Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

37/2022

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

    KREATIVA NEMÁ BÝT
    ŽÁDNÝ GAMBLE
    Teď není čas na to být
    statečný a riskovat, říká
    Adam Nowakowski z Mety.
    Vystoupí na Foru Media.
    str. 6–7
    ZVUKOVÝ BRANDING
    VLÁDNE EMOCÍM
    Zvuky nás ovlivňují velice
    intenzivně, podvědomě
    a snadno. Značky toho
    mohou využít.
    str. 8–13
    NFT JAKO PODPORA
    LOAJALITY
    Starbucks zapojí tokeny
    do svého věrnostního
    systému. Spřístupem
    experimentují další brandy.
    str. 22–23
    OBSADÍME
    EVROPU
    KAMILA
    LHOTÁKOVÁ
    37
    12. září 2022
    99 Kč / 4,90
  • Strana 2

    JAN MÍKA
    Zástupce ředitele
    technicko-provozní
    správy ND
    GARANTOVANÁ ÚSPORA ZA 10 LET:
    84
    MIL. KČ
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    LED SVÍTIDLA
    ŠETŘÍ 80 % ENERGIE
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    Využívat energii Vltavy
    je vážně symfonie
    Pro Národní divadlo jsme podle přání jeho specialistů
    vytvořili přesně na míru komplexní zelené řešení, díky
    němuž může využívat i energii z řeky Vltavy. Dodali jsme vše
    potřebné, stejně jako kuráž pustit se do projektu, který nyní
    šetří miliony každý rok.
    www.cezesco.cz/kuraz
    JAN MÍKA
    Zástupce ředitele technicko-provozní správy ND
    CEZ_ESCO_210x280_Marketin&Media.indd 1CEZ_ESCO_210x280_Marketin&Media.indd 1 19.05.2022 14:5719.05.2022 14:57
  • Strana 3

    Když zemřela královna AbětaII.,
    la Velká Británie marketingo-
    vou hantýrkou ojeden znejcen-
    nějších „brand assetů“. Většina
    lidí na světě nezažila nikoho ji-
    ho na trůnu Spojeného klovství,
    kterému vládla 70 let a214 dní.
    „Představovala základní kámen,
    na němž vyrostla moderní Britá-
    nie,“ prohlásila britská premiérka
    Liz Truss, kterou ovedení vlády
    klovna požádala dva dny před
    svou smrtí, jako svou už vpořadí
    patnáctou hlavu kabinetu.
    Lépe se to asi shrnout nedá.
    Od čtvrtka 8.září se opakuje, že
    AlžbětaII. zosobňovala tradici,
    kontinuitu, stálost, jistotu. Nikdo
    nemohl jít hlavám států lepším
    íkladem vpolitické neutralitě.
    Nikdo lépe nepředstavoval slav
    heslo „Keep calm and carry on“.
    Do učebnic PR by se měla
    zapsat tím, že se rozvážná reakce
    na vypjaté situace vyplácí, ikdyž
    jí bylo občas vyčítáno, že je příliš
    pomalá. Stalo se to během tra-
    die vAberfanu v60. letech, nebo
    po smrti princezny Diany vroce
    1997. Nakonec ale zkrizí vyšla
    se ctí. Uměla odhadnout, kdy je
    třeba monarchii přizpůsobit nové
    době, aniž by jí byla příliš po-
    platná. Uměla vyniknout, aniž by
    podléhala módnímu diktátu. Byla
    neměnm „logem“ Británie.
    Ovládala i„podprahovou“
    komunikaci. Dodnes se mluví
    otom, jak při návštěvě tehdejšího
    prezidenta USA Donalda Trumpa
    zajistila svými brožemi vítěz-
    ství Británie 3:0. Vystupování
    kořenila britským jemně sucm
    humorem. Slavná je historka, kdy
    na procházce poblíž Balmoralu
    potkala americké turisty, kteří
    se ji zeptali, jestli někdy potkala
    britskou královnu. „Já ne, ale
    tenhle policista ano,“ odvětila
    aukázala na svého bodyguarda.
    Snad jako nejdéle čekající
    sledník britského trůnu
    stihl princ Charles, nynější král
    KarelIII., pochytit um své matky
    azvládne dál posouvat brand
    Velké Británie amonarchie jako
    takové. Nebude to pro něj lehké.
    h ochraňuj klovnu, ať žije
    kl.
    Jakub Křešnička
    redaktor
    Británie bez
    brandu
    EDITORIAL
    JOSEF
    POKORNÝ
    SENIOR BUSINESS
    ANALYST CNC
    Inzerce
    ZNKAZNKA
    CHCEME OBSADIT EVROPU
    Marketingová šéa Beavia má smělé
    plány, v příštích několika letech chce
    být evropskou špičkou v kimchi.
    str. 14 –15
    FORUM MEDIA
    NENÍ ČAS NA VELKÁ RIZIKA
    Kreativní průmysl musí nabídnout
    klientům bezpečná řešení namísto
    risku, říká Adam Nowakowski z Mety.
    str. 6 –7
    ZÁKAZNÍK
    NFT NENÍ JEN NA SBÍRKY
    Využití tokenů vrámci věrnostního
    systému má podpořit zapojení
    zákazníků. Zkouší to nejen Starbucks.
    str. 22 –23
    UŠI VYPNOUT NEMŮŽEME
    Zvuky nás ovlivňují podvědomě,
    snadno avelice intenzivně. Brandy
    toho mohou využít.
    str. 8 –13
    Foto na titulní stra: BOHUMIL POSPÍŠIL
  • Strana 4

