Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

39/2021

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

    DÍKY DIGITÁLU SE DÁ
    PR MĚŘIT LÉPE
    AVE je vždy lichotivější
    než opravdové přínosy,
    říká Rich Leigh, host
    konference Forum Media.
    str. 6–7
    PRAMEN JARA
    Z ČESKA NA EXPU
    Na světové výsta
    vDubaji česká výprava
    představí řadu
    jedinečných exponátů.
    str. 8–11
    INSPIRACE
    VESMÍREM
    YEMI A.D.
    39
    27. září 2021
    99 Kč / 4,90
    Inzerce
  • Strana 2

    MICHAEL
    CONRAD
    11/11/2021
    O2 UNIVERSUM, PRAHA
    vybudoval nejlepší reklamní agenturu
    vNěmecku, legendární kreativní šéf
    Leo Burnett
    Jsme manipulátoři,
    otom není
    pochyb. Důležité
    je manipulovat jen
    v mezích dobrých
    úmyslů.
    Exkluzivně v Praze
    naživo na konferenci
    FORUM MEDIA
    Rezervujte si místo na
    www.forummedia.cz
    Partneři:
    Mediální partneři:
    Pořadatelé
    aodborní partneři:
    FM_inz_konference_conrad_210x280_MAM.indd 1FM_inz_konference_conrad_210x280_MAM.indd 1 24.09.2021 14:0624.09.2021 14:06
  • Strana 3

    Když jeden znejvlivnějších
    marketérů světa Marc Pritchard
    zProcter & Gamble vystoupil na
    konferenci pořádané organizací
    Interactive Advertising Bureau
    aprohlásil, že systém prodeje
    reklamy se musí pročistit vcelém
    svém řetězci, byla to událost.
    Hrozba jednoho znejvětších
    globálních zadavatelů inzerce, že
    nebude dávat peníze na kampa
    bez transparentho apřesného
    měření výsled, slibovala revo-
    luci. To bylo před čtyřmi lety.
    Minulý týden byl Pritchard
    hlavním řečníkem na virtuální
    konferenci Advertising Research
    Foundation, kde prohsil: „Je
    neuvěřitelné, že před námi stojí
    pořád tytéž výzvy. Pořád je vý-
    zvou zjišťovat, na kolik lidí máme
    dosah, jak často je oslovujeme,
    sjak účinným obsahem je oslovu-
    jeme ajak je to celé efektivní.
    Frustraci pokrokových zadava-
    telů, ale iagentur avýzkumků
    se asi nejde moc divit. Mediální
    prostředí se ikvůli pandemii
    mění rychleji aměření vývoj stále
    dohání. Ikdyž jsou nové nástroje,
    které umí zhodnotit ledasco, ne-
    chce se za ně nikomu moc platit.
    Když Pritchard zmiňuje jako
    možnost pro budoucnost cross-
    -platformní měření, pro které
    je potřeba spolupráce napříč
    subjekty na trhu, vlastně už ani
    neříká nic moc nového. Jenže ve
    výsledku se do toho nechce všem,
    atak systém pořád funguje jako
    dycky, protože „dycky jsme
    echno dělali jako vždycky.
    „Pracoval jsem sklienty, kde
    se několik lidí ve vedoucích pozi-
    cích místo opravdových výsledků
    zajímá spíše oto, aby nepřli
    osto. To vytří prostředí,
    kde se hraje na jistotu,“ přibli-
    žuje další přežku pro změny
    vrozhovoru sMAM Rich Leigh,
    zakladatel britské agentury
    Radioactive PR. Ten už dekádu
    představuje možnosti lepšího
    měření výsledků PR kampaní
    asvé metody představí ivPraze
    na konferenci Forum Media.
    íležitost vidí právě vonom
    nícím se digitálním prostředí.
    Vněm je ostatně možné zah-
    nout ispotřebitele, kteří nesledují
    klasickou televizi, místo rozhlasu
    poslouchají podcasty, zprávy
    čtou přes internet asto kou-
    ní po venkovní reklamě se dívají
    do mobilu. To se stává imně ato
    rozhodně nejsem generace Z.
    Kolik nákupních rozhodnutí jsem
    ky reklamě udělal? Moc ne. Vět-
    šinou na mě totiž zacílí, až když
    si produkt nebo službu pořídím.
    Ato omě všemožné platformy
    mají měřitelných dat nepočítaně.
    Jakub Křešnička
    redaktor
    Zacíleno
    na měření
    03
    EDITORIAL
    sportovních fanoušků po celém světě je připraveno sledovat sport
    pouze prostřednictvím streamovacích služeb. Ukázala to studie
    PwC’s 2021 Sports Survey s názvem Sports industry: ready for
    recovery?. Do studie se zapojilo osm stovek sportovních lídrů.
    Číslo týdne
    79 %
    STAVY
    EVENTY
    SNAD SE NA ČESKO PODÍVÁM
    JAKO DRUHÝ KOSMONAUT
    Moonshot je dítě pandemie, projekt
    bojuje za cíle udržitelného rozvoje,
    říká Yemi z JAD Production.
    str. 12 –13
    FORUM MEDIA
    TLAK NA LEPŠÍ MĚŘENÍ
    KAMPANÍ BUDE POKRAČOVAT
    Platit inuencerům poplatek za
    zveřejnění příspěvku je přežitek,
    tvrdí Rich Leigh z Radioactive PR.
    ČESKÉ JARO NA EXPU V DUBAJI
    První Expo v arabské zemi je
    příležitostí pro mnoho značek.
    Česko chce zaujmout technologiemi,
    designem i hravostí.
    str. 6 –7
    str. 8 –11
    MEDIA
    TELEVIZNÍ VYSÍLÁNÍ BY SE
    MOHLO PŘESUNOUT NA WEB
    Přesunem vysílání na internet by
    volný příjem zůstal jen u ČT, zaznělo
    během konference Digimedia.
    str. 14 –15
    KOMUNIKACE
    RAIFFEISENBANK PŘEDSTAVILA
    NOVÝ KONCEPT SAMOZŘEJMĚ
    V rámci rozšíření cílové skupiny
    klientů sází banka ve velké podzimní
    kampani na samozřejmost služeb.
    str. 18 –19
    PŘÍPADOVÁ STUDIE
    RECENZE JEŠTĚ PŘED
    UVEDENÍM PRODUKTU NA TRH
    Projekt Tesuenceři propojuje
    značky sinuencery azájemci
    ohodnocení výrobků.
    str. 24 –25
    Foto na titulní straně: BOHUMIL POSPÍŠIL
  • Strana 4

