Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
44/2020
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.
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JEDNÁNÍ O TVREKLAMĚ STARTUJÍTelevize chtějí zdražovat.Realita klientů je silněovlivněná pandemií.Chtějí lepší podmínky.str. 6–9JDĚTE TAM, KDE UŽNENÍ NIKDO JINÝKdyž se konkurencepředhání vdigitálu, zkustetisk, navrhuje Pavel GalíkzOmnicom Media Group.str. 15ZAHRANIČNÍ TURISTÉCHYBÍ NEJEN V PRAZECestovní ruch trpí nejvíce.Zahraniční hosté zoufalenejsou avbudoucnu oněvregionu bude velký boj.str. 16–17CENA REKLAMYPOROSTELADISLAVDIANIŠKA442. listopadu 202099 Kč / 4,90 €Strana 2
www.eurovia.czže násneohrožujetesvojí jízdouVšichnijsme naspolečnécestě.EU_MaM_inz_2020_210x280mm_Uz_nikdy_2020.indd 1EU_MaM_inz_2020_210x280mm_Uz_nikdy_2020.indd 1 28.05.2020 8:0728.05.2020 8:07Strana 3
Vkomunikaci zpráv kolem ko-ronaviru avládních opatření užnedělají přešlapy jen politici, alestále častěji se bohužel přidávajíiněkteří lidé zmédií. Vminulémtýdnu neudržel nervy na uzděmoderátor Televizních novin PetrSuchoň, který během vysílánívelice neprofesionálně napadalprezidenta české lékařské komo-ry Milana Kubka.Jeho výstup neušel pochopitel-ně pozornosti, aač se za něj sámSuchoň posléze upřímně omluvil,zrelace byl zatím na dobu nejmé-ně jednoho měsíce stažen.Dalším „hitem“ se stala disku-se na CNN Prima News, kde ana-lytička serveru Echo24.cz LenkaZlámalová řekla, že Světovázdravotnická organizace (WHO)vydala novou studii, kde se uvádí,že riziko nákazy koronavirem jenižší než se dosud uvádělo ajena úrovni běžných viróz. Atímpádem jsou tvrdá plošná vládníopatření zcela neadekvátní.Celá věc měla však jedenzásadní problém. Nešlo oociálnístanovisko WHO, ale ojednu zvě-deckých prací pouze zveřejně-nou vbulletinu WHO. To je dostzásadní rozdíl.Ovšem toto prohlášení sestalo hitem sociálních sítí, kdejej tak mocně šířili popírači co-vidu adezinformátoři, že na nějdokonce reagovalo Ministerstvozdravotnictví Slovenské republi-ky. Poté se přidali další. Jenže zá-sadní problém je, že tyto opravyse prostě nikdy nedostanou kcelémase lidí, kteří viděli původní„fake news“. Je smutné, že za tímstojí novinářka, byť se mohlasplést. Ale damage is done.Pochybení ve strategické ko-munikaci přiznává iministerstvozdravotnictví stím, že vlivemokolností mohou mít přešlapydopad na účinnost opatření,protože uveřejnosti se postupnézpřísňování opatření salámovoumetodou už nesetkává stako-vou pozorností adodržovánímpravidel, jako během první jarnívlny. Nově vyčleněných padesátmilionů korun však přicházískutečně pozdě, nehledě na jejichzatím nejasné využití.Emoce na všech frontách bu-dou pravděpodobně dál plynout,jak se plíživá situace dotkneživotů čím dál více lidí. Tak jakovkaždé krizi je ale třeba přede-vším zachovat chladnou hlavuaracionalitu. Na všech frontách.Přeji vám zajímavé ainspirativníčtení!Pavel HejkrlíkredaktorZachovejmechladnou hlavu03EDITORIALdolarů dosahuje zhruba dnešní globální trh s módou z druhé ruky.Meziroční nárůst se pohybuje mezi 15 a 20 procenty a bude takovýi dalších pět let, vyplývá z aktuální studie Vestiaire Collectivea Boston Consulting Group.