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.
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NEKOMPROMISNĚPOSOUVAJÍ HRANICETvůrci známé slovenskésatirické memestránkyZomri přijedou v říjnu nakonferenci Forum Media.str. 6–7ZNOVU SE ROZTOČILHR KOLOTOČPokrizové personálnízměny se nevyhnuly anivysokým marketingovýmpozicím.str. 8–12REKLAMNÍPŘEDMĚTY3531. srpna 202099 Kč / 4,90 €ZDRAVÍ DUŠEJE NAŠE TÉMADAVIDŠPINARwww.reklama-centrum.cz/TIPBatoh, 29 x 43 cm,kapsa pro notebook,s kabelembez DPHTIPKabel 3v1Lightningmikro USBUSB-Cbez DPH49www.reklama-centrum.cz/TIPStrana 2
objednávejte na chci.mam.cz nebo na tel.: 735 707 420BLOKOVÁNÍ REKLAMYV MOBILECH ROSTEJak tráví lidé na mobilechstále více času, hledajízpůsoby, jak obejítvšudypřítomné reklamy.str. 10–13FESTIVALY SEOPATRNĚ NADECHUJÍSpřísnější hygienouproběhlo už několikvětších akcí. Promotéřitestují „covidové“ novinky.str. 8–9LIDÉ O MASO UŽTOLIK NESTOJÍTORBENEMBORG3424.srpna 202099Kč /4,90€www.reklama-centrum.cz/TIPBatoh, 29 x 43 cm,kapsa pro notebook,s kabelembez DPHTIPKabel 3v1Lightningmikro USBUSB-Cbez DPH49www.reklama-centrum.cz/TIProční 3 500 Kčdvouleté 6 000 Kčroční 3 500 Kčdvouleté 6 000 Kčroční 5 000 Kčdvouleté 10 000 Kčroční 10 000 Kčdvouleté 20 000 KčBLOKOVÁNÍ REKLAMYVMOBILECH ROSTEJak tráví lidé na mobilechstále více času, hledajízpůsoby, jak obejítvšudypřítomné reklamy.str. 10–13FESTIVALY SEOPATRNĚ NADECHUJÍSpřísnější hygienouproběhlo už několikvětších akcí. Promotéřitestují „covidové“ novinky.str. 8–9LIDÉ O MASO UŽTOLIK NESTOJÍTORBENEMBORG3424.srpna 202099Kč/ 4,90€www.reklama-centrum.cz/TIPBatoh, 29 x 43 cm,kapsa pro notebook,s kabelembez DPHTIPKabel 3v1Lightningmikro USBUSB-Cbez DPH49www.reklama-centrum.cz/TIPušetřete až14 000 Kčušetřete až34 000 KčLIDÉ OTOLIK NESTOJÍTORBENEMBORGPředplaťte siMarketing & Mediatištěný časopisMAMPRINTčasopis na webu nebo ve čtečceMAMDIGITALMAMKOMPLETMAM print + MAM digital + onlinearchiv + vstup Forum Media FocusMAMEXPERTMAM print + MAM digital + onlinearchiv + vstup Forum Media +vstup Forum Media Focusa získejte vstup na všechnyakce z cyklu Forum MediaMAM_inzerce_predplatne_210x280_MAM_2020_35.indd 1MAM_inzerce_predplatne_210x280_MAM_2020_35.indd 1 27.08.2020 11:0227.08.2020 11:02Strana 3
Minulý týden zveřejnila výsledkykonečně iWPP. Zcela nepřekva-pivě ji stejně jako ostatní skupinyuplynulých několik měsíců při-pravilo opětinu výdělku. Nejvícese na tom samozřejmě podepsalnákup médií, třeba uGroupM.Ale jak už se nechala rma slyšet,věří vlepší budoucnost, kterouby jí měly zajistit příjmy zonlinereklamy. Zde se totiž prý velko-ryse navyšují rozpočty. Jenžejak to tak bývá, tohle je jen jednastrana příběhu. Výdaje do digi-tální reklamy sice ještě porostou,ale jejich hlavnímu tahounovi— maloobchodním e -comercesubjektům — může dojít ke konciroku dech. Čeká nás totiž zásadníprodejní období roku. Aikdyžsi nikdo dnes netroufne říct, jakbude vypadat, protože nikdo anineví, co nás přesně čeká vzáří,je