    Svodka
    Coop a Kaufland
    bodují. Na akci Retail Summit
    skal Coop ocenění vkategorii
    Mastercard Inovace roku — nová
    realita obchodu. Ovítězství se
    utkal sRohlík.cz aspolečm
    projektem Kauandu aKošík.cz.
    Kategorie SOCR ČR Zodpověd
    obchodk zase oceňuje vrámci
    soutěže Mastercard Obchodník
    roku ty obchodníky, kteří se
    vají kolem sebe adělají věci nad
    mec standardů. První místo
    patří Kauandu.
    Rohlík.cz vyslyšel prosby
    zákazníků aedstavil vratné taš-
    ky. Ty mají údajně až o80 procent
    nižší dopad na životní prostředí,
    než je tomu upapírové koleyně.
    Což potvrzuje istudie Vysoké
    školy chemicko -technologic
    vPraze.
    Rock Radio letos přidá po
    Praze aStředních Čechách ješ
    Střední Moravu, Zlín, Uherské
    Hradiště, Valašské Meziříčí,
    Vsen, Opavu, Olomouc, Břeclav,
    Luhačovice aUherský Brod.
    Změnou názvu projde rádio Rock
    Max 4.října.
    WeDigital po loňské spolu-
    práci sL’Oréal na zhruba desítce
    kampaní značku podpoří iletos
    avytvoří pro ni více než 25kam-
    paní. Vněkterých projektech se
    totiž agentuře podilo překonat
    očekávání brand manerů
    L’Oréal. Poprvé si je vyzkouší
    iDivize profesionálních produk-
    tů, která dosud komunikovala
    klasickými B2B kaly.
    TV Nova spustila novou
    funkcionalitu „breaking news“
    vlineárm vysílání. Jedná
    se olištu na obrazovce, která
    okamžitě umožňuje informovat
    diky oaktlních událostech.
    Vdanou chvíli dokáže breaking
    news vHbbTV zasáhnout až
    424tisíc unikátních diváků. Na
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Vasky spouští
    360° kampaň
    Vůbec poprvé se ve Vasky roz-
    hodli do komunikho mixu
    zařadit venkovní reklamu vPraze
    aBrně. Podruhé míří Vasky do
    televize, tentokrát sreklamou
    „Umění poctivé ševcoviny.
    Podzimní 360° kampaň ukazu-
    je, že stejně jako má vorchestru
    každý hudebník svou nezastupi-
    telnou roli, tak ive zlínské díl
    každý švec svojí úlohou přispívá
    kpoctivým kvalitm botám,
    ukterých všichni ví, kdo akde je
    vyrobil.
    Ve Vasky prodali už 100000
    rů obuvi azinterních výzku
    vyplývá, že je zná třetina popu-
    lace. Kampaň vytřel marketin-
    gový tým značky Vasky, který je
    zaštítěn agenturou inhubo.
    Ve Vasky plánují také zcela
    nové kolekce anetradiční spolu-
    práce sdalšími českými rmami,
    jako je Preciosa.
    54 procent
    Čechů platí
    za TV
    Zvýsledků projektu Atmedia
    index vyplývá, že počet lidí, kteří
    platí za příjem televizního vysí-
    , vČeské republice neusle
    roste. Poskytovatelům této služby
    platí vprůru 354 korun měsíč-
    ně, přičemž oceňují především
    možnost sledovat více televizních
    stanic. Naopak téměř polovina
    diků unás nechce za příjem
    televizního vysílání utrácet ajako
    hlavní důvod uvádí dostateč-
    nou nabídku stanic dostupných
    vmci digitálního pozemního
    vysíní.
    Hlavm důvodem, proč za
    sledování televize platí více než
    polovina českých televizních
    di, je možnost sledovat ity
    stanice, které nejsou kdispozici
    vmci digitálního pozemního
    vysílání. Tento důvod uvádí kon-
    krétně 43 procent respondentů
    Svět podle MAM
    Kampaň Vasky, placení za TV, Billie Eilish
    na Beat Saber a Krušovice se Saatchi
    Krajský soud
    v Českých
    Budějovicích
    opět vyhlásil
    konkurz na
    vydavatelst
    Mladá fronta.
    Podle soudu
    nelzermu
    reorganizovat
    Foto: VASKY
    04
    ZPRÁVY
  • Strana 5

