Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

38/2022

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

    ANI VELKÉ FIRMY
    NEUMÍ MLUVIT S MÉDII
    Autenticita je nejsilnějším
    nástrojem komunikace,
    říká Paul Casciato, který
    vystoupí na Foru Media.
    str. 6–7
    DOMÁCÍ MAZLÍČKY
    RÁDI ROZMAZLUJEME
    Segment pet food nabídne
    růst vprémiových
    kategoriích, prostor je
    ipro privátní značky.
    str. 8–11
    BRITÁNIE SE LOUČÍ
    S NEJVĚTŠÍ ZNAČKOU
    Smrt apohřeb královny
    AlžbětyII. zastavily inzerci.
    Firmám se kondolence
    vymkly zrukou.
    str. 18–21
    VIRÁLNOST
    DARŮM POMÁHÁ
    DAVID
    PROCHÁZKA
    38
    19. září 2022
    99 Kč / 4,90
  • Strana 2

    Vstupenky zakoupíte na
    www.forummedia.cz
    Zažijte konferenci FORUM MEDIA
    Z 50+ řečníků pro vás vybíráme světové experty:
    Řešíme problémy jako
    varmádě, jen místo zbraní
    používáme kreativitu.
    V žurnalistice jsou
    hodnoty a hranice
    naprosto jasné.
    Když tradiční média
    skomírají, mladí dají
    vzniknout novým
    formám žurnalistiky.
    Kreativní ředitel Publicis
    Groupe Nordics / Le Pont
    Zakladatelka zpravodajského
    serveru Telex.hu
    Novinář a autor bestselleru
    „Good News, Bad News“
    JERKER
    FAGERSTM
    VERONIKA
    MUNK
    JEREMY
    IGGERS
    Hlavní
    mediální partner:
    Mediální partneři:
    Partneři:
    FM_inz_MAM_210x280_recnici_2022.indd 1FM_inz_MAM_210x280_recnici_2022.indd 1 16.09.2022 13:1016.09.2022 13:10
  • Strana 3

    Zakladatel outdoorové značky
    Patagonia Yvon Chouinard
    udělal vminulém týdnu neprosto
    nevídané aitom podle vlast-
    ho vysvětlení logické gesto.
    Víspěvku nazvaném „Země je
    nyní ním jedim akcionářem“
    převedl vlastnictví společnosti
    založené roku 1973 aoceněné na
    asi tři miliardy dolarů do svěřen-
    ského fondu, jehož zisky poply-
    nou na boj se změnou klimatu
    aochranu přírody izachování
    remních hodnot.
    Je to téměř 50 let, co jsme za-
    čali snaším experimentem vod-
    povědném podnikání, aprávě
    začíme. Máme-li mít iza 50let
    naději na prosperující planetu,
    natož na prosperující byznys,
    bude na všech znás záležet, jak
    naložíme se zdroji. Navzdory své
    nesmírnosti nejsou zdroje Ze
    nekonečné aje jasné, že jsme
    překročili její limity. Ale je odol-
    ná. Můžeme planetu zachnit,
    pokud se ktomu zavážeme.
    Chouinard přemýšlel ta
    oprodeji, ale to by nezůstaly za-
    chovány ideály značky avstup na
    burzu by podle něj byl katastrofa,
    protože tlak na krátkodobé vý-
    sledky je iuspolečností sdob-
    rými úmysly nad dlouhodobou