jasné, že velká hitparáda to ne-bude. Když není jisté, jaká budemzda příští měsíc, těžko se píšíseznamy dárků. Tato rezervova-nost je cítit hlavně na trhu práce,oněmž píšeme vhlavním tématu.Firmy už sice nebudou ve velkémpropouštět, alespoň se tak tváří,ale současně nebudou přílišochotné zvyšovat mzdy. Konečněsi mohou určovat podmínky atakse toho přeci nevzdají. Ale zpětkpozitivům uplynulého týdne.PubMatic zveřejnili globálnívýsledky výdajů do mobilní re-klamy za druhé čtvrtletí, vzrostlyoosm procent. Překvapivější jeovšem rozdíl meziroční. Ten zadruhé čtvrtletí dosáhl 71procent.Vnašem regionu byl pak růstodeset procent nižší. Rostl mobil-ní header bidding, reklama vapli-kacích imobilní video, které mávEvropě vrámci videoreklamyuž 70procentní podíl. Za prvnípololetí bylo na světě podle AppAnnie staženo 64 miliard aplikacíaher (meziročně o10procentvíce), za něž lidé utratili více než50 miliard dolarů. Uživatelskýtrend je tedy jasný — asnaží se hochytit značky imediální domy.Bude to ale stačit? Přiměje tospotřebitele květší spotřebě?Nebo kčemu vlastně? Moc otá-zek, málo odpovědí. Jenže právětohle přešlapování (apřešlapy)si už nelze dovolit. Aani neroz-hodnost, která marní investice…třeba rozkročení mezi okybačouaJackem Londonem. Oto víc,když se to děje při pohledu do očízástupce kriticky ohroženéhodruhu. Ke správným rozhodnu-tím bychom měli určitě dozrát,ale některá už nemusíme dělat,dospěli kním dříve naštěstí jiní(vtomto případě navratvlku.cz).Prostě není čas ztrácet čas.Radana ČechovášéfredaktorkaOkybačaLondonemEDITORIALPětina Čechů, kteří před krizí neplánovali koupi bytu či domu, byna základě snížení cen nemovitostí nyní o pořízení uvažovala. Dvětřetiny to podle Raiffeisen stavební spořitelny neměly ani nemajív úmyslu, 7 % koupi odloží a 6 % pořízení bydlení odkládat nebude.Číslo týdne21 %LIDSKÉ ZDROJEOPRAVAV MAM 31/2020 na str. 25 jsme u výročnízprávy Nadace ČEZ za rok 2018 chybněuvedli jméno agentury. Správně má být TOPPartners. Všem dotčeným se omlouváme.Foto na titulní straně: VOJTĚCH RESLERECOMMERCEHLEDÁME NOVÉ POSTUPYV PÉČI O DUŠEVNÍ POHODUVyužití psychedelik pro duševnízdraví bude tématem i pro veřejnost,říká David Špinar z Mitonu.str. 14 –15FORUM MEDIAZOMRI POSOUVAJÍ HRANICEONLINE I VE SPOLEČNOSTITrefný a nemilosrdný humorpředvede slovenské tvůrčí trio naForu Media v Praze.str. 6 –7MÍSTO PRODEJENÁKUPNÍ CENTRA S NÁPADEMV aktuálním hodnocení místaprodeje experti posuzují obchodnídomy. Spojuje je výjimečný prostoraútok na smysly.str. 18 –19REKLAMNÍ PŘEDMĚTYV UDRŽITELNOSTI DÁRKŮDOHÁNÍME ZÁPADRůst zájmu oudržitelné reklamnípředměty zbrzdila pandemie, nyníale o ně zájem opět stoupá.ROZTOČIL SE HR KOLOTOČ.KDO JEŠTĚ VYPADNE?Zájemců opráci je mnohem víc nežnabídek volných míst. Na trhu jsoukmání zkušení manažeři.str. 8 –12str. 20 –25Strana 4
