Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

42/2021

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.

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    ODVAHA ZMĚNIT
    STATUS QUO
    DAVID
    VEJTRUBA
    42
    18. října 2021
    99 Kč / 4,90 €
    MÉDIA VEŘEJNÉ
    SLUŽBY V OHROŽENÍ
    Generální ředitel ORF
    Alexander Wrabetz
    si dovede představit
    „Czechix“ i „Euroix“.
    str. 6–7
    METAVERSE ZÍSKÁ
    POZORNOST VŠECH
    Gaming, zábava, emoce,
    vlastní ekonomika,
    virtuální statky a obří
    potenciál. Připravte se!
    str. 8–11
    NEZDRŽUJTE SE MOC
    V KOMFORTNÍ ZÓNĚ
    Dlouholetý šéf korporátní
    komunikace Home Creditu
    Milan Tománek se podělil
    o svá dobrodružství.
    str. 20–22

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  • Strana 3

    Minulý týden ve středu zasedla
    porota Ee, ve druhém kole
    hodnotila kampaně azvolila ty,
    které se dostaly na shortlisty jed-
    notlivých kategorií (najdete je na
    webu mam.cz). Od půl desáté do
    půl páte seděli porotci vzasedací
    místnosti výzkumné agentury
    Ipsos adiskutovali otom, zda si ta
    či ona kampaň vyslouží ocenění.
    Názory nebyly vůbec jednot-
    né. Rozcházely se vmnohém.
    Hlasování bylo občas velmi těsné.
    Byla jsem vporotě Ee poprvé,
    atak nemohu srovnávat sostat-
    ními ročníky. Mohu předat jen
    aktuální pocit. Aten je vynikající.
    Zmého pohledu do toho všichni
    porotci dali vše. Vrámci objek-
    tivity svých znalostí se snažili
    vysvětlovat, oponovat, argumen-
    tovat, ikdyž to byl občas jeden
    názor proti všem. Anakonec iten
    jeden zprvu osamocený názor
    dokázal změnit volbu ostatních.
    Anebylo to kvůli tomu, že by se
    někomu něco „jen“ líbilo, že by
    měl sympatie ktvůrcům, zada-
    vateli nebo zaměření kampaně.
    Bylo to čistě kvůli datům. Právě
    data, výsledky, kvantikované
    přínosy zcela určovaly případný
    úspěch kampaní uporoty. Na tom
    se jednoznačně avždy shodovali
    zadavatelé, výzkumníci izástupci
    agentur. Práce, které slovy jedné
    zvýzkumnic „kreativně praco-
    valy sdaty“, neměly šanci, stejně
    jako práce, které měly „odák-
    nutou“ přihlášku nebo nebyly
    ve sdělování výsledků pravdivé
    atransparentní. Porota hodnotila
    přísně, stejný metr na všechny.
    Avůbec nezáleželo na tom, ojak
    rozsáhlou kampaň či majetného
    zadavatele šlo. Ocenění všech
    si vysloužili iti malí. Víc ovšem
    prozradit nemůžu. To se dozvíte
    24. listopadu na slavnostním
    vyhlášení. Těsně před ním se
    ale ještě jednou setká zvolená
    porota avybere cenu nejvyšší,
    Grand Prix Ee 2021. Už se těším.
    Favorita mám.
    Radana Čechová
    šéfredaktorka
    Máte data?
    A můžu je vidět?
    Inzerce
    EDITORIAL
    DIGITALIZACEKONFERENCE
    ZLATÁ ÉRA MARKETINGU
    Brand Management povzbudil
    experty z oboru a poradil jim, jak na
    budgety, když se oboru začíná dařit.
    str. 14–15
    FORUM MEDIA
    MÉDIA VEŘEJNÉ SLUŽBY
    POTŘEBUJÍ CHRÁNIT
    Šéf ORF Alexander Wrabetz chce
    spojit síly proti gigantům.
    str. 6 –7
    PUBLIC RELATIONS
    KRIZOVKY JSOU SRDEČNÍ VĚC
    Dlouholetý šéf komunikace skupiny
    Home Credit hovoří o tom, jaké
    zkušenosti si odnesl z asijských trhů.
    str. 20 –2 1
    ZNAČKY I TVŮRCI OBJEVUJÍ
    POTENCIÁL METAVERSA
    Propojení virtuálního a fyzického
    světa změní vše. Připravte se!
    str. 8 –11
    Foto na titulní straně: BOHUMIL POSPÍŠIL

