
  -
  čuji, aby si každý profesionál zapamatoval tento
  Bellův citát: „Dělal bych pro labouristy, Saddáma
  Husajna iAdolfa Hitlera. Nejsem etická komise,
  abych je soudil. Pokud nepřekračují zákon, jsou
  to klienti.“
  Aaby nedošlo komylu, tento citát berme jako
  memento.
  Ondřej Fér
  
  šéfredaktor
  Nebyl
  etickou komisí
- Strana 3
  Obsah
  RADEK VÍTEK
  ředitel PR.Konektor
  ARTHUR NIELSEN
  zakladatel ACNielsen
  Enormní tlak na současnou
  novinařinu se odráží i v práci
  komunikačních agentur, říká ve
  velkém rozhovoru Radek Vítek,
  ředitel agentury PR.Konektor
  Krátce připomínáme životní
  výročí otce marketingového
  výzkumu a přidáváme hrst
  událostí, které by vám neměly
  uniknout v příštím týdnu
  Mark Tungate vysvětluje,
  proč je důležité zúčastnit se
  letošní Epicy, odhaluje jméno
  prezidentky poroty a představu-
  je nové soutěžní kategorie
  Strana 13
  OBSAH
  POPAI CENTRAL EUROPE
  popai@popai.cz | www.popai.cz
  POPAI DAY 2019
  21. 11. 2019
  Prestižní evropská událost v oboru in-store komunikace
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  Mezinárodní konference o zásadních trendech a potenciálu místa prodeje.
  POPAI AWARDS 2019
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  Inzerce
- Strana 4
  Komerční
  kreativita
  Colmana Sheila, provozního šéfa
  agentury Liquid Retail, poznáte
  podle pečlivě naaranžovaného
  vlasového rozcuchu na hlavě
  
  anepříjemně ostrého jazyka, oje-
  hož schopnosti říkat věci skutečně
  naplacato se nedávno přesvědčila
  Jennifer Bellová. Britské oborové
  novinářce Sheil vysvětlil, že si retai
  -
  leři kvůli povrchní práci její
  ajejích kolegů začali myslet, že stačí
  do kamenných obchodů dát koutek
  srozšířenou realitou aobchod je
  spasen.
  Jenže technologie sama nestačí,
  tvrdí Sheil.
  Liquid Retail dlouhodobě zkouší
  svoje klienty přesvědčit, že je třeba
  technologii vprovozovnách doplnit
  odpovídajícím robustním doplň
  -
  kem vdigitálu. Celá oblast retailu
  se podle Sheila musí přeorientovat
  na zážitkovost aefektivní pohled na
  kreativitu.
  Výsledkem snah Liquid Retail
  otuto mentální změnu bylo, že
  agentura těžiště svého podnikání
  kvůli neochotě klientů jít naproti
  budoucnosti přesunula na Střední
  východ.
  „Podívejte se na tamní Carrefour
  auvidíte budoucnost omnicommer
  -
  ce,” tvrdí Sheil.
  Dum Dum se
  po letech vrací
  Kdybych chtěl být za chytrého, na
  tomto místě bych napsal, že lízátka
  Dum Dum jsou běžnou součástí
  čekáren, zasedaček adalších míst,
  kde člověku až příliš často nezbývá
  nic jiného než čekat adumlat. Zkou
  -
  ším ale negooglit avýsledkem je, že
  zjišťuji, jak málo toho vím.
  Ale abychom se nezakecali: Ve
  světě jsou lízátka Dum Dum dobře
  známou značkou, tak známou, že
  dlouhých třicet roků nepotřebovala
  reklamní kampaň. Ta chvíle přišla
  sklesající poptávkou až nyní. Maji
  -
  tel Dum Dum, společnost Spangler
  Candy, oslovil pittsburské Smith
  Brothers, kteří připravili podle
  mého skromného názoru ohromně
  zábavné spoty, založené na půvabu
  jednoduché animace (podívat se na
  ně můžete na MAM.CZ).
  Výsledky kampaně budou zají
  -
  mavé například kvůli zjištění, jak
  dokáže vpodstatě retro značka
  
  sretro vizuálem oslovit generaci
  Zna sociálních sítích.
  Troufám si odhadnout, že by
  mohla zafungovat. Je totiž autentic
  -
  ká, aautenticita je to, nač onlinová
  omladina slyší.
  Jenže nebude autentická až
  příliš?
  Úplně základní
  věci
  Helen Edwards vMarketing Weeku
  předvedla pěknou připomínku, že
  než začne kdokoliv voblasti komerč
  -
  ní komunikace šplhat po žebříku
  kmamutím úspěchům, benetům,
  velkorysým íčkům
  