    zodpovědností. Chouinard patří
    mezi velké ochnce přírody,
    vminulosti jeho rma zažalovala
    prezidenta Trumpa za zéměr
    zmenšit Národní památník Bears
    Ears vUtahu o85 procent. Zapla-
    tila také lm DamNation, který
    chtěl získat podporu na zničení
    přehrad, aby se zase obnovila
    rybí populace vřekách.
    Na začátku září vyšel průzkum
    společnosti Ocean CleanUp,
    která zkoumala plasty ve Vel
    tichomořské odpadkové skvrně,
    jež má rozlohu asi 1,6 milio
    kilometrů čtverečních. Jen pro
    představu, to je asi čtyřnásobek
    rozlohy Německa… Většina od-
    padu pochází zJaponska aČíny,
    90 procent odpadu připadá na
    pouhých šest zemí.
    Vzhledem k nastupující recesi
    je pravděpodobné, že na úrovni
    mnoha států se cíle boje proti
    změně klimatu aza záchranu
    írodních ekosystémů budou
    upravovat aoddalovat. Určitou
    naději vzbuzuje nový britský
    kl KarelIII., který by se podle
    některých mohl stát „zelem
    klem“ amohl by se zaměřit na
    témata související sochranou
    Země, jelikož láskou k životmu
    prostředí se nikdy netaji. Ale to se
    teprve uvidí…
    Pavel Hejkrlík
    redaktor
    Když se pomoc
    myslí váž
    03
    EDITORIAL
    O tolik vyskočil zájem o pece na pizzu na internetu – jen pár
    dní po odvysílání epizody soutěže MasterChef, kde prá
    pece na pizzu hrály hlavní roli. Ukazují to data nákupního rádce
    Heureka.cz.
    Inzerce
    Číslo týdne
    221 %
    PET ECONOMY
    DÁRCOVSTVÍ
    LIDÉ NA SILNÉ PŘÍBĚHY
    SLYŠÍ A RÁDI POMOHOU
    Za tři roky jsme uspořádali tisíce
    sbírek avybrali přes 600 milionů,
    říká David Procházka zDonia.
    str. 12 –13
    FORUM MEDIA
    UNIVERZITY SPOLU NESOUTĚŽÍ
    Nesmí se zapomínat na kontext,
    říká Paul Casciato, dlouholetý
    novinář Reuters, který dnes pomáhá
    skomunikací Univerzity vCambridge.
    ZA DOMÁCÍ MAZLÍČKY
    NEVÁHÁME UTRÁCET
    Segment pet food stále roste,
    potenciál mají prémiové i privátní
    značky a rozvoj další péče.
    str. 6 –7
    str. 8 –11
    MÉDIA
    SPOTŘEBITELÉ JSOU
    K REKLAMĚ PŘÍSTUPNĚJŠÍ
    Nejlépe jsou vnímané sponzorované
    eventy, reklamám škodí velká
    dotěrnost, ukazuje čerstvá studie.
    str. 14
    KOMENŘ
    ČÍSLA NELŽOU. MASKOTI
    DOKÁŽÍ DĚLAT DIVY
    Dobře zvoleným charakterem
    vkomunikaci nešlápnete vedle, píše
    Ľubomír Matejovič zAlien studia.
    str. 17
    ZNKA
    KONEC DRUHÉ ALŽBĚTINSKÉ
    ÉRY ZASTAVIL INZERCI
    AlžbětaII. vedla Británii do moderní
    doby. Hold jí vzdaly digitální
    billboardy iznačky, jimž se to vymklo.
    str. 18 –21
    Foto na titulní straně: BOHUMIL POSPÍŠIL
  • Strana 4