Číslo týdne40 mld.TELEVIZEEFFIEPR KATEGORIE MÁ ZA SEBOUÚSPĚŠNOU PREMIÉRU V EFFIEKdyž přihlašovatelé chtějí, umějídoložit efektivitu kampaní. Bez tohopodle porotců soutěže neprojdou.str. 14 –15TELEVIZEPRIMA ZAČÍNÁ PORÁŽET NOVUV DŮLEŽITÝCH CÍLOVKÁCHPrima zažila nejlepší září od roku2006. Trhem ale patrně zacloumáPPF, nový vlastník TV Nova.KOMERČNÍ TELEVIZE NA VLNĚSLEDOVANOSTI ZDRAŽUJÍVprůměru opět procent má vzrůstcena televizní reklamy vpříštím roce.Zadavatelé volají po větší exibilitě.str. 10 –11str. 6 –9CESTOVNÍ RUCHHOTELY A RESTAURACE ČEKAJÍHUBENÉ ROKYNávrat leteckého provozu na normálpotrvá až čtyři roky. Bez zahraničníchturistů řada hráčů boj nezvládne.str. 16 –17CESTOVNÍ RUCHPRAHA SI VÝJIMEČNOSTV REGIONU UCHOVÁOkolní země budou agresivníkampaně na turisty stupňovat, říkáWilliam Boulton-Smith zMarriottu.str. 18 –19NÁZORYSTRAVA BUDOUCNOSTI BUDEŠETRNĚJŠÍ K PLANETĚZnačky by měly rozšiřovat nabídkurostlinných potravin, tvrdí MichaelaFraneková, šéa Unilever ČR aSR.str. 22Foto na titulní straně: VOJTĚCH RESLERStrana 4
SvodkaAtmedia navazuje spoluprá-ci sTelevizí Seznam, kterou budeod 1.ledna2021 zastupovat připrodeji reklamního prostoru.Tipsport se stal strategic-kým partnerem esportovéhotýmu Sampi, který vlastní fotba-lový reprezentant ahráč italskéSampdorie Janov Jakub Jankto.Ruzovyslon.cz jenejvětším zadavatelem reklamyvsegmentu erotických pomůcekpodle agentury Nielsen Admos-phere. Od ledna do září utratil zareklamní prostor vceníkovýchcenách téměř 20 milionů korun.Evropa 2 uvedla po delšídobě printovou kampaň postave-nou na programu rádia. Předsta-vuje vní jednotlivé rozhlasovéshow spolu sjejich moderátory.Kaspersky, sofwarováspolečnost zabývající se počítačo-vou bezpečností, si ve výběrovémřízení na novou PR agenturu proaktivity na českém trhu vybralaTaktiq Communications. Spolu-práce startuje od listopadu.Bohematic je nová českáznačka luxusních hodinek sma-nufakturní výrobou vNovémMěstě nad Metují. Založili ji pod-nikatel Josef Zajíček adesignéřiMichal Froněk aJan Němeček zestudia Olgoj Chorchoj.Ministerstvo obranyČR zahájilo kampaň „Víme, comáme“ (#VimeCoMame), jejímžcílem je „podpora českých remvobranném průmyslu vůčinejširší veřejnosti“. Název odka-zuje na armádní hesla „Víme, cochceme“ a„Víme, co umíme“.Jádrem komunikace jsou videa nasociálních sítích.Petr Nováček, historik,politický komentátor anovinář,jenž je dlouholetým spolupracov-VÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNEUDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIAStátní kampaňza 50 milionůPadesát milionů korun zvládníchrozpočtových rezerv dostáváministerstvo zdravotnictvína komplexní komunikačníkampaň. Sjejí pomocí má úřadukončit komunikační zmatkydoprovázející zavádění opatřeníproti pandemii, zlepšit pošramo-cenou důvěru ve vládu abojovatsdezinformacemi. Jak konkrétněbudou prostředky využity, zatímnení jasné. Dle materiálu předlo-ženého úřadem vládě, jenž získalserver Aktuálně, bude kampaňvtelevizi, tisku, online iOOH.„Záměr uchopit komunikaciprofesionálně je chvályhodný,byť přichází smnohaměsíčnímzpožděním. AKA bude pečlivěsledovat, jak vláda naloží sná-ročným zadáním asvyhrazenýmrozpočtem,“ reagovala ve svémstanovisku Asociace komunikač-ních agentur.Idalší experti jsou skeptičtí.