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    Svodka
    Agentura MSL získala
    po Tesle další značku společnosti
    Witty. Tentokrát se jedná označ-
    ku Timme. Obsahem spolupráce,
    která začala vříjnu, bude produk-
    tové ikorporátní PR, ato vČesku
    ina Slovensku. Vůbec první
    PRkampaň Timme bude zamě-
    řena na produkty CBD. Později se
    přidá například tness oblečení
    nebo cvičební pomůcky.
    Salesforce, celosvětový
    lídr voblasti CRM, zveřejnila již
    sedmé vydání své studie ostavu
    marketingu (State of Marketing),
    která vychází zprůzkumu mezi
    tisíci manažery marketingu po
    celém světě. Studie zjistila, že
    navzdory nebývalým změnám
    avýzvám vnedávné minulosti
    zůstávají marketéři ohledně
    budoucnosti svých organizací
    optimističtí. Dvě třetiny (66%)
    marketérů očekávají, že vpříštích
    12 až 18 měsících poroste jejich
    organizacím obrat, a77 procent
    tvrdí, že jejich práce přináší větší
    hodnotu než před rokem.
    Balvenie, skotská whisky,
    která je na trhu už přes 130let,
    vaktuální čtyřdílné kampani
    Quest for Craft oslavuje sbližo-
    vání řemesla akreativity. Ke
    spolupráci si tradiční single
    malt whisky vybrala americké-
    ho hudebníka Questlova. Celý
    miniseriál natáčela společnost
    Electric Lady Studios.
    Usain Bolt, nejrychlejší
    člověk na světě, bude hlavním
    partnerem značky tiskáren
    Epson. Integrovaná kampaň na
    Epson EcoTank poběží vtelevizi,
    na venkovních akcích, vprodej-
    ních místech ina sociálních sítích
    vduchu hesla „Just Fill and Chill“
    („Doplň aužívej“).
    Sklárna Moser vrámci
    rozvoje e -commerce představila
    inovativní nástroj — kongurátor
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Savencia má
    několik novinek
    Vrámci značky Apetito před-
    stavuje společnost Savencia
    Fromage & Dairy na podzim dvě
    nové kategorie. Tvrdé atavené
    plátkové sýry. Tvrdé sýry tvoří
    největší kategorii na sýrovém
    trhu, proto společnost přichází
    hned se čtyřmi výrobky. Lze si
    vybrat zvariant Originál, Tylžský,
    Gouda nebo Linie se sníženým
    obsahem tuku.
    Za kreativu zodpovídá společ-
    nost Lineart. Kampaň poběží od
    7. listopadu arozšíří již probíha-
    jící televizní adigitální spoty na
    tavený sýr Apetito, který se před-
    stavil vnovém designu bez modré
    barvy. Do kategorie jogurtových
    nápojů vstupuje Savencia sno-
    vinkou Sportík Bido od značky
    Pribináček. Sportík je určen
    aktivním dětem, kvůli designu
    itěm starším. Kreativní koncept
    vymýšlí Marketup. Kampaň po-
    běží rovněž od listopadu.
    Síť LinkedIn
    končí v Číně
    Microsoft zavře vČíně do konce
    roku svou internetovou profes-
    ní síť LinkedIn. Podle sdělení
    zminulého týdne reaguje na sílící
    požadavky čínských regulačních
    úřadů.
    Platforma, která pomáhá shle-
    dáním práce aslouží kposilování
    profesních kontaktů, vzemi
    působila téměř sedm let azů-
    stávala poslední sociální sítí ze
    Spojených států, která ještě byla
    na čínském trhu aktivní.
    LinkedIn čelil nedávno kritice,
    když zablokoval proly několika
    amerických novinářů vČíně
    azdůvodnil to tím, že chtěl
    Svět podle MAM
    Novinky od Savencie, konec LinkedIn v Číně,
    peprná expanze a odchod Davida Kennedyho
    TikTok podle
    poslední
    zprávy smazal
    od dubna do
    konce června
    81 milionů videí
    kvůli porušení
    pravidel, je to
    jedno procento
    veškerého
    nového obsahu
    Foto: SAVENCIA
    04
    ZPRÁVY