  asbírání cen za inovativní kreati-
  vitu, měl by si položit tutéž otázku,
  jakou kladou klienti– akterou krea
  -
  tivci neradi slyší. Aproč to takhle je?
  Edwards prostudovala několik
  oceněných kampaní mladých
  kreativních bister azjistila, že mají
  společné tři věci.
  Úžasnou schopnost prodat sebe
  sama. Báječnou, oslňující kreativi
  -
  tu. Zdrcující nedostatek kontaktu
  srealitou. Jak asi tušíte, kámen
  úrazu je vbodě třetím.
  Jistě, že kreativita občas převáží
  efektivitu, všichni tak nějak víme.
  Helen Edwards ale přišla sjedno
  -
  duchým návodem, jak se přes tohle
  úskalí přenést. Stačí se vkaždém
  jednotlivém kroku sám sebe ptát,
  jestli ten či onen nápad má smysl,
  jestli nejde jen oprojev samoúčelné
  schopnosti mít nápady. Je třeba se
  vmyšlenkách neustále vracet kzá
  -
  kladním pravidlům: chce ode mě kli-
  ent právě tohle? Pochopí to cílovka?
  Není to nejspíš úplně povznášející,
  ale taky to není nic přízemního.
  Svět podle Féra
  Tentokrát převážně
  o úskalích kreativity
  
  Země živitelka
  svou zvláštní
  kampaní
  (viz MAM.CZ)
  přilákala nejvíc
  návštěvníků od
  roku 2003. My
  jsme to říkali.
  Foto: DUMDUM
  04 ZPRÁVY
- Strana 5
  Svodka
  Lucie
  Vaníčkové
  Zoot, český online obchod
  smódou, začal budovat síť kamen
  -
  ných prodejen. První znich otevřel
  vobchodním domě Centrum
  Černý Most. Společnost očekává,
  že podobně laděné prodejny budou
  následovat po celé republice. Vpo
  -
  dobném duchu by ráda předělala
  iznámé Výdejny radosti, které
  slouží kvyzvedávání objednaného
  zboží.
  Zalando, německého kon-
  kurenta Zootu, který od loňského
  roku působí iunás, také láká retail.
  Na domovském trhu uvedl novou
  značku Zircle, což je kamenný
  second -hand. Název znamená
  spojení Zalando aCircle, odkazující
  na cirkulární ekonomiku. Zircle
  má být dalším krokem ke strategii
  udržitelného rozvoje aprodloužení
  životního cyklu oblečení.
  SIMAR, Sdružení agentur pro
  výzkum trhu aveřejného mínění,
  zahájilo iniciativu PRO VÝZKUM.
  Klade si za cíl vysvětlovat širo
  -
  ké veřejnosti základní principy
  výzkumu, jeho přínosy ietické
  zásady výzkumných aktivit. Cílem
  kampaně je také podpořit ochotu
  respondentů odpovídat ve výzku
  -
  mech. Iniciativy se aktivně účastní
  agentury, které akceptují anaplňují
  oborové Desatero pro ochranu
  osobních údajů.
  Sberbank spustila novou
  kampaň na podporu prodeje
  půjček. Za každé vyčerpání půjčky
  slibuje zasadit strom. Nový koncept
  vznikl ve spolupráci sreklamní
  agenturou Leo Burnett. Kampaň
  se objeví na televizních stanicích
  skupiny Nova aPrima ana inter
  -
  netu. Pro online jsou připraveny
  výkonnostní iimagové bannery ve
  třech různých kreativách.
  Daniel Křetínský by
  spolu sfrancouzským bankéřem
  Matthieum Pigassem měli vroce
  2021 získat 60procentní podíl ve
  společnosti Le Monde Libre. Ta
  ovládá stejnojmenný deník Le
  Monde. Na svém webu to napsal
  francouzský ekonomický magazín
  Challenges, podle kterého získají
  podíl akcionáře Pierra Bergého,
  který zemřel vroce 2017. Jeho podíl
  jim má rovným dílem postoupit
  jeho dědic, Američan Madison Cox.
  Nyní ještě odkupují 20procentní
  podíl španělské skupiny Prisa.
  Tyler Blevins, vherním
  světě známý jako Ninja, uzavřel
  kontrakt se sportovní značkou
  Adidas. Lukrativní zakázku se mu
  podařilo získat jako prvnímu sólo
  -
  vému hráči eSports, konkrétně hry
  Fortnite. Blevins, kterému je 28let,
  díky streamování hraní počítačo
  -
  vých her vydělává miliony dolarů.
  Livesport, web se sportov-
  ním zpravodajstvím, natočil druhý
  reklamní spot, vněmž účinkuje
  fotbalový brankář Petr Čech.
  Vytvořila jej agentura Beerothers
  apropagovat má službu sledování
  výsledků zápasů vreálném čase.
  Nasazen bude vonline prostředí
  na Seznam.cz ataké vtelevizi
  O2 TV, Eurosportu adalších do
  března2020.
  Visa představila novou sadu
  senzorického brandingu v25
  zemích, kde působí. Transakce
  platební kartou této značky nově
  doprovodí zvuk, který by měl být
  optimistický aenergický, dále
  animace arovněž hmatový vjem
  prostřednictvím vibračního prvku.
  Blindshell si pro komunika-
  ci apublic relations vybral agenturu
  Taktiq Communications. Cílem
  vzájemné spolupráce je dlouhodo
  -
  bá komunikace oaktivitách spo-
  lečnosti, vztahy smédii abudování
  povědomí otrhu skompenzačními
  pomůckami pro zrakově postižené.
  Mladá fronta při příle-
  žitosti vydání knihy francouzské
  autorky Camille Ratii Bez odpadu
  přichází s„ekologickou“ guerilla
  kampaní, kterou pro ni vytvořila
  agentura DigitalAd. Při realizaci
  spojily síly srmou Aqua Ads apro
  -
  střednictvím vodního proudu pod
  vysokým tlakem vznikly „neškod
  -
  né“ reklamní plochy. Realizace jsou
  kvidění do 10.září vokolí praž
  -
  ských knihkupectví anákupních
  center.
  Teribear, sportovně charita-
  tivní desetidenní happening, pořá-
  daný Nadací Terezy Maxové dětem,
  chce rozhýbat český Instagram.
  Pomoci mu vtom má již poněkoli
  -
  káté agentura Socialsharks. Vrámci
  komunikace vsadily ina předávání
  štafety mezi českými osobnostmi
  ainuencery. Zapojit se do štafety
  může každý, stačí do šablony níže
  ve Stories vložit GIF asdílet, jak
  se daný člověk hýbe pro Teribear,
  společně svýzvou pro dalšího
  „hýbače“ arozšiřovat tak dále
  povědomí oběhu.
  Reebok do kampaně na pod-
  poru nové podzimní kolekce MYT
  zapojuje DJe amoderátory. Kampaň
  se fotila vliduprázdných ulicích
  Londýna asešli se při ní evropští
  DJové, hudebníci amoderátoři.
  Nová kolekce oblečení má být ur
  -
  čena „silným osobnostem, které se
  nebojí být samy sebou“.
  Justmighty, brněnská
  digitální agentura, se spojila sčástí
  týmu bývalého seskupení Little
  Cube avytvořila společnou video
  -
  produkční agenturu Overhere. Je-
  jím prostřednictvím nabízí tvorbu
  videospotů včetně motion videí.
  Little Cube ve své původní podobě
  končí. Jádro společnosti tvoří
  režisér Jan Kolář akameraman Petr
  Hostička.
  
