Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

44/2021

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

    HRÁT, ČI NEHRÁT
    V REKLAMĚ?
    Po omluvě Pavla Lišky za
    roli ve spotech Bohemia
    Enery budou umělci
    nabídky více zvažovat.
    str. 6–7
    D2C JE PRO ZNAČKY
    STÁLE DŮLEŽITĚJŠÍ
    Mají lepší kontrolu nad
    vztahem se zákazníkem,
    adata jim pomáhají
    vcílení ivývoji produktů.
    str. 8–11
    ART DIRECTORS CLUB
    ROZDAL LOUSKÁČKY
    Nejvíce trofejí si odnesla
    agentura DDB Prague,
    klientem letošního ročníku
    je Česká spořitelna.
    str. 20–25
    ANONYMITU
    NECHCEME
    DAVID
    LHOTA
    44
    1. listopadu 2021
    99 Kč / 4,90
  • Strana 2

    objednávejte na chci.mam.cz nebo na tel.: 735 707 420
    BUDOUCNOST
    JE V OBSAHU
    LENKA
    ČERNÁ
    43
    25. října 2021
    99 / 4,90
    KLÍČEM K ÚSPĚCHU
    JE ROZMANITOST
    Pořád avšude poslouchám
    lidi, říká „Wonder Woman“
    izraelské reklamní kreativy
    Sigal Abudy Weber.
    str. 6–7
    VELKÉ MEDIÁLNÍ
    ZDRAŽOVÁNÍ
    Ceny reklamy vtelevizích
    vzrostou dvouciferně.
    Přidávají se idalší
    meditypy.
    str. 8–11
    VOLEBNÍ KAMPANĚ
    BUDOU JEŠTĚ VĚTŠÍ
    Zákulisí tvorby vítězné
    kampaně koalice Spolu
    poodhaluje vrozhovoru
    Radek Hadj Moussa.
    str. 18–19
    roční 3 500 Kč
    dvouleté 6 000 Kč
    roční 3 500 Kč
    dvouleté 6 000 Kč
    roční 5 000 Kč
    dvouleté 10 000 Kč
    roční 10 000 Kč
    dvouleté 20 000 Kč
    BUDOUCNOST
    JE V OBSAHU
    LENKA
    ČERNÁ
    43
    25.října 2021
    99/ 4,90
    KLÍČEM K
    ÚSPĚCHU
    JE ROZMANITOST
    Pořád avšude poslouchám
    lidi, říká „Wonder Woman
    izraelské reklamní kreativy
    Sigal Abudy Weber.
    str.
    6–7
    ZDRAŽOVÁNÍ
    Ceny reklamy vtelevizích
    vzrostou dvouciferně.
    Přidávají se idalší
    meditypy.
    str.
    8–11
    VOLEBNÍ KAMPANĚ
    BUDOU JEŠTĚ VĚTŠÍ
    Zákulisí tvorby vítězné
    kampaně koalice Spolu
    poodhaluje vrozhovoru
    Radek Hadj Moussa.
    str.
    18–19
    BUDOUCNOST
    JE V OBSAHU
    LENKA
    ČERNÁ
    43
    25.října 2021
    99/ 4,90
    KLÍČEM K
    ÚSPĚCHU
    JE ROZMANITOST
    Pořád avšude poslouchám
    lidi, říká „Wonder Woman
    izraelské reklamní kreativy
    Sigal Abudy Weber.
    str.
    6–7
    ZDRAŽOVÁNÍ
    Ceny reklamy vtelevizích
    vzrostou dvouciferně.
    Přidávají se idalší
    meditypy.
    str.
    8–11
    VOLEBNÍ KAMPANĚ
    BUDOU JEŠTĚ VĚTŠÍ
    Zákulisí tvorby vítězné
    kampaně koalice Spolu
    poodhaluje vrozhovoru
    Radek Hadj Moussa.
    str.
