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.
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SHORTTERMISMUSJE ZHOUBA ZNAČEKTlak na okamžité výsledkyznačkám škodí, říkáTereza Báčová, kterávystoupí na Foru Media.str. 6DIGITÁLNÍ DAŇZAPLATÍ INZERENTIKolem jejího zaváděnízuří vysoká politická hra.Řešení na globální úrovniproto jen tak nebude.str. 8–11MĚNÍMESTRATEGIILUCIEPRŮŠOVÁ3714. září 202099 Kč / 4,90 €Strana 2
objednávejte na chci.mam.cz nebo na tel.: 735 707 420TRŽNÍ VÝKLENEKHLEDEJTE V ONLINEPotenciál mají řešeníspojená smódou.Tahákem je vše udržitelné.str. 8–11VELKÉ ZNAČKY CHTĚJÍVLASTNÍ E SHOPYInternetové obchody uždávno nejsou jen doménoumalých astředních rem.str. 14–15ROZEŽRANÝZÁPADNÍ SVĚTANNAMAREŠOVÁ367. září 202099 Kč / 4,90 €EXTRAKINAroční 3 500 Kčdvouleté 6 000 Kčroční 3 500 Kčdvouleté 6 000 Kčroční 5 000 Kčdvouleté 10 000 Kčroční 10 000 Kčdvouleté 20 000 KčTRŽNÍ VÝKLENEKHLEDEJTE VONLINEPotenciál mají řešeníspojená smódou.Tahákem je vše udržitelné.str.8–11VELKÉ ZNAČKY CHTĚJÍVLASTNÍ ESHOPYInternetové obchody uždávno nejsou jen doménoumalých astředních rem.str.14–15ROZEŽRANÝZÁPADNÍ SVĚTANNAMAREŠOVÁ367.září 20 2099Kč/ 4,90€EXTRAKINAušetřete až14 000 Kčušetřete až34 000 KčROZEŽRANÝZÁPADNÍ SVĚTANNAMAREŠOVÁPředplaťte 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_37.indd 1MAM_inzerce_predplatne_210x280_MAM_2020_37.indd 1 09.09.2020 14:4909.09.2020 14:49Strana 3
Tak už iČeská republika máprvního byznysmena, který serozhodl po smrti přenechat částsvého majetku na dobročinnéúčely. Ústecký podnikatel MartinHausenblas uvedl, že 30 procentsvých podílů ve výrobci reklam-ního textilu Adler apřepravníspolečnosti Liftago odkáže nadobročinné účely.Rovným dílem si je rozdělí Ús-tecká komunitní nadace aNadaceVia. Hodnota podílů se odhadujena nejméně 200 milionů korun.Svým příkladem chce strhnoutidalší tuzemské boháče.Ve světě se už do výzvy GivingPledge, která vznikla zpopuduBiila Gatese aWarrena Buettavroce 2010, zapojilo celkem210 miliardářů z23 zemí, kteřípřislíbili že po smrti dají nejméněpolovinu majetku na charitu.Efekt sněhové koule fungujeasmysluplnost těchto kroků chá-pe čím dál více lidí. Dá se čekat,že podobné tendence se budouvblízké budoucnosti týkat třebaistále sílícího tématu udržitel-nosti, které už na globálním polimezi značkami silně rezonuje.Itak se ale najde dost lidí, kteří jestále vnímají jako pseudotéma.To se ovšem může ukázat jakokrátkozraké.Přeji vám inspirativní čtení.Pavel HejkrlíkredaktorČeská stopaGiving Pledge03EDITORIALGrfickýdesignérSpisovtelkDigitlnínomd3DnimtorkMrketingovmnžerkVysok školkretivníkomunikceNepropsni svou šnci!Ještě se můžešpřihlsit.Bc. Mgr.Bc.MgrKretivníředitelPRmnžerkvskk.czInzerceSPOTŘEBITELÉ KUPUJÍKVALITNĚJŠÍ KRMIVARoste zájem oprémiové granuleapamlsky. Boom zažívají islužbypromazlíčky.str. 18 –19BILLA MĚNÍ STRATEGII, CÍLÍ NAJEDNOTLIVÉ ZÁKAZNÍKY„Pracujeme také na zapojenígeotargetingu vrámci digitálu,“ říkáLucie Průšová, šéa marketingu.DIGITÁLNÍ DAŇ SE BUDEPŘESOUVAT NA INZERENTYStáty kvůli zavádění daně čelí tlakuUSA ahrozbě odvetných opatření.VČesku má začít platit od 1. 1. 2021.str. 12 –13str. 9–11KONCERTŮ BUDE MÍŇ. MUSÍ SENA NICH SEDĚTNejnovější opatření ministerstvazdravotnictví přineslo další rušeníakcí arozčarování pro promotéry.str. 21GALERIE VÍTĚZNÝCH PRACÍ ZEZLATÉHO STŘEDNÍKUNejvíce cen vsoutěži získaly projektyspolečností Plzeňský Prazdroj,O2Czech Republic aŠkoda Auto.str. 22 –23KOLIK ČASU ZBÝVÁAgentura Leo Burnett změnila meziŠpaněly vnímání času, který reálněvěnují svým blízkým, atím zvýšilaprodeje bylinného likéru.str. 24 –25ONLINE MARKETINGPET CARE RETAILEVENTYFIREMNÍ MÉDIAPŘÍPADOVÁ STUDIEFoto na titulní straně: VOJTĚCH RESLERStrana 4
