Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

35/2020

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

    NEKOMPROMISNĚ
    POSOUVAJÍ HRANICE
    Tvůrci známé slovenské
    satirické memestránky
    Zomri přijedou v říjnu na
    konferenci Forum Media.
    str. 6–7
    ZNOVU SE ROZTOČIL
    HR KOLOTOČ
    Pokrizové personální
    změny se nevyhnuly ani
    vysokým marketingovým
    pozicím.
    str. 8–12
    REKLAMNÍ
    PŘEDMĚTY
    35
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  • Strana 2

    objednávejte na chci.mam.cz nebo na tel.: 735 707 420
    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
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    str. 8–9
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    všudypřítomné reklamy.
    str. 10–13
    FESTIVALY SE
    OPATRNĚ NADECHUJÍ
    Spřísnější hygienou
    proběhlo už několik
    větších akcí. Promotéři
    testují „covidové“ novinky.
    str. 8–9
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    MAM_inzerce_predplatne_210x280_MAM_2020_35.indd 1MAM_inzerce_predplatne_210x280_MAM_2020_35.indd 1 27.08.2020 11:0227.08.2020 11:02
  • Strana 3

    Minulý týden zveřejnila výsledky
    konečně iWPP. Zcela nepřekva-
    pivě ji stejně jako ostatní skupiny
    uplynulých několik měsíců při-
    pravilo opětinu výdělku. Nejvíce
    se na tom samozřejmě podepsal
    nákup médií, třeba uGroupM.
    Ale jak už se nechala rma slyšet,
    věří vlepší budoucnost, kterou
    by jí měly zajistit příjmy zonline
    reklamy. Zde se totiž prý velko-
    ryse navyšují rozpočty. Jenže
    jak to tak bývá, tohle je jen jedna
    strana příběhu. Výdaje do digi-
    tální reklamy sice ještě porostou,
    ale jejich hlavnímu tahounovi
    — maloobchodním e -comerce
    subjektům — může dojít ke konci
    roku dech. Čeká nás totiž zásadní
    prodejní období roku. Aikdyž
    si nikdo dnes netroufne říct, jak
    bude vypadat, protože nikdo ani
    neví, co nás přesně čeká vzáří,
    je jasné, že velká hitparáda to ne-
    bude. Když není jisté, jaká bude
    mzda příští měsíc, těžko se píší
    seznamy dárků. Tato rezervova-
    nost je cítit hlavně na trhu práce,
    oněmž píšeme vhlavním tématu.
    Firmy už sice nebudou ve velkém
    propouštět, alespoň se tak tváří,
    ale současně nebudou příliš
    ochotné zvyšovat mzdy. Konečně
    si mohou určovat podmínky atak
    se toho přeci nevzdají. Ale zpět
    kpozitivům uplynulého týdne.
    PubMatic zveřejnili globální
    výsledky výdajů do mobilní re-
    klamy za druhé čtvrtletí, vzrostly
    oosm procent. Překvapivější je
    ovšem rozdíl meziroční. Ten za
    druhé čtvrtletí dosáhl 71procent.
    Vnašem regionu byl pak růst
    odeset procent nižší. Rostl mobil-
    ní header bidding, reklama vapli-
    kacích imobilní video, které má
    vEvropě vrámci videoreklamy
    už 70procentní podíl. Za první
    pololetí bylo na světě podle App
    Annie staženo 64 miliard aplikací
    aher (meziročně o10procent
    více), za něž lidé utratili více než
    50 miliard dolarů. Uživatelský
    trend je tedy jasný — asnaží se ho
    chytit značky imediální domy.
    Bude to ale stačit? Přiměje to
    spotřebitele květší spotřebě?