    Svodka
    TV Nova uvede 12.listopadu
    60. ročník soutěže Český slavík,
    která bude tentokrát plně pod
    kontrolou stanice. Nový je též
    systém hlasování.
    Tatra Trucks otevřela
    nové zákaznické centrum, jí
    chce zkvalitnit služby pro své kli-
    enty. Rekonstrukce budovy vyšla
    na 79 milionů korun.
    den inovací má nový
    vizuální styl od B&T, která se
    roveň stala partnerem akce,
    jež proběhne 10.října vCubex
    centru.
    Wienerberger si na
    strategickou komunikaci vybral
    Topic PR. Agentura se posta
    okorporátní komunikaci rmy
    aproduktovou komunikaci uje-
    jích značek Porotherm, Tondach,
    Semmelrock Terca aPenter.
    Primark otevřel vobchod-
    m centru Olympia vBr
    svou druhou prodejnu vČeské
    republice. Otevření předcházela
    investice vhodnotě více než
    220milionů korun.
    Nenech to být, projekt
    bojující se šikanou na školách
    apomáhající se zlepšováním
    remní kultury, získal investici od
    Jiřího Hlavenky aspolečnosti Scio.
    Celková investice tak dosáhla už
    téměř jednoho milionu dolarů.
    Bezrealitky.cz kam-
    paní od agentur B&T a Procio
    představuje svou novou vizl
    identitu, šíři služeb a web včet
    komunikační platformy.
    Knihobot po půlročním
    pilotním programu rozšířil spolu-
    práci sLevnými knihami, otevřel
    čtyři nová odběrová místa — v-
    boře, Jihlavě — advě vČeských
    Budějovicích.
    Brand Academy, kurz
    budování značek od Digisemetru
    aYYY agency, vstupuje do zim-
    ho semestru. Celkem nabídne
    jedenáct epizod od výzkumu přes
    strategii až po exekuci iření,
    6.října pořádá diskuzi stvůrci.
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Vládní Deštník
    proti drahotě
    Nové oddělení strategické komu-
    nikace (stratkom) při Úřadu vlády
    spustilo komunikační kamp
    na projekt Dtník proti draho-
    tě. Odkazuje na stejnojmen
    webové stnky, které mají lidem
    usnadnit černí zvíce než dva-
    ceti projektů pomoci. Na tu vláda
    vyčlenila celkově 177 miliard
    korun.
    Kampaň vyšla celkově na
    zhruba 24,5 milionu korun. Má
    široký mediamix od TV, přes
    online sopen RTB nákupem, tisk,
    rozhlas až po venkovní reklamu.
    Medlní agenturou je KnowOri-
    gin, která díky nabídce nejnižší
    ceny vyhrála vDynamickém
    kupním systému. Kreativa
    vznikala interně, je pod ní
    podepsán Martin Vašíček, který
    do stratkomu přel po dvanácti
    letech uagentury Hullabaloo,
    aPavel Lupjan, který dříve půso-
    bil vMedia Marketing Services,
    ateď vede stratkom, vekterém by
    mohlo vznikat pro vládu přes pět
    kampaní ročně.
    EU pokutuje
    giganty
    Tribunál Soudního dvora Ev-
    ropské unie potvrdil rozhodnutí
    Evropské komise, že společnost
    Google zneužívala operač
    systém Android kpotlačení
    konkurence amá zaplatit pokutu
    vpřepočtu více než sto miliard
    korun, kterou však opět procent
    snížil. Toto rozhodnutí určitě vítá
    tuzemský Seznam, který žaluje
    Google učeského soudu právě
    Svět podle MAM
    Vládní kampaň, pokuty od EU,
    Fortuna a Sparta, shortlist Flema
    Z průzkumu
    Ipsosu a rmy
    Snap vyplý,
    že pro 6 z 10 lidí
    je nakupování
    pomocí
    technologie AR
    lepšížitek
    a nabízí jim
    zábav
    možnosti
    Zdroj: ÚŘAD VLÁDY
    04
    ZPRÁVY
    Zakoupíte vlibovolné hodnotě od 50 Kč až do 5 000 Kč ve všech prodejnách dm.
    Vybírat můžete zvíce motivů.
    Připravené dárkové karty v hodnotě 500 Kč a 1 000 Kčžete také objednávat
    online v aplikaci Moje dm nebo na dm.cz.
    Více informací k dárkovým kartám najdete na dm.cz/darkovakarta.
    IDEÁLNÍ DÁREK, KTERÝ
    ZARUČENĚ POŠÍ
    Zakoupíte vlibovolné hodnotě od 50 Kč až do 5 000 Kč ve všech prodejnách dm.
    Vybírat můžete zvíce motivů.
    Připravené dárkové karty v hodnotě 500 Kč a 1 000 Kčžete také objednávat
    IDEÁLNÍ DÁREK, KTERÝ
    ZARUČENĚ POŠÍ
    ZARUČENĚ POŠÍ
    Jednoduché pro vás, mnoho možností pro obdarovaného.
    Zakoupíte vlibovolné hodnotě od 50 Kč až do 5 000 Kč ve všech prodejnách dm.
    dm dárková karta
    dm dárková karta
    Moje dm-app
    dm.cz
  • Strana 5