„Informační kampaň vlády vtom-to případě přichází pět minut podvanácté. Ato ještě pevně věřím,že to bude opravdu osvětová kam-paň, nikoliv (marný) pokus získatzpět důvěru veřejnosti vsou-časnou vládu,“ uvedl pro MAMOndřej Obluk, šéf české pobočkykomunikační skupiny Ogilvy,adodal: „Zatímco všude vcivi-lizovaném světě běží edukačníkampaně od jara, vČR ipřesopakované výzvy jak odbornéveřejnosti, tak akademickéhosektoru, se vláda soustředila pou-ze na svoje selfpromo. Zpohledukomunikace sveřejností aosvětypro zvládání pandemie je tonaprostý amatérismus.“„Celkový záměr je vpořádku,ďábel se však může skrývat vde-tailech. Špatná vládní propagacetotiž může být horší než žádná,“reagoval pro MAM také RobertČásenský, šéfredaktor magazínuReportér.Vyjádření dalších lidí ztrhu na-jdete včlánku na webu mam.cz.Svět podle MAMKampaň státu, mínusy holdingů,úspěch Budweiseru atendr ČRoEK navrhnebalíčeklegislativníchopatřeníaktualizujícípravidla EU proe -commerceaomezenípro platformysvýznamnoutržní silou04ZPRÁVYVÍCE NAADRESEMAM.CZZdroj: FB VLADA.CZStrana 5
níkem Českého rozhlasu, dostalod prezidenta Miloše Zemanamedaili Za zásluhy.Košík.cz oznámil, že zpřes-nil čas doručení nákupu na dva-cet minut adynamicky naceňujedopravu. Nyní je vaplikaci vidi-telný aktuální status objednávky.Od nákupů za pětistovku se budecena dopravy přímo úměrněsnižovat velikosti nákupu, od1200 Kč je pak nadále zdarma.Hero spouští první kampaňzměněného dlouhodobéhokomunikačního konceptu značkySunar, který vytvořila její nováagentura Saatchi & Saatchi.Kreativní koncept má zastřešujícíslogan „Svysokým obsahem ma-teřské lásky“ asoučástí jsou dvaspoty, online média aPOS.VelkopopovickýKozel mění design svýchproduktů. Zároveň došloikúpravě receptury Kozla 10a11, změnu podpoří i kampaň.Veškerý packaging má působitmoderněji, prémiově aodlišovatse od ostatních pivních značek načeském trhu. Na první pohled mábýt jasné, jestli si zákazník kupujeKozla 10, černého, ležák nebořezané pivo.Bonami, e -shop zaměřenýna prodej nábytku abytovýchdoplňků, se snaží ve své vá-noční kampani bořit stereotypdokonalých Vánoc. Společnost jinasadila napříč všemi mediatypyavevšech zemích působnosti—vČesku, na Slovensku, vRu-munsku, vPolsku avMaďarsku.Kampaň vznikla in -house.TikTok a Shopifyse staly partnery vglobálnímměřítku. E -commerce platfor-ma chce přes sociální síť oslovitmladší publikum arozšířit funkcenakupování vaplikacích. Tentokrok umožní více než milionuobchodníkům vytvářet, spouštětaoptimalizovat marketingovékampaně na TikToku přímozvlastního řídícího panelu(postažení aplikace zShopifyApp Store).Spotify oznámila výsledkyza třetí čtvrtletí; jsou meziročněvýrazně lepší. Zvýšila se konzu-mace ipříjmy zreklamy. Prémio-vé předplatné vzrostlo meziročněo27 procent na 144 milionů.Počet měsíčních aktivních uživa-telů dosahuje 320 milionů (+29%).„Prémium příjmy“ narostlyo15procent apříjmy podpořenéreklamou o9 procent.Holdingy hlásídalší poklesyKomunikační skupina WPPdosáhla za třetí kvartál tržeb2,97miliardy liber, což předsta-vuje meziročně o5,5 procentanižší číslo. WPP se ale dařízískávat nové klienty, mezi něžpatří Uber, Alibaba či HSBC.Společnost zůstává obezřet-ná vůči vývoji vnásledujícímkvartále, podobně jako dalšíkomunikační holdiny, které užvýsledky zveřejnily. Omnicom sepochlubil stržbami 3,2 miliardydolarů (meziročně o11,7 