    Nebo kčemu vlastně? Moc otá-
    zek, málo odpovědí. Jenže právě
    tohle přešlapování (apřešlapy)
    si už nelze dovolit. Aani neroz-
    hodnost, která marní investice…
    třeba rozkročení mezi okybačou
    aJackem Londonem. Oto víc,
    když se to děje při pohledu do očí
    zástupce kriticky ohroženého
    druhu. Ke správným rozhodnu-
    tím bychom měli určitě dozrát,
    ale některá už nemusíme dělat,
    dospěli kním dříve naštěstí jiní
    (vtomto případě navratvlku.cz).
    Prostě není čas ztrácet čas.
    Radana Čechová
    šéfredaktorka
    Okybača
    Londonem
    EDITORIAL
    Pětina Čechů, kteří před krizí neplánovali koupi bytu či domu, by
    na základě snížení cen nemovitostí nyní o pořízení uvažovala. Dvě
    třetiny to podle Raiffeisen stavební spořitelny neměly ani nemají
    v úmyslu, 7 % koupi odloží a 6 % pořízení bydlení odkládat nebude.
    Číslo týdne
    21 %
    LIDSKÉ ZDROJE
    OPRAVA
    V MAM 31/2020 na str. 25 jsme u výroční
    zprávy Nadace ČEZ za rok 2018 chybně
    uvedli jméno agentury. Správně má být TOP
    Partners. Všem dotčeným se omlouváme.
    Foto na titulní straně: VOJTĚCH RESLER
    ECOMMERCE
    HLEDÁME NOVÉ POSTUPY
    V PÉČI O DUŠEVNÍ POHODU
    Využití psychedelik pro duševní
    zdraví bude tématem i pro veřejnost,
    říká David Špinar z Mitonu.
    str. 14 –15
    FORUM MEDIA
    ZOMRI POSOUVAJÍ HRANICE
    ONLINE I VE SPOLEČNOSTI
    Trefný a nemilosrdný humor
    předvede slovenské tvůrčí trio na
    Foru Media v Praze.
    str. 6 –7
    MÍSTO PRODEJE
    NÁKUPNÍ CENTRA S NÁPADEM
    V aktuálním hodnocení místa
    prodeje experti posuzují obchodní
    domy. Spojuje je výjimečný prostor
    aútok na smysly.
    str. 18 –19
    REKLAMNÍ PŘEDMĚTY
    V UDRŽITELNOSTI DÁRKŮ
    DOHÁNÍME ZÁPAD
    Růst zájmu oudržitelné reklamní
    předměty zbrzdila pandemie, nyní
    ale o ně zájem opět stoupá.
    ROZTOČIL SE HR KOLOTOČ.
    KDO JEŠTĚ VYPADNE?
    Zájemců opráci je mnohem víc než
    nabídek volných míst. Na trhu jsou
    kmání zkušení manažeři.
    str. 8 –12
    str. 20 –25
  • Strana 4

    Svodka
    KFC po 64 letech mění, ač do-
    časně, svůj slogan „Tak dobré, že
    si budete olizovat prsty“. Vdobě
    pandemie není podle rmy
    vhodné zákazníky kpodobnému
    chování vybízet.
    APRA má nového člena, jímž
    se stala agentura MSL poskytující
    komunikační poradenství areali-
    zuje integrované projekty voblas-
    tech public relations, sociálních
    sítí ainuencer marketingu.
    Sberbank přichází poprvé
    stelevizní kampaní. Vreklamě
    představí nový Fér účet sbenety
    za věrnost ipřechod od jiné ban-
    ky. Hlavní tváří spotu je herečka
    Anežka Rusevová. Novým komu-
    nikačním konceptem je „Hrdost“,
    pomáhá klientům, aby byli hrdí
    na to, co vživotě dokázali.
    Chupa Chups budou
    mít na starosti agentury Isobar
    aBistro Social ze skupiny Dentsu
    Aegis Network. Vrámci dvou vý-
    běrových řízení vyhrály postup-
    ně dlouhodobou správu sociál-
    ních sítí anásledně ikampaňovou
    komunikaci lízátek.