    kvůli protisoutěžním praktikám
    Googlu na platformě Android.
    Za ušlé příjmy si nárokuje deset
    miliard korun. Loni Google také
    prohrál spor o2,42 miliardy eur
    za zneužití dominantho posta-
    vení, kterou dostal od Evropské
    komise včervnu 2017.
    Pro změnu od irského dozorčí-
    ho orgánu dostala pokutu ve výši
    asi deset miliard korun ispoleč-
    nost Meta za porušování zákonů
    oochraně osobních údajů nezleti-
    lých na platformě Instagram. Jed-
    ná se odruhou nejvší pokutu
    za porušení GDPR. Meta se proti
    rozhodnutí hodlá odvolat.
    Dáme jídlo má
    nový reklamní
    formát
    Investice do inzerce na
    e-commerce platformách patří
    glolně ktěm stabilně rostou-
    m apodle nového průzkumu
    společnosti Kantar (více na stra-
    ně14), se zařadil na čtvrté místo
    mezi kanály, které marketéři
    vmají nejpozitivněji.
    Trendu vychází vstříc ispoleč-
    nost Dáme jídlo, která zadava-
    telům nabídla nový inzertní
    prostor vrozhraní aplikace ana
    webu. Zákazním reklamu zob-
    razuje při čekání na jídlo, ato ve
    formách až 30vteřinového videa
    nebo statického banneru. Mezi
    prvmi možnost využily značky
    jako Disney+ aPepsi. Podle
    předběžných čísel Dáme jídlo
    sledovalo 90 procent zákazníků
    více než polovinu spotu, vcelé
    délce pak 87 procent.
    „Spřiczejícím podzimem
    současně vme zájem
    klientů ze stran bank, operátorů
    itechnologických společností
    oinzerci na naší platformě,
    uvedl Lukáš Beňo, head of sales
    performance and support pro
    Česko aSlovensko.
    Fortuna
    partnerem
    hokejové Sparty
    Hokejisté Sparty získali před
    startem sezony nového gene-
    lního partnera. Stala se jím
    zková kancelář Fortuna, kte
    sjedim pražským extraligo-
    vým klubem uzavřela spolupráci
    na šest let. Fortuna byla hlavním
    partnerem klubu už vuplynulé
    sezoně.
    „Spolupráce se Spartou má
    pro nás tři hlavní důvody. Sil
    značka, vysoké ambice askvělá
    kladna fanoušků,“ uvedl David
    Vaněk, generální ředitel české
    Fortuny ačlen vrcholového vede-
    ní Fortuna Entertainment Group.
    Partnerství Fortuny nekončí
    umístěním loga na ledové ploše
    adresu Sparty.
    „Moc se těšíme na zapoje
    do výjimečných charitativních
    projektů Sparta vzdává hold
    nebo Sparťanská krev. Chystá-
    me imnoho ojedinělých akcí
    pro fanoušky vO2 areně imimo
    stadion,“ slibuje genelní ředitel
    Fortuny.
    Flema Media
    Awards zná
    shortlist
    Vsoutěži, která oceňuje inovátor-
    ský akreativní přístup vmedi-
    álním plánování, postoupilo
    z53ihlášených projektů mezi
    nalisty 22 kampaní v11kate-
    goriích. Knim se počítá ješ
    speciální kategorie Nejodvážnější
    počin, vyhšen bude iInova-
    tivní autor, Inovativní zadavatel
    aGrand Prix.
    Nejvíce kampaní— tři— má
    na shortlistu slovenská agentura
    Wavemaker. Po dvou pak agen-
    tury MetroZoom, Socialists, This
    is Locco, Follow Bubble sMSL,
    Elite / Monday Lovers či Triad
    Advertising aPHD. Ze zadavatelů
    se nejvíce dařilo společnostem
    McDonald’sČR, Slovenská spori-
    telňa, Škoda Auto, Wolt Česko.
    „Letošní ročník je výjimeč.
    Poprvé je na shortlistu víc kampa-
    ní ze Slovenska než zČeska. Zá-
    roveň byl tento shortlist vybrán
    rekordním počtem porotců, kteří
    se kdy vprvním kole poroty za-
    pojili,“ uvedl Hynek Cimoradský,
    řídící partner pořádající společ-
    nosti Flemedia. Práce hodnotilo
    97 odborníků zřad zadavatelů,
    médií areklamních imedlních
    agentur.
    Vítěze vybere odborná porota
    na svém setkání 21.ří. Vyh-
    šení výsledků soutěže proběhne
    vříjnu na slavnostním galavečeru
    vDivadle X10 vPraze.
    Zdroj: HC SPARTA PRAHA
    05
    ZPRÁVY
    Zakoupíte vlibovolné hodnotě od 50 Kč až do 5 000 Kč ve všech prodejnách dm.
    Vybírat můžete zvíce motivů.
    Připravené dárkové karty v hodnotě 500 Kč a 1 000 Kč můžete také objednávat
    online v aplikaci Moje dm nebo na dm.cz.
    Více informací k dárkovým kartám najdete na dm.cz/darkovakarta.
    IDEÁLNÍ DÁREK, KTERÝ
    ZARUČENĚ POŠÍ
    Zakoupíte vlibovolné hodnotě od 50 Kč až do 5 000 Kč ve všech prodejnách dm.
    Vybírat můžete zvíce motivů.
    Připravené dárkové karty v hodnotě 500 Kč a 1 000 Kčžete také objednávat
    IDEÁLNÍ DÁREK, KTERÝ
    ZARUČENĚ POŠÍ
    ZARUČENĚ POŠÍ
    Jednoduché pro vás, mnoho možností pro obdarovaného.
    Zakoupíte vlibovolné hodnotě od 50 Kč až do 5 000 Kč ve všech prodejnách dm.
    dm dárková karta
    dm dárková karta
    dm dárková karta
    Moje dm-app
    dm.cz
    Inzerce
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  • Strana 27

  • Strana 28

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