Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

37/2020

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

    SHORTTERMISMUS
    JE ZHOUBA ZNAČEK
    Tlak na okamžité výsledky
    značkám škodí, říká
    Tereza Báčová, která
    vystoupí na Foru Media.
    str. 6
    DIGITÁLNÍ D
    ZAPLATÍ INZERENTI
    Kolem jejího zavádění
    zuří vysoká politická hra.
    Řešení na globální úrovni
    proto jen tak nebude.
    str. 8–11
    MĚNÍME
    STRATEGII
    LUCIE
    PRŮŠOVÁ
    37
    14. září 2020
    99 Kč / 4,90
  • Strana 2

    objednávejte na chci.mam.cz nebo na tel.: 735 707 420
    TRŽNÍ VÝKLENEK
    HLEDEJTE V ONLINE
    Potenciál mají řešení
    spojená smódou.
    Tahákem je vše udržitelné.
    str. 8–11
    VELKÉ ZNAČKY CHTĚJÍ
    VLASTNÍ E SHOPY
    Internetové obchody už
    dávno nejsou jen doménou
    malých astředních rem.
    str. 14–15
    ROZEŽRANÝ
    ZÁPADNÍ SVĚT
    ANNA
    MAREŠOVÁ
    36
    7. září 2020
    99 / 4,90
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    TRŽNÍ VÝKLENEK
    HLEDEJTE VONLINE
    Potenciál mají řešení
    spojená smódou.
    Tahákem je vše udržitelné.
    str.8–11
    VELKÉ ZNAČKY CHTĚJÍ
    VLASTNÍ ESHOPY
    Internetové obchody už
    dávno nejsou jen doménou
    malých astředních rem.
    str.14–15
    ROZEŽRANÝ
    ZÁPADNÍ SVĚT
    ANNA
    MAREŠOVÁ
    36
    7.září 20 20
    99/ 4,90
    EXTRA
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    14 000 Kč
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    ROZEŽRANÝ
    ZÁPADNÍ SVĚT
    ANNA
    MAREŠOVÁ
    edplaťte si
    Marketing & Media
    tištěný časopis
    MAM
    PRINT
    časopis na webu nebo ve čtečce
    MAM
    DIGITAL
    MAM
    KOMPLET
    MAM print + MAM digital + online
    archiv + vstup Forum Media Focus
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    MAM_inzerce_predplatne_210x280_MAM_2020_37.indd 1MAM_inzerce_predplatne_210x280_MAM_2020_37.indd 1 09.09.2020 14:4909.09.2020 14:49
  • Strana 3

    Tak už iČeská republika má
    prvho byznysmena, který se
    rozhodl po smrti přenechat část
    svého majetku na dobročinné
    účely. Ústecký podnikatel Martin
    Hausenblas uvedl, že 30 procent
    svých podílů ve výrobci reklam-
    ho textilu Adler apřeprav
    společnosti Liftago odkáže na
    dobročinné účely.
    Rovným dílem si je rozdělí Ús-
    tecká komunitní nadace aNadace
    Via. Hodnota podílů se odhaduje
    na nejméně 200 milionů korun.
    Svým příkladem chce strhnout
    idalší tuzemské boháče.
    Ve světě se už do výzvy Giving
    Pledge, která vznikla zpopudu
    Biila Gatese aWarrena Buetta
    vroce 2010, zapojilo celkem
    210 miliardářů z23 zemí, kteří
    islíbili že po smrti dají nejmé
    polovinu majetku na charitu.
    Efekt sněhové koule funguje
    asmysluplnost těchto kroků c-
    pe čím dál více lidí. Dá se čekat,
    že podobné tendence se budou
    vblízké budoucnosti týkat třeba
    isle sílícího tématu uditel-
    nosti, které už na globálm poli
    mezi značkami silně rezonuje.
    Itak se ale najde dost lidí, kteří je
    stále vnímají jako pseudotéma.
    To se ovšem může ukázat jako
    krátkozraké.
    Přeji vám inspirativní čtení.
    Pavel Hejkrlík
    redaktor
    Česká stopa
    Giving Pledge
    03
    EDITORIAL
    Grfický
    designér
    Spisovtelk
    Digitlní
    nomd
    3D
    nimtork
    Mrketingov
    mnžerk
    Vysok škol
    kretivní
    komunikce
    Nepropsni svou šnci!
    Ještě se můž
    přihlsit.
    Bc. Mgr
    .
    Bc.
    Mgr
    Kretivní
    ředitel
    PR
    mnžerk
    vskk.cz
    Inzerce
    SPOTŘEBITELÉ KUPUJÍ
    KVALITNĚJŠÍ KRMIVA
    Roste zájem oprémiové granule
    apamlsky. Boom zažívají islužby
    promazlíčky.
    str. 18 –19
    BILLA MĚNÍ STRATEGII, CÍLÍ NA
    JEDNOTLIVÉ ZÁKAZNÍKY
    „Pracujeme také na zapojení
    geotargetingu vrámci digitálu,“ říká
    Lucie Průšová, šéa marketingu.
    DIGITÁLNÍ DAŇ SE BUDE
    PŘESOUVAT NA INZERENTY
    Státy kvůli zavádění daně čelí tlaku
    USA ahrozbě odvetných opatření.
    VČesku má začít platit od 1. 1. 2021.
    str. 12 –13
    str. 9–11
    KONCERTŮ BUDE MÍŇ. MUSÍ SE
    NA NICH SEDĚT
    Nejnovější opatření ministerstva
    zdravotnictví přineslo další rušení
    akcí arozčarování pro promotéry.
    str. 21
    GALERIE VÍTĚZNÝCH PRACÍ ZE
    ZLATÉHO STŘEDNÍKU
    Nejvíce cen vsoutěži získaly projekty
    společností Plzeňský Prazdroj,
    O2Czech Republic aŠkoda Auto.
    str. 22 –23
    KOLIK ČASU ZBÝVÁ
    Agentura Leo Burnett změnila mezi
    Španěly vnímání času, který reálně
    věnují svým blízkým, atím zvýšila
    prodeje bylinného likéru.
    str. 24 –25
    ONLINE MARKETING
    PET CARE RETAILEVENTYFIREMNÍ MÉDIAPŘÍPADOVÁ STUDIE
    Foto na titulní straně: VOJTĚCH RESLER
  • Strana 4