    Jack Daniel’s uvedl na
    trh nový nápoj Tennessee Apple.
    Skampaní „Čas změnit pohled
    na jablko“ značce pomohl Tomáš
    Břínek alias TMBK, který vytvořil
    sérii vtipných koláží, které záro-
    veň sdílel na svých prolech na
    sociálních sítích. Součástí kam-
    paně je isoutěž omerchandise
    Jack ft. TMBK. Spolupráci zajistila
    agentura PR.Konektor.
    COT media se trans-
    formovalo zvydavatelství do
    komunikační agentury COT
    group. Agentura se dělí na čtyři
    divize: media, marketing, events
    adigital. Do portfolia klientů
    agentury patří Sano, Foxconn,
    Smartwings, Generali Česká
    pojišťovna či Česká pošta.
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    WPP kleslo
    takřka o pětinu
    Tržby největšího komunikačního
    holdingu světa, britského WPP,
    klesly vmeziročním srovnání
    během druhého čtvrtletí o19pro-
    cent na necelé 2,74 miliardy
    liber, což je vpřepočtu přibližně
    80,3miliardy korun. Pokud se
    odmyslí kurzové vlivy či dopady
    transformace holdingu, vychází
    pokles na 15,1 procenta. Za celé
    první pololetí pak meziroční
    pokles činil 12,3 procenta atržby
    dosáhly takřka 5,6 miliardy liber.
    Na výsledcích se podle holdingu
    výrazně podepsala pandemie
    koronaviru, která vedla mimo
    jiné ke zpomalení ekonomiky
    aprůmyslu inapříklad vyšším
    slevám za služby.
    „Pokud nepřijde druhá vlna
    pandemie či další nucené zavírá-
    ní podniků, bude druhé čtvrtletí
    tím nejhorším obdobím letošního
    roku. Zůstáváme obezřetní ico se
    týká rychlosti zotavení ekonomi-
    ky,“ uvedl generální ředitel WPP
    Mark Reid.
    Holdin rovněž oznámil ztrátu
    2,7 miliardy liber, která ale byla
    zvelké části způsobena odpisem
    hodnoty agentury Y&R, která se
    vroce 2018 spojila sVML. Díky
    úsporným opatřením pak rma
    během prvního pololetí ušetřila
    zhruba 296 milionů liber. Přivliž-
    ně čtvrtina opatření má zůstat
    vplatnosti dlouhodobě.
    WPP byl posledním zkomu-
    nikačních holdingů, který se
    svýsledky pochlubil. Omnicom
    postihl meziroční propad, který
    se přiblížil čtvrtině. Dentsu kleslo
    ve stejném období ozhruba
    16procent apoklesy Publicis
    Groupe iInterpublic se pohybo-
    valy okolo 13 procent.
    Back to school
    letos netáhne
    Nejasnosti kolem začátku školní-
    ho roku oslabují letošní prodeje
    vrámci sortimentu „zpátky do
    školy“. Potvrzuje to například
    řetězec Tesco: „Prodeje se nám
    jednoznačně posouvají směrem
    kzačátku nového školního roku,“
    řekl Václav Koukolíček, manažer
    Svět podle MAM
    Propady holdingů, nejasný návrat
    do škol, nové kampaně i expanze
    CEO mobilní
    aplikace TikTok
    po stu dnech
    ochází. Kevin
    Mayer se
    rozhodl kvůli
    problémům na
    americkém trhu
    rmu opustit,
    nahradí jej
    Vanessa Pappas
    04
    ZPRÁVY
    Čtvrtletní propady velké pětky
    Společnost Tržby (mld. Kč) Meziroční změna (v%)
    WPP 80,3 -19,0
    Omnicom 62,3 -24,7
    Publicis Groupe 60,5 -13,0
    Dentsu 42,8 -16,3
    Interpublic 41,2 -12,8
    Zdroj: VÝSLEDKY FIREM
  • Strana 5

    Lexus začal vydávat tištěný
    magazín Lexus Experience. Počí-
    tá se spůlroční periodicitou aná-
    kladem 5500 kusů. První číslo má
    na obálce ambasadora značky,
    šéuchaře Zdeňka Pohlreicha.