procentaméně). Interpublic dosáhl natržby 1,95miliardy dolarů (nižšío3,7 procenta). Publicis Groupeutržil 2,3 miliardy eur (meziročnípokles o5,6 procenta).Okénko mezikrachem a žitímProvoz v„okénkovém“ režimu.zvládá udržet jen polovina gast-ropodniků, které měly otevřenoještě začátkem října. Statistikyposkytovatele pokladních systé-mů Dotykačka ukazují, že gastro-podnikům provozujícím okýnkooproti normálu klesly tržby jeno2025 procent. Lidé však naku-pují hlavně jídlo apropad nápojůznamená imenší zisky, protožena nápojích mají restauratéřimnohem vyšší marže. Situaci nej-lépe zvládají podniky provozujícíkuchyň, naopak nejvíc postiženéjsou bary, klubů funguje jen pětprocent.BudweiserzabodovalNa slavnostním předávání ClioSports Awards se zklientů minulýtýden nejvíce radoval Budweiser,jenž vyhrál třikrát Grand Clio, tři-krát byl zlatý ašestkrát stříbrný.Nejúspěšnější agenturou se staljeho dvorní dodavatel Vayner-Media, agentura získala celkem14cen. Zvirtuálního slavnostníhopředávání Clio Sports Awards sispolečnost Budweiser aagenturaVaynerMedia odnesly hned třiceny Grand Clio za kampaň „TheFuture Ocial Sponsor“. Tatokampaň upozorňující na výraznýmzdový rozdíl vmužskémaženském fotbale způsobenýnedostatkem sponzorů ovládlakategorie Integrovaná kampaň,Partnerství, sponzoring & spolu-práce aSociální média. Výsled-kem kampaně, jejíž tváří se stalahráčka Megan Rapinoe, bylo, žedo národní ženské fotbalové liypřibylo dalších šest sponzorůahorní hranice příjmů hráček sezvýšila otéměř 20 procent.Další tři udělené ceny GrandClio si odnesly Wieden + KennedyŠanghaj vkategorii Design, atoza basketbalové dresy Beijing 99,agentura Fingerpaint Marketingvkategorii Public Relations zakampaň pro Concussion LegacyFoundation (Nadace pro osobyse získaným poškozením mozku)aAKQA vyhrála Grand Clio proGoogle skampaní „Oside Muse-um“, která se snažila zmapovatprázdná místa vhistorii ženskéhofotbalu mezi lety 1921 až 1979.ČRo prodlužujetermín tendruPůvodní deadline 5.listopadupro zájemce oúčast na tendruČRo kzakázce na marketingovéslužby vhodnotě 95 milionůkorun se přesouvá na 10.listo-pad. Důvodem jsou podle BlankyBumbálkové, vedoucí odděleníkomunikace, „dodatečné dotazyze strany uchazečů“. Soutěž bylavypsána už během léta, tehdyale podle mluvčího Jiřího Hošnyvkonečném výběru zůstal jenjediný uchazeč, ostatní nespl-nili podmínky. Musela se tedyvyhlásit znovu. Zatím se začalyobjevovat hlasy ztrhu, že jezakázka koncipována na míruagentuře Proximity Prague, kteráČRo poslední čtyři roky poskyto-vala klientský servis ado tendruse hlásí inyní. „Ztrhu jsmezaznamenali informace onad-standardních vztazích stávajícíagentury azadavatele. Oproti létunejsou vnově vypsaném tendružádné zásadní změny, není tedydůvod ani měnit naše rozhodnutíneúčastnit se,“ řekl Ondřej Obluk,CEO Ogilvy. Mluvčí ČRo se protivýroku ohradil. „Pokud má prosvá tvrzení nějaké důkazy, ať jezveřejní. Celý tendr byl konzulto-ván scertikovaným poradcemAKA (Asociace komunikačníchagentur— pozn.red) panemMarkem Buchtou,“ dodal Hošna.Ředitel AKA Marek Hlavica všaknamítl, že samotná AKA zakáz-ku neposvětila acertikovanýporadce asociaci nezastupuje.„Mohli se na nás obrátit,“ řekl.05ZPRÁVYFoto: BUDWEISERStrana 6
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