SvodkaKFC po 64 letech mění, ač do-časně, svůj slogan „Tak dobré, žesi budete olizovat prsty“. Vdoběpandemie není podle rmyvhodné zákazníky kpodobnémuchování vybízet.APRA má nového člena, jímžse stala agentura MSL poskytujícíkomunikační poradenství areali-zuje integrované projekty voblas-tech public relations, sociálníchsítí ainuencer marketingu.Sberbank přichází poprvéstelevizní kampaní. Vreklaměpředstaví nový Fér účet sbenetyza věrnost ipřechod od jiné ban-ky. Hlavní tváří spotu je herečkaAnežka Rusevová. Novým komu-nikačním konceptem je „Hrdost“,pomáhá klientům, aby byli hrdína to, co vživotě dokázali.Chupa Chups budoumít na starosti agentury IsobaraBistro Social ze skupiny DentsuAegis Network. Vrámci dvou vý-běrových řízení vyhrály postup-ně dlouhodobou správu sociál-ních sítí anásledně ikampaňovoukomunikaci lízátek.Jack Daniel’s uvedl natrh nový nápoj Tennessee Apple.Skampaní „Čas změnit pohledna jablko“ značce pomohl TomášBřínek alias TMBK, který vytvořilsérii vtipných koláží, které záro-veň sdílel na svých prolech nasociálních sítích. Součástí kam-paně je isoutěž omerchandiseJack ft. TMBK. Spolupráci zajistilaagentura PR.Konektor.COT media se trans-formovalo zvydavatelství dokomunikační agentury COTgroup. Agentura se dělí na čtyřidivize: media, marketing, eventsadigital. Do portfolia klientůagentury patří Sano, Foxconn,Smartwings, Generali Českápojišťovna či Česká pošta.VÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNEUDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIAWPP kleslotakřka o pětinuTržby největšího komunikačníhoholdingu světa, britského WPP,klesly vmeziročním srovnáníběhem druhého čtvrtletí o19pro-cent na necelé 2,74 miliardyliber, což je vpřepočtu přibližně80,3miliardy korun. Pokud seodmyslí kurzové vlivy či dopadytransformace holdingu, vycházípokles na 15,1 procenta. Za celéprvní pololetí pak meziročnípokles činil 12,3 procenta atržbydosáhly takřka 5,6 miliardy liber.Na výsledcích se podle holdinguvýrazně podepsala pandemiekoronaviru, která vedla mimojiné ke zpomalení ekonomikyaprůmyslu inapříklad vyššímslevám za služby.„Pokud nepřijde druhá vlnapandemie či další nucené zavírá-ní podniků, bude druhé čtvrtletítím nejhorším obdobím letošníhoroku. Zůstáváme obezřetní ico setýká rychlosti zotavení ekonomi-ky,“ uvedl generální ředitel WPPMark Reid.Holdin rovněž oznámil ztrátu2,7 miliardy liber, která ale bylazvelké části způsobena odpisemhodnoty agentury Y&R, která sevroce 2018 spojila sVML. Díkyúsporným opatřením pak rmaběhem prvního pololetí ušetřilazhruba 296 milionů liber. Přivliž-ně čtvrtina opatření má zůstatvplatnosti dlouhodobě.WPP byl posledním zkomu-nikačních holdingů, který sesvýsledky pochlubil. Omnicompostihl meziroční propad, kterýse přiblížil čtvrtině. Dentsu kleslove stejném období ozhruba16procent apoklesy PublicisGroupe iInterpublic se pohybo-valy okolo 13 procent.Back to schoolletos netáhneNejasnosti kolem začátku školní-ho roku oslabují letošní prodejevrámci sortimentu „zpátky doškoly“. Potvrzuje to napříkladřetězec Tesco: „Prodeje se námjednoznačně posouvají směremkzačátku nového