SvodkaJT International CR(vyrábí například cigarety Camel,Winstonapod.) prodloužilaspolupráci sNext level, produkč-ní agenturou pořádající eventy,festivaly akonference. Ato aždo konce roku 2022, slovenskápobočka má JTI SR jistou až dokonce roku 2023.Asociace hudebníhoprůmyslu ČR (AHP),sdružuje 30 největších subjektůzoboru (promotéry, prodejcevstupenek, majitele prostor, tech-nické ibezpečnostní rmyatd.).Předsedou výkonného výboruasociace je Robert Porkert, šéfLive Nation. Seznam členů je zve-řejněn na webu ahp -cz.com.Adexpres (Dentsu AegisNetwork ) získala jako prvníčeská mediální agentura statuscertikovaného partnera proGoogle Marketing Platform, atouprogramatického nástrojeDisplay & Video 360 aunástrojeSearch Ads 360.Sportisimo, prodejcesportovních potřeb aoblečení,přidal do online portfolia 14 mód-ních značek, například CalvinKlein, Tommy Hilger, Levi‘s,Lacoste, Geox, converse adalší.Hornbach spustil minulýtýden ve svých dvou pražskýchprodejnách ostrý provoz samoob-služných pokladen, službu buderozšiřovat do dalších obchodů.Pilulka, česká e -commercelékárenská skupina, míří naburzu. Stane se prvním veřejněobchodovaným e -commercesubjektem vČesku.Mondelēz Interna-tional se stala ociálnímsponzorem německé Bundesliy.Partnerství, které potrvá několiklet, bude probíhat hlavně pro-střednictvím značky Milka.VÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNEUDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIADDB odešlaz asociaceAsociaci komunikačních agentur(AKA) opustila agentura DDB.„Obáváme se, že se ztéto, podlenás potřebné asociace, stáváplatforma pro politické azájmovéboje jednotlivých frakcí ajednot-livců. Proto jsme se po důkladnémuvážení rozhodli naše členstvívAKA ukončit. Nechceme se na-dále těchto půtek účastnit,“ uvedlCEO agentury Darko Silajdžić (nafotograi). DDB chtěla původněčlenství pozastavit, ale zAKA jípřišla informace, že takový kroknení možný aDDB tedy členstvíukončila.Už na přelomu červenceasrpna Asociaci komunikačníchagentur opustily Ogilvy OneaOgilvy Performance Marke-ting. Způvodně tří entit skupinytak vAKA zůstala jen reklamníagentura Oglivy. Aspekuluje seodalších odchodech.„Výsledky, které budouzčinnosti nového prezidia, snadvšechny přesvědčí oužitečnostiasociace. Darka Silajdžiće taképozvu na prezidium, aby se opo-stupech mohl přesvědčit. Mimojiné pracujeme na prioritách etikyasamoregulace, znichž je prvnímvýstupem iniciativa Férový in-uencer, či na metodice odměňo-vání agentur,“ reagoval Jan Binar,šéf agentury McCann Pragueaprezident Asociace komuni-kačních agentur, jejíž součástíje od minulého týdne iAsociacečeských reklamních agenturamarketingové komunikace.AČRA MK je druhým kolektivnímčlenem AKA po Asociaci medi-álních agentur (ASMEA). Vstupkolektivních členů umožnilynedávné změny stanov.Svět podle MAMDalší odchod zAKA, růst S4 Capital,efektivita digitálu na Ee stageFacebook senechce vzdátmladýchaspouštíplatformuCampus, kteráje určena jenstudentům.Podmínkou ješkolní mailováadresa @.edu04ZPRÁVYFoto: DDBStrana 5