    18–19
    ušetřete až
    14 000 Kč
    ušetřete až
    34 000 Kč
    BUDOUCNOST
    JE V OBSAHU
    LENKA
    ČERNÁ
    tištěný časopis
    MAM
    PRINT
    časopis na webu nebo ve čtečce
    MAM
    DIGITAL
    MAM
    KOMPLET
    MAM print + MAM digital
    + online archiv
    MAM
    EXPERT
    MAM print + MAM digital + online
    archiv + vstup Forum Media
    Vyberte si
    z naší široké nabídky
    edplatného
    BUDOUCNOST
    JE V OBSAHU
    LENKA
    ČERNÁ
    MAM_inz_predplatne_210x280_MAM_2021.indd 1MAM_inz_predplatne_210x280_MAM_2021.indd 1 29.10.2021 10:5029.10.2021 10:50
  • Strana 3

    Není to tak dávno, co se Asociace
    public relations vymezila vůči
    mluvčímu prezidenta Jiřímu Ov-
    čáčkovi, protože „výkonem“ své
    práce pkozuje obor. Od APRA
    je to za šest let třetí podobná „čer-
    vená karta“, přesto to Ovčáčkem
    nepohnulo a„komunikace
    zHradu se dodnes neznila,
    ikdyž by měla.
    Jako zjiného světa vedle toho
    působí přístup herce Pavla Lišky,
    který se omluvil za účinkování
    vreklamách Bohemia Enery,
    ikdyž by nemusel. On koncovým
    kazním, kterým sám byl,
    problémy nezpůsobil, na rozhod-
    nutí oukončení byznysu rmy
    neměl podíl. Přesto přijal osobní
    odpovědnost za to, že podniku
    pomáhal shánět klienty.
    Suzním vlastho podílu na
    něčem bývá problém, často se dá
    vymluvit na to, že „rozkaz zl
    jas. Odpovědnost ale leží na
    každém článku komunikačního
    řetězce, ať už jde oPR nebo mar-
    keting. Snaží se jí více zaobírat
    izadavatelé včetně českých, za
    což je pochválila išéa glolní
    kreativy VMLY&R Commerce
    Gabriela Lungu zpozice předsed-
    kyně poroty ADC Czech Creative
    Awards. Všem by nám té osobní
    odpovědnosti slušelo více.
    Jakub Křešnička
    redaktor
    Ozka osobní
    odpovědnosti
    03
    EDITORIAL
    05350WPP inzerce MaM 93x127 V02.indd 105350WPP inzerce MaM 93x127 V02.indd 1 15.10.2021 15:1815.10.2021 15:18
    Inzerce
    DIRECT TO CONSUMER
    AGENTURY
    VÝHRA T MOBILU JE SIGNÁL
    PRO TRH A VÝZVA PRO NÁS
    Úspěch podtrhuje pojetí WPP jako
    „podniků“, vnichž klientům stavíme
    služby na klíč, říká David Lhota.
    str. 12 –13
    REKLAMA
    ZÍSKAT ZNÁMÉ TVÁŘE DO
    REKLAM BUDE NYNÍ TĚŽŠÍ
    Kvůli případu padlého dodavatele
    energií aomluvy herce Pavla Lišky
    budou celebrity obezřetnější.
    PŘÍMÝ VZTAH SE ZÁKAZNÍKEM
    BUDE TŘEBA STÁLE VÍCE
    Vlivem pandemie se mnoho značek
    obrátilo ke kanálu D2C. Se zákazníky
    si lépe budují vztah a prodeje rostou.
    str. 6 –7
    str. 8 –11
    VIZUÁLNÍ IDENTITA
    IDENTITA STVOŘENÁ FUNK
    A KŘEHKOSTÍ
    Nové sídlo agentur sítě WPP vbudo
    bývalých pražských Elektrických
    podniků má vizuální styl od Ogilvy.
    str. 14 –15
    ADC AWARDS
    NEJÚSPĚŠNĚJŠÍ KREATIVNÍ
    KAMPANĚ ROKU
    Celkem 69 Louskáčků si rozdělily
    agentury na 29. ročníku soutěže
    ADC Czech Creative Awards.
    str. 20 –25
    STRATEGIE
    MARKETING HOTELU V PANDEMII
    NEMÁ POUŽÍVAT KLIŠÉ
    Grandhotelu Pupp pomohlo, že se už
    před covidem zaměřil na české hosty.
