Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

41/2020

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

    O STRATÉGY JE
    ZÁJEM, ALE ŠETŘÍ SE
    Více než kdy dříve
    potřebují rmy služby
    expertů, ti ale musejí
    prokázat svou hodnotu.
    str. 14–15
    PROSTOR DOSTALY
    I MENŠÍ ZNAČKY
    Kvůli absenci největších
    hráčů mohly na letošním
    Designbloku zazářit
    ituzemské amenší rmy.
    str. 18–19
    DEFINITIVNĚ
    BOŘÍME ZDI
    TOMÁŠ
    VARGA
    41
    12. října 2020
    99 Kč / 4,90 €
    DISKONTNÍ KONCEPTY
    ZAPLAVUJÍ ČESKO
    Navzdory krizi mají levné
    řetězce chuť i nadále
    expandovat. Váhavě testují
    i digitální kanály.
    str. 6–9
    EXTRA:
    VENKOVNÍ
    REKLAMA

  • Strana 2

    Spustili jsme pro vás síť
    32 nejmodernějších digitálních CLV na nejlepších místech v metru
    ·Měňte vizuály dle potřeby v přesně stanovený datum a čas
    ·Nasazujte spoty podobně jako v televizi
    ·Propagujte více produktů od jedné či více značek v rámci jednoho nakoupeného času
    · Dynamicky komunikujte jiný produkt ráno, odpoledne nebo večer
    metrozoom.cz/digitalniclv
    DIGITÁLNÍ CLV
    POPRVÉ I V METRU

  • Strana 3

    Vminulém týdnu mě zaujal
    předseda Senátu Miloš Vystrčil.
    Je to něco přes měsíc, co společně
    sdevadesátkou byznysmenů,
    akademiků či umělců navštívil
    Tchaj -wan. Navzdory čínskému
    tlaku avýhrůžkám zjejich strany,
    které ostatně už vminulosti
    zaslali jeho předchůdci ve funkci
    Jaroslavu Kuberovi. Ten letos
    20.ledna náhle zemřel na infarkt.
    Podle průzkumu Medianu byla
    česká veřejnost cestou rozdělena,
    ovšem mezi řadou voličů takzva
    -
    ného Demokratického bloku
    vyvolala nadšení aVystrčil se stal
    hrdinou, který hájí „demokratic
    -
    ké principy aneohne před Čínou
    hřbet“. Akdyž Vystrčil vparafrázi
    na slavný Kennedyho projev „Ich
    bin EinBerliner“ pronesl před
    tamním parlamentem čínsky
    „Jsem Tchaj -wanec“, vysloužil si
    ovace vestoje. Čína označila cestu
    za porušení principu jedné Číny
    apřidala výhružku, že Vystrčil
    zaplatí vysokou cenu.
    Na Letišti ve Kbelích ho po
    návratu vítala stovka lidí ajeho
    kredit stoupal. Pomiňme nejapný
    fakt, že zeptat se před cestou de
    -
    seti lidí na ulici, kdo je předsedou
    Senátu, číslo správných odpovědí
    by nebylo velké…
    Nadšení zVystrčila mezi jeho
    nově získanými fanoušky ovšem
    nevydrželo příliš dlouho. Stačilo,
    aby před druhým kolem senát
    -
    ních voleb podpořil senátora Iva
    Valentu. Abylo po hrdinovi, co
    předtím PR -ově pracně získal,
    nyní nenávratně ztratil. Noví
    fanoušci zpravé části spektra
    mu podporu slováckého krále
    hazardu amajitele skupiny Synot,
    který navíc vlastní idezinfor
    -
    mační portál Parlamentní listy,
    nemohou odpustit.
    Skritikou Valenty přišel
    například „enfant terrible“ ODS,
    dříve Protekční spratek anyní
    starosta Řeporyjí Pavel Novotný,
    který ale nakonec Vystrčilovi na
    -
    psal:„Nezlobím se, protože vím,
    že musíte.“
    Podle Vystrčila pomohl Va
    -
    lenta vstupem do senátorského
    klubu ODS v roce 2018 kvyjed
    -
    nání pozice předsedy Senátu pro
    Kuberu. „Nyní by pro mě mohlo
    být výhodné hodit ho přes palu
    -
    bu, ale to není anikdy nebyl můj
    styl,“ hájil své postoje Vystrčil.
    Jak moc Valentovi podpora po-
    může, se ukázalo během druhého
    kola voleb o víkendu. Vystrčilovi
    však rozhodně uškodila.
    Přeji vám příjemné čtení!
    Pavel Hejkrlík
    redaktor
    Z Tchaj -wance
    Valentovcem
    EDITORIAL
    Inzerce
    www.forummedia.cz
    DISKONTYAGENTURY
    VYKLÍZET POZICE JE NESMYSL,
    AKTIVITA SE VYPLÁCÍ
    Zvlášť se snaží rmy, jejichž vedení
    zažilo poslední krizi, říká Tomáš
    Varga, který mění český Publicis.
    str. 12 –13
    DISKONTY
    NIZOZEMSKÝ ŘETĚZEC ACTION
    TESTUJE SÍLU V REGIONECH
    Diskontní obchodník staví na časté
    obměně sortimentu. Osvém úspěchu
    vČesku nemá pochybnosti.
    OBCHODNÍ CENTRA CHTĚJÍ
    DISKONTY ZA NÁJEMCE
    Levné řetězce těží vpandemii ze
    svého umístění vretail parcích.
    Obchodní centra je vábí pod střechu.
    str. 10
    str. 6–9
    STRATEGIE
    STRATÉGOVÉ BY MĚLI DOKÁZAT,
    ŽE BEZ NICH TO NEPŮJDE
    Doba přeje poptávce po strategii.
    Studie WARC ale ukazují, že spolu
    spoptávkou neroste ohodnocení.
    str. 14 –15
    Foto na titulní straně: VOJTĚCH RESLER
    9. 12. 2020
    Vsouvislosti svládními opatřeními přesouváme konferenci
    Forum Media na nový termín. Místo konání aprogram zůstávají
    beze změny, rezervované vstupenky jsou platné.
    FORUM MEDIA MÁ NOVÝ TERMÍN