Martin Sorrellpořád vyděláváAgentura S4 Capital, kterouzaložil ařídí někdejší zakladateladlouholetý šéf komunikačníhoholdingu WPP Martin Sorrell,ohlásila růst tržeb ze srovnatel-ných činností. Během prvníhopololetí se meziročně zvýšilyotakřka sedm procent na vícenež 141 milionů liber (4 miliardykorun). Byznys navíc rostl vevšech regionech, kde je aktivní(americké trhy, evropské iasijsko--pacické) .Vpřípadě reportovaných tržebpředstavuje meziroční nárůst do-konce 60 procent. Sorrellova S4Capital totiž roste mimo jiné díkyagresivní akviziční politice (tržbyze srovnatelných činností výsled-ky představují tak, jako by nověakvírované rmy do skupinypatřily již loni). Dceřiná společ-nost MediaMonks ostatně rovněžminulý týden oznámila spojeníspařížskou agenturou Dare.Win.Vedle toho Martin Sorrell úspěchpřipisuje strategii čistě digitální-ho byznysu, jenž nabízí služby„rychleji, lépe alevněji“.S4 Capital jde tedy proti trenduna trhu. Všechny velké komu-nikační holdiny totiž běhemvýsledkové sezony oznamujímeziroční poklesy tržeb. WPPza druhé čtvrtletí přišlo o19 pro-cent, Publicis o13, Dentsu o16,Interpublic o12,8 aOmnicomdokonce o24,7 procenta.Influenceři,pocity a zážitekRed Bull společně sHoloMotionMedia vytvořil soutěžní kampaňsclaimem „Zaleť si pro životnízážitek!“. Kampaň běží na 21 ho-lograckých plochách po Prazesdenním zásahem přes 170 tisíclidí. Vizuál zahrnuje animace 3Dmodelu letadla týmu vzdušnýchakrobatů Flying Bulls společněshologramem letce Jana Tvrdíka,který také patří mezi elitní vojen-ské letce české armády.Pietro Filipi vnové kampaninechává zákazníky platit podletoho, jak se cítí. Koncept „pay asyou feel“ dává lidem na výběrze tří cenovek — při nejistotě zesituace zaplatí polovinu původ-ní ceny, pro skvělý pocit majíkdispozici pětinovou slevu, přiskvělém pocitu aochotě podpořitznačku mohou zaplatit odesetinuvíce, než je původní cena. Novýmodel nakupování je pro PietroFilipi součástí dlouhodobé změnysměřování značky inové kampa-ně Respect what you feel, kteroupředstavila na pražském fashionweeku.Streetwear po našem — tak sejmenuje nová brandová kam-paň prodejce oblečení Queens.Vhlavních rolích vystupujíinuenceři se značkou spojení,rapper Karlo azpěvačka AnnetX.„Oba našli svůj osobitý styl,tvoří vrodném jazyce apro našicílovku jsou uvěřitelní,” uvedlIgor Petrikovič, brand manažerQueensu. Kampaň cílí na lidive věku 18 — 34let, apoběží do30.listopadu na sociálních sítíchadalších displayových plochách.Vznikala in -house, se zásahempomáhá agentura MarketUp.Na Effie stageo efektivitěv digitáluEe stage, která bude vrám-ci konference Forum Media,má další řečníky. Oefektivitěreklamních kampaní vdigitálnímprostředí promluví Tereza Šimeč-ková, předsedkyně představen-stva Nielsen Admosphere, aHanaFriedlaenderová, senior research& insights manažerka téže spo-lečnosti. Jejich příspěvek se budevěnovat nezávislým měřenímefektivity, která demonstrují naněkolika případových studiích.Již minulý týden jsme oznámiliprvní vystupující na Ee stage,kterou je Tereza Báčová zMe-diaplus CR. Ta bude hovořitotzv.short-termismu (vícevizrozhovor na str.6). Konferen-ce Forum Media se koná 20. říjnavClarion Congress Hotelu Praha.Přehled vystupujících adalší in-formace naleznete na stránkáchforummedia.cz.05ZPRÁVYInzerceFoto: FILIP POREBAStrana 6
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