    Svodka
    JT International CR
    (vyrábí například cigarety Camel,
    Winstonapod.) prodloužila
    spolupráci sNext level, produ-
    ní agenturou pořádající eventy,
    festivaly akonference. Ato až
    do konce roku 2022, slovenská
    pobka má JTI SR jistou až do
    konce roku 2023.
    Asociace hudebního
    průmyslu ČR (AHP),
    sdružuje 30 největších subjektů
    zoboru (promotéry, prodejce
    vstupenek, majitele prostor, tech-
    nické ibezpečnostní rmyatd.).
    Předsedou výkonného výboru
    asociace je Robert Porkert, šéf
    Live Nation. Seznam členů je zve-
    řejněn na webu ahp -cz.com.
    Adexpres (Dentsu Aegis
    Network ) získala jako první
    česká medlní agentura status
    certikovaného partnera pro
    Google Marketing Platform, ato
    uprogramatického nástroje
    Display & Video 360 aunástroje
    Search Ads 360.
    Sportisimo, prodejce
    sportovch potřeb aoblečení,
    idal do online portfolia 14 mód-
    ních značek, například Calvin
    Klein, Tommy Hilger, Levi‘s,
    Lacoste, Geox, converse adaí.
    Hornbach spustil minu
    týden ve svých dvou pražských
    prodejnách ostrý provoz samoob-
    služných pokladen, službu bude
    rozšiřovat do dalších obchodů.
    Pilulka, česká e -commerce
    lékárenská skupina, míří na
    burzu. Stane se prvním veřejně
    obchodovam e -commerce
    subjektem vČesku.
    Mondelēz Interna-
    tional se stala oclm
    sponzorem německé Bundesliy.
    Partnerství, které potrvá několik
    let, bude probíhat hlavně pro-
    střednictvím značky Milka.
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    DDB odešla
    z asociace
    Asociaci komunikačních agentur
    (AKA) opustila agentura DDB.
    „Obáváme se, že se ztéto, podle
    s potřebné asociace, stává
    platforma pro politické azájmové
    boje jednotlivých frakcí ajednot-
    livců. Proto jsme se po důkladném
    uvážení rozhodli ne členství
    vAKA ukončit. Nechceme se na-
    le těchto půtek účastnit,“ uvedl
    CEO agentury Darko Silajdžić (na
    fotograi). DDB chtěla původ
    členství pozastavit, ale zAKA jí
    la informace, že takový krok
    není možný aDDB tedy členství
    ukončila.
    Už na přelomu července
    asrpna Asociaci komunikačních
    agentur opustily Ogilvy One
    aOgilvy Performance Marke-
    ting. Způvodně tří entit skupiny
    tak vAKA zůstala jen reklamní
    agentura Oglivy. Aspekuluje se
    odalších odchodech.
    Výsledky, které budou
    zčinnosti nového prezidia, snad
    echny přesvědčí oitečnosti
    asociace. Darka Silajdžiće také
    pozvu na prezidium, aby se opo-
    stupech mohl přesvědčit. Mimo
    jiné pracujeme na prioritách etiky
    asamoregulace, znichž je prvm
    výstupem iniciativa Férový in-
    uencer, či na metodice odměňo-
    ní agentur,“ reagoval Jan Binar,
    šéf agentury McCann Prague
    aprezident Asociace komuni-
    kačních agentur, jejíž součástí
    je od minulého týdne iAsociace
    českých reklamních agentur
    amarketingové komunikace.
    AČRA MK je druhým kolektivním
    členem AKA po Asociaci medi-
    álních agentur (ASMEA). Vstup
    kolektivních členů umožnily
    nedávné zny stanov.
    Svět podle MAM
    Další odchod zAKA, růst S4 Capital,
    efektivita digitálu na Ee stage
    Facebook se
    nechce vzt
    mladých
    aspouští
    platformu
    Campus, která
    je určena jen
    studentům.
    Podmínkou je
    školní mailo
    adresa @.edu
    04
    ZPRÁVY
    Foto: DDB
  • Strana 5