    Praha září se blíží. Už 8.9.
    bude zahájen třítýdenní festiva-
    lový maratonu vPraze. Jedná se
    ohistoricky první akci, na které
    spolupracují organizátoři stěžej-
    ních pražských festivalů. Místem
    konání je Výstaviště vPraze
    - Holešovicích.
    Průzkum CBRE ukazu-
    je, že ipřes krizi spojenou sco-
    vid-19 vstupují na český retailový
    trh ve druhém atřetím čtvrtletí
    nové značky — jde například odi-
    skonty TEDDi aAction či brandy
    Rebel Queen aSaint Laurent.
    Hráči, kteří odcházejí, tento krok
    plánovali ještě před pandemií —
    Camaïeu, Forever 21 nebo šperky
    Tous, Freywill aThomas Sabo.
    Diskont Action otevřel
    své první dvě tuzemské po-
    bočky minulý týden — stalo se
    tak vHradci Králové aKladně.
    Během prvních dvou týdnů
    vzáří otevře tři další vMoravsko-
    slezském kraji (Ostrava, Opava
    aFrýdek-Místek).
    Náš region bude vDači-
    cích, Telči aMoravských Budějo-
    vicích. Po akvizici Podbrdských
    novin ajejich začlenění pod Náš
    region Berounsko aspuštění
    novin Náš region Brno jde otřetí
    novinku, kterou vydavatelství bě-
    hem letních prázdnin realizuje.
    Montblanc, luxusní
    výrobce psacích nástrojů ado-
    plňků, spouští novou globální
    kampaň. Do hlavní role brand
    obsadil tři muže, kteří jsou podle
    něj denicí úspěchu dnešní doby
    — scenárista arežisér Spike Lee,
    herec Taron Egerton azpěvák,
    herec aspisovatel Chen Kun.
    F.O.O.D. piknik, desátý
    ročník gastronomického festiva-
    lu, uspořádal vneděli 30. srpna
    mediální dům CNC ajeho maga-
    zín F.O.O.D., itato akce se musela
    řídit „covidovými předpisy“.
    Nobilis Tilia, česká znač-
    ka aromaterapeutické přírodní
    kosmetiky, má svou první tvář
    aambasadorku vjednom. Stala se
    jí herečka Andrea Růžičková.
    Fragile Agency získala
    status Facebook Marketing
    Partner. Mezi jeho další držitele
    patří Bistro Social, Social Sharks,
    Social Bakers nebo Advisio.
    externí komunikace Tesca. Trend
    potvrzují ivPOP komunikační
    agentuře Dago. Letos podle
    vyjádření vedení společnosti
    neměli vsouvislosti sback to
    school žádné zakázky, ačkoli
    vpředchozích letech tomu bylo
    naopak. Do nižších útrat za školní
    pomůcky se promítá nejistota
    kolem nadcházejícího režimu ve
    školách azhoršená ekonomická
    situace domácností.
    Lego v IKEA
    i pro nevidomé
    Dánská stavebnice Lego rozjela
    spolupráci se švédským nábyt-
    kářským řetězcem IKEA. Výsled-
    kem skandinávské kooperace
    je projekt BYGGLEK obsahující
    sérii úložných krabic stypickými
    legovými výstupky aspeciální
    sadu kostiček. Používat se tak mo-
    hou společně apropojuje se tím
    prostor na hraní ipro úklid. Sady
    Bygglek se na trh se dostanou od
    začátku října acena startuje na
    299 korunách.