    Svodka
    Sportobchod, český
    e-shop ařetězec obchodů pro
    sportovní oblečení avybavení,
    během léta změnil brand na
    Sportega. Ponese tak stejné
    jméno jako partnerské plat-
    formy vNěmecku, Rakousku,
    Švýcarsku aMaďarsku. Autorem
    nového vizuálu je gracké studio
    Dynamo design.
    Značka Milka spadající
    pod skupinu Mondelēz Internati-
    onal prošla největšími změnami
    za posledních 25 let: upravila
    recepturu, obaly isymboly bran-
    du. Upozorňuje na to výraz
    globální komunikační kampaň,
    ojejíž lokalizaci se postaraly
    agentury Ogilvy One, Publicis,
    Wavemaker, DFMG, PPM Factum
    aPeppermint.
    Meta vČeské republice
    adalších patnácti zemích spustila
    kampaň „Creators of Tomorrow”,
    ve které představuje talentova-
    né ainspirativní online tvůrce.
    VČeské republice mezi deseti
    vybrami inuencery jsou na-
    íklad: Zachy, Anna Marie Pur
    či Jakub Dvořák.
    Společnost EY vy-
    hlašuje 23. ročník soutěže EY
    Podnikatel roku České republiky,
    jejímž loňským vítězem se stal
    Tomáš Čupr. Vítěz musí zaujmout
    nejen hospodářskými výsledky,
    ale také svým celospolečenským
    přesahem. Přihšky anominace
    je možné zalat do 21.října2022.
    Media Bohemia před-
    stavila novinky na rozhlasových
    stanicích Hitrádia. Odstartovala
    novou late morning show s-
    zvem Srdcovky. Od října startují
    večerní hudební speciály, oživí
    projekt City Live aprogramový
    speciál Hudební šampionát.
    Etnetera Group osa-
    mostatnila svou mobilní divizi do
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    ULOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Ukrajina láká
    investory
    Zazvoněním oznamujícím začá-
    tek obchodování na Newyors
    burze cenných papírů odstarto-
    val prezident Ukrajiny Volodymyr
    Zelenskyj iniciativu Advantage
    Ukraine na obnovu země skam-
    paní od WPP. Lákat má investory,
    kterým na stejnojmenném por-
    lu nabízí přes 600investních
    íležitostí vcelkové hodnotě
    převyšující 400miliard dolarů.
    Globální kampaň se objeví na
    různých kanálech ve více než
    17zemích včetně České republiky,
    která bude mít jedno znejvětších
    pokrytí. Prioritně je zařená na
    státy G7. Včeském prostředí bude
    vprvních mediálních formátech
    kvidění od 14.ří. Projekt se
    ipravuje od dubna letošního
    roku, výrazně se na ní podílejí
    české, ukrajinské apolské agentu-
    ry ze skupiny WPP (dále Lan-
    dor & Fitch, Ogilvy Germany).
    Součástí nejužšího pětlenného
    projektového týmu je od počátku
    Zuzana Kabelková, která se za
    české Ogilvy ze sítě WPP zásad
    podílela na vytvoření celé glol-
    ní strategie. Spolupracovala ina
    kreativní části.
    První fáze kampaně ukáže
    Ukrajinu jako zemi otevřenou
    byznysu apodpoří její vnímá
    nejen jako oběti ruské agrese.
    lem je vzbudit zájem světových
    byznysových elit ait je
    kvytvoření investičních plánů či
    závazků do budoucna.
    Dm spustí živé
    nakupování
    v aplikaci
    Společnost dm 14.ří od 18 hodin
    spouští vaplikaci Moje dm novou
    sérii živých přenosů dmLIVE.
    hem nich se diváci dozvědí více
    informací ovybraných produk-
    Apple představil
    novou generaci
    telefonů
    iPhone14. Kvůli
    streamingu
    agamingu sá
    na větší displeje,
    verze Mini už
    se prodávat
    nebude.
    Svět podle MAM
    Ukrajina láká, dm spouští „live shopping“,
    Alza aMAFRA cílí na GenZ
    04
    ZPRÁVY
    Foto: MKIP.GOV.UA
  • Strana 5