školního roku,“řekl Václav Koukolíček, manažerSvět podle MAMPropady holdingů, nejasný návratdo škol, nové kampaně i expanzeCEO mobilníaplikace TikTokpo stu dnechochází. KevinMayer serozhodl kvůliproblémům naamerickém trhurmu opustit,nahradí jejVanessa Pappas04ZPRÁVYČtvrtletní propady velké pětkySpolečnost Tržby (mld. Kč) Meziroční změna (v%)WPP 80,3 -19,0Omnicom 62,3 -24,7Publicis Groupe 60,5 -13,0Dentsu 42,8 -16,3Interpublic 41,2 -12,8Zdroj: VÝSLEDKY FIREMStrana 5
Lexus začal vydávat tištěnýmagazín Lexus Experience. Počí-tá se spůlroční periodicitou aná-kladem 5500 kusů. První číslo mána obálce ambasadora značky,šéuchaře Zdeňka Pohlreicha.Praha září se blíží. Už 8.9.bude zahájen třítýdenní festiva-lový maratonu vPraze. Jedná seohistoricky první akci, na kteréspolupracují organizátoři stěžej-ních pražských festivalů. Místemkonání je Výstaviště vPraze- Holešovicích.Průzkum CBRE ukazu-je, že ipřes krizi spojenou sco-vid-19 vstupují na český retailovýtrh ve druhém atřetím čtvrtletínové značky — jde například odi-skonty TEDDi aAction či brandyRebel Queen aSaint Laurent.Hráči, kteří odcházejí, tento krokplánovali ještě před pandemií —Camaïeu, Forever 21 nebo šperkyTous, Freywill aThomas Sabo.Diskont Action otevřelsvé první dvě tuzemské po-bočky minulý týden — stalo setak vHradci Králové aKladně.Během prvních dvou týdnůvzáří otevře tři další vMoravsko-slezském kraji (Ostrava, OpavaaFrýdek-Místek).Náš region bude vDači-cích, Telči aMoravských Budějo-vicích. Po akvizici Podbrdskýchnovin ajejich začlenění pod Nášregion Berounsko aspuštěnínovin Náš region Brno jde otřetínovinku, kterou vydavatelství bě-hem letních prázdnin realizuje.Montblanc, luxusnívýrobce psacích nástrojů ado-plňků, spouští novou globálníkampaň. Do hlavní role brandobsadil tři muže, kteří jsou podleněj denicí úspěchu dnešní doby— scenárista arežisér Spike Lee,herec Taron Egerton azpěvák,herec aspisovatel Chen Kun.F.O.O.D. piknik, desátýročník gastronomického festiva-lu, uspořádal vneděli 30. srpnamediální dům CNC ajeho maga-zín F.O.O.D., itato akce se muselařídit „covidovými předpisy“.Nobilis Tilia, česká znač-ka aromaterapeutické přírodníkosmetiky, má svou první tvářaambasadorku vjednom. Stala sejí herečka Andrea Růžičková.Fragile Agency získalastatus Facebook MarketingPartner. Mezi jeho další držitelepatří Bistro Social, Social Sharks,Social Bakers nebo Advisio.externí komunikace Tesca. Trendpotvrzují ivPOP komunikačníagentuře Dago. Letos podlevyjádření vedení společnostineměli vsouvislosti sback toschool žádné zakázky, ačkolivpředchozích letech tomu bylonaopak. Do nižších útrat za školnípomůcky se promítá nejistotakolem nadcházejícího režimu veškolách azhoršená ekonomickásituace domácností.Lego v IKEAi pro nevidoméDánská stavebnice Lego rozjelaspolupráci se švédským nábyt-kářským řetězcem IKEA. Výsled-kem skandinávské kooperaceje projekt BYGGLEK obsahujícísérii úložných krabic stypickýmilegovými výstupky aspeciálnísadu kostiček. Používat