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    MyMoser. Zákazníci si nyní von-
    line prostředí mohou navrhnout
    vlastní dílo značky Moser dle své
    představivosti. Zvolí si velikost,
    barvu, rytinu či doplní dekorativ-
    ní anápojové sklo ooroplastiku
    nebo omonogram vrůzném pro-
    vedení. Spuštění kongurátoru
    provází online kampaň, komuni-
    kace na sociálních sítích avPR.
    Obsahová agentura
    má po šesti letech nové vedení.
    Místo stávajícího CEO Martina
    Brablece, který agenturu vedl
    od založení, nastupuje do nové
    role dosavadní provozní ředitel
    Vojtěch Šmíd. Agentura také
    posiluje svoje zaměření na obsa-
    hový marketing arozšiřuje týmy
    vBrně avPraze.
    Diskont Action, jehož
    cílem je zákazníky neustále
    překvapovat novými výrobky,
    otevřel svou první prodejnu
    vPraze. Nejnovější tuzemská
    pobočka Action otevřela vná-
    kupním centru Eden vPraze 10;
    je patnáctou prodejnou řetězce
    vČeské republice.
    Nova Lady, stanice určená
    primárně divačkám, startuje
    už 18.října. Rozšíří skupinu již
    vysílajících tématických stanic
    Nova Cinema, Nova Action, Nova
    Fun aNova Gold. Programová
    nabídka Nova Lady je zaměřena
    především na premiérové novin-
    ky úspěšných zahraničních seriá-
    lů areality show ina víkendovou
    nabídku lmů různých žánrů.
    Tesco vylepšilo své Tesco
    Online nákupy. Vhlavním městě
    nově doručuje vden objednání.
    Tesco vonlinu nabízí sortiment
    více než 16 000 produktů, ato
    za stejné ceny jako vkamenných
    obchodech. Mezi novinky zpo-
    slední doby patří zdvojnásobení
    kapacity závozů prostřednictvím
    externího dodavatele — logis-
    tické služby DoD nebo rozšíření
    dostupnosti vregionech Děčín,
    Ústí nad Labem, Vysočina, Přerov
    aProstějov.
    CME se stala první společností
    zregionu střední avýchodní
    Evropy připojující se kplatformě
    Albert, která se zabývá udrži-
    telností aživotním prostředím
    voblasti lmu atelevize. Přidává
    se tak ke společnostem, jako jsou
    Fremantle, ITV aSky. CMEne-
    chce být nejlepším producentem
    obsahu ve střední avýchodní
    Evropě na úkor zhoršení životní-
    ho prostředí.
    znepřístupnit zakázaný obsah.
    Případ obrátil pozornost ke
    kompromisům, které musí služba
    dělat, aby zůstala na čínském
    trhu, uvedla agentura DPA.
    Microsoft koupil LinkedIn
    vroce 2016 za více než 26 miliard
    dolarů (569 miliard Kč). Sociální
    sítě Facebook aTwitter jsou vČíně
    zakázány už déle než deset let.
    Google zemi opustil vroce 2010.
    Peprná expanze
    Společnost Pepper..eld se za
    tři roky od spuštění stala jedním
    znejvětších dovozců Kampot-
    ského pepře na světě. Letos
    vzáří získal český projekt hned
    dvě důležitá ocenění — nejvyšší
    ocenění vbritském Great Taste
    a2. místo vkategorii Byznys
    vCenách SDG’sza naplňování
    cílů udržitelného rozvoje OSN.
    Nově představila komunikaci,
    se kterou míří do Evropy. „Od
    začátku jsme byli výrazní tím,
    že jsme vzali klasický byznys
    spepřem apostavili jsme jej na
    hlavu, což se vždy odráželo ina
    naší komunikaci amarketingu.
    Cílem je, aby lidé pochopili, že
    Pepper..eld není jen opepři. Je
    to svět, který se skládá ze čtyř
    prioritních oblastí — chuť, auten-