  • Strana 4

    Svodka
    Benxy, rma poskytující
    služby Zonky, se 8.října 2020 sta
    -
    la dceřinou společností Air Bank.
    Značka Zonky bude pokračovat
    jako doposud.
    Content Marketing
    World,
    který se koná od
    13.do 16. října online formou,
    bude mít ievropskou mutaci The
    European Version. Evropský
    panel bude moderovaný zamste
    -
    rodamského letiště. Partnery pro
    ČR jsou agentura Freya aAsocia
    -
    ce brand& content marketingu.
    Empresa media začala
    minulý týden ve čtvrtek vydávat
    nový měsíčník Týden Politické
    rozhovory. Jeho obsah tvoří
    přepisy rozhovorů zpořadů TV
    Barrandov, vnichž vystupuje
    vhlavní roli Jaromír Soukup.
    Eurobest Awards,
    reklamní soutěž, kterou pořádá
    společnost Ascential, tedy stejná
    rma, jež organizuje mezinárod
    -
    ní festival Cannes Lions, uzavírá
    přihlášky 22.října. Shortlist
    prací bude zveřejněn 1. prosince
    aslavnostní vyhlášení vítězů
    jednotlivých kategorií proběhne
    7.prosince, Grand Prix aspeci
    -
    ální ceny budou vyhlášeny otři
    dny později.
    Startup World Cup
    & Summit
    se bude konat
    online již ve středu 14.října.
    Součástí je ikontinentální nále
    soutěže Startup World Cup, ve
    kterém se 12nalistů zpředcho
    -
    zích regionálních kol utká otitul
    startupového „mistra Evropy“
    aoinvestici ve výši 500tisíc
    dolarů.
    Digimedia 2020,
    každoroční konference věnovaná
    televizi arozhlasu, se letos konat
    nebude. Pořádající Asociace čes
    -
    kých reklamních agentur amar-
    ketingové komunikace ji přesune
    na červen příštího roku.
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Livesport
    s novou kampaní
    Světová jednička na poli poskyto-
    vání výsledkového servisu Live-
    sport spouští novou kampaň na
    aplikaci FlashSport. Nový agre
    -
    gátor sportovního online obsahu
    spustila rma vdubnu. Kampaň
    měla původně startovat společně
    se záhájením olympijských her,
    ale kvůli jejich odložení byla
    posunuta.
    „Při volbě kreativního konceptu
    jsme oslovili několik agentur
    aosobností avybrali si Michala
    Pastiera. Spoty režíroval Filip
    Racek, kameramanem byl Karel
    Fairaisl aprodukci měla na
    starost společnost Cinemania.
    Natáčelo se vexteriérech avate
    -
    liéru Pokrok, který patří Petru Va-
    chlerovi,“ uvedl šéf komunikace
    Livesportu Petr Vavrik. Zároveň
    ve rmě dál probíhají přípravy
    ke spuštění agregátoru rychlých
    zpráv FlashNews.
    Ikea nevylučuje
    expanzi v ČR
    Švédský nábytkářský gigant Ikea
    zažívá hojné časy. Lidé vpan
    -
    demii dbají na vybavení svých
    domovů, ve kterých tráví více
    hodin, než kdy dříve. Firma se
    proto ještě do Vánoc rozroste
    opadesátku nových obchodů
    po celém světě. Aktuálně má
    445obchodů. IvČesku přemýšlí
    oexpanzi. Jasno má být vlednu,
    po zhodnocení uplynulého roku.
    „Naší dlouhodobou snahou je
    být co nejblíže zákazníkům. Vý
    -
    stavbu nejen obchodního domu,
    ale ijiných menších formátů ne
    -
    vylučujeme. Vostatních zemích
    velmi dobře fungují azákazníci
    jsou spokojeni. Jako příklad
    mohu zmínit regionální expanzi
    sneznačkovými výdejními místy,
    která jsme otevřeli vminulém 
    -
    nančním roce postupně vHradci
    Králové, Liberci aZlíně. Aktuálně
    se poohlížíme směrem na západ.
    Zdosavadních výsledků vidíme,
    Svět podle MAM
    Livesport, expanzivní Ikea, o člena
    chudší AKA a Sportisimo vnovém
    Inkluzivní
    reklamy mají
    pozitivní vliv na
    širokou škálu
    metrik značky,
    vylývá ze studie,
    kterou Microsoft
    prezentoval
    na Advertising
    Weeku vNew
    Yorku
    Foto: FLASHSPORT
    04
    ZPRÁVY