se tak mo-hou společně apropojuje se tímprostor na hraní ipro úklid. SadyBygglek se na trh se dostanou odzačátku října acena startuje na299 korunách.Lego také postupně uvádína trh stavebnici skostičkami,vnichž jsou výstupky uzpůsobe-ny do tvarů Braillova písma. Novésety vhodné pro hraní iučeníse znaků pro nevidomé děti po-skytne rma zdarma vybranýmorganizacím. Zkraje roku 2021 byuž mělo být kdispozici jedenáctjazykových mutací ve dvacetistátech od USA, Kanady aBrazíliepřes Francii, Německo, Rakouskoaž po Austrálii aNový Zéland.Ohledně Česka závisí ina zájmuazapojení lokálních neziskovek.Nová kampaň,tváře i reklamaMaloobchodní řetězec Billaodstartoval novou brandovoukampaň, vníž chce zdůraznitroli experta na jídlo. Koncept,za nímž stojí agentura McCannPrague, stojí na lpění na kvalitěpotravin, jejich původu, výběru,ceně ivlivu na zdraví těch, co jekonzumují. Vše shrnuje slogan„Když jde ojídlo, myslíme navše“. Na spot navazuje komu-nikace vdalších médiích, vnížse pracuje svýsledky výzkumuopřístupu Čechů kjídlu odspolečnosti STEM/MARK. Naprojektu spolupracoval produkč-ní tým Bistro Films.Nové tváře společnosti Carolli-num, zastupující na našem trhupatnáct světových hodinářskýchznaček jsou kardiochirurg JanPirk, válečný veterán, poslednížijící pilot RAF armádní generálEmil Boček ačeská golstkahrající americkou LPGA TourKlára Spilková. Vizuály, kterénafotil Braňo Šimončík, se budoudo prosince objevovat vprintu,outdooru ionlinu.Opět ve spolupráci sagenturouBoomerang Communicationsasprodukční společností Arma-da Films vznikl nový spot proznačku Ratar pivovaru Radegastse sloganem „Ke správným roz-hodnutím musíš dozrát“. Kam-paň, která odstartovala 24. srpna,zahrnuje též online komunikacivpodobě bannerů, online videí,kampaň na Facebooku aInstagra-mu, OOH iin-store komunikaci.Magazín Lifee.czrozšiřuje záběrNa ženy zaměřený online maga-zín Lifee.cz zvydavatelství ExtraOnline Media prošel redesignempodpořeným outdoorovouionline kampaní. Spouští takéněkolik nových formátů včetněvideopořadů, jako je talkshow Nakafeečko moderovaná herečkouMiluší Bittnerovou či podcastnamluvený Nikolou Votočkovou.„Zinzertního hlediska je ženskýsegment velmi atraktivní avěří-me, že díky kvalitnímu obsahujeho obliba učtenářek poroste,“uvedl ředitel vydavatelství ExtraOnline Media Tomáš Kačena.ShoptetexpandujePoskytovatel e-shopovýchřešení vstupuje do Maďarska,kde chce do pěti let být domi-nantním hráčem apomáhatčeským prodejcům. Na expanzirma plánuje vynaložit desítkymilionů korun. Shoptet zajímácelý region střední avýchodníEvropy. VČesku ho využívá přes21 000 e-shopů.Zahraniční expanzi voblastie-commerce spustil nedávnoRohlik.cz, který vprosinci podznačkou Kii rovněž vstoupil doMaďarska. Koupil též minoritníčást bulharské tržní jedničky. Le-tos začne rozvážet ivRakouskupod značkou Gurkerl anásledněrovněž vNěmecku pod jménemKnuspr.05ZPRÁVYFoto: CAROLLINUMStrana 6
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