    Ti mu to vrátili rekordním létem.
    str. 27
    Foto na titulní straně: BOHUMIL POSPÍŠIL
  • Strana 4

    Svodka
    Penny testuje na Plzsku
    vlastní e -shop pod názvem Pen-
    nydomů. Vpřípadě úspěchu je
    vplánu rozšíření na další oblasti.
    Penny nebude mít pro přípravu
    kupů speclní sklad, vbu-
    doucnu plánuje vyití své sítě
    takřka 400 prodejen. Po objed-
    ní na internetové adrese bude
    kup připraven v nejblší pro-
    dejně, kde ho následně vyzvedne
    kurýr společnosti DoDo adoručí
    ho na požadovanou adresu.
    Albert spouští velký bezoba-
    lový experiment vprodejně na
    pražském Chodově. Zákazníci
    zde mohou vyrat anakupovat
    z— na českém trhu — nejširšího
    sortimentu suchých potravin či
    drogistického zboží do speciál-
    ních opakovaně plnitelných ná-
    dob. Řešení ztuje společnost
    MIWA, drogerii Tierra Verde.
    CCC, obuvnický řetězec,
    mění styl komunikace amarke-
    tingových kampaní. Od listopadu
    také kvůli tomu zahájí spolupráci
    snovou PR agenturou M Con-
    sulting. Vztahy sinuencery si
    bude nově CCC zajišťovat inhouse
    azčásti prostřednictvím nové
    agentury.
    Newstream.cz vydá
    ve spolupráci se společností A11
    tištěný magazín věnovaný pro-
    blematice ESG (Environmental,
    social and corporate governan-
    ce). Obsah agraku zastřešila
    redakce Newstream.cz, vyda-
    vatelský servis aobchod pak
    společnost A11. Premium Guide
    ESG vychází vmci prémiových
    ročenek Premium Guide.
    Zásilkovna zahájila na
    svých depech provoz robotických
    třídiček PackMan. PackMani jsou
    AGV vozíky, které uvezou zásilky
    shmotností až 15 kilogramů oroz-
    měrech 40 × 40 × 50 centimetrů.
    Oproti dosavadnímu systému,
    kdy zásilky třídili lidé, dokážou
    roboti za hodinu odbavit aroz-
    třídit více než 10 000 zásilek, což
    je dvojnásobek ve srovní se
    stávajícím režimem. Jedno nabití
    vydrží dvě hodiny.
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Z Facebooku
    je nově Meta
    Mark Zuckerberg představil nové
    jméno skupiny, pod níž spadají
    soclní sítě Facebook, Instagram
    či WhatsApp — Meta. Vnovém
    logu se urmy objevila ležatá
    osmka odkazující na nekoneč
    možnosti, které svět metaversa
    může přinést. Metaverse se má
    stát dalším rozšířem internetu
    vrámci využití virtuální reality.
    Lidé budou zběžných životů od-
    skakovat do jiné reality, vníž bu-
    dou moci se bavit, hrát hry, stavět
    digitlní obchody aprovozovat
    byznys. Facebook už minulý tý-
    den ozmil, že plánuje vEvropě
    ijmout 10 000 lidí, kteří mají
    vnásledujících 10 až 15 letech
    pracovat na tvorbě „virtuálního
    vesmíru“. Zuckerberg očekává, že
    metaversa bude během příšho
    desetiletí používat miliarda lidí.