    30 vteřin se objeví na televizní
    obrazovce ve formě krátké zprávy
    smožností prokliku do článku.
    Eurobest Awards
    pořádané pod značkou Lions spo-
    lečností Ascential, tedy stejnou
    rmou, která stojí za mezirod-
    m festivalem Cannes Lions,
    ijímají přihšky do 21.října.
    Šanci mají práce zveřejněné od
    loňského 1.ří do letošního
    31.října.
    Jameson a Fusakle
    rozjíždějí kolaboraci. Na každé
    lahvi Jameson Original bude
    ipevněna pouze jedna ponožka
    aje na zákaznících, jakou si
    vyberou do páru. Dvanáct speci-
    álních designů ponožek vzniklo
    vmci limitované edice Urban
    Sock’n’Roll.
    Hvězda 3D reklamy
    chystá už 21. ročk. Uzávěrky
    do soutěže onejlepší reklamní
    arkové předměty, kterou
    vyhlašuje asociace POPAI Central
    Europe, je 11.října2021. Soutěž
    ináší nejnovější informace ore-
    alizacích, které trh sreklammi
    arkovými předměty nabízí.
    Zvyšuje prestiž soutěžních prací
    asoutěžících společností, které
    zviditelňuje vrámci medlní
    kampaně ihem samotné sou-
    těže. Je určena českým izahra-
    ničním rm pracujícím s3D
    reklamou.
    Humanic sází na
    Franze, ducha doby, kterého
    reprezentuje ikona chodidla
    aruky sprsty zvednutými do
    V“. Jedná se oakronym: Fashion
    (móda)– Revolution (revoluce)
    Attitude (přístup)— Number One
    (číslo jedna)— Zeitgeist (duch
    doby). Vkaždé zdevíti zemí bude
    mít tento symbol vlastní slogan.
    Rubicon PR začíná praco-
    vat pro ROI Hunter. Cílem je před-
    stavit českou platformu produk-
    tového marketingu, komunikovat
    data ztrhu aedukovat odbornou
    veřejnost. ROI Hunter umožňuje
    maloobchodníkům získávat data
    osvých produktech ze sítí.
    Bison & Rose budou
    pomáhat spropagací Nadačního
    fondu Filantia včetně zajiště
    medlního pokrytí. Spolupráce
    navazuje na úspěch Ivy Poled-
    nové aZuzany Klierové vsoutěži
    Young Lions, kde skampaní pro
    Filantii vyhly první místo vka-
    tegorii PR. Nadační fond Filantia
    se věnuje patologickým vztahům
    na pracovišti.
    Foto: BEAT SABER
    (zákazků některého zoperáto-
    rů placené televize). Oceňují ta
    možnost ztného zhlédnutí tele-
    vizních pořadů. Ktomuto důvodu
    se hsí 37 procent znich. Za další
    benety oznují rovněž vysílání
    vHD kvalitě (32%) nebo možnost
    sledování televizních pořadů na
    více zařízeních současně (26%).
    Young Guns 19
    mají finalisty
    Devatenáctý ročk soutěže kre-
    ativních talentů do 30let Young
    Guns, který pořádá The One Club
    for Creativity, zveřejnil shortlist
    94 nalistů z27 zemí. Vítězové
    soutěže budou představeni 27.říj-
    na. Slavnostní večer je plánován
    na 17.listopad vSony Hall vNew
    Yorku. Českou stopu vletošním
    ročníku reprezentuje Kristína
    Jandová. Gracká desigrka aty-
    pograa vystudovala Univerzitu
    Tomáše Bati ve Zlíně aVysokou
    školu výtvarných umění vBrati-
    slavě. Dnes ale pracuje vnorském
    studiu Bold Scandinavia. Před
    m sbírala zkušenosti vLondýně,
    Rotterdamu aPaříži.
    Beat Saber
    a Billie Eilish
    Světově úspěšná hra Beat Saber,