    tech, mohou se nechat inspirovat
    zkušenostmi sjejich použíním
    či kproduktům kst konkt
    dotazy. Na základě doporení
    si zákazci budou moci předsta-
    vené produkty ihned vložit do
    košíku aobjednat.
    „Každý díl se věnuje jinému
    tématu apředstavíme vněm jak
    dodavatelské produkty, tak ipro-
    dukty dm značek. Živé přenosy
    dmLIVE budou vysílány vždy
    dvakrát do měsíce atrvat budou
    zhruba půl hodiny. Každou epizo-
    du bude možné přehrát izpětně,
    uvedl Jiří Peroutka, manažer
    komunikace dm drogerie markt,
    která tím chce polit přímou
    komunikaci se zákazníky.
    Nová aplikace
    NewtonOne
    Newton Media spouští novou
    generaci aplikace, jejíž součástí je
    například okamžité upozorní
    na neobvyklé zmínky včet
    růstu negativních ohlasů.
    Podle společnosti pracuje
    desetkrát rychleji avyužívá u-
    lou inteligenci, která se učí, jak
    uživatelům šetřit čas.
    Jednou zhlavních novinek
    NewtonOne je pokročilý alerting,
    který nepřetitě vyhodnocuje
    výstupy vdiích ana sociál-
    ních sítích adokáže uživatele
    upozornit na neobvyklé výkyvy.
    Například okamžitě odhalí věí
    množství zmínek ke sledova-
    mu tématu nebo prudký nárůst
    negativních ohlasů. Alerty chodí
    jako upozorní na e-mail či
    mobilní telefon.
    Alza má dosud
    největší kampaň
    s influencery
    Největší český e-shop ve své do-
    sud největší inuencerské kampa-
    ni ve spolupráci sMicrosoftem
    aIntelem představuje portfolio
    prémiových notebooků sproce-
    sorem Intel Evo aWindows 11.
    Pro e-shop jde ovůbec první
    kampaň vendorského marke-
    tingu, kníž si přizvala externí
    agenturu. Tou je Socialpark Jirky
    Kle, která vytvořila svou zatím
    produně největší kampaň na
    úrovni profesionální TV rekla-
    my. Tvůrci si kní přizvali šest
    známých inuencerů včele
    sJakubem Štáem, který jako
    průvodce zve diváky na výlet do
    počítové minulosti. Celé video
    se vrežii Jakuba Mahdala natáče-
    lo na jeden záběr —není vněm vů-
    bec žádný střih. „Stále hledáme
    nové cesty, jak oslovit publikum,
    které je tradními kanály hůř
    oslovitelné anáročné, jako třeba
    právě generace Z,“ uvedla Monika
    Jančová, ředitelka marketingové
    komunikace Alza.cz.
    Netflix zvolil za
    sídlo Varšavu
    Polský hub bude zastřešovat
    aktivity společnosti vČeské
    republice ana dalších 27 trzích
    vCEE regionu. Centrála Netixu
    ve Vaavě přiblíží platformu
    blíže předplatitelům ata
    uměleckým partnerům. Podpí
    dlouhodobou spolupráci sregio-
    ny avytvoří nové příležitosti pro
    tvůrce aproducenty.
    Jen vČeské republice Netix
    licencoval přiblně 500 českých
    titu, mezi které patří například
    Bábovky, Matky, Karel aGump
    pes, který naučil lidi žít. Český
    seriál Svět pod hlavou se stal
    jedním znejvětších hitů Netixu
    vcelém regionu. VČesku se vpo-
    slední době natáčely tituly jako
    například akční trháky The Gray
    Man aVyproštění 2. Společnost