    Lego také postupně uvádí
    na trh stavebnici skostičkami,
    vnichž jsou výstupky uzpůsobe-
    ny do tvarů Braillova písma. Nové
    sety vhodné pro hraní iučení
    se znaků pro nevidomé děti po-
    skytne rma zdarma vybraným
    organizacím. Zkraje roku 2021 by
    už mělo být kdispozici jedenáct
    jazykových mutací ve dvaceti
    státech od USA, Kanady aBrazílie
    přes Francii, Německo, Rakousko
    až po Austrálii aNový Zéland.
    Ohledně Česka závisí ina zájmu
    azapojení lokálních neziskovek.
    Nová kampaň,
    tváře i reklama
    Maloobchodní řetězec Billa
    odstartoval novou brandovou
    kampaň, vníž chce zdůraznit
    roli experta na jídlo. Koncept,
    za nímž stojí agentura McCann
    Prague, stojí na lpění na kvalitě
    potravin, jejich původu, výběru,
    ceně ivlivu na zdraví těch, co je
    konzumují. Vše shrnuje slogan
    „Když jde ojídlo, myslíme na
    vše“. Na spot navazuje komu-
    nikace vdalších médiích, vníž
    se pracuje svýsledky výzkumu
    opřístupu Čechů kjídlu od
    společnosti STEM/MARK. Na
    projektu spolupracoval produkč-
    ní tým Bistro Films.
    Nové tváře společnosti Carolli-
    num, zastupující na našem trhu
    patnáct světových hodinářských
    značek jsou kardiochirurg Jan
    Pirk, válečný veterán, poslední
    žijící pilot RAF armádní generál
    Emil Boček ačeská golstka
    hrající americkou LPGA Tour
    Klára Spilková. Vizuály, které
    nafotil Braňo Šimončík, se budou
    do prosince objevovat vprintu,
    outdooru ionlinu.
    Opět ve spolupráci sagenturou
    Boomerang Communications
    asprodukční společností Arma-
    da Films vznikl nový spot pro
    značku Ratar pivovaru Radegast
    se sloganem „Ke správným roz-
    hodnutím musíš dozrát“. Kam-
    paň, která odstartovala 24. srpna,
    zahrnuje též online komunikaci
    vpodobě bannerů, online videí,
    kampaň na Facebooku aInstagra-
    mu, OOH iin-store komunikaci.
    Magazín Lifee.cz
    rozšiřuje záběr
    Na ženy zaměřený online maga-
    zín Lifee.cz zvydavatelství Extra
    Online Media prošel redesignem
    podpořeným outdoorovou
    ionline kampaní. Spouští také
    několik nových formátů včetně
    videopořadů, jako je talkshow Na
    kafeečko moderovaná herečkou
    Miluší Bittnerovou či podcast
    namluvený Nikolou Votočkovou.
    „Zinzertního hlediska je ženský
    segment velmi atraktivní avěří-
    me, že díky kvalitnímu obsahu
    jeho obliba učtenářek poroste,“
    uvedl ředitel vydavatelství Extra
    Online Media Tomáš Kačena.
    Shoptet
    expanduje
    Poskytovatel e-shopových
    řešení vstupuje do Maďarska,
    kde chce do pěti let být domi-
    nantním hráčem apomáhat
    českým prodejcům. Na expanzi
    rma plánuje vynaložit desítky
    milionů korun. Shoptet zajímá
    celý region střední avýchodní
    Evropy. VČesku ho využívá přes
    21 000 e-shopů.
    Zahraniční expanzi voblasti
    e-commerce spustil nedávno
    Rohlik.cz, který vprosinci pod
    značkou Kii rovněž vstoupil do
    Maďarska. Koupil též minoritní
    část bulharské tržní jedničky. Le-
    tos začne rozvážet ivRakousku
    pod značkou Gurkerl anásledně
    rovněž vNěmecku pod jménem
    Knuspr.
    05
    ZPRÁVY
    Foto: CAROLLINUM
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