    Martin Sorrell
    pořád vydělá
    Agentura S4 Capital, kterou
    založil ařídí někdejší zakladatel
    adlouholetý šéf komunikho
    holdingu WPP Martin Sorrell,
    ohlásila růst tržeb ze srovnatel-
    ných činností. Během prvního
    pololetí se meziročně zvýšily
    otakřka sedm procent na více
    než 141 milionů liber (4 miliardy
    korun). Byznys navíc rostl ve
    ech regionech, kde je aktivní
    (americké trhy, evropské iasijsko-
    -pacické) .
    Vpřípadě reportovaných tržeb
    edstavuje meziroční nárůst do-
    konce 60 procent. Sorrellova S4
    Capital totiž roste mimo jiné díky
    agresivní akvizní politice (tržby
    ze srovnatelných činností výsled-
    ky představují tak, jako by nově
    akvírované rmy do skupiny
    patřily již loni). Dceřiná společ-
    nost MediaMonks ostatně rovněž
    minulý týden oznámila spoje
    spařížskou agenturou Dare.Win.
    Vedle toho Martin Sorrell úspěch
    ipisuje strategii čistě digitál-
    ho byznysu, jenž nabízí služby
    „rychleji, lépe alevněji“.
    S4 Capital jde tedy proti trendu
    na trhu. Všechny velké komu-
    nikační holdiny totiž během
    výsledkové sezony oznamují
    meziroční poklesy tržeb. WPP
    za druhé čtvrtletí přišlo o19 pro-
    cent, Publicis o13, Dentsu o16,
    Interpublic o12,8 aOmnicom
    dokonce o24,7 procenta.
    Influenceři,
    pocity a zážitek
    Red Bull společně sHoloMotion
    Media vytvořil soutěžní kampaň
    sclaimem „Zaleť si pro životní
    žitek!“. Kampaň běží na 21 ho-
    lograckých plochách po Praze
    sdenním zásahem přes 170 tisíc
    lidí. Vizl zahrnuje animace 3D
    modelu letadla týmu vzdušných
    akrobatů Flying Bulls společně
    shologramem letce Jana Tvrdíka,
    který také patří mezi elitní vojen-
    ské letce české armády.
    Pietro Filipi vnové kampani
    nechává zákazníky platit podle
    toho, jak se cítí. Koncept „pay as
    you feel“ dává lidem na výběr
    ze tří cenovek — při nejistotě ze
    situace zaplatí polovinu původ-
    ní ceny, pro skvělý pocit mají
    kdispozici pětinovou slevu, při
    skvělém pocitu aochotě podpořit
    značku mohou zaplatit odesetinu
    více, než je původní cena. Nový
    model nakupování je pro Pietro
    Filipi součástí dlouhodobé změny
    směřování značky inové kampa-
    ně Respect what you feel, kterou
    představila na pražském fashion
    weeku.
    Streetwear po nem — tak se
    jmenuje nová brandová kam-
    paň prodejce oblečení Queens.
    Vhlavních rolích vystupují
    inuenci se znkou spojení,
    rapper Karlo azpěvačka AnnetX.
    „Oba našli svůj osobitý styl,
    tvoří vrodném jazyce apro naši
    lovku jsou uvěřitelní,” uvedl
    Igor Petrikovič, brand maner
    Queensu. Kampaň cílí na lidi
    ve věku 18 — 34let, apoběží do
    30.listopadu na soclních sítích
    adalších displayových plochách.
    Vznikala in -house, se zásahem
    pomáhá agentura MarketUp.
    Na Effie stage
    o efektivitě
    v digitálu
    Ee stage, která bude vm-
    ci konference Forum Media,
    má další řečníky. Oefektivitě
    reklamních kampaní vdigitálním
    prostředí promluví Tereza Šimeč-
    ková, předsedkyně představen-
    stva Nielsen Admosphere, aHana
    Friedlaenderová, senior research
    & insights manažerka téže spo-
    lečnosti. Jejich příspěvek se bude
    věnovat nezávislým měřem
    efektivity, která demonstrují na
    několika případových studch.
    Již minulý týden jsme oznámili
    první vystupující na Ee stage,
    kterou je Tereza Báčová zMe-
    diaplus CR. Ta bude hovořit
    otzv.short-termismu (více
    vizrozhovor na str.6). Konferen-
    ce Forum Media se koná 20. října
    vClarion Congress Hotelu Praha.
    Přehled vystupujících adaí in-
    formace naleznete na stránkách
    forummedia.cz.
    05
    ZPRÁVY
    Inzerce
    Foto: FILIP POREBA
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