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.
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KREATIVA NEMÁ BÝTŽÁDNÝ GAMBLETeď není čas na to býtstatečný a riskovat, říkáAdam Nowakowski z Mety.Vystoupí na Foru Media.str. 6–7ZVUKOVÝ BRANDINGVLÁDNE EMOCÍMZvuky nás ovlivňují veliceintenzivně, podvědoměa snadno. Značky tohomohou využít.str. 8–13NFT JAKO PODPORALOAJALITYStarbucks zapojí tokenydo svého věrnostníhosystému. Spřístupemexperimentují další brandy.str. 22–23OBSADÍMEEVROPUKAMILALHOTÁKOVÁ3712. září 202299 Kč / 4,90 €Strana 2
JAN MÍKAZástupce řediteletechnicko-provoznísprávy NDGARANTOVANÁ ÚSPORA ZA 10 LET:84MIL. KČNÁRODNÍ DIVADLOENERGETICKÉ ÚSPORY SE ZÁRUKOU (EPC)VYUŽÍVÁNÍ TEPLAVYZAŘOVANÉHO DIVÁKYLED SVÍTIDLAŠETŘÍ 80 % ENERGIEENERGIE Z VLTAVY VYUŽÍVANÁK TOPENÍ I CHLAZENÍ50.0811583N14.4134967E„Využívat energii Vltavyje vážně symfonie“Pro Národní divadlo jsme podle přání jeho specialistůvytvořili přesně na míru komplexní zelené řešení, díkyněmuž může využívat i energii z řeky Vltavy. Dodali jsme všepotřebné, stejně jako kuráž pustit se do projektu, který nyníšetří miliony každý rok.www.cezesco.cz/kurazJAN MÍKAZástupce ředitele technicko-provozní správy NDCEZ_ESCO_210x280_Marketin&Media.indd 1CEZ_ESCO_210x280_Marketin&Media.indd 1 19.05.2022 14:5719.05.2022 14:57Strana 3
Když zemřela královna AlžbětaII.,přišla Velká Británie marketingo-vou hantýrkou ojeden znejcen-nějších „brand assetů“. Většinalidí na světě nezažila nikoho jiné-ho na trůnu Spojeného království,kterému vládla 70 let a214 dní.„Představovala základní kámen,na němž vyrostla moderní Britá-nie,“ prohlásila britská premiérkaLiz Truss, kterou ovedení vládykrálovna požádala dva dny předsvou smrtí, jako svou už vpořadípatnáctou hlavu kabinetu.Lépe se to asi shrnout nedá.Od čtvrtka 8.září se opakuje, žeAlžbětaII. zosobňovala tradici,kontinuitu, stálost, jistotu. Nikdonemohl jít hlavám států lepšímpříkladem vpolitické neutralitě.Nikdo lépe nepředstavoval slavnéheslo „Keep calm and carry on“.Do učebnic PR by se mělazapsat tím, že se rozvážná reakcena vypjaté situace vyplácí, ikdyžjí bylo občas vyčítáno, že je přílišpomalá. Stalo se to během tragé-die vAberfanu v60. letech, nebopo smrti princezny Diany vroce1997. Nakonec ale zkrizí vyšlase ctí. Uměla odhadnout, kdy jetřeba monarchii přizpůsobit novédobě, aniž by jí byla příliš po-platná. Uměla vyniknout, aniž bypodléhala módnímu diktátu. Bylaneměnným „logem“ Británie.Ovládala i„podprahovou“komunikaci. Dodnes se mluvíotom, jak při návštěvě tehdejšíhoprezidenta USA Donalda Trumpazajistila svými brožemi vítěz-ství Británie 3:0. Vystupováníkořenila britským jemně suchýmhumorem. Slavná je historka, kdyna procházce poblíž Balmoralupotkala americké turisty, kteříse ji zeptali, jestli někdy potkalabritskou královnu. „Já ne, aletenhle policista ano,“ odvětilaaukázala na svého bodyguarda.Snad jako nejdéle čekajícínásledník britského trůnustihl princ Charles, nynější králKarelIII., pochytit um své matkyazvládne dál posouvat brandVelké Británie amonarchie jakotakové. Nebude to pro něj lehké.Bůh ochraňuj královnu, ať žijekrál.Jakub KřešničkaredaktorBritánie bezbranduEDITORIALJOSEFPOKORNÝSENIOR BUSINESSANALYST CNCInzerceZNAČKAZNAČKACHCEME OBSADIT EVROPUMarketingová šéa Beavia má směléplány, v příštích několika letech chcebýt evropskou špičkou v kimchi.str. 14 –15FORUM MEDIANENÍ ČAS NA VELKÁ RIZIKAKreativní průmysl musí nabídnoutklientům bezpečná řešení namístorisku, říká Adam Nowakowski z Mety.str. 6 –7ZÁKAZNÍKNFT NENÍ JEN NA SBÍRKYVyužití tokenů vrámci věrnostníhosystému má podpořit zapojenízákazníků. Zkouší to nejen Starbucks.str. 22 –23UŠI VYPNOUT NEMŮŽEMEZvuky nás ovlivňují podvědomě,snadno avelice intenzivně. Brandytoho mohou využít.str. 8 –13Foto na titulní straně: BOHUMIL POSPÍŠILStrana 4