    vtuto chvíli hledá zkušené od-
    borníky zrůzných oblastí, kteří
    by se do týmu přidali.
    MAFRA a nový
    AntiYoutuber
    Portfolio mediální skupiny
    MAFRA rozšířil nový web
    AntiYoutuber. Cílí především na
    Generaci Z, která vsoučasnosti
    představuje významnou medl-
    ní akupní sílu. Obsah webu An-
    tiYoutuber nazí kategorie jako
    například týdenní přehled odění
    na sítích, reakce na streamy
    zTikToku, novinky zgamingu,
    články ohvězdách MMA či Clash
    of Stars adaí.
    Web má také vlastní online
    encyklopedii vlayoutu uzsobe-
    ném pro mobilní telefony, kte
    poskytuje seznam apřehled in-
    formací oinuencerech. Vplánu
    je rovněž audioobsah, především
    vpodobě podcastů. Vedoucím
    projektu je Petr Konečný, který
    stál uzrodu bulvárního webu
    Expres.cz.
    samostatné spolnosti Etnetera
    Flow. Zaměřuje se na evropský
    trh aprojekty pro podobné kli-
    enty jako dosud vČesku — Škoda
    Auto, ČSOB, Fortuna, O2 TV či
    Košík.
    Havel & Partners,
    advokátní kancelář, spustila
    ve spolupráci se společností
    Artinii platformu Certoo, která
    má ambici usnadnit ochranu
    duševního vlastnictví spomocí
    blockchainu.
    Creative Dock, společ-
    nost zabývající se budovám -
    rem afunních technologických
    projektů, působící zejména vEv-
    ropě ana Blízkém východě, získa-
    la inovační společnost IdeaSense.
    Jde očtvrtou akvizici reagující na
    poptávku po digitalizaci.
    Tech Data rozšířila
    spolupráci srmou Microsoft
    abude distribuovat její produkty
    zconsumer kategorie (jako Xbox
    či laptopy Surface) retailovým
    partnerům vČeské republice, na
    Slovensku av Maďarsku.
    Ariston PR uspěla vtendru
    Pivovary CZ Group apo komuni-
    kaci značky Zubr se bude starat
    iobrandy Holba aLitovel. Podílet
    se bude na public amedia relati-
    ons, správě atvorbě sociálních
    sítí aonline komunikaci.
    Služba Bezrealitky
    představila nový web, který
    přepracovává možnosti komuni-
    kace mezi zájemcem amajitelem.
    Největší update za posledních
    pět let má zrychlit azjednodušit
    vzájemnou domluvu obou stran.
    Mattoni uvedla na trh
    minelní vodu síchutí citronu
    ve skleněné lahvi od designéra
    Marka Mikovce. Litrovou skle-
    nou lahví doplnila skupina s
    portfolio odalší obal splňující
    principy cirkulární ekonomiky.
    Kdostání je ve vybraných kamen-
    ných ionline obchodech.
    Proud, experimentální pl-
    zeňský pivovar, uvedl do provozu
    novou poloautomatickou stáče
    linku na plechovky. Aktuálně do
    nich plní speciály alimitova
    edice.
    Jan Žižka, dosud nejdražší
    český lm srozptem půl miliar-
    dy korun, si odbyl svou premru.
    Velkolm, vytvořený ziniciativy
    jeho režira aproducenta Petra
    Jákla, ovšem příliš pozitivní první
    recenze nezaznamenal.
    05
    ZPRÁVY
    Foto: ALZA
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  • Strana 28

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