    za kterou stojí česko-slovenské
    studio Beat Games, rozšiřuje svůj
    hudební katalog odaí hvězdu.
    Tou je mladá zpěvačka Billie
    Eilish, jejíž balíček obsahuje
    deset skladeb ahráči si jej mohou
    koupit vpřepočtu přiblně za
    330 korun. Konkrétně si budou
    moci hráči užít tyto písničky:
    Allthe Good Girls Go to Hell, Bad
    Guy, Bellyache, Bury aFriend,
    Happier Than Ever, IDidn’t
    Change My Number, NDA, Oxyto-
    cin, Therefore IAm aYou Should
    See Me In aCrown.
    Jednotlivé skladby se dají
    kupovat isamostatně asi za dva
    dolary. Kromě toho je dostupné
    inové herní prostředí, jež navrhla
    sama Billie aje inspirováno
    klipem kjejí písni Happier Than
    Ever. Beat Saber už spolupracu-
    je například sGreen Day nebo
    Linkin Park. Hra Beat Saber byla
    vydána vroce 2018, prakticky
    okamžitě se stala masivním hitem
    akomerční úspěch zaznamenala
    po celém světě. Titul je určený
    pro virtlní reality ahráči se do
    rytmu hudby snaží meči rozbíjet
    létající kostky. Vroce 2019 studio
    Beat Games odkoupila společ-
    nost Oculus Studios patřící pod
    Facebook za odhadovaných 50 až
    100milionů dolarů.
    Reklamní
    investice
    v srpnu vyšší
    Reklamní výdaje byly podle dat
    Nielsen Admospehre vsrpnu
    meziročně vší napříč všemi me-
    diatypy. Lépe se oproti loňskému
    srpnu dařilo především venkovní
    reklamně, kde je meziroční z-
    na nejvší (+ 12%).
    Vpřípadě televize se jed
    ozměnu ve výši čtyř procent, nic-
    méně reklamní investice jsou zde
    tradičně co do objemu nevyšší.
    Zbylé dva mediatypy si oproti loň-
    skému srpnu polepšily také, tisk
    odevět procent arozhlas opět.
    Ceníková hodnota reklamho
    prostoru vTV za srpen dosáhla
    téměř čtyř miliard korun. Vprin-
    tu se jednalo otéměř 1,5 miliardy
    korun, vrádiích o615 milionů
    korun.
    Za prvních osm měsíců dosáhl
    nejznatelnějšího zlepšení tisk
    (+10%). Největší objem vykázala
    TV reklama smeziroční změnou
    ve výši šesti procent. Venkov
    reklama po výrazném propadu
    vylepšuje svou pozici, přesto ve
    srovní sloňským rokem pro-
    padly investice do ní za období od
    ledna do srpna oosm procent.
    Krušovice si
    vybraly Saatchi
    Výběrové řízení na kreativní
    agenturu pro Pivovar Krovice
    vyhla agentura Saatchi & Saat-
    chi ze skupiny Publicis Grou-
    pe. Ta tím po čtyřech letech
    nahrazuje agenturu DDB Prague.
    Pro značku ze skupiny Heine-
    ken připraví nový dlouhodobý
    komunikní koncept, který
    posílí prémiovou image značky
    a přiblíží ji zákazníkům. První
    společná kampaň je naplánována
    na první pololetí 2022. „rové
    řízení bylo velmi náročné jak na
    agentury, tak na klientské stra
    kvůli nestandardmu formátu.
    Ten spočíval ve vysokém ptu
    check -in schůzek, abychom si
    ověřili, jak by se nám svybram
    subjektem reálně pracovalo na
    denní bázi,“ uvedl Jí Coufal,
    senior brand manager značky
    Krušovice. Saatchi prý společnost
    oslovilo „zásadním strategickým
    akreativním posunem“.
    05
    ZPRÁVY
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