    ticita, dobro aluxusní dárky,“
    vypočítává jeden ze zakladatelů
    David Pavel. Novou komunikační
    strategii vytvořili ve spolupráci
    se strategickým konzultantem
    Tomášem Grmelou, art di-
    rectorkou Terezou Maršálkovou
    akreativním ředitelem Richar-
    dem Kolbe.
    Zemřel David
    Kennedy
    Před týdnem vneděli 10. října ze-
    mřel David Kennedy, spoluzakla-
    datel jedné znejvětších světových
    nezávislých reklamních agentur
    Wieden+Kennedy. Bylo mu 82let.
    David Kennedy se spojil sDa-
    nem Wiedenem avdubnu roku
    1982 založili společnou rmu
    vPortlandu. „Your legacy and
    spirit will live on forever in our
    hearts and our work,“ napsala
    agentura na Twitterovém účtu
    minulý týden vúterý.
    Prvním zaměstnáním Kenne-
    dyho byl asistent svářeče, poté
    ale absolvoval umění na univer-
    zitě vColoradu apřestěhoval se
    do Chicaga, kde posléze pracoval
    jako kreativní ředitel pro Young
    & Rubicam apozději prošel agen-
    turami Leo Burnett, Needham
    nebo Benton & Bowles. Při svém
    působení vMcCann -Erickson
    vOregonu, potkal svého bu-
    doucího obchodního partnera
    Davida Wiedena.
    Vzačátcích nebyla vnové
    agentuře Wieden+Kennedy, kte-
    rá měla sídlo ve sklepní místnos-
    ti, ani telefonní linka aveškeré
    hovory pánové vyřizovali zbud-
    ky na ulici. Jejich prvním klien-
    tem byla tehdy neznámá značka
    sportovní obuvi Nike. Firmě po-
    mohli kneuvěřitelnému úspěchu
    asobě zařídili během několika
    let světový věhlas na reklamním
    trhu. Wieden napsal slogan „Just
    Do It“ aKennedy mu vdechl
    život. Vjejich první televizní
    kampani pro Nike hrál 80letý
    běžec Walt Stack (vizprvní QR
    odkaz ve fotce).Ačkoli Kennedy
    odešel vroce 1993 formálně do
    důchodu, často se vportlandské
    kanceláři objevoval apro -bono
    pracoval například pro nezisko-
    vou organizaci American Indian
    College Fund. Jeho poslední
    kampaň měla premiéru jen jeden
    den před jeho smrtí (vizdruhý QR
    odkaz ve fotce). Ve stáří se vrátil
    také kumění ake svařování — tvo-
    řil sochy zbronzu, ocele amědi.
    Facebook a data
    pro AI nástroje
    Stím, jak se vyvíjí umělá inteli-
    gence atechnologie rozšířené
    reality pro brýle adalší zařízení,
    je také třeba, aby tyto produkty
    uměly vnímat svět zpohledu lidí
    ajejich perspektivy. Jelikož je
    na trhu poměrně málo videozá-
    znamů zpohledu první osoby,
    rozhodl se Facebook vytvořit
    veřejný dataset obsahující tisíce
    hodin nahrávek.
    Dosavadní modely rozpozná-
    vání objektů byly totiž školeny
    zejména zpohledu třetí osoby.
    Může tedy rozpoznat osobu, kte-
    rá vaří, ale pouze pokud vidí tuto
    osobu stojící vkuchyni, ne pokud
    je pohled zočí dané osoby. Nebo
    rozpozná kolo, ale ne zpohledu
    jezdce.
    Řešením problémů strojového
    učení je obecně buď více dat,
    nebo jejich lepší kvalita. Face-
    book kontaktoval 13 univerzit
    avýzkumných partnerů, aby
    shromáždili videa zpohledu prv-
    ní osoby oběžných aktivitách,
    jako je vaření, nakupování vob-
    chodech, nebo trávení volného
    času.
    05
    ZPRÁVY
    Zdroj: WIEDEN+KENNEDY

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  • Strana 36

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