SvodkaSportobchod, českýe-shop ařetězec obchodů prosportovní oblečení avybavení,během léta změnil brand naSportega. Ponese tak stejnéjméno jako partnerské plat-formy vNěmecku, Rakousku,Švýcarsku aMaďarsku. Autoremnového vizuálu je gracké studioDynamo design.Značka Milka spadajícípod skupinu Mondelēz Internati-onal prošla největšími změnamiza posledních 25 let: upravilarecepturu, obaly isymboly bran-du. Upozorňuje na to výraznáglobální komunikační kampaň,ojejíž lokalizaci se postaralyagentury Ogilvy One, Publicis,Wavemaker, DFMG, PPM FactumaPeppermint.Meta vČeské republiceadalších patnácti zemích spustilakampaň „Creators of Tomorrow”,ve které představuje talentova-né ainspirativní online tvůrce.VČeské republice mezi desetivybranými inuencery jsou na-příklad: Zachy, Anna Marie Purićči Jakub Dvořák.Společnost EY vy-hlašuje 23. ročník soutěže EYPodnikatel roku České republiky,jejímž loňským vítězem se stalTomáš Čupr. Vítěz musí zaujmoutnejen hospodářskými výsledky,ale také svým celospolečenskýmpřesahem. Přihlášky anominaceje možné zasílat do 21.října2022.Media Bohemia před-stavila novinky na rozhlasovýchstanicích Hitrádia. Odstartovalanovou late morning show sná-zvem Srdcovky. Od října startujívečerní hudební speciály, oživíprojekt City Live aprogramovýspeciál Hudební šampionát.Etnetera Group osa-mostatnila svou mobilní divizi doVÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNEUDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIAUkrajina lákáinvestoryZazvoněním oznamujícím začá-tek obchodování na Newyorskéburze cenných papírů odstarto-val prezident Ukrajiny VolodymyrZelenskyj iniciativu AdvantageUkraine na obnovu země skam-paní od WPP. Lákat má investory,kterým na stejnojmenném por-tálu nabízí přes 600investičníchpříležitostí vcelkové hodnotěpřevyšující 400miliard dolarů.Globální kampaň se objeví narůzných kanálech ve více než17zemích včetně České republiky,která bude mít jedno znejvětšíchpokrytí. Prioritně je zaměřená nastáty G7. Včeském prostředí budevprvních mediálních formátechkvidění od 14.září. Projekt sepřipravuje od dubna letošníhoroku, výrazně se na ní podílejíčeské, ukrajinské apolské agentu-ry ze skupiny WPP (dále Lan-dor & Fitch, Ogilvy Germany).Součástí nejužšího pětičlennéhoprojektového týmu je od počátkuZuzana Kabelková, která se začeské Ogilvy ze sítě WPP zásadněpodílela na vytvoření celé globál-ní strategie. Spolupracovala inakreativní části.První fáze kampaně ukážeUkrajinu jako zemi otevřenoubyznysu apodpoří její vnímánínejen jako oběti ruské agrese.Cílem je vzbudit zájem světovýchbyznysových elit apřimět jekvytvoření investičních plánů čizávazků do budoucna.Dm spustí živénakupovánív aplikaciSpolečnost dm 14.září od 18 hodinspouští vaplikaci Moje dm novousérii živých přenosů dmLIVE.Během nich se diváci dozvědí víceinformací ovybraných produk-Apple představilnovou generacitelefonůiPhone14. Kvůlistreaminguagamingu sázína větší displeje,verze Mini užse prodávatnebude.Svět podle MAMUkrajina láká, dm spouští „live shopping“,Alza aMAFRA cílí na GenZ04ZPRÁVYFoto: MKIP.GOV.UAStrana 5
tech, mohou se nechat inspirovatzkušenostmi sjejich používánímči kproduktům klást konkrétnídotazy. Na základě doporučenísi zákazníci budou moci předsta-vené produkty ihned vložit dokošíku aobjednat.„Každý díl se věnuje jinémutématu apředstavíme vněm jakdodavatelské produkty, tak ipro-dukty dm značek. Živé přenosydmLIVE budou vysílány vždydvakrát do měsíce atrvat budouzhruba půl hodiny. Každou epizo-du bude možné přehrát izpětně,“uvedl Jiří Peroutka, manažerkomunikace dm drogerie markt,která tím chce posílit přímoukomunikaci se zákazníky.Nová aplikaceNewtonOneNewton Media spouští novougeneraci aplikace, jejíž součástí jenapříklad okamžité upozorněnína neobvyklé zmínky včetněnárůstu negativních ohlasů.Podle společnosti pracujedesetkrát rychleji avyužívá umě-lou inteligenci, která se učí, jakuživatelům šetřit čas.Jednou zhlavních novinekNewtonOne je pokročilý alerting,který nepřetržitě vyhodnocujevýstupy vmédiích ana sociál-ních sítích adokáže uživateleupozornit na neobvyklé výkyvy.Například okamžitě odhalí většímnožství zmínek ke sledované-mu tématu nebo prudký nárůstnegativních ohlasů. Alerty chodíjako upozornění na e-mail čimobilní telefon.Alza má dosudnejvětší kampaňs