    HN podpořily
    web kampaní
    Hospodářské noviny mají nový
    web HN.cz. Podpořily ho typogra-
    ckou kampaní, kterou připravila
    agentura Kaspen Jung von Matt.
    Ve vizlech se objevují
    motivující slogany kombinované
    smodrými pruhy odkazucími
    se klogu deku. „Hospodářské
    noviny dlouho působily jako co
    možná nejkonzervativnější,
    říká Kateřina Šušáková, ředitel-
    ka marketingu akomunikace
    vydavatelství Economia adodala:
    „Český byznys proczí gener-
    ní obměnou. Hospořské noviny
    Svět podle MAM
    Facebook Meta, nový web HN, 100 let
    volejbalu, privátka Lidlu a WPP se daří
    Skupi
    Alphabet
    stouply ve
    etím kvertálu
    tržby o41% na
    65mld. USD.
    Tržby zreklamy
    meziroč
    vzrostly o43%
    na 53 mld. USD
    Foto: M ETA
    04
    ZPRÁVY
  • Strana 5

    na to reagují obsahovými změna-
    mi ateď přišel čas ina relaunch
    znky. Věříme, že nová podoba
    komunikace je přiblíží cílovce,
    které byla striktně konzerva-
    tivní podoba trochu vzdálená.
    Kampaň běží na outdoorových
    plochách, na kalech ČT aPri-
    my, vČeském rozhlase, rádiích
    Expres aClassic avdigitálním
    prostředí. Imageová část kampa-
    ně poběží do poloviny listopadu.
    Na ni naváží obchodní nabídky.
    Lidl má privátní
    značku Náš kraj
    Produkty řetězce Lidl od českých
    výrobců ponesou nově privátní
    znku Náš kraj. Vnabídce bude
    už od 1. listopadu přes 80pro-
    duktů od více než třiceti doda-
    vatelů, snimiž Lidl dlouhodo
    spolupracuje.
    Pod novou privátní značkou
    Náš kraj zákazníci najdou napří-
    klad lázské oplatky, moravskou
    klobásu ijogurty Pochoutka.
    Doplní je také další produkty,
    které jsou pro Českou republiku
    typické, špekáčky, samy Vyso-
    čina či Polan, ale itermix nebo
    oblíbená hotová jídla jako jsou ko-
    prová arajská omáčka či vepřové
    maso sknedkem azelím.
    „Prostřednictvím nové pri-
    vátní značky vycházíme vstříc
    našim zákazním, ukterých
    pozorujeme rostoucí zájem
    odomácí potraviny. Tradní jsou
    produkty aztradice čerpá isa-
    motné logo Náš kraj. Zároveň tím
    pokračujeme vdlouholeté podpo-
    ře tuzemských dodavatelů,
    vysvětluje jednatel odpovědný za
    kup Michal Farník. SLidlem
    loni vyvezlo své potraviny adro-
    gistické zboží celkem 185 výrob
    do 28zemí Evropy aUSA, ato za
    téměř 9,7 miliardy korun.
    Oslava sta let
    volejbalu v ČR
    Kvýročí 100let českého volejbalu
    českobudějovická agentura Chilli
    Production vymyslela, zorgani-
    zovala azrealizovala unikát
    projekt včetně plánu na jeho
    využití. „Jednalo se ojednoden-
    ní natáčení, kam jsme pozvali
    největší žijící volejbalové ikony,
    od nejstaích po současné hráče.
    Vybrali jsme naprosto unikátní
    prostor, který nemá vEvropě
    obdoby — Dobku, kde se na d
    lomu kousek od Prahy ukrývají
    dva venkovní antukové kurty
    obklopené skalmi stěnami,
    popsal zakladatel agentury Otta
    Kovařík. Přípravy zabraly měsíc.