  Na
  okraj
  týdne
  TISCALI BUDE MÍT
  ZAHRANIČNÍHO SLONA
  On line vydavatelství Tiscali Media
  plánuje expanzi do zahraničí
  a jako první službu, kterou chce
  nabídnout mimo Česko si ﬁrma
  vybrala Úschovnu. Ta pro anglicky
  mluvící země změní svůj název na
  SendElephant.com. Informoval
  o tom ekonomický web E15.
  ČTK SE POTÝKÁ S NÁPADY
  PETRA ŽANTOVSKÉHO
  Rada ČTK neshodila se
  stolu nápad radního Petra
  Žantovského, podle kterého
  by veřejnoprávní instituce
  měla ze zákona poskytovat
  prostor pro vyjádření politickým
  stranám zastoupeným v českém
  a evropském Parlamentu.
  Žantovského iniciativa vzbuzuje
  uvnitř ČTK jisté obavy.
  FACEBOOK SE SNAŽÍ
  PŘILÁKAT HACKERY
  Největší sociální síť světa
  Facebook nabízí deset tisíc
  dolarů tomu, kdo najde díry
  v zabezpečení jeho chystané
  kryptoměny zvané Libra. Nové
  platidlo chce ﬁrma představit
  v příštím roce. Hackeři se ale
  k ničemu nemají. Nejspíš si
  počkají, až se Libra rozjede a hack
  se opravdu vyplatí. Libra vzbuzuje
  oprávněný zájem evropských
  i zaoceánských regulátorů.
  05 ZPRÁVY
- Strana 6
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- Strana 15
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- Strana 18
- Strana 19
- Strana 20
- Strana 21
- Strana 22
- Strana 23
- Strana 24
- Strana 25
- Strana 26
- Strana 27
- Strana 28
- Strana 29
- Strana 30
- Strana 31
- Strana 32
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