  • Strana 5

    PPF získala souhlas Evropské
    komise knákupu Central Eu
    -
    ropean Media Enterprises (CME),
    do níž patří iTV Nova. Hodnota
    transakce je 2,1miliardy dolarů
    (zhruba 48miliard korun).
    Škoda, respektive její nové
    modely Scala, Kamiq, Karoq,
    Kodiaq aSuperb iV umožňují na
    obrazovkách středových panelů
    zobrazovat zpravodajství ČTK,
    informační systém využívá RSS
    aje možné přidávání dalších
    zpravodajských kanálů.
    KFC proinzerovala podle
    ceníkových cen, které zveřej
    -
    ňuje Nielsen Admosphere, za
    období od ledna do srpna nejvíce
    zfastfoodových řetězců. Mezi
    -
    ročně jeho investice stejně jako
    ostatním klesly. Výjimku tvoří
    Bageterie Boulevard (na 4.místě),
    která proinzerovala o37procent
    více než loni.
    Mezinárodní filmo-
    vý festival Karlovy
    Vary
    se uskuteční od 18.do
    21.listopadu 2020, ato jako ne
    -
    soutěžní ročník 54½.
    P&G prodloužila partnerství
    sMezinárodním olympijským
    výborem do roku 2028.
    Tři čtvrtiny nakupujících
    ve srovnání sobdobím před pan
    -
    demií raději nakupují avyužívají
    služby vsousedství. Nákupy od
    lidí, které zná, preferuje 77pro
    -
    cent osob a72procent zákazníků
    důvěřuje doporučením svých
    lokálních prodejců. Vyplývá to
    zvýsledků průzkumu Mastercard
    v16evropských zemích.
    Blesk vydávaný Czech News
    Center je stále podle ABC CR
    nejprodávanějším deníkem.
    Vsrpnu se ho prodalo 145ti
    -
    síc výtisků. Meziročně však
    zaznamenal propad 20procent.
    Hůř na tom jsou Sport, který
    meziročně propadl o25procent,
    aLidové noviny, které si pohorši
    -
    ly o21procent.
    Amazon představil svou
    první elektrickou dodávku vytvo
    -
    řenou startupem Rivian. Už vzáří
    Amazon oznámil, že si objednal
    výrobu celkem 100tisíc elektric
    -
    kých dodávek.
    OPT OnDemand, spo-
    lečnost řadící se mezi největší ev-
    ropské poskytovatele služeb tisku
    metodou „print on demand“,
    sloučila své provozy auÚstí nad
    Labem otevírá jedno znejvětších
    výrobních center vEvropě.
    Foto: SPORTISIMO
    že jde ofunkční formát, který šet-
    ří zákazníkům čas inance,“ říká
    Marek Vomočil, PR lídr Ikea pro
    Česko, Slovensko aMaďarsko.
    Kposunu podle něj může dojít
    vlednu, kdy bude rma před
    -
    stavovat auditované výsledky
    společnosti aprojekty budou
    „potvrzené“.
    AKA opustila
    agentura 2Fresh
    Už očtvrtého člena během tří
    měsíců přišla Asociace komu
    -
    nikačních agentur (AKA). Po
    agenturách DDB Prague, Ogilvy
    One aOgilvy Performance marke
    -
    ting odchází i2Fresh, která se do
    AKA přidala teprve před rokem.
    „Vtuto chvíli nechceme být sou
    -
    částí asociace, která není schopná
    jasně ajednoduše vysvětlit, proč
    došlo ke změnám, kjakým došlo
    při změně prezidenta AKA. Nijak
    tím neznevažujeme dosavadní
    práci členů asociace, ale chybí
    nám nějaký hlubší důvod pro to,
    abychom vasociaci chtěli inadále
    setrvávat,“ uvedl spoluzakladatel
    2Fresh Tomáš Wojcik.
    Juza přešel