influenceryNejvětší český e-shop ve své do-sud největší inuencerské kampa-ni ve spolupráci sMicrosoftemaIntelem představuje portfolioprémiových notebooků sproce-sorem Intel Evo aWindows 11.Pro e-shop jde ovůbec prvníkampaň vendorského marke-tingu, kníž si přizvala externíagenturu. Tou je Socialpark JirkyKrále, která vytvořila svou zatímprodukčně největší kampaň naúrovni profesionální TV rekla-my. Tvůrci si kní přizvali šestznámých inuencerů včelesJakubem Štáem, který jakoprůvodce zve diváky na výlet dopočítačové minulosti. Celé videose vrežii Jakuba Mahdala natáče-lo na jeden záběr —není vněm vů-bec žádný střih. „Stále hledámenové cesty, jak oslovit publikum,které je tradičními kanály hůřoslovitelné anáročné, jako třebaprávě generace Z,“ uvedla MonikaJančová, ředitelka marketingovékomunikace Alza.cz.Netflix zvolil zasídlo VaršavuPolský hub bude zastřešovataktivity společnosti vČeskérepublice ana dalších 27 trzíchvCEE regionu. Centrála Netixuve Varšavě přiblíží platformublíže předplatitelům atakéuměleckým partnerům. Podpořídlouhodobou spolupráci sregio-ny avytvoří nové příležitosti protvůrce aproducenty.Jen vČeské republice Netixlicencoval přibližně 500 českýchtitulů, mezi které patří napříkladBábovky, Matky, Karel aGump—pes, který naučil lidi žít. Českýseriál Svět pod hlavou se staljedním znejvětších hitů Netixuvcelém regionu. VČesku se vpo-slední době natáčely tituly jakonapříklad akční trháky The GrayMan aVyproštění 2. Společnostvtuto chvíli hledá zkušené od-borníky zrůzných oblastí, kteříby se do týmu přidali.MAFRA a novýAntiYoutuberPortfolio mediální skupinyMAFRA rozšířil nový webAntiYoutuber. Cílí především naGeneraci Z, která vsoučasnostipředstavuje významnou mediál-ní akupní sílu. Obsah webu An-tiYoutuber nabízí kategorie jakonapříklad týdenní přehled oděnína sítích, reakce na streamyzTikToku, novinky zgamingu,články ohvězdách MMA či Clashof Stars adalší.Web má také vlastní onlineencyklopedii vlayoutu uzpůsobe-ném pro mobilní telefony, kteráposkytuje seznam apřehled in-formací oinuencerech. Vplánuje rovněž audioobsah, předevšímvpodobě podcastů. Vedoucímprojektu je Petr Konečný, kterýstál uzrodu bulvárního webuExpres.cz.samostatné společnosti EtneteraFlow. Zaměřuje se na evropskýtrh aprojekty pro podobné kli-enty jako dosud vČesku — ŠkodaAuto, ČSOB, Fortuna, O2 TV čiKošík.Havel & Partners,advokátní kancelář, spustilave spolupráci se společnostíArtinii platformu Certoo, kterámá ambici usnadnit ochranuduševního vlastnictví spomocíblockchainu.Creative Dock, společ-nost zabývající se budováním -rem afunkčních technologickýchprojektů, působící zejména vEv-ropě ana Blízkém východě, získa-la inovační společnost IdeaSense.Jde očtvrtou akvizici reagující napoptávku po digitalizaci.Tech Data rozšířilaspolupráci srmou Microsoftabude distribuovat její produktyzconsumer kategorie (jako Xboxči laptopy Surface) retailovýmpartnerům vČeské republice, naSlovensku av Maďarsku.Ariston PR uspěla vtendruPivovary CZ Group apo komuni-kaci značky Zubr se bude staratiobrandy Holba aLitovel. Podíletse bude na public amedia relati-ons, správě atvorbě sociálníchsítí aonline komunikaci.Služba Bezrealitkypředstavila nový web, kterýpřepracovává možnosti komuni-kace mezi zájemcem amajitelem.Největší update za posledníchpět let má zrychlit azjednodušitvzájemnou domluvu obou stran.Mattoni uvedla na trhminerální vodu spříchutí citronuve skleněné lahvi od designéraMarka Mikovce. Litrovou skleně-nou lahví doplnila skupina svéportfolio odalší obal splňujícíprincipy cirkulární ekonomiky.Kdostání je ve vybraných kamen-ných ionline obchodech.Proud, experimentální pl-zeňský pivovar, uvedl do provozunovou poloautomatickou stáčecílinku na plechovky. Aktuálně donich plní speciály alimitovanéedice.Jan Žižka, dosud nejdražšíčeský lm srozpočtem půl miliar-dy korun, si odbyl svou premiéru.Velkolm, vytvořený ziniciativyjeho režiséra aproducenta PetraJákla, ovšem příliš pozitivní prvnírecenze nezaznamenal.05ZPRÁVYFoto: ALZAStrana 6
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