    Materiál, který vznikl, mapuje
    100let, za jediný den se stihlo
    natočit hlavní video a27 me-
    dailonků, kde osobnosti odpo-
    vídaly na stejné otázky, každý
    po svém. „Finálním výstupem
    bude hlavní video (cca2minuty),
    30sekundová verze atři deseti-
    sekundové sponzorské spoty do
    TV před každé volejbalové utkání
    areklamní bloky,“ dodal Kovařík.
    lem je ukázat veřejnosti, že
    volejbal je na vzestupu aje to
    moderní, dynamický ahlav
    estranný sport. Obsah by měl
    také podpořit nábor mladých hrá-
    čů do mládežnických kategorií,
    což bude součástí sdělení na
    sociálních sítích.
    Další silný
    kvarl pro WPP
    Největší globální komunikačníť
    WPP si chválí růst ekonomických
    výsledků. Tržby za třetí čtvrtle
    meziročně vzrostly otéměř deset
    procent apřesáhly 2,6 miliardy
    liber. Vpřípadě prvních devíti
    měsíců roku meziročně posko-
    čily o6,7 procenta na více než
    7,5 miliardy liber. Vezmou -li se
    vúvahu tržby zpokračujících
    operací, jsou růsty dvojciferné,
    překonávají pak ivýsledky za
    stejná období roku 2019.
    „Klienti napříč všemi sektory
    aregiony výrazně investují do
    marketingu, především co se týká
    digitálních médií ae -commerce
    služeb,“ uvedl šéf skupiny Mark
    Read. Ocenil vyhraná výběrová
    řízení, jako byla obhajoba Unile-
    veru, rozšíření spolupráce se sku-
    pinou Bayer askaní kontraktů
    vpřípadě společností Beiersdorf,
    L’Oréal, Sainsbury’saTD Bank.
    WPP rovněž opět zvýšila
    očekávané celoroční výsledky
    azpohledu pokračujících ope-
    rací čeká meziroční růst o11,5 až
    12procent.
    Podobně pozitivní zprávy už
    zveřejnily ikomunikační sítě
    Interpublic, Omnicom aPublicis
    Groupe. Dentsu své výsledky
    představí až vprvní polovi
    listopadu.
    Inzerce
    Foto: LIDL
    CNC:
    tady a teď
    CNC v novém
    online kabátu
    Transformace medlního domu
    Czech News Center je vplném
    proudu, ať už jde orozvoj tech-
    nologií, obsahu, e -commerce
    nebo dalších služeb. Kde jinde se
    ovšech novinkách aposunech
    dozvíte nejvíce, než na úpl
    nových auživatelsky dobře řeše-
    ných webových stnkách? Proto
    spustilo CNC začátkem listopadu
    svůj nový web, který předčí
    vaše očekávání. Jeho ambicí je
    inášet nejčerstvější informace
    zredakcí ataké přiblížit zákuli
    jednoho znejvětších medl-
    ních domů. Dozvíte se tam vše,
    co potřebujete vědět otýmech
    aodděleních, které se na rozvoji
    atransformaci podílejí. Sezná-
    míte se stechnologiemi, jež jsou
    zcela zásadní pro tuto proměnu.
    Významnou část webu tvoří nová
    rubrika Blog. Tam najdete infor-
    mace onovinkách aprojektech,
    které se pod střechou CNC aktl-
    ně realizují. Zkuste objevit na
    novém webu Czech News Center
    inspiraci ipro vaši práci.
    Přehled o novinkách
    díky newsletteru
    Novým webem to ale rozhod
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    vědět oCzech News Center ob-
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    aspolupracích jako první, je tu
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    měsíc přinese nejen to nejzají-
    mavější zprintové aonlinové
    inzerce, ale představí izbrusu
    nové formáty, speciály nebo tipy
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    projekty napříč nimi ttěnými
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    RUBRIKA JE KOMERČNÍ
    SPOLUPRACÍ MAM
    A VYDAVATELSTVÍ CZECH NEWS
    CENTER
    05
    ZPRÁVY
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