    z Ton do Egoé
    Znábykářské společnosti Ton
    odešel její dlouholetý marke
    -
    tingový šéf Jan Juza, jenž stál za
    úspěšnou změnou vizuální ko
    -
    munikace, která značku pomohla
    proslavit. Přešel do rmy Egoé,
    která vystavovala ina Designblo
    -
    ku (více vizstr.1819).
    Sportisimo láká
    do nového
    Obchod se sportovními potřeba-
    mi aoblečením Sportisimo ne-
    dávno rozšířil nabídku očtrnáct
    módních značek, jako jsou Calvin
    Klein, Tommy Hilger, Converse,
    Champion nebo Levi‘s. Cílí tím
    na mladou generaci. Snovým
    sortimentem se rma pustila
    ido svých prodejen avpražském
    Palladiu otevřela první obchod
    vnovém stylu.
    „Počátkem roku jsme se roz
    -
    hodli pro evoluci. Jako správná
    sportovní společnost jsme tento
    maraton uběhli sprintem aod
    prázdného papíru, prototypová
    -
    ní všech prvků, barev, světel až
    kotevření pobočky Palladium
    uběhlo pouhých sedm měsíců.
    Důležité bylo vytvořit moderní,
    světlou apro zákazníka přehled
    -
    nou prodejnu, která bude mít
    stále tvář Sportisima ajejí design
    bude dlouhodobě udržitelný,“
    říká Lukáš Jagnešák, který
    má ve Sportisimu na starosti
    vzhledobchodů.
    Novou prodejnu realizovala r
    -
    ma Moris design. „Obchod získal
    díky našemu kreativnímu týmu
    více emocí, které se vsoučasném
    retailu stávají hlavním diferen
    -
    ciačním faktorem. Zákazník
    musí mít také zjakékoliv pozice
    vprodejně jasný přehled, kde se
    jednotlivé kategorie nacházejí.
    Dominantním prvkem se tak staly
    brány světů, které kromě dálkové
    navigace na kategorii efektivně
    akcentují vybrané portfolio,“
    říká ke konceptu prodejny Petr
    Tošovský, designér společnosti
    Moris design.
    Sportisimo má celkem 183ob
    -
    chodů, 105vČesku. Moris design
    zároveň „stavěl“ menší prodejnu
    vbulharské Soi. Ta se otevře
    15.října.
    První velký
    obchod Manner
    Vpražském obchodním centru
    Palladium otevře první velký
    obchod Manner vČesku skom
    -
    pletním sortimentem, který
    rma nabízí vRakousku nebo
    vNěmecku. MAM to potvrdil
    Aldo Aleš Koláček, jednatel spo
    -
    lečnosti Manner.
    Obchod se aktuálně připravu
    -
    je, otevřít by měl koncem října.
    Koláček loni vlistopadu otevřel
    testovací obchod volomouckém
    nákupním centru Galerie Šantov
    -
    ka, pražský obchod ale bude mít
    kompletní sortiment. Ke koupi
    zde budou nejen známé oplatky,
    ale ijogurty Mlékárny Valašského
    Meziříčí, likéry avlastní mer
    -
    chendising společnosti, helmy,
    zavazadla, deštníky. Podobat se
    tak bude konceptu Tchiba.
    Firma podle Koláčka nový
    obchod podpoří adverty vdeníku
    Metro, dvaceti světelnými obra
    -
    zovkami akampaní vrádiu Im-
    puls. „Byli jsme rádi, že se vPalla-
    diu vytvořil prostor. Budeme zde
    na dobrém místě avizibilita naší
    prodejny bude idíky nezaměni
    -
    telné růžové barvě velká,“ říká
    Koláček, který doufá vúspěch
    inavzdory aktuální krizi.
    05
    ZPRÁVY

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